When speaking about the connection between SEO and web design, most people assume it works as a one-way street.
Namely, they think that the web design is there to serve the SEO and improve rank, while they completely neglect all the innovation that the existence of SEO brought to the world of web design. SEO, as an aspect of digital marketing, heavily focuses on the overall user experience (UX). This means that what’s SEO-friendly, often ends up being user-friendly, as well. Now, as you know, web design is all about improving the UX. Here are several other ways in which SEO can be significant for web design.
Increasing the visit duration
The first thing that gets affected by your SEO efforts is the duration of your visit. However, this is a reciprocal matter seeing as how the longer duration of the visit also benefits your rank, which is a direct goal of your SEO campaign. As for the place that design takes in all of that, let’s just say that even the best-designed page doesn’t mean much unless people decide to stick for long enough to explore it. If this is not the case, all they will manage to see are the name of the company, the CTA (call to action) button and your company’s logo.
Sometimes, this can be more than enough. By making your SEO and web design work together, you can accomplish great things. First, you need to understand that the online audience doesn’t have much patience, which is why it’s both SEO and web design practice to be as straightforward with them as you possibly can. Introduce yourself as soon as they enter the website by stating your name and the services you offer and then keep giving them incentives to stay, one step at a time. This is an SEO trick known as the breadcrumb trail navigation, which can only be achieved through outstanding design efforts.
Look at web design as a part of a greater strategy
When you decide to make a website, you already need to have an agenda behind it. You might hope to gain some subscribers, improve your business, generate some sales or simply promote your personal brand. The problem with this lies in the fact that a lot of people mistake the idea of having agenda with the thought of having a plan, let alone strategy. Having an agenda is merely what you want, having a strategy is knowing exactly how to get it.
For any web design plan of yours to work, you need to learn a thing or two about digital marketing. Here, you should learn how to set objectives, utilize various formats to suit your needs and, above all, automate this process, so that it keeps giving you results even as you pass on to different tasks.
Interactive content is the future
Getting your audience to interact with your website will boost your conversion rates and, in this way, benefit your rank as a whole. The problem with this, however, lies in the fact that traditional content formats no longer have the same sway on your audience as it used to in the past. Therefore, it might be the right choice to turn towards more interactive content formats and allow your audience to customize their own user experience.
The simplest way to make them interact, on the other hand, is to make them take this journey one step at a time. This can be done through micro-interactions. By liking, clicking, rating and commenting, your audience will subconsciously develop a habit of interacting with your website. Once the time arrives for them to encounter your primary CTA (call-to-action), they will find themselves much more likely to take this leap of fate. In fact, by encountering these micro-interactions on social networks and similar platforms, chances are that they will already see them as something familiar and, therefore, show a greater susceptibility to them from square one.
Another reason why SEO is so important for the world of web design is due to the fact that it drives it forward based on the amount of data they’ve gathered and processed. The best example of how this works can be seen in the shift of focus from desktop to mobile users. After all, the world of today is highly mobile and this is a trend that’s expected to pick up the pace in the nearest future. Aside from this, m-commerce is becoming bigger and bigger with each hour.
From the standpoint of design, there are three ways in which all of this can be resolved. You can either put your mobile users at the forefront and go mobile-first. You can assume that your website is used by a wide range of devices, which would justify the idea of going mobile first. Finally, you can just avoid taking any chances and go for responsive web design. Either way, the world of web design now has more dimensions than it ever had before.
The last thing you should keep in mind is the fact that your web design and SEO depend on each other in more ways than you can imagine. As the landscape of the digital marketing and Google algorithm evolve, so will these two trends. In other words, changes in SEO usually precede changes in web design trends, which is why it would be wise for most web developers to start following webmaster guidelines as soon as possible.