Good Design is Good SEO
Design and SEO Shouldn’t Be Mutually Exclusive
A misconception exists that SEO (search engine optimization) should be handled separately from the other design and marketing tasks that your business takes on. This misconception exists because there is also a myth out in the world that SEO is just about keyword chasing and expensive Google ads. It’s not.
When you break it down, SEO is a fundamental tenet of modern design. At its core, SEO is about organizing and describing information in a way that search engines can quickly read and interpret. That means building well-structured websites with relevant URLs and paths from one page to the next. The same need for organization exists on the page level. When content is organized on the page, search engines have a far easier time reading what the page is about. Yes, word choice (aka keywords) play a role in how a search engine interprets your page, but without good design framing your content, those keywords are for naught. Keep in mind that while you want to make Google happy, you can do so while still creating something that human eyes enjoy as well.
These are just two principles of SEO that anyone can see and experience. There are other tasks behind the scenes that matter, too. Everything from developing a logical naming system for files that your business shares online to describing web pages, images, and other media will all affect how you rank.
SEO and Marketing
Everything mentioned above has to do with creating assets for your business. How you share them matters, too. If you’ve looked into SEO for your business, you’ve undoubtedly heard the term “link-building.” We want to talk to you about link building as well, but not quite in the same way. How, where, and why you share links to content on your website matters. It tells search engines a lot about your recency (how active is your business) and relevancy (how good of a fit are you to user search queries). Your marketing team (or agency) should understand this and in doing so, have a strategy for making sure that there are paths back to your website in places across the web where your audience will find them. Strategy is a form of design, we promise.
Visual Design and SEO
This is a post about design and SEO, so we do have to address visual design. There have been conversations for years among people in the design, SEO, and marketing communities about whether great SEO has to compromise design. So while we still see that people are routinely willing to sacrifice one for the other, we believe the answer is that effective SEO can live side by side with great design.
First and foremost, the year is currently 2018. If your website looks like an enlarged yellow page listing, the message you are actually sending is that user experience, brand-building, educating your prospective customer, and your overall reputation don't matter to you. Algorithms have changed - so should your website!
You can tell search engines where you are, when you're open, your phone number, email, and all of that critical data while still being visually appealing. Excellent design can (and should!) still include all of the relevant information that search engines need to be available on a page. Use of negative space, color, typography, HTML, and CSS can go a long way in creating an information-rich space that is visually pleasing.
Our Multi-Faceted Design Team
Data can be embedded in all of the design and marketing initiatives your business invests in when you hire a team of designers who stay up to date on all the latest industry news. Neither design or SEO should happen in a vacuum. As modern designers, marketers, and communicators we understand aesthetics just as much as the technical behind-the-scenes aspects every project needs to be successful. The benefits of working with a team that can take care of both your human and robot website visitors can be seen in the boost to website traffic, the number of leads your site generates, and the increased awareness of (and engagement with) your brand.