In the past, many digital marketers and web designers created web designs that focused more on Search Engine Optimisation (SEO). This means crafting web pages designed primarily for web crawlers. Such an approach used to work well ten years ago. Today, however, it’s a different story.
Google’s philosophy now includes “focus on the user, and all else will follow.” This means that when you incorporate web designs for your site, you have to keep the audience or users in mind. The goal is to give them a great user experience (UX) to catch their attention and keep them hooked up on your brand.
It’s important, however, to consider boosting both aspects – SEO and UX. This entails designing your website in a way that complies with SEO yet resonates with the audience. That said, below are four valuable tips on how you can strike a balance between SEO and UX.
1. Optimise your site for mobile devices
It’s worth knowing that Google underscored a mobile-friendly update back in 2015. It emphasised that you’ll have a boost in ranking if your site remains functional on mobile devices. Today, it is all the more necessary to do so. In fact, statistics show that more and more Google searches take place on mobile devices than on computers across the globe. That said, make sure to use responsive design, dynamic serving, and separate URLs to make your site mobile-friendly. By doing so, you will not only improve user experience, but you will also rank highly in the results pages.
2. Utilise infinite scroll wisely
Infinite scroll is a feature that allows more content to continue loading as you scroll to the bottom of the page. Many popular websites use this feature, which is thought to be a friendly and sleek design for UX. This is because web crawlers do not behave the same as web users, which means that content visible to users may remain invisible to Google. For this reason, Google recommends creating a paginated series alongside the infinite scroll. Make sure to comply with this to ensure fast load times and let users easily find your content.
3. Veer away from click-to-expand
In line with infinite scrolling, you also need to avoid the use of click-to-expand or tabbed content. If you’re clueless, the click-to-expand design incorporates links or tabs, and when clicked, they reveal more content. Albeit Google hasn’t acknowledged this, but it is believed that Google does not index the tabbed content. Know that while click-to-expand content certainly does appeal to minimalistic web design, it can be detrimental to SEO.
4. Design for users & not just for Google
The best way to do this is to strike a balance between the two. This means that when designing, you have to think of how your site elements and web pages will impact the users. You also have to think of how these will be crawled, read, and understood by Google. Know, however, that as sophisticated as Google and other search engines have become, some UX design elements are still SEO-unfriendly. Better yet, always focus on the user, and the rest will follow.
When it comes to web designing, keep in mind that SEO and UX should go hand in hand. Make sure to consider the valuable tips mentioned above – going mobile, using infinite scroll wisely, avoiding click-to-expand, and designing for users. In the end, you have to stick to Google’s philosophy, which is to focus on the user, and SEO will follow naturally.
If you are looking for an SEO and web design services company in London, get in touch with us today to see how we can help.