Your web design
is more than a branding asset or sales channel - it strongly influences search engine optimization
(SEO) which is one of the most powerful strategies for reaching new prospects and driving free organic traffic to your business. Web design affects SEO in several important ways since they’re linked closely together. See how web design impacts search rankings and why investing in a quality website is worth it to increase sales
5 Ways Web Design Impacts Search Rankings
Before ramping up your SEO efforts or redesigning the website, it’s important to take a step back to evaluate your web design and SEO to ensure they’re in alignment. The web design not only should look and perform great, but it should also support your overall digital marketing
strategy. Here are five ways that web design impacts search rankings so you can avoid common pitfalls.
1. User Experience
Search engines want to provide the best user experience
(UX) so people keep using their search engine. If your website doesn’t meet basic UX standards, then your search rankings will suffer. UX includes a variety of factors like fast page speeds, responsive design, readability, and easy navigation.
Thin or low-quality content
won’t get your website ranking high for target keywords. Your content should address your audience’s pain point and follow Google’s search quality
‘E-A-T’ standard, which stands for expertise, authoritativeness, and trustworthiness. Make sure your website content provides value by writing easy-to-read copy, including attractive visuals, using statistics and facts to back up claims, and adding links to resources and reputable sites.
If you have a lot of technical website issues, your search rankings will take a hit. It’s crucial to addressing technical issues like an unsecured website (HTTP vs HTTPS), broken links, missing images, confusing site search functionality, and more. Not only will your website perform better in search results, but also with your users.
A positive user experience, quality content, and minimal technical issues will keep users much more engaged, increasing the time they spend on your website
. When users engage with your website, it indicates to search engines that your website meets the E-A-T criteria. In turn, your website will get a boost in search rankings for keywords related to your product, service, or brand.
Another benefit of having a great website is that it’ll be easier to acquire backlinks
. These are links from external websites that point back to your website and drive what’s known as ‘referral traffic.’ Backlinks are an important factor for SEO because they show search engines that your website is trustworthy.
Improve Web Design to Boost Rankings
A website that has a poor user experience, low-quality content, and many technical issues will be nearly impossible to get higher search rankings. That’s why improving your web design is essential for boosting search rankings (as well as conversion rates) because it’ll be more effective at attracting users and keeping them on the website for longer. When updating your website, make sure to take SEO into consideration from start to finish so your website ranks higher for target keywords and performs well with your audience.