The design of a website is essential, both to respect and enhance the image of our brand on the Internet and to make our users feel comfortable browsing our site. Web Design, SEO and User Experience are 3 fundamental concepts that are closely related to each other and that are becoming more and more important.
Most designers know that designing with the end user in mind goes a long way toward improving search engine rankings . In this class we are going to explain this concept in more depth, we are also going to give advice to keep in mind about the relationship between Web design and user experience.
Responsive web design
What does responsive web design mean?
Responsive design is the method recommended by Google to design taking into account that the user will see the information from different devices.
There are many advantages it provides at the user experience level, but the main one is that your website will work perfectly from computers, tablets, smartphones, etc. In other words, whatever device users access our website from, it can be used without problems.
Before responsive design, web designers had to create two versions of the same web page: one for the desktop and one for mobile. This made each page actually have 2 URLs, which made the job of SEO link building much more complicated. Also, if the page was not well implemented we could have duplicate content problems.
As of April 21, 2015, Google updates its algorithm benefiting those websites that have a responsive design. It is rumored that this change in the algorithm affected 20% of the indexed pages, benefiting those who have taken care of their resposive Web design. In addition, “Mobilegeddon” has only just begun, as more and more users connect to the Internet from their mobile devices.
Google Mobile First Index
In March 2018, Google announced that it will prioritize mobile versions of web pages in search results, leaving desktop versions in the background.
Should a responsive web design be applied to all SEO projects?
Yes. Remember that for Google and other search engines the user experience on web pages is of vital importance, and that therefore we have to take care of all users, wherever they come from. Depending on the project, these can come in a higher% from computers than from mobiles or vice versa.
The AMP project
AMP can be installed in WordPress and is especially suitable for news sites and those that generate a lot of mobile traffic.
To install AMP within your WordPress we recommend any of these 2 plugins:
- AMP for WordPress
SEO and web design
Starting from the premise that we have to design websites for both users and search engines, from seosve we recommend that one of the first actions when creating a website is to design a menu with consistent keywords , which help us to enhance our SEO but also take into account how our potential clients will find us.
In addition, when writing content (texts, images, videos and links) for these keywords, we have to think about what our user expects to find on our website. If we get users who come through SEO to interact more with our website, spend more time on it and do not bounce (leave without taking any action) we will greatly improve our metrics.
Tips on web design to improve SEO
- Create a consistent web architecture that takes user searches into account.
- Add breadcrumbs. This action can be done with the SEO Yoast or Rank Math plugins .
- Better not go overboard with the subcategories.
- Install the search report within the Google Analytics page and add said content elements to our home or our main menu.
- Design clear landing pages at all points in the conversion process.
- Make sure that the web speed is optimal, both from computers and smartphones.
- Ensure that the user does not have to take too many steps when reaching the conversion.
Remember! Each project is different and these guidelines do not apply in all cases. We always recommend that before starting to do anything, you prepare a study of keywords and web architecture to have your content sorted beforehand. These keywords will also help you when it comes to layout the content taking into account the SEO on page of your page.
Brand image and organic searches
In our desire to unite Branding with Digital Marketing, we always recommend keeping in mind that users are going to enter your website normally without knowing your brand. Unless you are Google or Coca Cola, it is important to bear in mind that it is possible that if your star technique is SEO, the user’s first contact with your brand is your website.
Brand searches and direct traffic
Carrying out Marketing Offiline actions or branding campaigns on social networks can also be a good idea to improve your positions on keywords. If you get more users to search for your brand, or access your website directly without going through any other means, Google will reward you by slightly improving your positions in keywords.
User Experience (UX)
One of the factors that SEO depends on is the User Experience or User Experience, also known as UX. The user experience studies how our public navigates through our website or app and tries to create a positive perception and lead users to the objectives set by the Web analyst.
UX depends both on the design and technologies used on the web and on the emotions, feelings and perceptions that users have of our products, services and brands.
What does User Experience mean?
From seosve we often joke that a UX is a designer with a cool name. In reality, a UX expert is a design expert who also knows web analytics and is able to design processes to guide users on their way to conversion, to make the public have a better perception of the project and to achieve a better brand image.
The UX is responsible for the engagement within a web page. Digital Marketing techniques that focus on acquisition (on getting users to the project) are usually very expensive. The UX’s job is to retain those users as much as possible and make them meet the goals set. This is why it is an increasingly valued figure within companies.
Some interesting UX + SEO KPIs
If you want to improve your SEO it is important that in addition to keeping track of your positions in keywords, you worry about improving the experience of your users on your website. Some improvements would include:
- Improve the bounce rate. You can improve this metric by adding more interesting videos or content, internal links, and improving your overall web design and loading times.
- Improve conversion rate and micro-conversions. Many times we only think about the final action that we want users to take on our website. We forget that in addition to sending a contact form, it may be interesting for users to sign up for our Newsletter. We can, for example, add a small pop-up (be careful not to bother users) to improve this metric.
- Improve time on site. Increasing the amount of valuable information so that users can read more or add videos can improve this metric.
- Main metrics to consider:
- Time on site
- Bounce Rate
- Site speed
- Behavior flows
Techniques to improve the UX of our website or app
- A / B tests: You don’t know which design will work best? Launch 2 versions with slight changes to your audience and then leave the one with the most conversions. Many web pages are constantly making changes, optimizing the users’ path to conversion. However, for this to work we need to have a lot of traffic.
- Surveys: We can ask users their perception of our website and what they would improve.
- Storytelling : Storytelling is the perfect technique to convey information, attract users, and convey brand values.
- Be consistent with branding: Always use the same design for the different elements of our website will help us to strengthen our brand image.
- Record sessions: We can use tools such as SmartLook to record user sessions and see where they go wrong or find difficulties.