Because search engine algorithms are constantly changing, the architecture of websites seeking greater visibility also require constant updating. Here are some of the aspects of web design that are greatly affected by these changes.
We have to recognise that keywords should not be limited to the readable text on a webpage. They are also found on titles, meta tags, navigation systems, and page URLs. If placed properly, search engines can quickly spot these keywords when a relevant search is made and in turn index the containing website at the top of the SERP.
Catering to the Human
The average visitor will only spend a few seconds browsing a page to find what he is looking for. If he finds it hard to navigate the page or if paths to the information he needs are hardly accessible, chances are he will quickly migrate to a different site. In the same respect, a URL that addresses the human audience will grab attention and lead to higher inbound hits.
Page load times are another critical metric to address. Large or high-definition images can present a problem. This is especially the case for those accessing a site from a mobile phone. Images need to be optimised to display quickly and correctly. Some methods to use here include:
- Horizontally or vertically cropping an image.
- Compressing an image when required.
- Uploading properly sized images.
- Applying images that can display clearly at smaller sizes.
Incorporating Social Media
Proper web design should also embrace the importance of social media. Not only will regularly updated social media pages appeal to the client, but these portals can directly affect Google rankings. Whether referring to Facebook, Twitter, Pinterest or blog posts, the impact of the social media facet is impossible to ignore.
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