May 17th, 2010 by Nick

Sometimes stating the obvious can be quite useful. Going over familiar points and reinforcing them can have a positive influence. This is the case with regard to search engine optimization, where a plethora of articles are written on diverse matters of interest. Getting back to basics, in this context at least, can be a worthwhile activity that helps individuals escape from lapsing into suboptimal habits. This seems to be true in relation to the commonly expressed idea that site design should not clash with the core principles of search engine optimization. To ensure this is the case the following tips may be useful for some sites:

• The appearance of a site is important, but it should not conflict with usability. It will not fare well if users do not have a positive experience on the site
• Avoid excessive amounts of things that the crawlers from the major search engines are not impressed by. It is apparently the case that too much flash or video is not favourably received
• Focus on navigation to help your users out. How easy is it to find a specific item? If it is the online equivalent of getting down on your knees or requesting a ladder from a shop assistant, take remedial action
• Do not give your users information overload. They often appreciate bite-sized pieces of information separated with blank space. Try using lists if they seem appropriate
• Use SEO tools to assess how the site looks to the major search engines. If it is showing the wrong things, perhaps different to those perceived by users, it may be necessary to intervene to correct the situation
• The structure of the site should be logical. The pages should be labelled correctly to avoid any confusion
• The site should feature pages and information which serve to reassure users. In a world where scams and mishandling of personal data are all too common, FAQ and ‘about us’ pages can be great assets if properly designed
• Do not confuse users by having a really inconsistent design across the pages. Remember that each page must be easy to read and recall that too much design variation can make a user feel unsettled

While design and SEO should not be in conflict, it is possible that compromises will be necessary. Sites and their needs are different, so the providing of specific tips is problematic. However, effective communication between an online firm and specialist SEO services should ensure difficulties are ironed out.

Although some contrarians suggest that SEO elements are best introduced to a site when it is in action, it seems that many sites benefit from a consultation with a reputable SEO company at an early stage. This can help avoid the design getting into a war with what will ultimately satisfy users and search engines alike. Such a war will only be destructive to the online firm which has failed to make the essential adjustments to its site. In the current period, consumers will find all their wants and needs addressed on other sites.

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