Did you know the reason why you’re not climbing up the search engine rankings could be down to an inefficient website design?

Every website owner wants to see increased traffic and try to rank well for their primary keywords. When building a website from scratch or redesigning a site, it has to fulfil two functions – it should be visually appealing in addition to search engine-friendly. Your website should be designed with optimisation in mind, to ensure it is ready to tackle the rankings from day one.

So what is this crucial relationship between SEO and web design? One can’t work well without the other. For instance, a beautiful looking website with no SEO strategy won’t magically attract visitors – it has to boost traffic with technical methods. Web design is also crucial for keeping users on the page once they have been directed there. You need a perfect blend of both to create a successful website.

Design features and small on-site elements can have a huge impact on your SERPs – here’s a few examples.

Site structure

The structure of a website is the first thing a search engine will crawl through. This is why it’s a huge mistake to build the website first and leave SEO until later!  It’s really important to build a simple site structure which is recognised by Google, without needless pages and useless URLs.

Responsive web design

With more and more web users visiting sites on-the-go, it’s never been more important to have a responsive website design. Your site should format correctly on whichever device it is being viewed on, whether it’s a tablet, smartphone or desktop. If your site doesn’t ‘respond’ effectively to the device, then it will have a number of visual and technical glitches – which will affect your ranking.

Copy and internal links

People often think of web designers as arranging visual elements on a page, but they also have to work with text. Copywriting is an important element of any website, both for the user but also for search engines to know what your website is about. Don’t stuff your web copy with marketing slogans or keywords, as Google will prioritise useful and helpful text. It’s also important to build an internal link structure, but again this must appear natural and anchor links should always be relevant.


Simple navigation is imperative for both SEO and a positive user experience. Is there anything more annoying than not being able to find the page you need? First of all, try and have as few pages as possible – this will instantly simplify the navigation bar. Then, it’s up to the web designer to create the most aesthetically pleasing way of directing users around the site, using the primary keywords.

If you’d like to find out more about search engine optimisation, we can put you in touch with our SEO strategy partner.

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