The clichéd difference of opinion between a company’s SEO professional and their website designer has no place in the digital world of 2022. Working with design and SEO principles in tandem is crucial. Those high gloss designs may look great, but they can sometimes become a hindrance to how search engines crawl the site. Finding the ideal balance between aesthetics and a solid structure architected for visibility is always the goal when we’re developing sites in the Agile lab. Here are five proven principles of site architecture as they pertain to SEO.
1) Proper Internal Linking – Getting your page link structure right from the beginning helps immensely with crawling and useability. From there, working (and reworking over time) the internal links to maximize SERP value should be part of any good SEO strategy.
2) Navigation and UE – We’ve got very strict useability standards to meet these days. It’s pretty straightforward: positive experience stats validate search results to Google and negative experiences inform Google that the page may not be relevant for that query. Everything from click-through rate, time spent on the website, and bounce rate are factors to the Google algorithm.
3) Keywords and Key Content – A fundamental part of SEO is keyword and content research. When done properly, this ensures your understanding of everything from your target audience’s search behaviors to competitive topics are built into your website structure. High quality, highly relevant content is vital.
4) Avoid Duplicate Content – While on the topic of content, it’s critical to find, eliminate, and avoid all duplicate content. A lot of SEO is trust building, and Google interprets duplicate content as spam. The golden rule: keep the focus on unique, high-quality, consistent content.
5) Performance and speed: a fast user experience is a huge factor in your bottom-line SEO results. Slow site/page speeds, unresponsive pages, and anything that takes too much time for the user to deal with can do incredible damage. Something as small as a one-second page load delay can translate to a drop in traffic and conversions, not to mention a displeased end user. …