SEO optimization is so important for your website that it is necessary to implement it already at the stage of development and creation. SEO is not only about content marketing and keyword design, it is a much deeper ecosystem that includes the experience of visiting the site.
Creating a web design without SEO guidelines, you can get on the wrong track, oversaturate it with unnecessary details that are ultimately not useful, and at the same time make it work slow. SEO optimizes the site not only for search engines but also for users’ convenience.
The search engine and users must have a clear understanding of the web page or website content, even before they begin to read the content itself. A solid foundation of information hierarchy and site structure is laid by SEO optimization.
When you design a website, there are three pillars on which its functional user-friendliness holds up, simultaneously affecting search engine positions:
- LCP is a metric that shows how long it takes for the heaviest element of a page to get in front of users. Google loves fast-performing sites and makes sure to rank them higher. This metric interconnects SEO and design since it is during the design phase one must consider the weight of each element for a positive user experience in the result.
- FID – to achieve the coveted 100/100 score according to Pagespeed Insights tests, you need to solve the issue of long loading and page blocking by third-party metrics scripts like Google Analytics. This problem is solved by delayed loading and execution of these scripts. A minimal bounce rate indicates a positive user experience, which in turn gives preferences from search engines.
- CLS is a quality metric for displaying unstable content. Сumulative layout shift is an indicator of the quality of user experience and web design. In 2021 it will be used in SEO ranking by Google, and the lower its value, the higher a site will rank when displayed in search.
Content optimization is very important because it’s practically the main source of natural traffic to your site. Exercise care with meta tags, markups, and keyword selection. It’s worth noting that in 2021, these queries have become slightly longer and more varied, as users have increasingly begun to use voice search. The trend is toward a decrease in short queries and an increase in extended and low-frequency queries. When optimizing, include more spoken language.
In addition to textual content, don’t forget about graphics or videos. This content should also be properly framed, scripting all the necessary data. As you know, the famous video service YouTube belongs to Google, it’s not difficult to guess why the search engine likes video content so much and gives it preference.
Today’s users spend more time on the mobile Internet. Ease of use, urgent accessibility leads to users searching from their smartphone first.
The growing popularity of voice search makes mobile optimization vital for your web project.
Use the Google Mobile-Friendly Test to test your site’s performance on devices. Run mobile version testing tools, and don’t skimp on manual testing. You need to be 100% sure that your users are having a positive experience.
To avoid the growth of interrupted page sessions, you need to create the most user-friendly design possible, and this is done with cues, call-to-action-buttons, and other mechanisms.
In addition to a beautiful and exclusive design, the site should have a fast and efficient search, various controls to get a response from the resource: drop-down list, opening menus, adding custom content, the “share” button, and many others.
Even in 2021, the importance of building internal and external links is not diminished. Through them, a site earns its weight and reputation. Inbound links are created by other publishers that point to your site and increase search rankings/attract referral traffic.
Create site navigation for users, not Google. Most important content for visitors should be easily accessible from the main pages of the site. Do not manipulate Google links, as the system will sooner or later notice deception and your site can face irreversible sanctions.