Best SEO practices are continuously evolving with the changes in technology and web usage. There are many different aspects that were acceptable two or three years ago that are completely faux-pas now.
2014 ushered in the explosion of responsive HTML5 and parallax design for web designers, and these have only become more popular since. It’s common knowledge that designing for better user experience also contributes to better SEO and organic ranking, which is going to be the focus in the next few paragraphs. We’ll delve into these aspects of web design and how they can improve your SEO, or not.
Trends in web design and their implications on SEO
1. Parallax design
Thanks to parallax design, brand storytelling is made possible through one-page websites and it can be adapted in virtually any site, to a certain degree, to improve the conversion rates because of the flowing ‘story’, culminating in a strong call-to-action (CTA).
It can offer a bit of a challenge for the regular on-site SEO techniques since there’s a limit to the number of search terms that can be leveraged on a single page without ticking off Google’s spam radar.
That said, there are still ways to employ parallax design to multiple-page websites to get the best of both worlds. For instance, you can merge a few of your related pages using parallax design instead of creating a separate parallax-designed website alongside your main website.
2. Responsive design
Google recommends using responsive web design to optimize a website for multiple device access. The dramatic improvements in user experience and optimal functionality across multiple devices will also keep you on Google’s good side.
Responsive website design is actually better for SEO since your link equity is not diluted. You have a single URL both for the mobile and desktop versions of your site. This means that it’s easier to build organic backlinks instead of driving links for both the www.domainname.com and m.domainname.com versions of your site. Sure, you can use switchboard tags, but it hasn’t been confirmed whether 100% of the link value gets passed on when they’re applied.
On the other hand, responsive design does limit your keyword segmenting abilities. For example, if you have keywords that are better suited for mobile surfers, a single URL means you have to artfully apply them alongside the normal keywords rather than having two URLs where you can optimize the two different keyword sets comfortably.
HTML5 remains the biggest advancement in the world of web design, even though implementing it on a site offers a greater challenge for search engine optimization. HTML5 offers designers the capability to create inspirational, animated, interactive and catchy websites, but the coding has to be done perfectly or else the site will appear like a blank page to Google and other search engine bots.
You can, however, circumvent this by having static content to represent the HTML5 elements so that bots can understand and accordingly index your website. If you want to use HTML5, remember to ensure the developer also includes the static content version for the bots to keep your SEO on top.