A Web designer is one of the persons without whom it
is not possible to create a site. However, when SEO is concerned, Web designers
can be really painful to deal with. While there are many Web designers, who are
SEO-proficient, it is still not an exception to stumble upon design geniuses,
who are focused only on the graphic aspect of the site. For them SEO is none of
their business and they couldn't care less for something as unimportant as goodrankings with search engines. Needless to say, if you hire such a designer,
don't expect that your site will rank well with search engines.
If you will do SEO on your own, then you might not
care a lot about the SEO skills of your Web designer but still there are design
issues as we'll see next, which can affect your rankings very badly. When he or
she designs the site against SEO rules, then it is not possible to fix this
with SEO tricks.
When we say that you need to hire a SEO-friendly
designer, we presume that you are a SEO pro and you know SEO but if you aren't,
then have a look at the SEO
Tutorial and the SEO
Checklist. If you have no idea about SEO, then you will hardly be able to
select a SEO-friendly designer because you won't know what to look for.
One of the ultimate tests if a designer is
SEO-friendly or not is to look at his or her past sites – are they done
professionally, especially in the SEO department. If their past sites don't
exhibit blatant SEO mistakes, such as the ones we'll list in a second and they
rank well, this is a recommendation that this person is worth hiring. Anyway,
after you look at past sites, ask the designer if he or she did the SEO for
their past sites because in some cases it might be that the client himself or
herself has done a lot to optimize the site and this is why the site ranks
well.
Here is a checklist of common web design sins that
will make your site a SEO disaster. If you notice any or all of the following
in the past sites your would-be designer has created, just move to the next
designer. These SEO-unfriendly design elements are absolute sins and unless the
client made them do it, no designer who would use the below techniques deserves
your attention:
Many designers still believe that Flash is the next
best thing after sliced bread. While Flash can be very artistic and make a site
look cool (and load forever in the browser), heavily Flash-ed sites are
disaster in terms of SEO. Simple HTML sites rank better with search engines and
as we point out in Optimizing
Flash Sites, if the use of Flash is a must, then an HTML version of the
same page is more than mandatory.
Internal links are backlinks
and they are very important. Of course, this doesn't mean that all the text on
a page must be hyperlinked to all the other pages on the site but if there are
only a couple of internal links a page, this is a missed chance to get
backlinks.
This is another frequent mistake many designers make.
Anchor text is vital in SEO and when your links lack anchor text, this is bad.
It is true that for menu items and other page elements, it is much easier to
use an image than text because with text you can never be sure it will display
correctly on users' screens, but since this is impacting your site's rankings
in a negative way, you should sacrifice beauty for functionality.
If you have no idea about HTML, then it might be
impossible for you to judge if a site's code is messy and if the amount of code
is excessive but cleanness of code is an important criterion for SEO. When the
code is messy, it might not be spiderable at all
and this can literally exclude your site from search engines because they won't
be able to index it.
Similarly to Flash, search engines don't love
JavaScript, especially tons of it. Actually, the worst with JavaScript is that
if not coded properly, it is quite possible that because of the use of
JavaScript your pages (or parts of them) are not spiderable, which
automatically means that they won't be indexed.
Overoptimized
sites aren't better than under-optimized. In fact, they could be much worse
because when you keyword stuff and use other techniques (even when they are not
Black Hat SEO) to artificially inflate the rankings of the site, this could get
you banned
from search engines and this is the worst that can happen to a site.
Well, maybe dynamic URLs is not exactly a design issue
but if you are getting a turn-key site - i.e. it is not up to you to upload and
configure it and to create the links inside - then dynamic
URLs are bad and you have to ask the designer/developer not to use them.
You can rewrite dynamic and other SEO non-friendly URLs on your own but
actually this means to make dramatic changes to the site and this is hardly the
point of hiring a designer.
These points are very important and this is why you
need to follow them, when you are choosing a SEO-friendly designer. Some of the
items on the list are so bad for SEO (i.e. Flash, JavaScript) that even if the
site is a design masterpiece and you promote it heavily, you will still be
unable to get decent rankings. SEO-friendliness of design is a necessity, not a
whim and you shouldn't settle for a SEO-unfriendly designs – this can be really
expensive!
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