Poor rating? Simple web design fixes can help.

SEO and web design are intertwined.

We are all there You found the right keywords. Make sure they are very competitive. Wrote a great post or page, even got perfect grades on Yoast or SEMRush.

But, when it is published, you barely break the top 100. The answer may be simple – poor web design, SEO guides often highlight the topic.

Many people think that SEO and web design are different. However, the opposite is true. The same content posted on a well-designed site will significantly outperform an unplanned design.

To understand why this is so, you need to understand how search engines work and how to create web designs that take advantage of it.

How search engines work.

Find the theory.

The principles behind the search date back to the 1900s. The math behind the search began as part of industrial design and operation, oddly enough. It will not be as surprising as you might think.

Example of making a car

For example, if you are building a car. You need parts, wages and distribution. Every element, part, labor and distribution has some risk. If you want to build a certain number of cars each month, for example, you need to understand how these risks are interconnected so that you can plan accordingly.

Although the models are complex, the point is how similar they are to user site usage and backlinks. Where some routes depend on earlier routes, and some routes are more likely than others.

Example of Markov China model for search.

How it applies to search.

Although the above is considered an easy one, it does provide a point of view. Information is organized in clusters. Each cluster has the probability or weight of matching around the keyword. The most relevant links and the ones that are most likely.

One thing leads to another.

In the initial search, it was literally true, every link counts as a vote of confidence. The higher the initial link of the rank, the higher the rank was placed on the page to which he linked. Although it doesn’t work today, it’s still a useful concept when thinking about how information is organized and used.

What search bots care about.

What search bots care about.

Bots are simply programs that crawl the web. They perform basic tasks or rank a page based on a category. They work in three ways.

Rate the canteen.t Natural language processing and keyword usage.

Uses its algorithm. Make a score Based on rating factors

Indexes At the bottom of the page. the required words According to its classification

Based on the work of search theory and bots, it should be clear why choosing the right keywords, anchor text, and link building strategies is essential for search engine optimization (SEO).

Search engine results pages (SERPs) are provided to search queries so that the keywords related to the query are ranked according to the page rank.

That means web design – the basics.

From this perspective, web design is about organizing information in a way that allows users to quickly find the information they need. Therefore, navigation should be designed with clear flow in mind.

Think like your user when setting up navigation.

The most important information first – the home page.

When creating the homepage and navigation, we are interacting with our algorithm. The importance of putting a few pages before or after a page, whether intentionally or not. For example, the home page will be considered more important than a few clicks.

Sitemap shows importance.

The most important information first.

By submitting a sitemap, we give an internal view of the relevance of our content to a search engine. Therefore, we must ensure that the structure of our site reflects our keyword strategy, user flow and boot expectations.

Highly competitive and / or short-tail keywords should appear early in our design, while our long-tail, low-volume keywords should be further behind.

Why do SEO and web design at the same time?

Now that we’ve shown you how bots work and why the architecture of our site matters. It should be clear how SEO and web design go together.

Because they are so closely linked, our keywords, site ranking, link building, and internal linking strategies should be as smooth as possible. It is better to design them in your site instead of trying to improve them later.

Start with your brand strategy.

This may sound obvious. But, when you consider,

“Half of small businesses spend less than two hours a week on marketing efforts.”


It is highly unlikely that the majority of small businesses have spent enough time to ensure that their brand strategy is standardized.

Marketing strategies drive SEO.

Without a solid brand strategy, everything is weak. Both your site design and your keyword strategy are an extension of your brand strategy.

How to create a brand strategy

There are many ways to develop a brand strategy, and here are a few good examples: Balancing Small Business and Hubspot. If you’re interested, this is our approach to brand strategy.

Develop your keyword strategy.

There are many ways to develop a keyword strategy to do justice to this post. However, the rule of thumb is to find the highest volume keywords that are relevant to your target audience, with the lowest level of competition.

Example of a keyword strategy

The majority of small businesses should not target keywords above 1000 searches / month.

The biggest mistake you can make is targeting keywords that are out of reach. Some small businesses need domain authority (DA) to compete on short-term keywords or phrases.

Search 100-1,000 searches / month instead.

For most small businesses, the DA is less than 30 or between 30 and 50. If your DA is less than 30 then even 100-1000 phrases will be difficult which is why it is very important to research your keywords in advance.

Volume of effect KW of domain authority.

Focus on building your DA.

Instead of trying to go after challenging keywords, it is better to focus on standard link building. Remember how search theory works. The more standard links you have, the more authority your site will have, and the better your online presence will be.

Focus on domain authority.

Build your site and content with keyword strategies in mind.

The importance of page mapping

Most people don’t spend time mapping their keywords to a specific page. There are two main reasons why you should take the time.

  1. A clear indication of the relevance you are putting to this given keyword (e.g. homepage vs. blog).
  2. Helps reduce keywords

High keyword calibration is a clear indication of poor web design.

A beautiful site with a sloppy outfit ranks lower than a less visually pleasing site with a smart design. As Hubspot data shows, people come to your site for information. It must be easy for them to find it.

Therefore, your design elements should focus on helping the user find the pages on your site versus just creating a visual effect.

Make sure your favorite user flow is clean and easy to follow.

Finally, the design of the website should have a natural flow that guides the user to the information they need as soon as possible. The user’s path should be easy to follow. It has been reported that 60% of users leave the site if they do not find what they need easily.

Mobile friendly.

A high quality user experience is important. If your visual design and build don’t account for mobile, you are likely to lose a certain amount of traffic to your website.

Effects on mobile friendly ratings

Measure and monitor your user flow.

People can be difficult to predict. Even with the best planning, sometimes the flow is not perfect. User flow on Google Analytics can really help. You can see how users are browsing the site.

To correct.

If you find that users are acting differently than you intend. It is important to take note and make changes. Web design is never a “set it up and forget it” activity. Monthly monitoring and testing is recommended.

The ability to use the site at the navigation level is usually beta tested once the site is created before it goes live. If user flow clearly indicates that a change is needed, it is worth considering whether to invest.


Summary target.

Now that you know how to do web design work, when you write a big post or page it should be rated better. The design should be based on the principles stated here:

  • Better rating.
  • Increase stay time.
  • Reduce bounce rate.
  • Increase pages per session.
  • Increase return visits.

Our suggested path is to start with the brand strategy. Use this brand strategy to develop your keyword strategy. From there, build sites and content with these keywords in mind. Lastly, make sure your favorite user flow is clear.

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