Wenn es um eine suchmaschinenfreundliche Website-Gestaltung geht, steht nicht die Suchmaschine im Vordergrund, sondern immer der Nutzer. Bei einem Relaunch sind SEO Services, Suchmaschinenoptimierung und Mobile Friendliness entscheidend. Zusätzlich, kommt es bei der Entwicklung eines UX-freundlichen Kommunikationsmittels auf viele weitere Aspekte an, als lediglich einen Text mit einem attraktiven Layout zu versehen. Relaunches erfordern vermehrt Optimierung auf mobile Endgeräte. Hier spielt Responsive Design und Mobile Friendliness eine große Rolle. Ladezeitengeschwindigkeiten und die Auswahl des passenden Redirect Codes für Weiterleitungskonzepte sind sowohl für Web Development und SEO von Belang.
In web development and SEO, website relaunches play an important role. Competition and many technical innovations require adjustments to the previous website. During a website redesign, only the layout changes, but content and technology often need to be optimized as well. For example, if all website content is transferred to a new content management system, a domain change or a URL change is to take place, not only design but also SEO is required.
SEO metrics help to ensure that organic traffic, keyword rankings, search visibility and other criteria work just as well after the relaunch as they did before. With the Google PageSpeed Insights tool, web designers can get an overview of the loading times of a website and analyze them for potential improvements. Using the http status codes in the Google Search Console, web developers and SEOs can monitor the communication between server and client. Ideally, an SEO onsite audit documents the technical status of the homepage before the website relaunch and compares these values with an SEO onsite audit after the relaunch.
Important for indexing is a logical URL structure, which is based on keywords and follows the specifications by the search engine operators. Ideally, this is created as follows: Domain/Directory (folder)/File. The structure makes crawling easier for search engines. Optimizing the URL structure for SEO consists in formulating it as logically and clearly as possible, only three directories deep, as a speaking URL.
Online stores benefit from the introduction of the Barrierefreiheitsstärkungsgesetz (BFSG). The smooth interaction of web design and search engine optimization promotes accessibility for people with without restrictions. The alt tag (alternative text) for non-loaded images must be stored for an accessible internet - e.g. for users who use screen readers. Heading structures must be defined in a logical sequence. This is because both screen readers and search engines use this source of information to access content. Structured data and the integration of assistive technology for an accessible Internet also belong in the care of web design, development and SEO.
Furthermore, relevant meta tags not only influence the ranking and traffic. They are an important part of the SEO strategy, but also ensure accessibility on the web.
Frequent updates by search engine operators require regular adaptation of SEO and design elements. Es is not enough to simply support the specified content with an appealing visual language, color scheme and typography. User-friendly web development and the SEO-designed screen page are not limited to on-page search engine optimization with high-quality content. Off-page SEO must also be maintained: This includes a link analysis of the competition with link research tools as well as all measures that influence thematically related websites. These are primarily high-quality backlinks (inbound links) and social signs (likes, shares, comments). To ensure a high level of website functionality, web design and SEO must merge into a dialectical unit. In order to have enough time for his own reproduction in addition to his actual work, the web designer should cooperate with an experienced SEO specialist right from the start for content and organizational reasons. Ideally, the SEO manager is not only involved when the designs are approved. It is better and more cost-effective to work together right from the start.
Too much web design with excessive functionality and oversized visual elements prevent users from converting. Superfluous and outdated javascripts have a negative impact on loading times - and are not appreciated by search engine operators and users alike. The quality of the optimized website depends crucially on user-friendliness, which is reflected in user access with clicks (traffic). For good organic traffic, the website must contain the most focused keywords. However, SEO doesn't just mean placing keywords in the right places; SEO starts in the conception phase of the website. Because in order to get users to take action(conversion), es needs a clear, high-quality web design in which they feel comfortable and can easily reach their goal. Because the user has no time and no patience.
The user wants to navigate a purposeful website without having to ask questions. He expects a website that accommodates him in text and design. Such an integrated web design and SEO requires specialists on both sides: On the one hand the web designer who develops the graphic design, UX design, interface design, on the other hand the SEO expert and the UX content writer. To be perfect in all the mentioned areas, es requires enormous knowledge, skills and abilities as well as experience. That's why web designers should learn from SEO connoisseurs and copywriters and vice versa, cooperation with specialists definitely pays off in web design and SEO.
Web designers and SEO experts find many synergies in working together to create a UX-friendly communication tool - a website - for the right target groups. They are most successful when their cooperation starts with the conception of the website.
Author: fbaer