Many designers focus on aesthetics – but without SEO, even the most beautiful website remains invisible. Good web design is not only art, but also function. Here you’ll learn how to make your designs search-engine-friendly without compromising look & feel. Design and visibility go hand in hand – those who understand both build websites that perform and get found.
1. Structure beats gimmicks
A clean, logical layout with clear hierarchy helps both users and search engines. Headings (H1–H3), lists, and structured text blocks make content more readable – and understandable for Google. Too many nested layouts or unnecessary animations make crawling harder.
Ensure your code is semantically correct – using HTML tags like <main>, <section>, and <article>.
This helps Google understand your page structure. Use tools like
W3C Validator
to detect HTML errors.
A clear structure is the foundation for good rankings and satisfied users.
2. Mobile First is a must
Google indexes sites based on their mobile version. Modern design must be responsive – fonts, spacing, and images should adapt to all screen sizes. Regularly test with the Google Mobile-Friendly Tool.
“Mobile First” means designing for the smallest screen first, then scaling up. This keeps the user experience consistent, whether on smartphone or desktop. Touch optimization and sufficiently large buttons are also crucial. Mobile usability boosts both user satisfaction and Google ranking.
3. Load times as a design factor
Design should not compromise performance. Large images, videos, or heavy animations can drastically increase load time – lowering rankings. Use compressed images, lazy loading, and efficient code.
- Use modern formats like WebP or AVIF
- Avoid too many external scripts
- Minify CSS and JavaScript
Tools like PageSpeed Insights or GTmetrix help check and optimize load times. Every second counts – studies show users leave after three seconds of waiting.
4. SEO starts with content layout
Design supports content, not the other way around. Good web design draws attention to important content and call-to-actions. Structure text blocks for easy scanning: clear headings, adequate spacing, and visible buttons.
Each page should have a visual goal – an action the user intuitively understands. Avoid clutter and give your messages space. A balanced text, image, and whitespace ratio increases conversion rates measurably.
5. Typography & readability
Google favors readable content. Choose clear fonts, sufficient line spacing, and comfortable contrast. Google Fonts offer many modern, high-performance options – professional-looking and fast-loading. Avoid too many fonts on one page.
Maintain a clear typography hierarchy – large headings, medium subheadings, and well-structured body text. Text-background contrast should meet WCAG standards. Readability builds trust – and algorithms notice that.
6. Use internal linking wisely
Internal links help Google understand connections. Place them naturally in content and use meaningful anchor text. Well-linked pages strengthen SEO structure and guide users through your offerings.
Avoid generic phrases like “click here” – describe the target content precisely. Link internally to blog posts, services, or related pages. This increases time on site and boosts topical relevance.
7. Don’t forget images and alt texts
Every image should have a descriptive alt attribute.
It helps search engines understand the image and improves accessibility.
Optimized images can also bring extra traffic via Google Image Search.
Ensure filenames contain relevant keywords, e.g., “webdesign-basel-agency.webp” instead of “image1.jpg”. Compress images using tools like TinyPNG or Squoosh to balance quality and load speed.
8. Properly maintain metadata
Meta titles, descriptions, and structured data are required for every page. They influence how your entry appears in search results – and whether users click. Good metadata is short, precise, and enticing.
Keep title tags under 60 characters and meta descriptions under 160. Use tools like Yoast SEO or Ahrefs to preview and increase click likelihood.
9. Balance design & SEO
SEO should not come at the expense of design – and vice versa. The best websites combine both: emotion & logic, beauty & function. An SEO-conscious designer thinks strategically, designing for humans and machines simultaneously.
Strong brands emerge where technology and aesthetics merge. The goal is a website that excites, informs, and sells – in that order. You design not for algorithms, but for people whose trust you earn through visibility.
Conclusion
Web design and SEO are partners, not opposites. Understanding search engines leads to smarter design. Understanding design makes SEO more natural. The result: websites that get seen, clicked, and loved. At aurelix, we combine both worlds – for websites that look great, load fast, and stay visible long-term.
Image: freepik.com