Aesthetics vs SEO in Web Design: Should You Ever Compromise? - Business 2 Community

The reductive take on SEO is that it’s all about doing everything to ensure a website ranks as high as possible in the search engine results pages (SERPs) at the expense of everything else. Why bother coming up with slick and striking visuals if Google doesn’t care what colours you’re using or how eye-catching the images are in your headers?

The truth is that aesthetics do play a role in how effective SEO can be, although not in a direct manner. Google doesn’t care what your website looks like but design does contribute to user experience and this is an incredibly important ranking factor. It’s not about meeting some subjective standard of beauty. It’s about presenting a webpage in such a way that it fulfils its purpose and gives the user the best experience possible.

This concept of good design begetting good SEO is a mantra at Superb Digital. Whether designing a site from the ground up or a single web page, we’ll look at how the content’s going to be laid out in the most effective way for a page to fulfil its purpose, which is to convey pages and the information they contain intuitively, clearly and in a logical structure for the reader to navigate and consume. In this sense, aesthetics, by way of good layout and page design, compel users to engage with your content, and as such indirectly helps with improving a page’s ranking and conversion rate.

How Prioritising Aesthetics can be Prohibitive

So you might be thinking that since aesthetics do matter when it comes to...

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