Cathy Merenda

As we notice that search engines and social outlets are moving towards a more visual space, brands are following suit (Pinterest Visual Search, Amazon Visual Search, Google Rich Cards, etc.) Why? Because consumers seek easy-to-use websites and tools with designs that are responsive and simple. Brands should focus on the type of designs and responsiveness that will capture the attention of their audience, while still optimizing for SEO.

So, how can brands drive user engagement with design? The following three tips can help brands start creating content and designs that resonate with consumers:

1. Leverage user friendly design

Brands should ensure their website is designed for easy use; one specific type of simplistic design is responsive design, which offers continuous scrolling and easy-to-read content for users. Google favors responsive design, as this format is easily accessible via mobile and desktop. Other design formats are difficult to access on mobile devices, making the consumer experience less valuable. And because mobile web usage is increasing in comparison to desktop usage, brands should ensure that they can reach their consumers with an easy-to-use interface on any device.

This year alone, more than half of B2B Marketers plan on investing in responsive website design:

Responsive Design chart on eMarketer

As design becomes increasingly important to the consumer experience, brands should focus their attention on creating web pages that engage the consumers and provide them with what they’re looking for before they know they need it.

2. Creating pages for SEO value

Occasionally, there can be a problem with creating a website with a user-friendly experience while optimizing the entire site or design creation for SEO value. Creating a design that provides the user with a great experience typically starts with very little text, lots of visuals and a seamless interface. But, for a content strategist, it’s important to optimize that content for SEO value. With little to no text, this can seem impossible.

What brands should focus on is how they can incorporate enough text that provides the consumer with the information they need, all while giving the user an easy-to-use platform. If there’s too much text, users will be disengaged, and the same applies if there’s hardly any text at all.

3. Implement an optimized page structure

By using HTML and CSS together, brands can create a well-constructed website that utilizes SEO. There are several factors that go into page structure, some of the main points being:

  • Leveraging Crawlable Structures: brands should be aware that each page on their website is part of a “directory.” The URL structure of each page should follow the format in which it’s set up on the site. For example, if one of the headers of the sub-navigation is “About Us”, then the URL should read:

www.[brand name].com/about-us/

If there’s a “Leadership” page as a subpage within the “About Us” page, then that URL should be structured like so:

www.[brand name].com/about-us/leadership/

This provides Google with specific direction, making it easier to crawl the site.

  • Avoiding Duplicate Content: Brands should avoid duplicate content at all cost, as Google docks points from websites who actively partake in this. When this happens, search engines won’t know which page to index or rank in the search engine results page (SERP). Because of this, brands won’t rank at all, which in turn leads to a loss in traffic.
  • Creating Readable URL Structures: Although this may not seem important for design purposes, it goes hand-in-hand with user experience. Consumers don’t want to see long, drawn-out URLs with excessive numbers and symbols. What’s easiest for the consumer to read will draw them in. Brands should always:
    • Use hyphens instead of spaces (e.g.
    • Make the URL as short as possible
    • At the very least, leverage the primary keyword for SEO purposes

To learn more about design and user experience, contact your Performics account team today.

June 6, 2016

3 Tips for Driving Engagement with UX Design

As we notice that search engines and social outlets are moving towards a more visual space, brands are following suit (Pinterest Visual Search, Amazon Visual Search, […]
May 31, 2016
SEO blog post banner

3 Tips for Local SEO Performance

Post by Caterina Merenda, Marketing Specialist, with insights from Erik Bergstrom, SEO Analyst Brands should understand that local SEO can increase their rankings in the SERP, […]
April 13, 2016

Conducting Keyword Research

Keyword research is key in the beginning stages of both search engine optimization (SEO) and search engine marketing (SEM). For SEO, choosing the right keywords helps […]
April 7, 2016

Synching Digital Campaigns with TV Ads

Post by Caterina Merenda, Marketing Specialist, Content People are not only watching shows and movies on multiple devices, but also using second screens more frequently.  Research […]

Performics Newsletter