What Role Should Search Engine Optimization Play in Your Website Design?

Search Engine Optimization in website design

Presenting your company as reliable and skilled in your chosen construction specialties isn’t the only job your website has. It also has to rank well in the search engines so your ideal clients can find you. To do that, it needs to do more than just look good.

Coding for The Search Engines

Search engines only index and rank what they can see, and they don’t see websites the way humans do. They can’t read images or video, they don’t understand Java, and they can’t find webpages that aren’t properly linked.

Hiring a professional designer who can write correct code is the first step in getting an optimized design. Correctly formatted HTML and CSS, the languages used to create websites, is easier for the search engines to understand and rank. Messy code doesn’t always make a difference in a site’s appearance, but it will make a big difference to the search engines.

All images of your projects should be optimized to load fast and labeled with alt text and descriptions. Full, descriptive captions are a must. If you have a page of images of the hotels you’ve built, describe the location, design features, public areas such as meeting rooms and lounges, construction challenges involved, and anything else your potential clients might be  searching for.

Designing for Easy Navigation

In addition to good content, logical information architecture is a critical part of your website design.

Organizing content in the classic “silo structure,” with main category pages supported by subcategory pages, helps search engines decide what your site is about. Breadcrumb navigation makes it easier for the search engines to understand your site’s structure and find all your pages for indexing. For example, on a commercial construction company site, a navigation path that runs “commercial construction > commercial office construction > Class A office construction” ensures the Class A office page is properly indexed.

On individual pages, optimal formatting with headings, subheadings, and anchor tags (jump links) helps the search engines rank your site.

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