SEO ranking factors to consider in 2018 and boyond

Using traditional ranking methods like keywords and links is no longer the only way to get higher up in the search results on Google. It used to be the tried and true way to get your page higher on the listing, but since Google is constantly changing its algorithms, it’s encouraging other ways to improve your SEO ranking.

Web design is one of those. Bring your web design up a notch by improving user experience and usability, and your SEO ranking will also improve! Read further to learn about the tactics you can implement that will help your web design and make visitors want to keep coming back.

Usability and SEO Ranking

Optimizing your website to ensure a good customer experience is an important part of usability. If your website stinks, your visitors will not want to visit your page, and your overall ranking will suffer as a result.

There are several aspects you can focus on to make your website design better and improve customer satisfaction.

Color Scheme

Choosing a pleasing color scheme that highlights your brand affects the user experience greatly. Color has a psychological impact, so having your website be bright red or yellow may evoke emotions you aren’t looking to evoke.

The usage and choices of color can make or break your website. This also applies to textures or patterns in the background. If it’s too busy, you can lose your readers very quickly. If you do choose a pattern or texture, it should be relevant to your brand and your audience.

You could spend a significant amount of time looking at color schemes to induce specific emotions or ones that relate to your business’s industry.


Alongside your color scheme, making sure your text stands out against the background is imperative. Your users need to be able to read the content you’re providing them with ease. If you can barely read your text, either the color or the font should probably be changed.

You could lose prospective clients if your site is not user-friendly. Most people don’t have the patience to try and figure out what you’re saying. There are basic typographic guidelines that you should follow when building a website that will help improve your SEO ranking.

One of these is building your paragraphs appropriately. You should be using headers to break up large chunks of text, using bullet points, and common fonts instead of decorative ones. Decorative fonts are not standard for web and could load on someone’s web browser as a totally different font.

Using design elements pair well with typography to further break up large chunks of text, and help to guide a user through your site without confusion.


If a sidebar or menu causes confusion, it needs to be revised or removed. Design elements should be used to enhance a user’s experience, not cause chaos and confusion. Developing a menu that is straightforward and categorizes the different pages appropriately is key.

It shouldn’t just work on the web though. To improve your SEO ranking, your website must also be mobile-friendly and one of those aspects is your navigation. You can use a website builder that has the capability of converting your website into a mobile-friendly site, or you can build a website with simple layouts.

Vertical scrolling should be the only thing on your mobile pages, as horizontal scrolling is not optimized for mobile. Converting large images to mobile-friendly versions will also help increase the user experience.


Images are another important part of website optimization and improving your SEO ranking. Your images should always be relevant to your brand and topic. Posting a picture of a cute puppy may get you some “adorable” comments, but it has nothing to do with your business (unless, of course, your site has something to do with pets.)

There are many sites out there today that provide stock free images, with no cost. You can choose to pay for images through a platform, but if you choose to use stock free images, just make sure they are indeed stock free. Choosing images from Google to use on your site does not make them royalty free.

Make sure that your photos are actually necessary and relevant to the reader. If you’re displaying a picture after every paragraph and it isn’t adding to the conversation, it’s likely unnecessary.

Ease of Use

Lastly, your users must be able to use your website with ease. If they run into any problems, they are prone to leave and may or may not be back.

Some of the design choices that can be implemented to improve the user experience and your SEO ranking are as follows.

Having limited scrolling is a good design idea. It should be limited to either just vertical or just horizontal. Having both is annoying to the user. Allowing users to complete easy tasks on your website will be welcomed as well.

Short forms that don’t require a ton of information from them or call to action buttons that are obvious are a great way to improve your web pages.

Taking an Audit of Your Site

Now that you’re aware of the factors that affect your website optimization and lead to a better user experience, it’s time to take an audit of your website.

Spend a few minutes going through your site following the guidelines above. Does it do a good job of matching the requirements or does it break the law of good ease of use?

Make a list of the things you need to revise or change on your site. You don’t have to tackle it all at once, but slowly get things marked off your list. You’ll start to see an improvement in SEO ranking when your website improves its user experience.

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