SEO Face off: Design vs Content
The dangers of design and copy pulling in opposite directions
In SEO there’s a temptation to look at page design and content as two enemies, each vying for superiority as the most influential part of a campaign. Should businesses invest in good web design at the expense of content management, or vice versa? In reality, both are tools for different jobs that can complement one another perfectly. Businesses need to understand the two elements of good SEO and content managements; getting consumers to a website and keeping them there.
Of course, if we’re talking in purely SEO related terms, say the magic words and key word rich content can drive consumers to your website. Whether your site’s an ugly and clumsy mess or stunning masterpiece is actually irrelevant; if you have good content in association with a well conducted SEO campaign, consumers will find you.
What then, is the role of design? Of course, W3C compliancy can help a web site’s SEO campaign by designating the site reputable and well built, but that won’t necessarily help encourage sales. Brands however, are something that we all love to consume, even if we don’t realise it. Whether it’s forming impressions of passers-by, buying clothes or phones and even choosing food – as human beings we consume with our eyes.
Most of us will instantly evaluate every page we view according to colour, style and layout and effective design has to construct a brand immediately to draw consumers in enough to give copy a chance extol the virtues of the business, therefore developing that brand. And if design and copy are at odds, customers will leave websites, repulsed by a disorganised package that isn’t polished.
This is something that Apple for example, really got hold of as a corporation. Complete compatibility amongst their products coupled with a stylish refinement of every aspect of the brand’s image has led to unstoppable successes in recent years. Arguably, Apple sold consumers the idea of their products first, rather than relying on the features and abilities of the products themselves.
But branding through design will only take consumers so far, the baton must be passed on to stimulating content for sales to be made. Engaging copy and more innovative techniques such as web video are essential at ensuring a brand stands up to closer scrutiny. Image and vogue are enough for some consumers to make a purchase, but the majority, though pleased with an image, will want information and product details before parting with hard earned cash.
This might seem like a dangerous SEO game for businesses to play. But remember – if content and design are working together, content will help draw traffic to a page, its design will hook consumers onto a brand and then on site copy is given the chance to win them over by selling the features of the product in question.
