"Why do websites that look excellent nearly always have SEO that sucks?"
This is the query I set out to response during my latest Mozinar about developing for SEO.
To be a real master of the SERPs, you are, of course, going to need more than a well-designed, search-optimised website. You are probably going to need a ton of public refers to, quality hyperlinks, details and co-citations, etc. The issue with these position aspects is that they are challenging to achieve in quantity and usually require a lot of work to achieve, and, consequently, many websites do not have them.
You can, however still achieve big victories with excellent design and on-page optimisation
Whats the problem?
The issue is simple. Websites that look awesome usually provide little chance of on-page optimization and on the other hand webpages that are well optimized will often bargain the design and consumer experience.
This makes a poultry and egg situation - what is the factor in having a website that looks excellent if it cannot be found? And is there any factor of being readily available if the website is not engaging?
How can we develop websites that look awesome and are interesting, yet still sustain SEO performance?
Enter the webfont
Webfonts from companies Search engines, Typeface Outdoor patio, Typekit, and Print styles.com have been around for many years and provide an excellent way to give a website design without limiting crawlability. They type the essential framework and supporting of any well-designed, well-optimised site.
To add visible effect, developers will add visible components to websites such as banner ads and calling to activity. These components are usually designed as pictures so the developer can use stunning typefaces, add type results such as fall dark areas, gradients, and a whole variety of other therapies that type part of the developers tool set. Websites need these type of design, as they create websites interesting, they enhance the UX, and they create the customer much less likely to jump.
Take the visible below, as excellent as it looks there is too much details to consist of within an Alt-tag. Also it is challenging to highlight and prioritise the details within an alt-tag as it is simply written text.
By using a mixture of webfonts, HTML, and CSS, it is possible to maintain the elegance and accomplish excellent SEO by developing all of the writing components within this advertising as “live written text.”
Not only can the stay written text advertising now look excellent, but they can also be noticeable up with H1’s, body shape, strong written text, and modified dynamically. Google will just see this as conventional HTML. Best of all, these banner ads or design can be even be noticeable up as wealthy written text using schema or microdata.
Design for optimisation
The greatest challenge in developing excellent looking websites that also have excellent doing SEO features is joining together these two professions. Developers concentrate on websites that look excellent and make a excellent consumer encounter while being interesting, whereas an SEO generally wants a website which is very crawlable and one which rankings well.
If the style and SEO groups obtain an admiration of each others' specifications, the outcomes can be impressive and excellent. Take the example below: these sections are for a style store, the one on the remaining was visualised by the developer, with regards to UX this board is excellent, it reveals a design dressed in the item, describes through the use of well placed kind exactly what a customer can anticipate to see on just click through. The effort is, from an SEO viewpoint, this board does not cut it.
An SEO is going to need something more like the board on the right side part. It has a obvious, described headlines, probably an <h1>, followed by some excellent long-tail written text. Its obvious that from a UX viewpoint this board drops well brief of the indicate, the board on the remaining will get a lot more just click throughs than the board on the right.
One prospective fix for your issue is a mouse-over. Originally when considered, the board will look as it does on the remaining part (exactly as the developer want it), yet when a customer comes over the picture the board changes into what you see on the right side part (exactly what the SEO wants).
The attractiveness of this remedy is the consumer experience and just click thru are managed and as all of this written text is live written text, it is crawlable and very available to spiders, providing the google everything they need to catalog the site.
The extended div
Another excellent way of including indexable content into simple page design is the extended div. It can provide big SEO and UX victories by making appropriate (and crawlable) written text noticeable on just click.
Take the example below: frequently, these kind of product sections are showed as pictures, and they do an excellent job of interesting the customer by providing a creatively wealthy single just click method of navigation.
Excluding some alt-text, these kind of sections offer very little for google to spider.
By including an extended div to these sections, it is possible to existing a variety of SEO possibilities. Simply simply clicking one of the items above can now offer a powerful information of this product classification, consist of extra visuals to aid the purchase process and as a result improve alterations and customer involvement. But perhaps the greatest reward of the extended div is that we can offer google with so much extra long-tail written text to catalog. 
The addition of extended divs within websites are not only excellent for the customer, but also provide amazing possibilities for indexable material.
The disguised weapons!
Calls to activity, believe in alerts, advertisements, and all other web page components will often contain the type of information we want look for engines to spider, yet in most situations, these will be showed as pictures. Consequently, lower price rates, totally free, next-day distribution, and other provides are not being indexed.
Create all of these components with webfonts, CSS and HTML so that robots and crawlers can spider them. Do we really want information such as “Free Delivery,” “10% lower price,” or “SALE” to be invisible from look for engines?
The following products contain excellent revenue information, and all of them have been designed using webfonts, CSS, and HTML so are all completely crawlable.
Bringing it all together
The methods defined all audio excellent theoretically, but actually can they actually be implemented?
The simple response is yes, and to confirm it, we have designed a website using these methods for a fake store “random store.” The website features all of these methods and uses webfonts, HTML, and CSS to develop an encounter which is not only attractive to the eye, but provides an excellent consumer encounter and provides a lot of data for google to spider. The trial website uses rollups, extended divs, and stay written text advertisements, plus many other methods to provide a website which has an excellent consumer encounter. However, none are at the price of the on-page SEO. The website gives google a ton of excellent indexible content without limiting the UX.
The use of stay written text also naturally provides some other big victories for mobile, availability and multi-language websites, but such as with the use of webfonts A/B examining becomes a breeze. To show this we have designed A/B editions of the trial website which are provided from the same URL, discuss the same rule platform and look similar to look for crawlers, the only distinction between the two websites is obtained simply by the use of webfonts, CSS, and a couple of different qualifications pictures.
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