Posted June 26, 2009 3:15 pm by with 86 comments

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By Justin Briggs

SEO: time-intensive, ever changing, and highly misunderstood. Creating a website design that is appealing, while also search engine friendly, is one of the hardest parts about SEO web design.

If you’re a designer, are your designs really search friendly?

A lot of misconceptions about SEO still exist in the web design community and many designers, who have at least some knowledge, are often acting with outdated information. Once a designer understands the value of SEO, there is still the concern of how to keep a design attractive, while also being search friendly.

Designers love beautiful websites and SEOs love optimized content and code, but neither should fool themselves, because these days, both matter. In that spirit, I’ve put together a list of 9 SEO tips that help keep your stunning website optimized for search engines. Instead of focusing on SEO design basics, I’ll be covering some design-focused SEO tips, to show how SEO and beautiful design elements can co-exist.

compromise for SEO web design

1. It’s not the same old SEO

SEO can be hard to keep up with, because it is always changing. Today, SEO doesn’t mean a site has to be ugly.

example of keyword stuffing

First, forget everything you’ve learned about keyword meta tags and keyword stuffing, because those days are over. This is a great thing for designers, because search engines are looking for great content, written in natural language. Metrics, like keyword density, which make sites look hideous, are a thing of the past.

If you’ve been a designer for several years, start fresh and learn search engine optimization from a source that keeps up with all things SEO. Don’t let out-of-date SEO practices make you think pages have to be riddled with repetitive keywords.

2. Links talk

Links tell search engines what pages are about. This holds true on-site as well as off-site. The words you use in your designs to link to other pages do matter. The web has matured and no longer needs to be told “click here”.

example of bad linking

This is just another form of the dreaded “click here”. There is an opportunity wasted here, where the designer could link out with the keyword-rich headings like “HR solutions”. The “learn more” link is great for users, but leaves search bots blind to what is on the other end of that link. As a human, we make the connection, and know that this link is about “HR Solutions”, but you’re telling search engines it is about “learn more”.

CSS can be used to keep the style, but the site would benefit from either linking the major headings, or changing the link text to something like “Learn More about HR Solutions”. This would drastically improve the site’s internal linking, with minimal impact on design.

3. Design is linkbait

This is great news for designers. Much of the life of an SEO is focused around baiting links from the link-giving portion of the web. The amazing thing is that this portion of the web loves great looking websites. Great design improves credibility and the user experience.

If you design great sites, use services like The CSS Gallery List to get your site submitted to CSS showcases across the web, or at least do it by hand.

4. Look at search bots as browsers

Earlier I mentioned how using “learn more” leaves a search engine blind. Considering a search bot as a disabled user or another type of browser, is exactly the type of approach needed for search friendly web design.

Search bots are extremely disabled and unintelligent users who use a dreadfully outdated browser. This user’s ability to understand your site may mean the difference of thousands or millions of dollars for a business.

One of the best SEO tips I can give a designer is to test as if Lynx was one of the web’s major browsers. If you can properly navigate your site, and understand its content in a browser like Lynx, then you are on your way to being a great SEO web designer. Other tools, like the Web Developer toolbar, really help test a site without elements like CSS, images, and JavaScript.

Keep up on the Google webmaster guidelines, so you know the limitations of this highly impaired user of your site. Focus on creating beautiful designs that gracefully degrade for this limited web user, “the search bot.” Or, instead of designing the site and working backwards, start with the lowest common denominator (the search engine), and work up.

Let’s Get Tactical

5. Smoke some hash


That little symbol, the hash mark or pound symbol, is an extremely powerful SEO tool in the hands of a developer who knows what to do with it. The hash mark creates an element in the URL that is not considered unique by the search engines, so it is dropped.

how search engines treat hash marks

There are a lot of great ways to use this. I’ve seen it used well on sections where new pages hardly justify having a unique URL. One example I’ve seen recently is a “people” section where only minor content changes are seen on each page. The designer assigned each employee’s profile with “#name”. These multiple, near duplicate, pages are all seen as one page by the search engines. There are plenty of other great uses for the hash.

6. Use SEO friendly JavaScript

Any time you touch technologies like JavaScript, you need to tread carefully. I love Javascript technologies, and all the amazing things we can do with them, but they can create huge problems.

Traditionally, AJAX is not SEO friendly because calls are made through JavaScript, which cannot be executed well by search engines. The result is that the content is never rendered or indexed by search bots. I like what can be done with jQuery, since you can have html link navigation in place (for search engines), and still have jQuery effects.

If not done correctly, you can run into problems though. For example, jTip, which is a nice little Jquery Tool Tip, can create some nasty problems. The tooltip is nice and all, but the static html links point to a page that looks like this.

thin content page created by jtip

That is the whole page. This page has no title and no link back to the site. This can create multiple near duplicate versions, which can be indexed in the search engines. This also creates many hanging pages on a site. I did an audit on a site recently that used jTip extensively. The site had over 80 pages indexed in Google, with only one sentence per indexed web page. None had titles, and none linked back to the domain.

Creative design solutions can allow a designer to use jQuery while still being search friendly. Check out Jon Raasch’s post about how he used jQuery to Animate his portfolio in a very search friendly way.

7. Flash is OK, sometimes.

Ask your average SEO about flash and you’ll be told how horrible it is for SEO. Ask someone who casually follows SEO news, and they’ll tell you flash can now be crawled. So how should a designer approach flash?

While Google is improving, you should not depend on Google to figure it all out. Here are some basic Flash rules to keep in mind.

  • Do not include an entire site on one page.
  • Do not use flash as the navigation.
  • Do not include important content in flash.

Search engines are nearly blind to flash, so do not use it for important page elements. Use of flash for design elements and non-important content is ok.

Flash can be used in a search engine friendly design. You can enhance web fonts by using slfr. Since the flash does not replace the HTML content, but styles it, search engines are still able to read the titles. It’s even Google approved.

8. CSS image replacement

CSS image replacement is one way to make a site look great, while also being search friendly. There are a couple different ways to do this, but the biggest concern boils down to intent.

Google says:

“If your site is perceived to contain hidden text and links that are deceptive in intent, your site may be removed from the Google index, and will not appear in search results pages.”

The two words to focus in on here are “perceived” and “intent”. During a manual review Google will try to interpret your intent; a practice that has come under fire recently when Google profiled SEO.

I think CSS is a common tactic and a fine solution to SEO web design. If your intent is to improve the visual experience, and you make this intent clear, you should be fine. Do not use this method to stuff keywords or manipulate with hidden content.

9. Have great linking with footers

If you have a design that will be compromised by the inclusion of a robust navigation above the fold, a solid footer is a great solution.

Sometimes footers get the job done, like Yelp’s boring, but effect footer. And sometimes they highlight content you want to rank, like the footer over at We Build Pages. But, they can also look beautiful, impressive, and creative.

Bonus Tips for Designers!

Three mini bonus tips that are exclusively for designers to use to promote their business.

Many designers drop an attribution link in the footer of their designs like so:

“Website Designed by Creative Company Name”

Here are 3 Mini SEO Tips

  1. Include a keyword in that attribution link. Stop linking your company name only and at least include the “Website Designed” portion. Even better, use something like “Designed by: Company Name – A New York Web Design Company.”
  2. Once you design a few sites with your keyword-rich attribution link, change the wording. It doesn’t need to be drastically different, but create some variation. Do this periodically.
  3. Create a pre-sale page on their site that features a testimonial and links back to your site. Then, link to this pre-sale page site-wide from the footer of their design. This will help you avoid the negatives of the run of site links, while getting a link from a page with a lot of internal PageRank flowing to it.

If you’re a designer, I hope these tips help you find some elegant design solutions to common SEO design problems. If you’re an SEO, I hope these tips are something you can forward to your designer.

I’d love to hear any tips or techniques you use in your designs to handle complex design needs in a search engine friendly manner. If you have any great SEO tips, ideas, or questions please leave a comment.

This is an entry to Marketing Pilgrim’s 4th Annual SEM Scholarship contest.

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  • These are some good fundamentals, Justin. I especially like the hashtag tip. I’m going to forward this to a few designers I know. I think they’ll appreciate it.

  • Some great food for thought here. A fantastic article, Justin.

    Neal @ nbconsulting’s last blog

  • @Dan

    Thanks so much =)
    Yeah, I’ve seen a couple designers doing some really fun things with the hash mark. I don’t see too many people talking about it except Rand at SEOmoz.


    Hey Neal. Thanks for checking out the article =)

    Justin’s last blog post..Need some help!

  • On your point #2, what do you see as the effect of making the whole ‘li’ element as a link?

    Along the same lines, what do you see as the SEO impact of using title and alt attributes on links and images, especially when used as internal navigational elements?

    Frank Carr’s last blog post..Michael Jackson Memorabilia Buyer’s Guide

  • @Frank

    I think using li elements to structure a navigation menu is fine and acts like a text link. As long as the designer isn’t using a type of image replacement and stuffing keywords. The closer it is to the image, the better. If you aren’t being risky in other areas, you can push this a bit. If I have a site well optimized, and have well optimized anchor text, I would avoid any type of funny internal linking. If you get a review, you lack deniability.

    I haven’t heard much on a solid impact from keywords in the title attribute, and could be over optimization. If an image is linked, the alt attribute passes as a keyword anchored link, but image links seem to have a little less value when compared to a text link. If given a choice, I’d rather have a text link. If someone is linking images, keyword stuffing rules apply to the alt attribute as well. Work in a keyword, but describe the image.

    I’ve always liked the trick SEOmoz uses on their badges (their quiz). It is image badge people can post on their site, but they use inline CSS to do image replacement. These links now provide a text link instead of an image link.

    Justin’s last blog post..Need some help!

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  • Justin Great Seo Tips thanks for sharing. Really like the hashtag idea.

    Camyden’s last blog post..New Article Submission Software

  • Calvin

    Nice article, Justin. I only have 2 things to add:

    1) Please avoid AJAX and Flash. Not all of us have access to stable broadband. Not to mention that the browsers I’m using (Firefox & IE) seem to consume a lot more memory once the sites I visit switched to AJAX.

    2) Justin, can you suggest some good example sites which look good as well as have good SEO? Web-sites created using HTML, etc rather than WordPress themes, please.

  • Well written article, Justin. I’ll also mention that I like the hashtag idea. Wikipedia does a great job of using it in their content menu. It makes is super easy to navigate some of their longer articles, not to mention easier to link to when you’re attempting to reference something very specific.

    Brian’s last blog post..New Internet Marketing iPhone Game

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  • Justin, it’s a great idea to bring designers into the SEO equation. Too often designers’ goals are assumed to be at odds with drawing SEO traffic. You prove that it’s easy to design beautiful sites that the search engines love.

    Lorecee’s last blog post..Article Marketing: UAW vs. AMA Follow Up

  • I’m no SEO type…but I think that the points about the # can be put to good use by me. Thanks for insightful article…

    Harold @ PotatoPatchRecipes’s last blog post..Food In Cuba

  • Justin,

    Articles like this are why I subscribe to your blog and always click through when I see a post in the inbox. Your tip about looking at searchbots as browsers is great advice, especially for newbies.

    Bcarter’s last blog post..Do You Suffer From Internet Marketing ADD?

  • Jen

    Insightful piece which should help both designers and seo experts alike see the overall big picture with respect to a site’s traffic and business sales objectives.

    Jen’s last blog post..Should You Kick Squidoo To The Curb?

  • I thought that your comment about viewing search bots as blind web surfers when making your web design is great. I find that this is especially true for things like images, which really need to be explained to someone who cannot see. You will make better links, describe your images better, and in the end improve the surfing pleasure of non-blind users in the process.

    Steward’s last blog post..My Family Is Moving!

  • Zania

    Excellent advice here Justin.
    I hope more web designers follow this.
    It’s also very helpful for those of us who design our own web pages, however basic.
    The use of the hash and reminding us to ‘think of search bots as blind web surfers’ are both great points.

    And your discussion with Frank about image tags is interesting.
    I’m still wondering about the use of title tags – whether you can have too much of a good thing. And with title tags for internal text links too.

  • Jennifer

    Justin, this is a great article. Thanks for sharing these excellent tips!

  • Your blog is interesting but much of it is over my head. I am very inexperienced although I did put up a website a few years ago. There is so much hype online about training programs. Some are really inexpensive to $10,000 by Marketips. I am looking for the training to start over from scratch, from finding a market, product and SEO. Any recommendations of reputable training programs?

  • Justin – fantastic advice. I’m getting a bit better at SEO (day by day) and this helped out alot. I’m just now beginning to develop my own WP and static sites and #4 helped out alot! And I have to agree with Calvin in that people refrain from Flash.

    Thai’s last blog post..Site Build It? Forget It!!

  • Wow Justin – this is a timely post – I am design challenged myself but I am busy learning a bit more about it so that i can include that side of the business in offerings to clients. As an SEO I don’t want to be dealing with a pretty site which doesn’t do squat for on-page SEO!

    Lis Sowerbutts’s last blog post..You Really Can Make Thousands on Hubpages

  • Hi Justin,

    I think nice post ever for SEO friendly web design. Bcoz you it covers almost all good topic.
    I like SEO friendly JavaScript description.


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  • Debi

    I agree with Bcarter: This article evidences why I pay attention to your voice in an increasingly crowded sphere: You share useful, original thoughts with your readers. Good on you for stretching out into the “Big Pond” here!

  • E

    I learned a lot. As usual, you write great SEO articles.

  • Arthur

    Justin – I don’t think I’ve ever read an article of yours where I don’t learn something new. I really like the hash thing and here I am still thinking that Google is oblivious to anything flash.

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  • I’ve got to implement this into my blog! Thanks for sharing.

    Matthew Callis’s last blog post..Tenchi Muyou! Game Hen (Japan) (Sample)

  • Nice post Justin,

    I think one of the most important keys in SEO design is not to SEO your site so much that you trigger a penalty from google, and that’s an art not a science.

    Thanks for the tips,

    DeMerchant’s last blog post..No Feed Key Found

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  • @Camyden

    Thanks so much for the comment and support. Yeah, the hash tag is really awesome.


    Personal, I’m not a fan of Flash. I think it can do some great things, but it isn’t accessible enough. Personally, and not sucking up to Rand here, but I think SEOmoz has the best design in the SEO community. You should check it out. They do a great job of working in SEO without making the site feel “optimized”.


    Yeah, Wikipedia anchors specific section of their pages, which helps in navigation. You can also use it so the page content completely changes, not just getting scrolled down the page. This can allow you to have multiple, unique, pages at one URL.


    The idea came from a designer friend of mind who said it would be nice to see SEO approached from a designer’s point of view. It can be really hard to find a middle ground, but it really pays to.


    Thanks Harold, good luck with the hash =)


    Thanks so much for the support. I really enjoy SEO and love writing about it. I’m glad you liked the article.


    Thanks =)


    Yeah, I thought it was the best way to bring it on a level for designers. They constantly struggle with idea designing for multiple browsers, which sounds like a pain. I hate to add one more browser, but designing for GoogleBot can mean a lot of traffic (and money).


    Thanks so much.

    I completely believe that you can have too much of a good thing. From personal experience, I’ve seen improvement in making a site less optimized, especially when the anchor text is well optimized. If too many things are just “too perfect”, it isn’t natural. I’ve seem success in having titles, headings, content, and links all optimized slightly different. If they line up too much, you seem to get less benefit. I don’t think its a penalty, because I’ve had pages go right back up once I de-optimized the page a bit.

    Justin’s last blog post..Need some help!

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  • Great information Justin. I am fairly new to design but I want to learn all I can. This really gave me some great food for thought. The Google intent thing is kind of scary. I intend to make money but I guess Google wants to think I make websites for altruistic reasons.

  • Using the hash and lynx text browser are great tips. Thanks for keeping SEO search engine friendly and web design style in perspective. It’s easy to get drawn into over-doing one or the other.
    Excellent article Justin as always.

    Anna Maria’s last blog post..Old Florida is Disappearing at Anna Maria Island

  • Mandy

    Great article! It was very informative. 🙂

  • Jessica

    This is really intersting. I think it would help my cousin out alot. I’m gonna have him check it out. Good tips! :]

  • Justin,

    Great post. Your tips have continually helped my advancement in the world of SEO.


  • Maura

    Brilliant article, I’ll definitely use some of your tips in the near future. Thank You.

  • Great info Justin.

    Though I am just an amateur when it come to web designing, doing it just as a hobby, these tips will come in useful. I have never considered the SEO aspects when designing, concentrating more on the looks. LOL. Guess that’s what seperate the amateurs from the professionals.

    Costa’s last blog post..Where To Learn Web Site Designing For Free

  • Keira

    This was really good and I learned a lot from it. Thank you!

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  • Justin,

    Thanks for sharing the wealth – the 3 mini-seo tips are very useful indeed!


    Eoin Redmond’s last blog post..New Range of Website Starter Packs Launched!

  • @Jennifer

    Thanks, I hope they help.


    For SEO training programs. I have joined SEOmoz Pro, SEO Book Training Program and Market Motive. I think the SEOmoz program is very solid and has some of the best information of the three in article format. The SEO Book program has a great forum, which makes that program worth it. Market Motive is mainly Todd Malicot in video format. He seems like a really honest SEO, but some people don’t like video format.


    Glad to see you moving along. I’m not a great designer, but I think a lot can be earned by finding a middle ground with designers. I put together a lot of ugly looking sites, but I guess your objective really decides that.


    Yeah, I personally don’t do a whole lot of “make this site look pretty” work, but its important with some types of work. I got started in SEO by making crappy niche sites and those do well when they look ugly. Recently I’ve moved into consulting for businesses. Those sites have to look pretty, so you have to find balance with their designer (and the boss).


    Thanks for the comment =)


    Thank you so much for the compliment. The SEO space is massively crowded. I’m trying to build my own little space.

    I was really impressed by this video:

    David Hansson talks about how you don’t need to be massive. Just trying to have a “nice italian restaurant” as David calls it =)

    @ E

    Thanks for the comment =)


    Thank you =) Yeah, I personally dislike flash =P


    Thanks Matt =)


    I agree. And I believe it is an art sometimes, because its not always clear. It isn’t so much a penalty, but suboptimal performance. Also, if the factors line up in a bad way, the boost they may provide goes away. It isn’t always a negative, but a “not positive”.

    Justin’s last blog post..Need some help!

  • thanks for sharing

  • Great post, enjoyed reading and learning from that. Thanks for sharing!

  • Really its very good for every one, covered all the topics. Thank you so much.

  • These SEO tips are excellent. Thanks for sharing them.

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  • rocky

    this is a very nice post

  • Emily Jacob

    Nice article, Justin. All the SEO tips are excellent. Provide a good amount of knowledge. I like your 3rd point. If some one want more information on website design just go to this link

  • rocky

    this is a nice post

  • PaulG

    Hi Justin, great article. As a designer who loves CSS I like the idea about using the CSS gallery list; thanks for the tip.

  • Thanks Justin for the nice article. I am just getting into this SEO stuff. Seems daunting and time-consuming. There are all these little things one has to take into consideration.

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  • Hello Justin,

    One more well and thoughtfully written article on SEO and webdesign by Justin. The knowledge given here is advanced technically and it’s good to know that someone actually knows what he is talking about.

    Great job.


    Bedava Para Kazanmak’s last blog post..Blogunuzda Anahtar Kelimeleri Kullanıyormusunuz?

  • This is a great read. All the SEO tips are excellent and providing a good amount of sound knowledge.

  • Hi there. Thanks for the post.
    Quick question: What’s better for a website that needs increase in traffic?
    a) Change the title meta tag, or
    b) Leave the title meta-tag as is, and change body text?

    What are your thoughts on Title meta tags in terms of SEO? Same for every page, or different?
    Please let me know.

  • @Maria

    Title tags over body text. If you want to rank for a keyword, you should really try to get the keyword in the title. You can rank without it, but it is much harder. Also, try to include the keyword near the beginning of the title.

    I recommend a unique title for every page that will be indexed. Also try to associate one page for each keyword you want to target. Don’t try to target the same keyword with multiple pages. If you have multiple pages about one keyword, link them all to the page you want to rank for that keyword. Once you have one page ranking well for a term you can work on a second listing. At first, one page for each keyword.

    Justin’s last blog post..Need some help!

  • Hello,

    I am a total newbie when it comes to SEO, and have a couple of questions about the page ( and would greatly appricate any hints with:

    1. Flash – Tried to use most of the tools I found out there, but do google actually find the links in flash (There are some strange usage of the swfobject there, should I get them rewritten?)

    2. Javascripts, would expect google to understand these, but how do I know? And would it be better to hide them in seperate .js files?

    3. Does the way I use my name here and the link actually help? I see that several people use them quite regulary.


  • Thanks for the reply Justin!! Much appreciated!!!

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  • Good post Justin, all useful tips. I would add checking your pages to see they are valid XHTML and CSS. Although it’s not absolutely necessary for SEO it does help ensure your site looks good across the widest range of browsers.

    I use the Firefox Web Developer tool bar for this, which is very useful for quickly checking new pages and CSS.

  • I visit your website frequently and its very good , I am not a expert webmaster but i like your blog as its very simple and understandable.. please keep it up , 10/10 marks…

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  • sur

    i like your blog, very understandable., i have to visit your website frequently

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  • Max

    Thanks for the information! I’ll be sure to use this with my Retardsforpalin site, we need all the help we can get to the top and reach all people that could support our initiative.

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  • best article use google translate

  • Thanks to everyone for all the comments and support. =)

    Justin’s last blog post..New SEO Job

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  • Howdy would you mind letting me know which webhost you’re utilizing? I’ve loaded
    your blog in 3 completely different internet browsers and I
    must say this blog loads a lot faster then most.
    Can you recommend a good hosting provider at a honest price?
    Thank you, I appreciate it!

  • Great Post! also Use images as i see that Images Speaks better than words specially if your website is selling products you have only got 8 seconds to sell it. Images always speak louder than words, gives and easily and direct message about whether a product or service.Create small images in size in order to avoid slow website loading as you mentioned before. Use adobe Photoshop to minimize the size of your images. Always remember that speed matters as a key factor from an SEO point of view which cannot be neglected.


    Ann Daniel

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  • Spook SEO

    I’ve read your article. It’s quite good stuff you have written. The first tip that SEO keeps changing is right. You have to keep pace with it. And the most important tip you have shared is totally right that use SEO friendly JavaScript because if you will not use SEO friendly JavaScript you would be facing troubles.

  • Avik Sharma

    Interesting and informative log for me. I got many useful points after reading this blog, But, I really want to know about flash, what is it? Please explain me clearly…

  • Avik Sharma

    Your article is great. But kindly explain to me about flash.

  • Avik Sharma

    Nice and a very informative blog for me. Thanks a lot for sharing.


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