The beauty of promotion: How do you perform SEO without harming the website’s visibility?

When it comes to your website, you don’t have to choose between beauty and character. With the right approach, you can enjoy both worlds. On meticulous websites, branding and visibility are of great importance. Issues such as a clean look, animations, and user experience are no less critical. The organic promotion process (SEO) is also an important and critical step for success and producing business results on the website, both in terms of leads and sales. But how do you combine the two? Many claim that the SEO process “uglies” the website, overloading it with content and text and making it ideal for Google, but in some cases less ideal for the eye.

Thanks to the rich experience we have gained in effective SEO processes, and working with brands for whom visibility and branding are of the highest order, we have learned quite a bit about the subject. Here are some important insights that will allow you to enjoy a website that is both beautiful and receives more quality traffic.

Mirror mirror on the wall, who is the most beautiful website in town?

First of all, it is important to understand that a beautiful and attractive website is one because someone has invested a lot of time and thought into it. A quality website is not created just for fun; it is born out of a need to convey a certain atmosphere and the character of the brand. The first step is very simple: understand that the visibility of the website is even more important than its SEO. Quality over quantity. Even if there are thousands of other visitors, it is more important that those who come get the right impression. Some brands prefer to capture one quality visitor than receive traffic from hundreds of casual ones. This approach is very common on luxury brand websites that target a measured but precise audience. Quality over quantity. It is not that SEO is not important! It is critical, but visibility comes first. Only in this way can we ensure that the SEO process will look natural and will not harm the appearance of the website and the browsing experience.

A Beautiful Website with First Thought

What do an office tower, a light rail, and a website have in common? They all need good infrastructure, otherwise the results simply aren’t worth the effort.
Establishing an SEO infrastructure already during the characterization and design stages will allow you to see the big picture and ensure that the site will be both search engine friendly and aesthetically pleasing and inviting to visitors. In addition, in the early stages of building a site, it is easy to spot problems and deal with them effectively behind the scenes. Has the site already been built? Like breaking down walls during a renovation, changing the promotion infrastructure will probably be more complex, but not impossible. It requires a little determination and a lot of work.

We receive quite a few sites built for organic promotion, and as we said, when the site is built – the approach is a little different. We don’t believe in putting Google at the front, not adding mountains of content. We put the surfer at the front. A site that suits the desires and needs of the surfer, a site that will provide what the surfer is looking for – such a site will also improve the organic promotion process. We always say that websites should be built not for search engines but for people. A site that gives the surfer the information they are looking for in a convenient and aesthetically pleasing way is a site that will have low bounce rates. Google has already evolved and learned to put the browsing experience as a central parameter in the ranking processes. For this reason, it is very possible that a site that is well-built and adapted to the surfer will overtake a site with masses of content but an unfriendly appearance and interface in Google. In short, it is important for us to make sure that browsing the site is convenient, pleasant and easy to navigate, and that the design does not come at the expense of the user experience.

Separate content areas

One option is to focus busy content and long text on the blog area. We have quite a few promoted websites with short text on the various pages of the site, with the bulk of the text concentrated in a blog or some kind of knowledge center. A cohesive blog reduces the visual load on the site and allows us to focus promotion efforts on a category designated for content. True, for Google’s benefit it is very important to have good, high-quality text on every page. But if cleanliness and minimalism are important to the brand, it is certainly possible to promote without bombarding content on every page of the site.
Another way to create a dedicated area for content is to add a glossary. This is a good option that establishes the brand as an authority in the field and is an excellent source of information for our users. Glossaries contribute to promotion and achieve quality traffic to the site. They do not have to appear in the main menu, and you can safely promote categories from the area called the footer, i.e. the bottom of the site. It is important to note that Google knows what we are talking about – we are not ‘trying to work’ on it – but it scans the content and displays it one way or another.

E-commerce sites – organic promotion without design compromises

On e-commerce sites, it is especially important to maintain a clean and simple appearance. The focus is often on product images and short, catchy descriptions, and a lot of text burdens and burdens the browser and can easily distract and even discourage. How does this fit in with quality SEO? There are several effective tactics for promoting an e-commerce site through the correct use of SEO. For example, it is worth concentrating the text of product pages in an ‘accordion’ (like a collapsible or expandable menu) or under separate tabs. With the help of SEO and smart tools, you can ensure that Google also successfully reads the hidden text, content that the browser cannot see unless they click to reveal it. You will be surprised to know that Google likes pages where not all the content is visible and you can navigate properly between ‘headings’ or topics. Not all the text should be thrown in a long SEO article.

Another interesting approach for e-commerce sites is to invest in category pages as important SEO anchors. We of course recommend adding a paragraph of text to each category, but we have found that in many cases it is possible to achieve great success and high Google rankings even if the paragraph is placed at the bottom of the page. Even in very competitive niches, we have found that given a good site and good products, Google does not insist on placing the text at the top of the page. When we emphasize SEO on category pages, we are essentially taking our foot off the pedal of loading other pages on the site with content.

It’s important to check ourselves

One of the important steps in a meticulous SEO process for a website is performing analyses. It’s important for us to measure how good the beautiful website is. Sometimes an overly animated and jumpy website leads to abandonment and shorter than usual times. Not every website that the brand manager thinks looks good is also beautiful in the eyes of the surfer and Google. Surfers vote with their feet. If the site is inconvenient, slow or jumpy, if the design is unclear – surfers will simply leave.

After analyzing the analytics data and comparing it to other sites in the same category, we will be able to tell you if the beautiful website also enjoys good performance. More than once we have been surprised to see that clean and delicate sites with a little high-quality text do an excellent job, contrary to the prevailing perception that the more content, the better.

Texts – Only inLIVE

Live text is text that can be edited, one that is not embedded in an image but is entered directly into the site. In short, text that Google can read. How important is it? About like oxygen. It is worth investing in high-quality, clear and easy-to-read fonts and clean designs that convey the message of the words visually as well. In certain places, such as banners, you can combine text on top of an image, but as a rule of thumb, live text is always better. With the right font, your content will look great. When it is also well written and gives the surfer value, your content will take the site several levels forward.

Let’s talk about it

Your relationship with the design and programming people is a relationship for everything, and here too there is no substitute for good communication. SEOs specialize in digital and advertising, and excellent SEOs need to know the world of branding and know how to convey all the requirements to the programmers so that they can implement the vision. A website that both looks great and ranks first in Google is the result of thoughtful teamwork between you and designers, programmers, and promoters.

Let’s get off the site for a second

The best way to promote a website without damaging its visibility is to promote not only within the site, but also outside it. Offsite promotion refers to articles on portals or other strong sites that strengthen the brand without requiring changes or content on your site. Here there are no visibility, design, or branding considerations. The offsite approach is very popular, and is an excellent way to promote a website while still keeping it clean and elegant.

Ultimately, the key is a combination of experience and judgment, listening, and dialogue. There are times when we will insist on an SEO component that we know is critical to performance, and sometimes we will know how to give up and understand that the world does not rely on SEO alone. And most importantly, remember the goal: we are here to create a quality browsing experience for surfers.