Start a project
Creating a site for a client can be thrilling. You craft the visual identity, write copy, and test the layout until it feels perfect. Yet many designers forget that people cannot appreciate a site if they cannot find it. Search engine optimisation begins long before a site goes live. It influences how you structure pages, write content, and even organise files. In this guide, we will demystify the core principles of search visibility for designers and their clients. You do not need to become a technical SEO specialist to provide value. You simply need to understand the basics and integrate them into your workflow.
Search engines rely on automated programs known as bots or crawlers to discover and process new pages. Two fundamental concepts determine whether a page can appear in results: crawlability and indexability. The Web Almanac notes that crawlability refers to whether bots can find and access a page, whereas indexability refers to whether the page can be stored and served in response to a query. If a page is blocked by robot directives or lacks links pointing to it, crawlers may never reach it. If the page contains code that prevents indexing, it will not appear in search results even if crawlers visit it.
Designers can improve crawlability by building logical navigation, ensuring that all important pages are linked from menus or footers, and avoiding orphan pages. Use a simple tree structure that guides both users and crawlers from broad sections to more specific pages. For example, an "About" page can link to team biographies and a "Services" page can link to individual offerings. Make sure buttons and links are actual HTML anchors rather than JavaScript actions. Search bots follow links to discover new pages, but they cannot easily execute complex scripts.
Indexability is influenced by meta tags and robot directives. A robot meta tag with a "noindex" instruction tells search engines not to store the page. This might be appropriate for internal resources or thank you pages but should never be accidentally applied to important pages. Similarly, entries in the robots.txt file at the root of your site can prevent crawlers from accessing specific folders. According to web performance research, most sites return valid robots.txt files but a valid response does not guarantee that directives are correct. Always review robot rules with a developer before launch. Blocking entire folders containing images, scripts, or structured data can inadvertently harm your search visibility.
Once you understand how search engines access pages, the next step is to ensure that the underlying code does not present obstacles. Even if you are not writing code yourself, you should be aware of key technical standards:
SEO is ultimately about aligning your content with the questions and needs of real people. Google emphasises that content should be created for people first, not for algorithms. This means you should identify the primary search query you want the page to answer and then write comprehensive, original content that satisfies that intent. Avoid repeating generic information found on many sites. Instead, bring your unique perspective, case studies, or data to the piece.
An effective content strategy starts with research. Talk to your client about their audience, common questions, and pain points. Use keyword research tools to find queries that customers actually use. Choose one primary keyword for the page, along with a few variants or related topics. Write an outline that covers the subject in full and ensures that each section flows naturally from the last. Short paragraphs, clear definitions, and a logical order help both readers and crawlers.
Originality is crucial. Google’s 2024 search updates explicitly target low quality and unoriginal content. If you draw inspiration from other sources, always add your own analysis or case examples. Provide first hand experiences where possible. In an AI driven world, human insight distinguishes your work from machine generated outputs. When referencing facts, include citations to authoritative sources. This guide includes references to research on crawlability, robot directives, performance metrics, and the business impact of speed. These citations demonstrate that the information is grounded in verifiable knowledge.
After writing quality content, you need to package it so that search engines understand its purpose quickly. The page title and meta description are the first pieces of text users see in search results. A clear and descriptive title should match the language of your main query. Avoid clickbait or ambiguous phrasing; instead, summarise the topic in a compelling but honest way.
The meta description does not directly affect rankings, but it influences click through rates. Summarise what the reader will learn and include the primary keyword naturally. Keep it to one hundred and fifty to one hundred and sixty characters so that it displays fully on mobile devices. Think of the meta description as an advertisement for your content, written for humans rather than robots.
On the page itself, use a single H1 for the main topic. For example, “SEO Basics for Web Designers: What Clients Should Know Before Launch” is clear and concise. Each major section should begin with an H2 that introduces the topic. Avoid skipping heading levels, as this can confuse assistive technologies and search bots. Use lists and tables sparingly to present data and avoid long sentences in table cells. Images should include descriptive alt text that conveys their meaning. If you show a screenshot of a sitemap or a performance graph, describe it in the caption or alt text so that visually impaired users and search engines can understand it.
Structured data is a way of embedding additional information in your pages so that search engines can display rich results. For example, Article schema can specify the author, publication date, and headline of a blog post. Event schema can identify dates and locations. Schema markup is not a guarantee of enhanced visibility, but Google notes that it can make your pages eligible for rich results if the markup follows policies and accurately represents the content. Google’s guidelines recommend using JSON LD format, which is easier to implement and read than microdata.
Only add structured data when it is relevant and helpful. Mark up your articles, local business information, frequently asked questions, or product details. Do not attempt to trick search engines by marking up hidden or misleading content; this can result in penalties. Validate your structured data using Google’s Rich Results Test before launch. Fix any critical issues and ensure that the markup matches the visible content. For local businesses, include your company name, address, phone number, and service area within LocalBusiness schema. This reinforces the information found on your Google Business Profile and across citation sites.
Designers often make mistakes that hinder search performance. Here are common issues and how to avoid them:
To summarise, here is a checklist you can use when launching a new site:
By incorporating these steps into your design process, you will deliver more than a beautiful site. You will provide your clients with a foundation that helps them be discovered, earn trust, and grow. SEO is not a one time task but an ongoing conversation between your site and the people looking for it. With thoughtful planning and continuous improvement, you can ensure that conversation flourishes.
