Improve your SEO with an inspiring web design in 2017
Web design and SEO are often seen as separate entities under which SEO experts focus on keyword research, metatags, content writing and building quality backlinks.
Even if these are elements that are indisputably essential to any SEO campaign (Google says content and links are the first elements that determine the positioning of websites), having an inspiring web design will also allow you to improve your SEO; in the best case, your SEO and your web design will complement each other.
In 2015, Google introduced a new algorithm named Google RankBrain, designed to manage the 15% unique searches that the search engine receives.
RankBrain has rapidly gained prominence and is now the third largest positioning factor in Google.
RankBrain, an artificial intelligence algorithm, alters the weight of other algorithms over time to give more importance to others than to others. It also identifies important keywords for longer questions or search terms to “understand” the questions and answer them as accurately as possible.
From 2011 to January 2017, Google bought 12 companies specialized in artificial intelligence, including DeepMind in 2014 for a sum of about $ 400 million. Given the speed with which RankBrain, from its introduction, has become the third most important factor in Google’s search engine ranking, as well as the amount invested by Google in artificial intelligence, the trend in the use of AI can only be continue in 2017.
How will artificial intelligence affect how Google measures web design?
At present, Google directly measures several components of web design (detailed later in this article) but can not directly measure the overall quality. Simply put, Google can not tell if a site is superb or awful. To judge, it relies on feedback from users. For example, if too many visitors to your site quickly press the “back” button and then go to a competitor site in search results, the positioning of your site will fall.
A website with an inspiring design will hold your visitors’ attention, encourage them to stay on your site longer, generate more sharing and reduce the bounce rate. The indirect measurement of these factors by Google will cause the gradual ascent of your site in the search results.
When looking at an image (or a website) one immediately judges the visual attractiveness, probably without knowing exactly the factors involved. Artificial intelligence is very similar to this unconscious decision-making process. RankBrain analyzes at least 2000 factors to decide which site to submit first. Google is also investing heavily in image recognition technologies and may already know what most images represent.
It’s only a matter of time before Google merges its RankBrain technology with its image recognition technology and starts making SEO-related judgments about the visual appeal of websites and the relevance of the images , rather than relying solely on feedback from users. This could change the following aspects of SEO:
The sites that present a quality design will be immediately favored when put on line.
The presence of images deemed relevant, based on the image itself rather than the ALT tag, will be a positioning factor.
ALT tags should describe the images more precisely (in line with their original purpose), rather than just for SEO purposes.
Google could introduce a penalty for misleading images (for example, if you use an image from an image bank that appears on other sites with different names for an author profile, it is possible , Google already does).
Google could add features like “Buy by Image”, allowing you to upload an image of the product you want to buy (the “Search by Image” feature is already available).