There is a common misconception that design and information architecture do not play a part in search engine marketing (SEM). "A link here, a keyword there and that's it" - A fully optimised page that ranks a top 10 position in every search engine. Effective Search Engine Optimization (SEO) campaigns require effective site design. Keywords are useless if search engines and site visitors don't have easy access to them.
What's an Effective Web Site?
An effective Web site is user friendly, search friendly, and persuasive enough to make people buy your product. Search compatibility is an essential component of site design. Usability experts constantly stress the importance of creating clear categories and navigation hierarchies.
If site visitors aren't able to browse your site and easily find what they're searching for then the web site isn't doing its job. Because people don't always know exactly what they are hunting for, it is the ability of your page to be able to clearly and concisely offer them the information they need.
Search Engine Optimization isn't just a marketing process. It's also a function of good design and usability process.
Keyword Rich Copy
It is the skill of the SEO that can determine where your pages place in the search engines based on certain keywords. Writing / tweaking your copy is a core skill that a designer can implement in the design stage of your site or as an after market add-on for an already live site.
Web Design and SEO
Building an effective website requires thought and effort. Your copy can be persuasive and keyword-rich and all written contents must be presented in a user-friendly, search-friendly, persuasive manner. However, if search engines and site visitors don't have easy access to that copy, the pages won't appear at the top of search results.
Some site designs can be simply fixed with navigation links and a site map. Other design solutions aren't so simple - certain shopping cart systems for example use too many parameters or strings in the URL that prevent the search engine from following the link.