SEO is great but not at the expense of the Brand?

Okay, to cut a long story short I’m a designer, I specialise in design predominantly branding but also over the years now code, build content managed websites along with the more traditional marketing. I also offer full SEO solutions.

In a conversation the other day with an SEO ‘specialist’ I was interested by his approach? To gloss over a situation he works in-house for a web company who predominantly run in-house projects but he does get involved with the odd customer but never delves into any other form of marketing but online.

The opinion was that the only thing that should be considered at the start of a web project is the SEO and all other elements should fit that.

My argument being that if that were so we would end up with a design industry comparable to a template era as there would be a finite design layout that Google liked the most, that be the layout that has the largest SEO footprint, the result being the one that everyone would use.

I then brought up the what about design question to which it was simple you just make that fit the SEO, okay I can see his thinking but that’s okay if you work inside a bubble of a brand that has been built that way from its conception?

So I broached the question … A large corporate comes along with a strong internationally recognised brand accompanied by it strict brand bible wanting a new website, good accessibility, and of course great SEO, me being a designer sees this as simple, I produce the design to the best of my ability within the brief taking into account elements of Optimisation with the SEO being added to its upmost once the design is signed off.

His opinion was no, start with the SEO and do the design as best you can within the optimisation framework as that’s what’s important?

Brand > Design > Optimisation

Optimisation > Design > Brand

Just a quick summary of an interesting chat which I’m sure happens a lot these day but it does raise interesting questions?

Who is right? I would argue myself but in a rapidly changing online landscape is the SEO Guru the man to lead?

Walking down the high street now seeing empty shops in still busy towns I agree with some is a sign of e commerce and online savings, I know shop owners who have closed down as they could not compete online or off with web wholesalers.

Getting you products online is key to success now, getting found is a fundamental part of this, but once there the design has to engage, and is a brand that in the past stuck so rigidly to its brand bible now okay to be forced to be flexible?

John Whalvin
Creative Director

http://www.designvent.co.uk

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