The proliferation of “Single Page Websites” or “One Page Web Design” as a web design trend is increasing. Consequently, more and more websites are developed on a single page.
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What is single-page web design?
As the name suggests, single-page websites are developed on a single page. This single page usually contains a summary of the products or services offered by the company, corporate information, contact options, and any other information considered attractive.
The upper part of this page acts as a home page. It is usually oriented towards conversion through a contact form, through which the client can request additional information based on their obtained information.
At a usability level, these websites are desirable to the user regarding design, image, and interactivity. They usually incorporate parallax effects, in which the background moves at a different speed than the content, which visually positively impacts whoever visits the web and improves the brand IMAGE.
Attractive web design vs. SEO positioning
At the architectural level, the websites created based on single-page web design are created with HTML 5 and CSS 3, which favor organic search engine positioning (SEO). But, precisely this question, the SEO positioning capacity of webs developed on a single page, is one of the controversies to consider when opting for a single-page design model.
To situate everyone, SEO (Search Engine Optimization) strategies aim to improve search engine positioning or, what is the same, optimize the position of your page in search engines such as Google or Bing. That is the process of climbing positions and improving a website’s visibility and traffic attraction capacity in the organic search results (SERP) of the different search engines.
One of the tools par excellence for this is the creation and dissemination of content (Marketing content) and the optimization of metadata around the keywords that are strategically selected. How is a single-page website positioned if the keywords of interest differ according to the different sections of the single page?
These types of web design options bring with them insurmountable SEO problems. For example, in a website developed with a single page design, it will not be possible to take advantage of the benefits of attracting traffic that allows us to specify metadata (MetaTitle, Meta description, URL, …) for each section of the website. Nevertheless, all the traffic will be directed to the same page, and the time spent on it and the scroll will be more significant, which is positive at the level of SEO and SXO.
Despite possible drawbacks, there are many possibilities, both at the level of SEO on-page and SEO off-page, to improve the positioning of a website developed on a single page.
How to improve the SEO positioning of a single-page website
For the user, the best option is to opt for the separation of the contents in such a way that they are semantically coherent. Usually, sections such as “about us,” “contact,” “where we are,” and “services” etc. are accessible from a menu that takes us to a page of the site.
In a single-page design model, these sections must also be accessible from a menu. Still, in this case, the user will be redirected to the specific part of the single page where said information is collected. At the usability and user experience level, it is necessary to do so instead of opting for the user to discover that information.
Organize and relate CSS
Another key to improving the SEO positioning of a single-page website is how we create the style sheet. To improve search engine positioning, the ideal is to identify the CSS ids as hyperlink names, something that is highly appreciated by search engines.
Also crucial in single-page web design is the use of H1 headings. The use of headings allows us to separate the contents by keywords. For search engines, this technique facilitates indexing and, at the same time, allows us to position better the keywords for which we want users to find us when they start a search on Google.
The last element we are going to talk about is the content. It has always been known that the information we offer on our website must be updated to be better positioned in search engines. We have to generate helpful content for users and update our single page, avoiding the disaster of turning the site into an almost static website.
When sharing the link to our website, we must take advantage of the possibility of changing the data offered in the preview generated by social networks such as Facebook (Main image, Title, description.
In the same way, when we create SEM ad campaigns or promotions in social Ads, it will be exciting to generate different ads with images, titles, and various texts that simulate a greater specificity of the destination.