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The Impact of Color on Your Website's SEO and User Engagement

By , posted on
Filed Under SEO

When you think "SEO," you think keywords, backlinks, good content, and numerous other factors. What you probably don't realize is that colors and themes also play a huge role in your SEO success. SEO has morphed from a basic technical aspect into technical and marketing aspects. Colors play a role in marketing success, and it will affect the way users perceive your site's professionalism and quality.

color pallete

If you disagree, just think of large corporations such as Google, McDonald's, or Coca-Cola. You associate color with their brand. If you saw Google's logo in black and white, it wouldn't feel right. The Golden Arches have been a part of McDonald's marketing for decades. Coca-Cola's red and white wave are easily recognizable by any consumer even if the "Coca-Cola" isn't printed. If you saw the same wave in a different color, you would probably not think of the beverage.

The same theory should be applied to your own site and its logo. Users should be able to know your brand without seeing in it print just by design and colors. To take it a step further, the color you choose has an impact on the way users perceive your site's content.

Take the color green, for instance. Green is the main color theme for construction, finance and even Starbucks. Green is considered a positive color that gives the impression of success and growth. Look at Regions.com. The bank uses green as its main theme, because green gives their customers a feeling of success and financial security.

Not every color incites a positive feeling. Black and red are generally negative colors. Black is often used for gaming sites, but it's also considered a dark and dreary color. We've all been conditioned to think of red as "danger" or "stop." Stop signs are red, and when you see red in text on a website, you think "alert" or "danger." You should use red text sparingly unless it is the main theme of your brand.

What Does This Have to Do With SEO?

You might wonder what all of these perceptions have to do with SEO. The marketing and SEO you do to your site is meant to engage users and allow search engines to understand your site's quality. If you can't engage users, no one will discuss your brand on the internet, which means that no one links to you. Without any backlinks, search engine algorithms assume your site is not very popular.

The general perception of your site plays a role in user engagement. For instance, healthcare sites stick to light, bright colors. They avoid red, because red incites feelings of worry for users who are sick and need healthcare. A healthcare site littered with red is likely to negatively affect users and drive them away. The result is poor user engagement and a loss of signups and queries.

Another good example is a financial site. Look at any popular banking website. None of them use black as a common color scheme because of the color's negative impact on perception. Black can be interpreted as failure, and this can negatively impact user engagement.

If you've already built your site, take a look at KissMetrics' color psychology and the list of colors liked and disliked by gender. They also give you a list of colors and the emotions that they incite. This will help you decide if you could improve user engagement by changing your site's color scheme.

If you haven't built your site yet, now is a good time to determine the right color scheme. You need to tell your web designer which color you prefer, and the designer can help you determine which color combinations will work together when you decide on text, background, and button colors.

When you put your SEO plan together, colors are just as important as other aspects of your site. You can work directly with a web designer to determine which scheme is right for you, but remember that your brand will be associated with your chosen color scheme for years. It's not easy to change once you've made the decision, so choose your colors wisely.



About the author
Federico Einhorn
Federico Einhorn
I'm the Founder and CEO at FullTraffic. Since 2005, FullTraffic has evolved to become one of the most important Traffic providers world wide for small to medium sized businesses. http://federicoeinhorn.com - Read more stories from .
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