Advantages of Using CSS in SEO Campaigns

Written by: Adriana Iordan

Nowadays, when everybody is interested in getting the highest rankings possible for their sites with the search engines, it seems that the era of tables-based web sites is getting closer and closer to its end. CSS programming appears to hold the upper hand in this race for SEO, and it gains more ground as its popularity increases.

What is CSS?

Cascading Style Sheet is a web tool that can be utterly necessary if you want to give a professional, qualitative look to your site. It is recommended by W3C, who manages the standards for the Internet, in order to add style (e.g. fonts, colors, spacing, padding, alignment, etc.) to web documents.

The style sheet is more and more used presently due to its usefulness and its advantages that are far from minor: it mainly allows to dissociate the content and the presentation of web pages, which makes them compatible for various browsers, and also accessible to people with disabilities (who must use accessibility readers), to PDAs or to WAP.

Benefits of Using CSS for SEO

Among the most common examples of CSS usage there are the modification of the colors of hovered links, text placement, establishing the spacing between words, and the modification of border size and style. The style sheets can be inserted directly into the HTML code of each page, but they can also be written on a different page, in an external file (.css).

This second solution is by far the best one, primarily because it holds undeniable advantages such as:

• The HTML code on each page is much cleaner
• The CSS file is cached from the very beginning, and this speeds up the load time for the next pages
• The update process can be performed much faster: it suffices to modify a single file to change the entire site, no matter the number of its pages.

Here is what you can achieve with CSS:

1. Reduced file-size

While "traditional" HTML is overcharged with tags that offer to search engine spiders both the content and the presentation on the same page, CSS actually allows you to clean up your code and separate these two.

By including the styling of the text in a separate file, you can dramatically decrease the file-size of your pages. Also, the content-to-code ratio is far greater than with simple HTML pages, thus making the page structure easier to read for both the programmer and the spiders.

It is also possible to avoid using JavaScript for rollovers and mouseovers. With CSS you can define the visual effect that you want to apply to images, instead of using images per say. The space you gain this way can be used for text that is relevant for spiders (i.e. keywords), and you will also lower the file-size of the page.

2. Less load time

If you have a web site with lots of traffic, slow-loading pages will not make your life easier. The benefit of having low file-size pages translates into reduced bandwidth costs.

CSS can help you save some money by offering you the following advantages:

• If the presentation information is placed in an external CSS file, this will be accessed only once, when the homepage is loaded. The CSS file will be cached on the user's computer, and the other pages of the site, that use the same CSS file, will load much faster.
• Images can be set as backgrounds. They will load faster than images placed between HTML tags.
• As opposed to tables, CSS needs less code, which means that browsers will read and display page content faster than they would in the case of tables-based pages.

3. Faster update

Since CSS brings forth a simplification of the code on each page, they are much faster to read and changes can be performed easier. HTML code that needs to be modified is easier to track, and a simple change in the presentation of an element in the CSS file will reflect in all the pages where that particular element is present, without being necessary to update each and every page separately.

4. Increased browser compatibility

CSS-based web sites are compatible with PDA and mobile phone browsers. Also, people with various disabilities (mainly visual) use what are called "accessibility readers", that translate the HTML code into various formats that contain no HTML tags.

When translated, traditional, pure HTML stands many chances of being turned into something that does not make much sense to the impaired visitor. CSS, on the other hand, properly combined with HTML, can render useless the elimination of the HTML tags, and therefore make the reorganization of the content for readability unnecessary.

5. Higher rankings with the search engines

CSS improves the readability of your pages. Search engines spider will be able to index your pages much faster, as the important information can be placed higher in the HTML document. Also, the amount of relevant content will be greater than the amount of code on a page.

The search engine will not have to look too far in your code to find the real content. You will be actually serving it to the spiders "on a platter". CSS will help you create highly readable pages, rich in content, which will prove extremely helpful in your SEO campaign. As you very well know, better site ranking means better visibility on the web, and this can translate into more visitors and, ultimately, into increased sales or number of contracts.

The Caveat of CSS

CSS and SEO make a good pair when it comes to potentially gaining more income, based on a clean, well-built web site. Nevertheless, there is a very important matter that you should consider when using CSS in order to optimize your web site: never use CSS in order to hide text.

It is quite common practice to attempt to offer different versions of text on a web page: one that is harder to read - to spiders, and a friendlier one - to human web readers. Most of the times, search engines will perceive this as cloaking, and even if it's made with the best intentions in mind, it could actually pass as spamming. Consequently, your site can be penalized and even banned for such practices.

Conclusions

The bottom line would be that CSS is much easier to understand and to optimize than simple HTML. It simplifies both the work of the SEO professional, as well as that of the programmer. CSS programming means providing the site with the ability of faster updates in the future, of faster information transfer, and brings along the advantage of a simple code for search engines.

If we think only about the fact that keywords can be highlighted on a page without negatively affecting its look, the page file-size decreases, the code becomes cleaner and more readable, and the bandwidth costs are diminished by lowering the page load time, then it would be safe to say that there is virtually no limit in the series of advantages of using CSS in SEO campaigns.

About the Author
Copyright © 2007, Avangate BV. all rights reserved. This article was written by Adriana Iordan, Web Marketing Manager at Avangate B.V. Avangate is a complete ecommerce provider for shareware sales incorporating an easy to use and secure online payment system plus additional software marketing services and sales tools.

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