The effect of parallax scrolling is one of the current trends in web design. However, marketers believe that this technique is controversial in terms of search engine optimization. In this article, you will find out whether search engines really dislike parallax-scrolling. You will also get an idea of the adaptation of sites with three-dimensional scrolling to the needs of search marketing.
What is parallax scrolling?
Parallax scrolling is a graphic effect where the background of the image moves more slowly than the figures. Thanks to this, the image looks three-dimensional. To understand what is at stake, visit this resource here.
Designers use parallax scrolling to achieve the effect of three-dimensional page. Interest in websites with advanced visual effects is constantly growing, which is not least related to the increase in the bandwidth of Internet channels and the technical capabilities of computers. The following illustration confirms the high interest in the parallax scrolling effect in the English segment of the Internet:
Domestic designers and marketers are also actively interested in the effect of parallax scrolling, as can be seen in the illustration:
Why search engines do not like sites with the effect of parallax scrolling
Most sites with a parallax scrolling effect are not SEO-friendly. What is the reason? In essence, these resources consist of one page. See for yourself by reading the examples:
- 36 examples of sites with parallax scrolling.
- 17 examples of sites with parallax scrolling.
- 20 examples of sites with parallax scrolling.
However, if you use the parallax scrolling effect, this does not mean that you should be limited to single-page architecture.
How to make an SEO-friendly site with parallax scrolling
Parallax scrolling is not a taboo for search engines or a violation of any requirements. This is just a technique of web design, involving the creation of several layers of content that move at different speeds relative to each other. Therefore, a parallax scrolling site can be SEO-friendly. To do this, you must comply with the standard technical requirements of search engines.
Please note that parallax scrolling is absolutely not suitable for the mobile version of the site. Redirect mobile traffic to an alternate page, as parallax scrolling dramatically increases site load time. And the search engines are not welcome. To make a parallax scrolling site SEO-friendly, use one of the techniques described below.
Technique 1: jQuery single page parallax scrolling site
In February 2014, Google published recommendations on how to optimize sites with infinite scrolling. These recommendations are partly suitable for improving the search visibility of single-page sites using parallax-scrolling.
The essence of this technique is to use the jQuery pushState function. It allows you to combine a page with parallax scrolling into several blocks, each of which has its own URL and meta-data. Thanks to pushState, search robots find that your single-page parallax scrolling site consists of several pages.
The advantages of this technique include ease of use and the ability to quickly turn a one-page site into a multipage for search engines. The disadvantages of technology is the inability to effectively analyze the results of promotion using Analytics. Most likely, analytical services will record a high bounce rate, because from the point of view of the search engine, the user will quickly jump across your site from page to page.
This site was created using the pushState function. Note the URL changes in the address bar when you scroll the page.
Technique 2: a multipage website with parallax scrolling and compliance with the technical requirements of search engines
This technique is very simple: first you create a multipage website, and then use parallax scrolling on all or some pages. This resource is created using this technique.
In this example, the designer used a horizontal scroll. Different speeds of movement of the background and shapes when scrolling creates an interesting visual effect, although in this case we are not talking about three-dimensionality.
The advantages of this technique include convenience for users. They see the structure of the site and can quickly go to the desired page. In addition, the owner is easy to analyze the results of the promotion of this resource.
The disadvantages include low download speed. Users will have to be patient with each transition. In addition, the creation of a parallax scrolling effect for several individual pages is associated with additional costs. These problems can be avoided by using parallax scrolling not on every page of the site.
Technique 3: parallax-scrolling on the main page and links to SEO-friendly internal pages
The main page of this site uses the paralask-scrolling effect. Links from the main lead to internal pages on which this effect is not used. The advantages of this technique include ease of use, flexibility and high download speed. The disadvantages include the lack of visual special effects on the inside pages. But this disadvantage is compensated by search engines that send visitors to SEO-friendly internal pages.
How to resolve the conflict between SEO and the effect of parallax-scrolling
To create an SEO-friendly website with a parallax-scrolling effect, you will have to look for a middle ground between the desire for visual appeal and the needs of search engine users. The techniques proposed above give you this opportunity.