What Is the Connection Between Site Architecture and Search Visibility? Web design is often mistaken for a purely aesthetic discipline, but in the realm of Search Engine Optimization (SEO), it is a critical technical foundation. Google and other search engines do not "see" a website the way a human does; they crawl the code. If the design of that code is poor, the site will struggle to rank, regardless of how beautiful the images are or how persuasive the text is....