Web SEO
Solving website conversion with speed, GEO and design systems
Google AI Overviews answered people’s questions before they reached the site, and slow pages lost many of the rest.
I led web design and front end. I merged two design systems into one set of tokens, optimized the front end and restructured the information architecture for AI search.
[One honest reflection.]
What went wrong
Google AI Overviews started answering users’ questions before they reached our website, so fewer people clicked through. At the same time, slow page performance made even more users drop off.
What I rebuilt
I merged two design systems into one and unified the design tokens. Then I optimized the front end for performance.
[Design system and page-speed screens.]
Making the content AI-friendly
I restructured the information architecture so AI search engines could find our articles and feature them in AI Overviews.
The numbers
- 2.1s → 1.1s load time
- +20% weekly traffic
- +9% conversion
What I’d do differently
[One honest reflection.]