Back when the Internet was still in its infancy, the main goal of websites was to look as nice as possible. Emphasis was placed on graphics and imagery, Flash treatments, and other aesthetically pleasing effects. But as more and more online businesses learned about the merits of search engine optimization, they realized looking good wasn’t the most important aspect of marketing their product or service—in order to reach as many consumers as possible, they would have to strike a careful balance between sexy and smart.

As “SEO” quickly became the top industry buzzword, the landscape of web design experienced a substantial shift. Aesthetics are still important, but playing nice with search engines is critical to increasing organic traffic. Today’s online companies need sites that sustain brand identity and resonate with customers while catering to the quirks of the major search engines.