Understanding the link between UX design and SEO

The Budding Relationship Between SEO and UX

01 Sep 2020
relationship between UX design and SEO

The most common interpretation of SEO is the process of building links and creating keyword-filled content. While these tactics remain as important as ever,  search engines consider a lot more when determining the rank of a website.

Over the years, User Experience (UX) design has not only gained traction as a practice in its own right; but also, as a big part of good Search Engine Optimization strategies.

Search engines have taken elements that appeal to users in their considerations on website ranking. Some of the most important elements that are considered include the web site’s loading time if it is mobile-friendly, engaging, and easy to navigate.

Therefore, it is clear that the crucial role UX plays in SEO is tied to how users interact with a website and the quality of this interaction.

Of course, the search engine giant Google is continuously updating its algorithm and ensures that users are provided with the most relevant results for their search. This customer-oriented approach means that user experience is becoming increasingly critical for Google and SEO experts.

Common Goals and Interlinked Impacts

Since 2015, metrics that measure whether users enjoy their experience on a website have become an essential tool to create better SEO strategies. They also give Google the right data to assess a site’s UX to determine its rank. Such metrics include: pages visited per session, bounce rate, dwell time, as well as organic Click Through Rate (CTR).

These statistics are helpful for both UX designers who can use them to improve the experience, and to SEO specialists who will also take them into account into their optimization process. From finding relevant information and an engaging display to staying long enough to read and click through many pages on the website, the endgame remains prospect generation and client retention.

UX has become an important part of SEO because they share a common goal – both aim to help users reach relevant information. So, while SEO leads the users to the right content, UX makes sure they stay there.

How To Get It Right

So the big question that poses itself is how to best use UX to better your SEO? Or perhaps, where do you need to improve your website’s UX to impact positively your SEO strategy?

  1. First things first, align the two strategies. It’s not about working in two separate lanes, instead remain focused on the unique objective. The purpose of a website is to generate leads and conversions.
  2. Create a design that works around good navigation, optimize menus, and maximize the quality of your content.
  3. In 2020, there is no excuse for not having an entirely responsive web design that is primarily optimized for mobile use.
  4. Ensure that the homepage features clear and user-friendly navigation so that visitors can use the website intuitively.
  5. Increase the quality of your content – its relevance, originality, and internal links.
  6. Just like headings are important for printed material, they are just as important for a website.
  7. The more relevant and content-filled a website is, the more crucial the loading speed is. Don’t keep your visitors waiting when they can just as quickly move on to the next search result.

Key Takeaway

There is no magic formula to have your website appear at the very top of the search results. But it is all about location, location, location. So to win that digital real estate prized spot, UX becomes one of the most critical factors. Use the suggestions we shared in this article, but never stop assessing your website for potentially needed improvements. Do not get comfortable at the risk of being – literally – left behind. The SEO/UX power couple is here to stay.

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