When designing a high-ranking website, SEO and user experience (UX) work hand in hand. High-ranking websites combine SEO best practices with an attractive UX design. A good user experience design increases engagement, web traffic, and rankings.
And isn’t that the goal?
In the good old days, SEO used to be simple. You stuffed a page with keywords, and bam, you ranked first. Oh, if only things were so simple anymore! Google (and other search engines) now use hundreds of parameters when choosing which pages should rank high in search engine results (SERPs).
Because of this new reality, user experience (UX) has become an integral part of SEO.
- How easy is it to navigate your website?
- Do you have high-quality content that entices people to stay and interact?
- Is your website safe, quick, and mobile-friendly?
- Do the web-pages load fast?
- Is it mobile-friendly?
The answers to these questions can help UX and SEO.
It’s imperative to initially browse the top one to three search results pages and study the content to determine what queries those pages attempt to resolve.
Once a pattern is identified, you can start deciphering the meaning behind a given search query. Once you are aware of that, you may start creating content.
The effect of user experience (UX) in SEO
Google has evolved significantly recently, always intending to improve its customers’ experiences. The search engine made various improvements to the SERPs and implemented strict algorithm upgrades to filter the noise and give searchers high-quality, trustworthy, and relevant results. RankBrain is a fantastic illustration of how crucial UX is to Google.
Consider the relationship between SEO and UX as follows,
While UX focuses on website visitors, SEO targets search engines. Both aim to provide the greatest possible user experience.
What is the importance of UX in SEO?
UX optimization is a design discipline that focuses on the user when they arrive at your website. This is an onsite user experience instead of an offsite user experience such as customer experience. Website UX includes everything from a site’s design and layout to how the user interacts with it.
Before the importance of UX in SEO, most web designers concentrated on building sites for search engines rather than users. It was enough for search engines to propel your site to the top by seamlessly adding keywords, quality content, and backlinks to a webpage.
Today, search engines, particularly Google, focus on user behavior to provide the best search results. Search engines gather user and website data to understand their users better. They examine how visitors engage with a website, and your ratings and position will suffer if they don’t like the information.
Common website elements of UX in SEO:
There is an increasing demand for good User Experience (UX) and User Interface (UI) design in SEO, which you cannot meet without effective UX and UI design. A good User Experience and User Interface result in many clicks. It also increases customer loyalty, which aids in improved SEO ranks.
Here are some popular website features that affect both SEO and user experience.
The headings of a web page make it easier for users and search engine crawlers to interpret and process your content.
Headings (h1>, h2>, h3>, h4>, h5>, and h6>) should inform readers and search engines about the substance of the paragraphs/sections and demonstrate a logical hierarchy of the material. Headings also assist users when they become lost on a website.
Site structure and navigation
Your site structure is vital not just for your users but also serves as a blueprint for search engines.
Understand that many visitors will not arrive at your site via the home page. This implies that your site must be simple to browse, regardless of which page a searcher (or search engine crawler) lands on.
The navigation of your site is not the place for flashy popups, a big list of alternatives, hide-and-seek games, or dead ends where the visitor is unsure how to return to another portion of your site or return to your home page.
Consider the homepage of TCS. Attractive icons and a drop-down menu list have made the whole user journey seamless and simple.
Despite Google’s denial that user signals such as time on site or bounce rate are direct ranking criteria, studies have revealed a high association between these signals and top ranks. To put it in simple terms, Google sees and knows everything.
Every engagement and touchpoint your visitors have with your website (and you have with them) demonstrates to Google that users are interested in and engaged with your content. This enhances the user experience.
Calls-to-action is essential for conversion rate optimization (CRO) and for keeping visitors on your site for longer. These might be as straightforward as an in-copy link or an appealing “know more” button link.
The objective is to make it easier for visitors to navigate your website in a way that serves both their best interests and the action you want them to take.
Site loading speed
Google search has traditionally utilized site speed as a ranking component. The company has even declared that they would soon use mobile page speed (rather than desktop) to decide this ranking element.
So, in addition to having a website that loads quickly, your mobile experience must also be quick.
A unique logo
A user’s first appearance when visiting your website is your logo or site ID. This ID should be clear, straightforward, and free of clutter. The logo or slogan should convey your website’s purpose and relate to users’ requirements.
Regarding mobile experiences, speed is undoubtedly important, but so is your mobile website as a whole — the look, feel, navigation, content, images, and so on.
Your mobile site is regarded as your “primary” website when Google’s algorithm calculates ranks, making a good mobile experience even more important.
Test, test, and test again
Finally, one of the most effective strategies to improve your website is to update its SEO and UX continually. Understanding how UX and SEO interact can help you make informed decisions when optimizing your site. Continue to enhance these aspects of your site to provide an excellent user experience
How can UX designers and SEO specialists work together?
UX designers and SEO specialists frequently work together to enhance a website’s usability and SERP ranking since UX and SEO overlap.
Here are the ways that they should work together for the best results
Share reports and data
SEO experts and UX designers should share data and reports to enhance a website’s functionality. Google Analytics’ UX signal data can be used to confirm UX design choices or identify friction points hurting a page’s SEO performance.
An SEO audit can identify problems with the user experience, and user signal analysis can identify areas of a website’s content that need improvement.
UX designers and Seo experts can better communicate during routine meetings to comprehend a website’s audience. SEO experts can provide pertinent content that will correspond with users’ search queries by researching user personas and journey maps developed by UX designers.
Discuss and make decisions
In a single, user-centered ecosystem, UX and SEO coexist. Many of the data that designers measure during user testing are evaluated by Google. A website’s overall functionality and efficacy will increase by conducting decision analysis from multiple perspectives. The user experience is a critical component in the competitive world of SEO.
Implementing SEO and UX design may appear challenging at this time, but it is crucial for increasing ranks and developing a strong brand. SEO and UX are now strongly intertwined. If you want your website to rank well, you’ll need a good user experience to go along with it.
A user-centric approach to your online presence can help you keep users satisfied, nurture strong relationships, and, as a result, convince Google that you’re a worthwhile online resource.
To help you get the best out of UX in SEO, Trysocio offers some comprehensive and in-depth seo services for your business. Now equipped with this knowledge, the SEO world is your oyster.