In today’s world, adding keywords to your content is not enough to improve your site’s ranking. Google also takes the transitions to the web page and the user’s interaction with its content – UX (user experience)- into account.
In the past, search engine optimization (SEO) was all about HTML and content optimization, while UX was about design. But interestingly enough, it is claimed that they cannot interact in any way! To verify the truth of this claim, we must first start by looking at SEO and UX separately.
To put it most plainly, SEO is a set of methods that improve a web page’s ranking in search engines using keywords (they are selected for the target audience). The task of SEO is to optimize a website page to get high-quality content with the correct structure that will meet the user’s needs. There are over 200 factors that affect a site’s success and organic traffic; we are examining the main ones.
The task of UX is to improve and develop user experience to keep the user on a web page for as long as possible. Any contact the user makes with the content is taken into account. These include:
- Content placement (also known as “information architecture”)
- Interactive elements (that make the site easy to use)
- Content type (whether the texts are written as simply and as clearly as possible)
- Visual (what colors, blocking, and other design components are used)
The more convenient the site’s interface and the fewer actions the user needs to perform, the higher the conversion.
So, what do SEO and UX have in common? They are aimed at grabbing the user’s attention. SEO and UX must work in tandem to make a website as user-friendly and informative as possible. There are three common elements:
- Web page loading speed: Users expect your site to load in a few moments. If not, they will retreat back to Google search. UX is responsible for how fast your content loads (which, in turn, will affect your rank).
- Responsive site: The website must be adapted for different devices so that users can see the information in full. Otherwise, the reader will leave the site.
- Simple interface and navigation: A person can easily navigate from one web page to another. There are no unnecessary details or graphics.
Remember, the primary function of search engines is to provide the ultimate user experience for the user.
How does UX affect SEO?
Google focuses on user experience, which determines how useful a site is. If you do not consider UX, you get little organic traffic.
The search engine algorithm counts the number of clicks to the site and considers the user experience. The search engine needs to determine whether your site was useful or not. Let’s take a closer look at how UX affects SEO:
- Average time: UX design contributes to people staying on the site for a longer time and interacting more with the content.
- Improving site navigation: Good UX design allows a person to find data right away. If the user does not find the information he is looking for, he will most likely leave the site.
- Conversion of traffic: Selling content and goods on the site should be organically complemented.
- Repeated sales: A good user experience means customers will come back to you for a service or to buy again. UX influences SEO strategy and attracts more leads.
- Refusals: If the user immediately leaves the site, the algorithm marks this as an indicator of its irrelevance. There can be many reasons for leaving. The main ones include: unreadable text, poor design, lack or confusion of navigation. You can analyze the reasons for the high bounce rate using the heatmap data and video sessions.
Understanding the principles of SEO and UX interaction will allow you to create the best website possible for your users. When working on content, think about how it will help the user. Will it solve his problems? How does site navigation work? Are there random pop-ups or complex infographics that slow down the loading of web pages?
An SEO campaign must take UX into account to elevate a website to the top positions in the search engine. The most up-to-date information will not be perceived on a slow website. The main impression on the visitor is made by the first screen – how many basic elements lead to the next page or call to action? Learn to combine SEO and UX, and you will make a website worthwhile.
7 Best Strategies for Improving SEO and UX
We have created a strategic checklist explaining why user experience matters and how it affects SEO. Remember: thoughtful design of web pages and high-quality optimization for targeted low-frequency keywords improve conversion. If you are wondering how to put the seven strategies to improve SEO and UX into practice, heed our recommendations.
- Optimize your SEO design: It should be accessible and intuitive. This will enable the user to find the parts they need. A well-established SEO mechanism must be behind the smart graphics – a beautiful picture with nothing else backing it will not yield results. It is fundamentally important to balance the requirements of search engines and requests from users at this stage.
- Improve your bounce rates: Many readers visit the homepage and return to their search. If this happens, reconsider the design concept to see if it is overflowing with unnecessary details. The speed of loading the site is also appreciated; remove the parts that slow it down. Suitable content attracts more visitors. Keywords must be entered harmoniously. The content should be readable, with interesting images, headings, and meta tags.
- Call to action: This is a chance to direct the user through the content of the site. For example, this might be buttons calling for a free consultation or subscribing to a newsletter if micro-conversion is important for a specific web page. The person read the short description, and they liked your offer. After the text, write down the instructions for actions: “Follow the link,” “Subscribe,” “Leave a Comment.” The user will understand what is required of him.
- Time monitoring: How long has the user been on the site, how many web pages have they viewed? These are the most important parameters that affect the popularity of the search engine; they help identify the strengths and weaknesses of the site. What part of the content do guests stay on longer? It should be used when forming a content plan. Concurrently evaluate content that users do not linger on. Find out the reason and improve the content. Testing gives a clear idea of what users like on a website and what they must change.
- Optimization of titles and content: Tables of content structure the text to make it easier for both search engines and users to perceive it. If the content on a web page is divided into logical paragraphs, it is easier to read. Highlighting important information will allow the user to “catch” the right moments and not read too much. It is important to note that it is important to use different types of it (short videos, notes, author’s columns, instructions, reviews). The main mission is to interest a potential client and stand out from competitors.
- Improving the quality of menus and site navigation: Well-designed navigation has a positive impact on UX and SEO performance. The menu should be light and well-structured. Please note that the search engine may not provide the user with the initial web page. Each of them should contain buttons to move around the site. Make sure your search functions correctly for products or articles. Most requests come from phones – take care of navigation for different types of gadgets. There should not be too many items on the menu. Limit yourself to the main ones.
- Boost your website loading rates: You can make a fantastic and super complex design, but it will slow down the loading of web pages. Users do not like to wait – three seconds are enough for a person to “slam the door.” Simplify the approach to design. Conciseness is in trend! Minimize CSS, JS, and HTTP. Compress the illustrations that you use in your content. Reduce the number of plugins. Analyze Core Web Vitals. Measure site content and get specific tips to speed it up.
Always look at the site through the eyes of the user. Use Heatmap to understand which elements of your site are getting the most attention. What you think is a great idea can turn people off.
Do you suspect that something is wrong with your site? Start disassembling the construction of the site “bone by bone.” Are the navigation buttons in a convenient location? Can you easily navigate from one web page to another? Does each page load quickly? How is each page structured?
Anything you invest in improving UX and SEO will be returned to you by acquiring repeat customers. The website’s position in the rankings will naturally improve due to a high-quality user experience.
Plerdy offers advanced SEO, UX, and conversion tools. Our team has been around since 2017, staffed with certified internet marketers. Plerdy services are aimed at optimizing website conversion. Thousands of companies and businesses trust us, more to G2. Here are 5 Clients who have had positive experiences with us:
- Netpeak Software: Helped reduce bounce rates through the use of pop-up forms.
- HiTech Services: Competent application of pop-up technology increased conversions and reduced bounce rates.
- Precoro: A successful solution was found to analyze user activity on web pages. An analysis of customer interactions with the site elements was carried out to understand what was wrong.
- Hotline.finance: A deep study of the task from the client. The indicators indicate the improvement of the site.
- OdesSeo: Figured which site elements do not work and how to optimize them.
When working with a client, the peculiarities of their business, main requests, and goals are taken into account. We work to handle complex issues and simplify those issues into the most effective solution.
SEO and UX Case for Blue Nile
A real-world example is the SEO and UX case study that allowed the retailer to improve customer communication and dramatically increase turnover. The Blue Nile manufactures and markets jewelry with diamonds, pearls, and gemstones. The goal was to retain visitors’ attention and return customers. To achieve the set task, it was decided that the following tasks needed to take place:
- Improve user experience.
- Personalize purchases
- Change the design of the site.
The redesign made it possible to optimize the shopping scenario and expand the user experience.
The goal of UX in this project was to make the user experience positive by speeding up the website and checkout process. When determining the strategy, we took into account the main direction of the business – wedding rings. Focusing on one business niche has provided more opportunities for the design team. Based on this, a customer engagement strategy was created.
The development team upgraded and created a minimalist, easy-to-navigate interface. The new plan included items:
- Improve the quality of customer service: Experts analyzed the design components in which users were most interested. They became key in their decision to purchase jewelry.
- Optimized SEO: Search engine and internal navigation results now more accurately guided users. The experts also improved the reference material.
- Develop a unique design A group of professionals studied the work and functioning of each web page segment. Then the original colors and typography were selected for the design language system
As a result, conversion change is +5%. The site has acquired some intuitive features. With the new filter system, customers choose fashion accessories faster. Pop-up widgets redirect users to other web pages. Modern, “airy,” and elegant design made it possible to speed up the site’s loading.
The excellent effect of the optimization case depended on the well-coordinated teamwork of performers and developers from the Blue Nile. Together, the professionals worked to validate the strategy, develop, and improve.
Let us state the fact: To maintain a high ranking in the search engine, it is necessary to consider the factors of UX and SEO. The calculated synergy of both systems will result in a natural increase in traffic. Google recognizes such sites as useful to users and raises them in the search grading. A positive user experience and search engine optimization strategy will improve traffic and attract significantly more satisfied customers.