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UX + SEO: Understand How They Work Together

November 3, 2021 ・8 min read

A long time ago, SEO marketers used extraordinary but awkwardly long articles with high keywords intensity as the killer moves to win in an SEO match. These “good old days” have gone as Google’s algorithm evolved and embraced user experience (UX) in its essence of ranking factors.

Combining and implementing the right UX and SEO strategy in your web design and development help you drive higher traffic to your website. It gives visitors seamless experiences starting from the search engine results page and eventually converting them into satisfied customers.

UX + SEO = Boost your Ranking

User Experience (UX) involves all elements and aspects of a product designed to meet your users’ needs and enhance the overall customer journey. With Google & Facebook reportedly dominating 70% of internet traffic globally, a website’s user experience usually starts even before the audience land on a single page. 

As a giant search giant that crawls and indexes billions of pages every day, Google has included your website content as part of its user experience.

Use a human-centred approach in UX and SEO

Being human-centred is one of the top principles applied to both UX Design and SEO. Using website configuration and content components such as structured data, images, and internal links help search engine users swiftly and effortlessly find the information they need.

For instance, if a user searches “how to buy a house in the United Kingdom”, a step-by-step guide with how-to schema markup might meet his needs. Once the schema markup is appropriately applied, Google will find your page eligible to display the rich result on SERP.

In addition, adding internal links help the audience dig into a topic more deeply, while optimizing content for image search help satisfy the intent of some of your target audience. These enhancements in user experience favour both your ranking and click-through rate.

Create High Quality & Engaging Microcopy

“Delicately crafted microcopies help convert and retain users. From a holistic view of product design, great microcopies are the essential elements of an intuitive experience, providing the users with clear instructions and answers they need.” Marcus Yick, the founder of UXlicious, explained. 

 

Search engine users always have a desire to look for high quality, authentic and original content. Google’s algorithm uses numerous data points to identify whether your piece of writing catches the attention and engage with your audience. 

 
Writing with your expertise and niche is the easiest way to deliver valuable content. Moreover, you have to make sure the content is easy to read and contains content components to improve the readability, such as headlines tags, bullet points and number lists appropriately inserted. 
 
As Google tracks and analyzes users’ activities on a website, your UX microcopies will eventually impact various ranking factors such as click-through rates, engagement and bounces rates, and duration of visits. 
Ensure Great Loading Speed & Mobile Experience

Website loading speed is a fundamental metric in UX and SEO that determine the performance of any website or digital platform. Research data shows that how user experience would badly be affected by long loading time: 

  • – 1/4 users would abandon a website that more than just 4 seconds to load
  • – 46% of users would not give a second chance to a poorly performed website
  • – 1-second delay reduces customer satisfaction by 16%
  • – 64% of dissatisfied shoppers would shop somewhere else next time
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The bounces caused by slow web speed is devastating, according to data published by Google :

page-load-time-impact-832x576

PageSpeed Insight can analyze the overall performance and receive recommendations to improve the website’s load time. The LCP (largest contentful paint), one of Google’s Core Web Vitals metrics, measures the time needed for the largest content to become visible on a web page. FID (first input delay) measures how long it takes a user to start the first interaction before the browser reacts. Both LCP and FID performance is accessible on Google Search Console insights and hints on improving the load speed.

After determining the problems, you can start to take appropriate actions such as reducing the sizes of images and files, switching to a better hosting plan or reducing the unused CSS and JavaScript.

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