Do you view SEO and UX as separate entities? If so, now is the time to stop. Using black hat techniques, for example, cloaking and utilizing white text, as well as stuffing a poorly designed website with keywords were once successful tactics for climbing search engine result pages. However, these days are most certainly a thing of the past.
When it comes to website ranking, user experience is now one of the most critical website elements. This is because it matters to Google, quite simply. Google algorithms have changed dramatically over the years. All of the time, Google is looking for ways to make their results more user-friendly and more user-focused. If your website does not offer a good experience, i.e. it is slow to load and the content is irrelevant, your ranking will suffer.
This is something that Google made clear when it introduced RankBrain as a search engine metric in 2015. This involves making the most of behavioral metrics to understand search queries and to measure the interaction between searchers and the results. The five main factors considered by RankBrain are as follows:
Organic Click-Through Rate (CTR)
Therefore, while there is no denying that content, links, and keywords are important, your website’s performance is just as critical.
At the end of the day, search engine bots and users both want the same thing. There is a common goal, and this is shared between both SEO and UX. You can use this to benefit your website through wowing your potential customers and moving up the search engine result pages.
There are a number of different ways you can enhance the user experience your website providers and, therefore, boost your search engine exposure in the process. Let’s take a look at some examples…
The first thing you should consider is whether or not your website design is mobile-friendly. If it is not, this is a necessity. There is no excuse for not having a responsive design. Your website needs to be easy to view and use no matter the size of the design that is being utilized.
Another important element that influences both UX and SEO is page speed. Do you really want to be forced to wait for numerous seconds for a page to load? You don’t. After all, the Internet is all about convenience. The modern day web user does not have patience or time on their side. They want what they want, and they want it now! You need to be able to provide this.
Other ways you can boost UX and SEO include delivering value with your content both in terms of subject matter and content length, as well as adding image tags and headings.
Hopefully, you now have a better understanding regarding the marriage between user experience and search engine optimization. As you can see, both now go hand-in-hand, and so it is vital to stop viewing them as two different things entirely.