How to Incorporate UX Principles into Your SEO Strategy
Search Engine Optimisation (SEO) and User Experience (UX) are often viewed as separate disciplines, each with its unique set of rules and objectives. This belief also happens among my colleagues - at least on paper. It’s easy to give erroneous recommendations in a field you’re not too familiar with, which is why we tend to stick to SEO and package everything as such.
However, as a lover of UX and Web Accessibility (and, of course, my one true love SEO), I tend to analyse a site from multiple points of view, especially since these 3 fields are interconnected and can vastly benefit from one another. I’ve already tackled the UX-SEO-A11y trifecta in my blog.
Before we start, I’d like to add a disclaimer: At my core, I’m an SEO Specialist. I started learning UX principles later. I am also not a designer and believe myself to lack any sort of creative vision. I will also be using UX to include everything about user experience, which will include UI (User Interface), which is different than UX but similar and works hand in hand with it.
Why UX Matters in SEO
Why should you care about UX? If you’re reading this and are an SEO Specialist, this is the simplest answer: because Google cares. If we look at the last few Google Core Updates, we can see that Google is taking UX into account:
September 2023 helpful content system update, which focused, among other things, how to create people-first content.
April 2023 reviews update - reviews are all about helping people decide, so another point for UX
2022 updates which were previous versions of the helpful content and reviews updates.
A well-designed, user-friendly website that takes into account UX principles is more likely to keep visitors engaged, thereby improving these metrics and, consequently, your SEO rankings.
Understanding the basics of UX
User Experience (UX) is a complex discipline that encompasses various elements, each contributing to how users perceive and interact with your website. Understanding these basics can significantly impact both your SEO and the overall success of your website.
At the core of UX is the user. Understanding who your users are, what they want, and how they behave is crucial for creating a website that meets their needs.
User design is also a part of UX/UI, and it goes beyond just making your website look good - it also has a crucial role in how users interact with your site. By using colour psychology, typography and copywriting, UX can sway users into having a positive interaction and feeling about your brand.
The intersection of SEO and UX
The relationship between UX and SEO is mutually beneficial. For instance, a mobile-responsive design not only improves user experience but is also a ranking factor for Google. Similarly, well-structured content that is easy to read and understand can boost both UX and SEO. And Web Accessibility, but that’s a problem for another time.
Real-World UX and SEO integrations
Keyword Research through a UX lens
Keyword research is a fundamental aspect of SEO, but when conducted with a UX lens, it can offer even more value. Consider the user's intent behind each search query. Long-tail keywords often align more closely with what the user is actually looking for, thereby improving their experience and increasing the likelihood of conversion.
Optimising Meta Descriptions and Titles
Meta descriptions and titles serve as the first impression of your website on the SERPs. They should be clear, concise, and have USPs to encourage clicks. A well-crafted meta description can significantly improve your click-through rate, which is a positive signal to search engines.
Mobile-first considerations
With the increasing use of smartphones, mobile responsiveness has become a critical factor for both UX and SEO. Google's mobile-first indexing means that the mobile version of your website is considered the primary version for ranking purposes. Use Google Search Console (free) to find out if your site is indexed through the mobile version, and use the Mobile Friendly Test tool from Google to evaluate your site's mobile responsiveness.
Pagespeed
Site speed is a critical factor for both SEO and UX. A slow-loading website can frustrate users, leading to higher bounce rates and lower rankings on search engines. Google considers site speed as one of its ranking factors, making it crucial for SEO.
Information Architecture (IA)
Information Architecture (IA) refers to the structural design of a website, focusing on how information is organised and presented to users. Effective IA can significantly improve user experience by making it easier to find what they’re looking for. From an SEO point of view, a well-structured site is easier for search engines to crawl, and therefore index.
Web Accessibility
Web accessibility ensures that your website is usable by as many people as possible, including those with disabilities. Not only is this a crucial aspect of user experience, but it also has implications for SEO. Search engines are increasingly considering accessibility as a ranking factor, making it an essential component of your overall digital strategy.
Internal Linking
Internal linking is an integral aspect of SEO that can also improve UX. Internal links are usually used for increased crawlability, but well-placed internal links can help users navigate the website more effectively, improving their overall experience and encouraging them to explore more content.