30 second summary:
- The story of SEO and UX began about 20 years ago and both entered the market in the 1990s.
- After years of data analysis, I found that UX is a key ranking factor for SEO
- If you have exhausted all SEO techniques, but still can’t see a significant change in your website or ranking, then you may lose the user experience (UX)
- Atul Jindal, senior web engineer at Adobe Research, condenses his years of experience and opinions in this SEO guide to help you win in SEO and search
Over the years, I have worked with many SEO and CRO activities and Fortune 50 companies. This gives me access to valuable data that can help me understand effective and ineffective methods. Over the years, through analyzing data, I found that UX is a key ranking factor for SEO.
The story of SEO and UX began about 20 years ago and both entered the market in the 1990s. SEO is widely used as a marketing technique, while UX (User Experience) focuses on providing users with an enhanced engagement experience on the website.
If you are exhausted SEO technology But there is still no visible change in your website or ranking. Then, you may lose the user experience.
However, it is difficult to find UX-related issues on your website. When you only look at your website from an SEO perspective! You need to look at your website with the eyes of users (customers).
In this guide, I will explain UX and guide you how to implement it into SEO campaigns to get results.
What is UX?
User Experience (UX) It is the user’s experience of using your website/application. An easy-to-use website will provide a pleasing user experience, but an unplanned website will bring a bad or bad user experience.
UX focuses on website architecture, visitor journey, desktop and mobile layouts, and user flow. In short, the user experience is determined by how easy it is to browse the user interface elements created by the website designer.
The user interface (UI) focuses on the graphical layout of any application. It includes several factors such as fonts and design styles, text input fields, transitions, images and animated interfaces. In short, any visual effects belong to the scope of protection of the UI.
It is important to note that UI and UX are two different functions. Although the UI revolves around the design layout, UX is the user experience on the website when browsing the web.
Since we have a better understanding of both, let us further understand how to successfully implement UX into SEO activities.
Why is UX important in SEO?
In recent years, Google has changed its ranking criteria. There was a time when Google looked for compensation for keywords in your content, or the number of backlinks on your website.
But now the situation has completely changed. Google is increasingly user-centric. They are using artificial intelligence (AI), machine learning (ML), natural language processing (NLP) and other kinds of the latest technologies to understand, evaluate and provide the best results.
Google launched Diet concept As well as search intent, page speed, mobile device friendliness, dwell time and other indicators are all ranking factors to rank on Google. All these factors are part of a rich user experience.
The rich user experience is a factor that causes the difference between the first position and the second position. Providing a rich user experience always helps visitors and encourages them to stay longer and participate more on your website. This sends a positive quality signal to Google and shows you the best results. Therefore, Google will reward you with top priority.
How to implement UX into SEO campaigns?
As mentioned above, SEO and UX have the same ultimate goal – Audience participation. SEO will answer a person’s query, and UX will be responsible for their navigation queries after landing on the page.
Nowadays, when designing SEO campaigns or any Digital marketing strategy. Google continues to develop its user experience and incorporate effective SEO strategies to enable audiences to get a more meaningful experience.
IKEA is a great example of UX and SEO design. We all know what IKEA stands for, but their website keeps going every step of the way. It will guide users to the correct landing page and keep it attractive. Palettes, their tags and categories allow users to stay longer and participate in the site.
Source: IKEA designed on Canva
Empathy is Optimize your webpage The correct combination with keywords. When the exact keyword match is enough to rank high, those days are gone. Today, this is about putting yourself outside and thinking from a bigger perspective.
In the past five years, Google has done a great job, and it has gotten rid of the trouble of ranking for easily spreadable signals such as links and keyword stuffing.
In other words, understanding the audience’s purchasing intentions and analyzing their search queries will lead to refined and sustainable results.
Let us understand the three most critical factors affecting SEO + UX ranking.
Know your audience
This can be one of the trickiest parts of a successful campaign-knowing your target audience.
Most companies spend a lot of time researching their audience before determining who will be their correct goal. This is why we spent a lot of time emphasizing its importance.
We often hear marketers, businesses and content creators emphasizing the importance of the right target audience. Although sometimes it is more or less common sense to grasp the pulse of the audience, sometimes you need to clearly make the following requirements:
- Who is my target audience?
- What do they want?
- What are they looking for?
- How do they find information?
- Did the searcher bounce back immediately?
- Has any action been taken on the link?
These are the key questions, and Google’s algorithm will consider this information to understand whether the search results match the searcher’s intentions.
E.g, Airbnb Work on an inclusive design model that focuses on improving readability on all platforms. The target audience is clearly defined – Travel enthusiasts, people who are looking for vacation home options, and people who are looking for vacation hosting solutions. Their focus has always been to improve the user experience by guiding them to the correct login page.They add Attractive CTA Detect the user to take action. Whether you are a host or someone looking for an extraordinary travel experience, its comprehensive vacation solutions will make it faster and easier for you to book your vacation.
source: Airbnb.Design on Canva
Once you fully understand your audience, if you are in the first position in the Google search results, you can cause the page to get clicks and take certain actions.
UX can help the audience stay stuck on the page, while SEO can click on the page according to their intentions Keyword and login of the page. In everything you do, your focus always revolves around a user-satisfied experience. From solving their color preferences to layouts and messages, you must build everything that meets the needs of your customers.
Another key factor in understanding your audience is the user’s intentions. This will help if you have done processing when performing detailed audience roles (such as providing information, navigation, trading, or business purposes). In each case, the query must be pre-defined to understand the user’s needs.
Understanding the intent of potential visitors to land on your webpage through search is another key factor that constitutes an effective user experience and advertising. SEO strategy. If your website is not fully optimized with the right keywords, it is very likely to rank on Google or even take any action.
For example, suppose you search for keywords –How to wear a bow tie? “
The most logical conclusion is that your search will take you to a tutorial or video, right?If a keyword uses the same keyword set E-commerce website Selling bow ties, your query will always be unanswered. You may conclude that sites using this keyword are not worth visiting in the future because they are suitable for “ClickbaitTo guide consumers to their website.
However, if the person falls on the correct page with the correct description, they will continue to learn, thereby increasing Stay time And you can browse the website for more information. Here, your keywords play a vital role in guiding consumers directly into the tutorial.
Google Keyword Planner, Moz Keyword Browser, Keywordtool.io, Ahrefs Keyword Browser or SECockpit are some practical tools that are widely used to search for the right keywords.
The best way to choose the right keywords to suit your SEO strategy is to iterate the keywords you need to rank for. Search for related topics based on your business to portray and understand how user intent affects keyword usage.
In short, before setting up an SEO campaign and merging it with UX, keyword research can help you evolve with changing market trends.
Designing a website without optimizing for search engines will waste time, and vice versa. These two aspects work together and need to be carefully considered from the beginning.
The architecture of the website is how pages flow on your website. From an SEO perspective, a good website structure means that Google can easily find and index your pages. In short, the link should help Google navigate smoothly from a high-privilege page to a low-privilege page. Google Search Console Since its establishment, there have been great improvements, and a wealth of information has been provided to SEO technicians to help them understand how to index a website and display it in Google.
Use H1, H2 tags, headlines, slogans, eye-catching CTA and information menu tags to determine whether your audience will interact with your website. Remember, your homepage should not have more than four clicks.
Mobile responsive design has become very important for both user experience and SEO.exceed 50% of all traffic Websites that are now driven by mobile search and are not responsive to mobile can harm the user experience.
According to Google Page experience document, Sites suitable for mobile device browsing have priority access and can be displayed at the top of search results. Improving the readability of readers by merging the correct font family and text size is a necessary condition to consider improving the mobile experience. Today, having websites that load faster and are responsive can be displayed on different screen sizes.
Bad SEO + UX destroys all motivations for brand building. It’s worth paying attention to today’s good characteristics. It includes domain names, information content, internal links, optimized meta tags, meta descriptions, image alt tags, titles, and page titles to make the entire experience worthwhile.
At first, it seemed a bit daunting to implement SEO with UX design. However, it is important to improve rankings and establish an important brand.
Atul Jindal is a senior web engineer at Adobe Research.