Companies around the world are investing in the synergy between SEO and UX, to win the attention of their website visitors and stand out in an increasingly crowded digital world. Tatiana Grapsas Jan 10, 20 | 10 min read seo and ux For many years, being among the first positions of the search engines was synonymous with repeatedly using keywords and conducting aggressive link building, focused only on the number of links. However, changes in algorithms and in user behavior have shaken the strategy and made companies leave their comfort zone. Thus the SEO gained a brother: the UX. In this post, I’ll tell you how the two combine to retain users and make their website experience highly positive. SEO and UX: what are these concepts about?
For us to delve into the link between SEO and UX, I will first explain the concepts to you individually so that you better understand where we are going. SEO ( Search Engine Optimization ) The Search Engine Optimization , or Spanish, Optimization for Search Engines , covers a range of actions implemented in web pages to achieve good positions in the list of search engine results. SEO focuses its efforts on influencing the artificial intelligence responsible for analyzing and evaluating the quality of a website to index it and rank it on the results pages. Turkey WhatsApp Number List This analysis bases its results on technical characteristics , such as keyword optimization , number of links, friendly URLs, etc., and usability characteristics , such as content format, page load time, if it has a responsive design , among others. UX ( User Experience ) The UX carries its actions centralized in the user . Everything revolves around the experience that people have when interacting with a product, service or brand . How do users react when going through a certain experience? How can it be improved to make it more enjoyable? These are the main questions that discipline has the effect of answering. Through UX, companies seek to solve the problems of their users through a functional interface and, at the same time, attractive in terms of accessibility, design and content.
Why do SEO and UX come together in a web positioning strategy? If something has become very evident in SEO today, it is that it is not about technology, but about people. Professionals in the area have perceived that, gradually, search engines looked up at the behavior of users to understand what really provides them value, worrying about offering their readers the best possible experience. Thus, the algorithms that track websites began to take into account metrics that are directly related to user experience, such as:loading speed; time spent on the page; rejection or bounce rate; CTR (impression to click ratio). These numbers, based on user behavior, translate whether people are finding what they are looking for and whether what they find is easy and enjoyable to consume. In a practical example: if a user effortlessly navigates between the pages of your website, interacts with your links, takes actions and stays on the site for a long time, the artificial intelligence of search engines understands that you offer a good user experience and favors your ranking, giving you higher positions.
The 7 facets of the user experience in SEO In order for you to understand the relationship between the two terms more precisely, I have brought a well-known concept within the UX and developed by Peter Morville, president of Semantic Studios. According to Morville, for a good user experience to be provided, 7 components are necessary, which can be applied in the optimization of a website. Are they:Useful : the content of a web page should serve someone. Usable : the page must be easy to use and deliver what the user expects. Desirable : the website must present elements (images, identity, brand, sounds, animations) that are visually attractive and that encourage action, a factor closely related to the UI ( User Interface ). Findable : Simply put, this is the goal of SEO – to make users find you simply and conveniently. Accessible : the site must be accessible to all users, regardless of their conditions. Valuable : the content developed on a website must offer value for users. Credible : the website must convey authority on the subject so that users trust the content developed. What are the benefits of delivering good UX?
If you have come this far, you are already clear that user experience is directly related to search engine positioning, however, this is not the only benefit provided by User Experience . The positive interaction of users with your website will give them a feeling of satisfaction that will improve the public’s perception of your brand . In addition, when we talk about online businesses, sales are constituted in another segment that enjoys the advantages of UX, since good usability has a direct impact on the conversion rate . In the long term, the user experience provides a cost reduction with customer service , since visitors will be able to access the information and fulfill their objective in an easy and intuitive way, without the need to consult help services . What SEO and UX glitches should you avoid on your website? To avoid making some basic mistakes, I listed the main ones that you should know so that you do not harm the creation of your website from the beginning. Don’t think like your user This error is usually the most common during the creation of a website. Keep in mind: the website you are developing is not for you, but for your business audience . They are the ones who dictate how you should present the information and content of your page according to their preferences and browsing behaviors.
In order for you to understand your user, you must first know who is really interested in what you offer. “Who do we design for?” Should be your key question. Using buyer persona creation techniques will help you answer it. An example of a website that did not give the user prominence is RyanAir, which hides the “I don’t want travel insurance” button on its ticket reservation page in a difficult place to find. Create your website without responsive design Just look around for a few minutes to understand the importance of adaptive design. People are continuously online. The ease of accessing the web via mobile has transformed this resource into the main connection element. According to Adobe, on average, users open their mobile every 5.6 minutes during the day . What if these people tried to enter your page and could not see it? A research Think With Google , it has shown that 52% of users are less likely to interact with a company that has a responsive design . Quite a relevant number. Access on mobile devices requires special attention. Users (and search engines) want to find information in an agile way, and using the same design applied for the desktop can transform that experience into something extremely annoying. For that reason, don’t stop thinking about simple and smart design decisions for your audience’s mobile browsing. In addition, 58% of searches on Google are made from mobile devices, so leaving aside technical optimization for smartphones is a serious mistake.