You have a website that gets more and more traffic. You are counting on this traffic to translate into higher sales. But have you focused on the experiences of users visiting your website? User Experience is gaining more and more importance every year. And this is due to the growing expectations of recipients towards websites, as well as strong competition. UX activities largely overlap with the positioning elements. What are these activities? What is User Experience really? What does it mean for SEO? About it in the article below.
What is UX? SEO context.
User Experience, i.e. the experience of users, aims to improve communication between the user and the website. It is worth taking care of UX at the stage of website design. User Experience features that best define the essence of this concept are:
– building positive impressions.
A website with the above 3 elements will make the user happy to come back to it, and maybe even recommend it to others. The aim is to introduce solutions to the website that will contribute to a simpler, more comfortable and more intuitive use of the website. Effect? A well-implemented UX allows you to transform users into customers thanks to an easier and more intuitive use of the website.
How to plan User Experience?
User Experience is a process. To plan it well, first consider:
– what goal is your website supposed to achieve?
– who are the website visitors?
– what are the needs of your users?
– what are they looking for on the site?
Once planned, the process should be constantly monitored and its effectiveness verified. You have to take into account that users may change their preferences and preferences over time, which is also associated with a change of strategy.
The implementation of UX is primarily intended to increase the effectiveness of the website and provide users with a valuable experience. For this, it is worth following two indicators:
– user behavior.
Positioning and UX – the impact of SEO on User Experience (and vice versa).
The immediate goals of SEO and User Experience differ from each other. Unlike UX positioning, it is difficult to confine yourself to a rigid framework. SEO specialists are used to specific guidelines based on ranking factors. User Experience is a very dynamic area that develops along with the growing requirements of users.
Even so, both SEO and UX share many common elements that interpenetrate and complement each other. While positioning builds high positions of the website in the search results, User Experience cares about the users’ experience on this website. So both actions drive each other. It is known that even the most relevant traffic obtained to the website, without conversion, is worthless. UX is therefore designed to encourage the user to further engage on the site.
Of course, not always what is beneficial for SEO will also be beneficial for UX (and vice versa). One example of a “conflict of interest” is content. In the case of very long articles, a good solution for SEO is pagination (spreading the entire article over several pages). Many studies show that it is much more convenient for users to read texts, the subsequent paragraphs of which are loaded on a regular basis, without the need to click on the next pages.
So it is necessary to find the golden mean between usability and adaptation to search engines.
How to use UX in SEO? UX elements that are worth implementing in the positioning strategy.
We have already established that User Experience and SEO influence and complement each other. Below are elements on the borderline of these two activities that allow you to build higher positions in Google, and at the same time ensure a positive user experience:
Page loading speed
There is nothing more annoying than waiting for a page to load. Ignoring this element is often associated with a very high bounce rate. Try to keep your website loading up to 6 seconds. After this time, users usually close the page window and go back to the search results. If you want to measure your website loading time, you can use the free online PageSpeed Insight tool.
Accessibility of content
Current trends indicate that users first scan the content with their eyes before reading it. Capturing the most interesting elements of the text structure allows you to assess whether it makes sense to delve further into it. Regardless of whether it is a blog with tips or a sales page with an offer – take care of the visual elements in each of these pages. Graphics, infographics, quotes, and video materials will work great. Remember also about catchy headlines, branding or bullet points. The more varied the text, the more pleasing to the reader’s eye.
Written in the language of the reader, no jargon: focus on providing value, solutions, not text composed of phrases.
It is a mandatory SEO element that contributes to the correct reading of the website’s subpage hierarchy by Google robots. Internal linking is also an important area from the UX point of view. This is especially important in the case of e-shops, where linking often affects the finalization of the transaction. The user should be able to easily switch from one article to another, related by topic. We have been practicing this solution on our blog for years. On the one hand, we support SEO thanks to linking, on the other hand, it’s good for UX. Users can expand their knowledge with additional content related to the topic they read about.
Tile and description
Meta data is primarily intended to direct Google robots to a given subpage and help determine its subject. But well-optimized and interesting meta tags can also entice users to click on a given search result. It is worth taking care of both the presence of keywords and encouraging CTAs.
After the user enters your website, try to find it easily. The key here is a clear menu with a well-optimized link structure. An internal search engine is a must have for almost every modern website. Almost half of the users after entering the website choose the search engine instead of the menu. This is due to their preferences.
More than half of Google searches are done on mobile devices! Therefore, you should not ignore this fact and adapt your website to the mobile channel in the best possible way. Added to this is mobile first – a very important update from Google that favors fully responsive websites.
Call to Action
The ideal solution is call-to-action buttons that encourage a click while still containing a key phrase. It is also important where the CTA button leads. It is worth choosing relevant offer pages or those on which you want to increase traffic.
Thinking about Page Experience.
Page Experience is another reason why you must take care of UX. This year, Google announced the introduction of a new ranking factor (Core Web Vitals). It focuses on the experiences and impressions of users on the website. The update is to be implemented in 2021. Page Experience will consider 3 aspects:
– page loading speed,
– website interactivity,
– visual stability.
It’s worth getting ready for these changes now and taking care of your website in these three aspects. Certainly, the introduction of the new update will initially cause strong position fluctuations, but ultimately it will positively affect the functionality and usability of the website.
The benefits of using UX in SEO.
UX is the future. There is no effective positioning without correctly implemented User Experience elements. What do we gain from this? The combination of these two processes will increase the conversion rate as well as the website’s adaptation to modern standards. UX has infiltrated and will continue to infiltrate SEO. We focus more and more on the user in SEO, not on search engine robots.
All in all, if you want to keep your website visitors longer and increase the chances of conversion, UX is essential for that. Remember that website optimization should be based not only on adapting it to Google algorithms but also (if not primarily!) Real users.