SEO & UX design: How user experience
impacts your website’s SEO

Estimated reading time: 5 minutes

Back in the old days, when SEO just emerged in the market, it was so much easier to optimize your website and rank high on search engines. However, a lot has changed with time. These days SEO does not simply revolve around keywords and link building as many might assume, but there are also many challenges and factors that impact your SEO marketing and raking that are often overlooked even by experienced specialists. In fact, user experience (UX design) is one of those key factors which is closely interconnected to the success of SEO as well as your website’s performance and rankings. Now, this statement might pose plenty of confusing questions in your mind but don’t worry because in this blog we are going to talk about everything that you need to know about the interesting relationship of UX Design and SEO while learning how to improve your user experience to boost up your website’s SEO and ranking. 

Understanding the interconnection of UX Design and SEO

As we have already mentioned, user experience is very connected to the website’s SEO and performance. However, before we get into details on how to improve their cooperation for getting the best results, let us, first of all, understand how and why they are so dependent on each other.

To be honest, it’s actually very simple – both SEO and UX design heavily focus on users’ experience and try to find the best practices to meet their expectations. To put it differently, they share the common goal of giving users the best experience on your website both from visual and informative aspects of it. What is more, nowadays search engines constantly evolve to provide the best search results for users which leads to the development of various algorithms that help to track users’ behavior data for future improvements. This leads to the second important part of this blog, which is the learning of different user engagement metrics that can help you improve your website’s experience, SEO, and ranking. 

Key User Engagement Metrics that Impact Website SEO 

Bounce Rate & Dwell Time

As we have said, there are a number of engagement metrics that affect website SEO, and two of the most important metrics are the bounce rate and dwell time, which indicate the percentage of single-page sessions and the amount of time a person spends while going through a certain webpage. Both of these metrics help search engines to understand user behavior on a certain webpage and make conclusions about the quality or authority of that webpage, which can eventually affect its ranking. According to the latest GoRocketFuel report, the average bounce rate can range between 41- 51%.

bounce rate

Meanwhile, when it comes to the dwell time, 55% of surveyed marketers by Databox, said that the good average dwell time is between 2-4 minutes. Generally saying, the more people stay on your website, the better your website will perform on search engines. However, you should also keep in mind that these measurements are mainly depending on your website’s user-friendliness and your content’s quality. So if you want to keep these metrics up to the good standards, you should pay attention to both user experience and content quality. 

Easy Navigation & Structure

It might sound obvious, but website navigation and structure are very important to enjoyable user experience and effective SEO because if the users can’t properly navigate through your website due to its complex structure, then they might just leave it shortly, leading to higher bounce rate, which can negatively affect on your site’s performance on search results. To avoid all this, you need to focus on creating user-friendly navigation with easy-to-use structure, engaging CTAs, informative menus, and a minimum of clicks so that your users won’t get bored while trying to find what they need from your website. Easy and clean navigation really helps your website performance and SEO, so don’t save time on this and make it as user-friendly as possible. 

Website Load & Speed

If you been in the world of SEO for a while, then you probably know that website load and speed time are very important to user experience and SEO in general. But how fast does your website need to be to satisfy users? Well, the latest survey by Kissmatrics showed that 47% of consumers expect a web page to load in 2 seconds or less, and even one second of load delay can result in a 7% reduction of conversions. It’s quite overwhelming, right? To stay away from all this, you need to focus on improving your website speed, and this can be done in a number of ways, such as by compressing your files, minimizing HTTP requests, changing to a better hosting provider, and so much more. All of these actions will help you boost up your site’s speed, while at the same time improving user experience, bounce rate, and website performance in general.

Mobile Friendliness

At this point, it’s no news that mobile-friendliness is a key factor in providing the best user experience and for improving SEO because 50% of web traffic comes from mobile searches. Besides that, these days search engines heavily focus on mobile-friendliness when measuring site’s performance and rankings, which means that if your website isn’t mobile responsive, then it is losing 50% of its potential audience from the beginning. This, in its turn, leads to decreased user engagement metrics, a high bounce rate, and lower rankings. In other words, if you do not want to face this scary situation and want to have improved your website’s SEO, then you need to invest in mobile-friendliness and making sure all pages and buttons are working correctly so that you won’t miss any visitors.

Proper Headings

Another significant factor in user experience and improved SEO is the proper heading optimization. Similar to the headings in books, website headings (H1, H2, H3..) ease the process of finding information by indicating what’s the most important and what is more secondary. Apart from that, proper headings also help search engines to understand and analyze your content, while using them for featured snippets aka position zero, which is so popular nowadays. Overall, proper headings make your content more readable and engaging which positively impacts user experience and therefore, SEO as well.

Final Thoughts 

As you can see, UX design and SEO go hand in hand. It’s a winning combination that creates a successful website experience both for users as well as search engines, pointing them about the authority and quality of your website, which of course, influences your rankings. With that being said, you also need to keep in mind that every detail and element is important and that one does not work without the other. This means that if you want to improve your website’s SEO, then you need to pay equal attention to all the user engagement metrics as well as your content quality. Once you implement this effective strategy to your website, then you will be able to boost your traffic, enhance the user experience, performance, and overall upgrade the credibility of your site.


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