What used to impact search engine rankings last year may not hold the same weight today. SEO is changing and UX is becoming a critical piece.
What is UX?
UX is short for User experience. AKA- how easy or hard it is to navigate through the elements that the website designers have created for the user.
UX focuses on-
- visitor journey
- mobile layouts
- user flows
- Site architecture
Why Is There a Connection Between SEO and UX?
In short- because Google is evolving. Back in the day, Google was looking for the keyword reparations in your content. Google now gathers data of time spent on your site, return visitors, pages per session, and more to determine whether your site is user-friendly. This then factors into your search ranking.
As search engines become more human-centered, the traditional SEO outlines begin to become irrelevant.
What Makes a Good UX?
You can ask yourself these questions to test if you and your company have a good UX:
- Can the user access all of the information?
- Can the user easily accomplish their goal?
- Is what the user’s looking for easily accessible to them?
Another key part of a good UX is that feelings are kept in mind. When you keep your audience’s feelings in mind, you can create a strong UX that arranges all your information in a way that’s pleasing to your audience. And, when your UX makes people feel good, they’re more likely to stick around.
Finally, actions are a huge piece of a good UX. Ask yourself what actions your customers want to take on your site. Are those actions easy to take with your current layout? And can users take those actions in five steps or less? These are key things to consider.
How Do You Implement UX Into An SEO campaign?
First and foremost-understand your audience. Ask questions such as-
- Who is my target audience?
- What are they searching for?
- How are they going about looking for information?
Secondly- go back to the basics and focus on keyword research. We all know that if your website isn’t full of all the right keywords, there is a very low chance of it ranking on Google.
Search topics based on your business so you can understand how the user intent affects keyword usage.
Thirdly- pay attention to your site architecture. A website that isn’t made with the intent of being used in a search engine is frankly a waste of time. A good website architecture will allow Google to easily find your page.
Finally- simplify navigation. Users shouldn’t have to think about their next move when using your site. It should just be intuitive. Your homepage should feature easy navigation and shouldn’t be a hassle to navigate.
Implementing SEO with UX design may seem a little daunting in the beginning. But to build a great brand it’s a necessity. Remember- Don’t underestimate the importance of UX in your SEO strategy. A great user experience builds the way to success.
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