This is the question that is frequently asked by most of the Marketer, so here I try to solve your question Companies around the world are investing in the synergy between SEO and UX, to conquer the attention of visitors to their websites and to stand out in an increasingly crowded digital world.
For many years, being among the top search engine positions was synonymous with repeatedly using keywords and performing aggressive link building, focused solely on the number of links.
However, changes in algorithms and user behavior have shaken the strategy and made companies leave their comfort zone.
Thus SEO won a brother: the UX. In this post, I will tell you how the two combine to retain users and make their experience on a website highly positive.
SEO and UX: what are these concepts about?
To deepen 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 )
Search Engine Optimization, or Optimization for Search Engines, covers a range of actions implemented in web pages to achieve good positions in the list of SERP results.
SEO focuses its efforts on influencing the artificial intelligence responsible for analyzing and evaluating the quality of a website to index and classify it in the results pages.
This analysis bases its results according to 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. This is why all work for one keyword and that is SEO Expert
TIP: Try to choose those keywords which bring business for you
UX ( User Experience )
The UX carries its centralized actions 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.
Why do SEO and UX come together in a web positioning strategy?
If something has been very evident in SEO today, it is not about technology, but about people.
The professionals of the area have perceived that, gradually, the search engines looked up at the behavior of the users to understand what gives 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 the user experience, such as:
- loading speed;
- time spent on the page;
- rejection or rebound rate;
- CTR (ratio between impressions and clicks).
These numbers, based on user behavior, translate if people are finding what they are looking for and if what they find is easy and pleasant to consume.
In a practical example: if a user navigates effortlessly between the pages of your website, interacts with your links, performs actions and stays a long time on the site, the artificial intelligence of the search engines understands that you offer the user a good experience and favor your ranking, giving you higher positions.
The 7 facts of the SEO user experience
To understand more precisely the relationship between the two terms, I have brought a fairly well-known concept within the UX 7 components that are necessary to provide a good user experience, 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 have ease of 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 taken, a factor quite related to the UI ( User Interface ).
- Findable: directly, it’s about the objective of SEO – make users find you simply and practically.
- Accessible: the site must be accessible to all users, regardless of the conditions in which they are.
- Valuable: content developed on a website must offer value to users.
- Credible: the website must convey authority on the subject so that users trust the content developed.
What are the benefits of delivering a good UX?
If you have arrived here, you are already clear that the user experience is directly related to search engine positioning, however, this is not the only benefit provided by the 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.
Also, when we talk about online business, sales are constituted in another segment that enjoys the advantages of UX, once good usability directly impacts 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 easily and intuitively, without the need to consult help services.
What SEO and UX bugs 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 the public of your business.
It is they who dictate how you should present the information and content of your page according to your preferences and browsing behaviors.
For you to understand your user, you must first know who is really interested in what you offer. “Who do we design for?” It should be your key question. Using buyer creation techniques will help you answer it.
An example of a website that did not give the user the prominence is RyanAir, who hides the “I don’t want travel insurance” button on his ticket reservation page in a difficult place to find.
Make appropriate and attractive titles
The titles of a web page (also known as header tags H1, H2, H3, among others), guide visitors through the content and are a way to show the search engine algorithm what is the purpose of your website.
Thus they create a logical hierarchy, organizing the content and making reading much easier, both for users and for the artificial intelligence of search engines.
To use the titles properly, it is recommended to apply the H1 tag near the top of the web page. Be sure to include keywords in it. Only one H1 header should be used per page, respecting the good design and accessibility practices.
Use the other headings, from H2 to H6, to organize the structure of your page.
They must be in chronological order so that the readers of the site and the algorithms can accurately identify the content of your website.
Produce effective calls to action
Call-to-Actions, or Spanish calls to action, are essential text or visual elements if you want your visitors to make some kind of interaction on your website, such as downloading content, making a purchase or subscribing to your website.
Many websites still leave their visitors without understanding or knowing what to do while browsing and end up damaging the experience.
For that reason, choosing the best type of CTA makes all the difference, so factors such as size, color, text, visual identity and position should be carefully considered.
Provides intuitive and natural navigation
Navigation is a crucial part. A complete information website is useless if users fail to access it. The navigation must be intuitive and natural so that users can find what they are looking for without having to waste too much time thinking about where to click.
When organizing the structure of your website, consider using navigation bars or drop-down menus, in case it is a more robust site. In addition to making navigation easier, they help in indexing in search engines.
For a user to find the information they want, it is indicated that they do not need to give more than four clicks. Keeping that structure simple also makes it easier to read search engines.
Exploring new content formats, such as interactive ones, are also an excellent alternative to retain the attention of your visitors and make your browsing even more captivating.