User experience (UX) design and search engine optimisation (SEO) are two separate but interconnected fields that are both crucial for the success of a website. While SEO is all about improving a website’s ranking in search engine results, UX design focuses on making a website easy to navigate and use. If you dig deeper you will discover that the two disciplines are actually closely intertwined. As we will explore in this article, a good UX design can have a positive effect on a website’s SEO.

Effecting User Behaviour

One of the main ways that UX design affects SEO is through effecting the user’s behaviour. If a website is easy to navigate and use, users are more likely to stay on the site for longer periods of time. This length of time spent on a website is referred to as ‘dwell time’ and can be a signal to search engines that the website is relevant and useful. (Harman, 2018)

Easy Crawling

Additionally, a well-designed website with a clear hierarchy and structure can make it easier for search engines to crawl and index the site’s pages. This in turn can improve the site’s ranking in search results. This includes a key factor in both UX and SEO design; mobile responsiveness. As a vast majority of websites nowadays are accessed through mobile it is important to adjust the interface and experience accordingly. And this is something Google is fully aware of and as a result penalises non responsive websites. (Parmenter, 2022)

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Keywords And Copy

Another way that UX design affects SEO is through the use of keywords. A good UX designer will work closely with the SEO and copyright teams. This will ensure the copy reflects the correct tone of voice as well as essential keywords. Not to mention ensuring the copy has a high level of readability for the users. This can help to improve the website’s visibility in search results and increase the likelihood of users clicking through and remaining on the site. Keywords are important for the SEO but they should not be the only focus, they should be used naturally and in a way that makes sense for users.

Conversion Rates

UX design can also help to improve a website’s conversion rates, which can have a positive impact on SEO. A well-designed website that is easy to navigate, visually appealing, and provides a seamless user journey can increase the likelihood of visitors taking the desired action. This could be making a purchase, filling out a form, or signing up for a newsletter. Additionally, good UX can improve the overall user satisfaction and perception of the brand, leading to increased trust and likelihood of repeat visitors. A/B testing can help to identify the elements that have the most impact on conversion rates, such as a specific call-to-action button or page layout. This data can then be leveraged for ongoing optimisation and improvement for the website. High conversion rates are a sign that users find the website valuable and are more likely to return and recommend it to others. This in turn can help the website rank higher in search results.

Reduce Bounce Rate

It’s also important to note that good UX design can help to reduce bounce rate; this is the percentage of users who leave a website after only visiting one page. A high bounce rate can indicate to search engines that the website is not relevant or useful. This can negatively affect the site’s ranking in search results. By making a website engaging and ensuring it meets the needs of the user can help reduce bounce rate. (Mrkonjić, 2022)

Website Speed

In addition, website speed plays an important role in both UX and SEO. A slow website can lead to a poor user experience, as users may become frustrated with long load times and navigate away from the site. This can lead to high bounce rates and low conversion rates. Additionally, a slow website can negatively impact SEO, as search engines like Google factor in website speed as part of their ranking algorithms. A slow website may be ranked lower in search engine results, resulting in less visibility and fewer visitors (Bonelli, 2017). To optimise both UX and SEO, it’s essential to have a fast-loading website. This can be achieved through techniques such as compressing images, minifying code, using a content delivery network (CDN), and optimising the website’s hosting infrastructure.

Conclusion

UX design and SEO are two interconnected fields that are crucial for the success of a website. A good UX design can have various positive effect on a website’s conversion rates, user satisfaction, reduction in bounce rate and ultimately improve SEO. To achieve optimal results, it is important for UX designers and SEO teams to communicate regularly. This will ensure the website is not only visually appealing and easy to navigate, but technically optimised for search engines.

References

Bonelli, S. 2017. SEO+UX=Success. Available at https://searchengineland.com/seo-ux-success-286638

Harman, R. 2018. Understanding the link between UX design and SEO. Available at https://uxdesign.cc/understanding-the-link-between-ux-design-and-seo-415d94892c0b

Mrkonjić, E. 2022. How User Experience Affects SEO in 2022. Available at https://serpwatch.io/blog/how-user-experience-affects-seo/

Parmenter, L. 2022. Where To Start With UX When It Comes to SEO [UX SEO Guide]. Available at https://www.springboard.com/blog/design/seo-and-ux-design/