Two most important things in today’s digital landscape are, first how users are defining your website and second how they are consuming your content. At the time of designing your website, top priority should be given to the factors for which users will simply fall in love with it i.e. impeccable user experience (UX). And the second most important factor is to make it easily findable on the leading search engines through a sound Search Engine Optimization (SEO) strategy. No matter how cool your website design is but if it is not searchable by the users it has no value. Similarly, you may have a higher ranking on the search platform, but without an attractive design you will not be able to make the most out of your top-ranking. That’s why the sublime blending of SEO and UX design has become valuable to remain relevant and popular in this highly-competitive digital arena.
According to the Google's rule, UX is not a factor that can influence ranking, yet many believe that Google’s algorithms will give additional preference to the websites with pleasing UX. In the view of Ryan Drake, a junior business analyst of Search Engine Journal “ Once this happens, user experience will impact SEO greatly, so it is vital that your UX is good.” As Google continues to update its search algorithm, SEO is starting to fall under the UX umbrella.
The aim of UX design is to allure your target audience by enhancing the aesthetic appeal, usability, and the overall look of your website. UX designers use set of tools and techniques to convert your website delightful to interact with. The requirements of the end users are taken very seriously in every sphere of the development project so that your potential clients or customers will find value in what you’re providing. On the other hand, Search Engine Optimization (SEO) focuses on optimizing a site for search engines and creating keyword targeted content. The goal is to follow the best strategies possible for ranking in the search engines.
Aspects that should be given extra importance while blending UX with SEO-
Synchronizing SEO with the UX requires an in-depth understanding of both the features. It is not that easy as it may sound. Aimless, casual and erratic approach of synthesizing UX with SEO could severely harm the possibilities of any progress rather than bringing any positive results. So you need to be cautious while deciding your blending tactic. We are highlighting some of the note-worthy SEO and UX mixing blueprint that you can use as a guideline.
Design and content should be loved by the users-
Instead of webmasters, search engines prioritize users. You need to
decorate your website according to the requirements, preference and need of
the end-users. It is not what “YOU” like, it is what “THEY” like that
matters. This signifies that you must have quality content with catchy
design on your website. The design should perfectly complement the contents
so that users can glue to your site and take actions. Popular search
engines appreciate websites that visitors love and that provide them value.
Things you can improve:
Improve the silo structure of your websites
Use original images rather than copied one
Integrate images with relevant contents
Take steps to reduce the bounce rate and take special care about the typography
Demonstrate search engines you are offering valuable and useful contents for the users
Focus on SEO principles while designing-
You need to come out with a plan of action for the contents that will prove
valuable for both visitors as well as for the search engines. Draft content
that will satisfy both visitors as well as search engines. Stay away from
inappropriately stuffing keywords and make them appear naturally in the
text of your website. And also make sure your website is performing
brilliantly on various devices like computers, tablets and smartphones.
You can focus on the following factors:
Maximize H1 & H2 tags
Properly optimize menu names & functionalities
Create a navigation path clearly
Use Alt-tags with the images you are using
Use keywords and analytics data-
In the modern day business scenario, it has become really important to
identify user behavior. Rishi Dave, chief marketing officer at Dun &
Bradstreet says “when data and analytics work together, they can be
leveraged to create a strong competitive advantage and build an exceptional
customer experience.” Analytics tools will remarkably help you to monitor
various user-related data, such as when they are visiting your site, from
which part of the world they are coming, how long they are staying, who
these users actually are, what they’re interested in, bounce rate and so
on. Analytics tools can offer valuable insight that you can use to reshape
your UX and SEO game plan on an ongoing basis and supply you the answers to
understanding how customers view your tactics, as well as those of your
Tools you can use:
UX which is built around actual user data- It is the area where UX and SEO professionals should exchange, utilize and use the knowledge of one another. Utilizing the data provided by the SEO experts, UX team can spring up with breathtaking design. On the other side, the knowledge of website framework and content optimization that the UX team can offer to the SEO professionals, could play a key part in order to ensure better ranking of the website. The pages should also have a quick loading time and with fast downloading option of any documents on your site such as PDF, Brochure, Newsletter etc.
Visual appeal- Human beings fascination with images and videos is unending. The impression users get while visiting your website for the first time matters a lot. Try to make your website visually appealing by using images, fonts, colors, videos, infographics, animations etc. This will help you to create a positive impact from the very beginning, that will aid to secure longer visit duration and immensely provoke the purchasing decision of a visitor. Both SEO and UX can optimize this experience for the user and boost your competitive edge.
Here we are furnishing how colors can effect the conversion rate. You can
clearly see in the example that how a change of color in the “ Get Started Now” button can influence the users. As the
color red attracts more attention compared to the green.
Remove unnecessary elements and prevent silly technical errors- There are so many factors that make a user to leave a site such as boring surveys, irritating pop-ups, uninteresting videos and so on. If possible try to remove them or select their placement appropriately and wisely. When UX and SEO experts work in tandem, SEO experts can help UX designers to avoid committing technical errors within the code like GZip compressions, Inline CSS, HTML text ratio, Iframes and W3C validation errors. A collaboration between UX and SEO strategy can bring promising results for you.
How the harmony of SEO with UX can provide you the competitive edge?
The emergence of internet technology has turned the online platform for the
businesses highly cutthroat and extremely competitive. There is a fierce
competition in all marketing verticals. You need to come up with a plan to
empower your company, a strategy your rivals has yet to thought of. It’s
precisely this reason that companies need to proactively adopt an effective
SEO and UX amalgamation technique for hitting a HOMERUN.
If you are looking to cash in entrepreneurial opportunities on the Internet
seriously with a view to turning profits, it is important that before
promoting your website on the web, make sure it is engaging, informative
and has the element of attraction to hold the attention of the visitors.
Harmonious blending of SEO and UI/UX will help in making a best platform to
add a great deal of value to your business. Make sure you factor in
effective SEO techniques and UX to make your product well-rounded and
effective. Remember that UX gives credibility to earn SEO ranking.