While it may seem unthinkable today, there was a time when SEO and user experience (UX) were seen as two very distinct aspects to running a successful website.
During the budding days of SEO, all it would take to reach the top of the page rankings was a website filled to the brim with various researched keywords and a couple of handy backlinks.
However, as Google and other search engines have strived to offer their users a more personalised and efficient service, the school of SEO has grown exponentially into one that relies on hundreds of variables in order to create a successful site.
As of 2015, one of the main factors Google decided to focus on was user experience. Because of this, SEO and UX have become pretty inseparable bedfellows for websites looking to reach the top of the rankings. With this in mind, let’s take a closer look at this essential combination.
What Exactly Is UX?
At its core, UX is primarily focused on turning visitors to your site into new clients through a positive experience with your product or service. Ill-designed websites, lacklustre copy or confusing navigation can make using a website both irritating and time-consuming which, in turn, negatively affects a user’s experience.
On the other hand, a slick website that allows users to quickly access the information they need can be extremely beneficial to a business. It’s for this very reason that user experience has been a key player in creating new leads for businesses, with the industry offering employment opportunities across a wide array of UX specific roles.
User experience (UX) is an extremely valuable element not limited to a specific industry or one that focuses mainly on the digital world.
Merging SEO and UX
When it comes to merging these two concepts together, quality has become one of the most important variables. With search engines increasingly focusing on UX when determining SEO rankings, the quality of your site will directly influence where you place.
With this in mind, whilst utilising keywords and backlinks is still an important part of SEO, you can’t simply utilise old-school techniques and expect positive results. Keywords need to be embedded into well-written and organic copy, whilst links and navigation need to be ergonomic and cogent, using a call-to-action section (CTA) or connected paragraph.
How Do SEO and User Experience Work Together
You may have an understanding of SEO and user experience separately but may not fully understand how well they work together. The easiest way to break down how SEO and user experience work together to improve your business is realising that SEO targets the search engines you want your website to rank on and UX targets your website visitors once they have reached your website from the search engine. The two combined, when done correctly, can create success for your business website and increase your potential sales leads.
What Impact Can You Expect to See?
Of course, the main benefit of collaborating SEO and user experience will be an increased level of traffic to your site which will, ultimately, drive profits. However, understanding this link can change the way your business operates as a whole, combining departments and fostering integration across your whole operation.
Working with the Professionals
Whilst a quality UX is a positive factor in SEO, there are a host of other factors that contribute to getting your website to the top of the page rankings. Here at ProfileTree, our team of dedicated digital strategists, copywriters, marketers and designers are on hand to give your business the boost it needs to succeed online.
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