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SEO and UX: How UX Impacts SEO

In recent years, it has become increasingly clear that SEO is a ranking system which is constantly evolving, and that every business is trying to get it right as the benefits it brings are enormous. What was once a practice that involved using a never-ending amount of links, or making a dedicated keyword page, now involves a long list of factors to be taken into account – one of which is user experience. The UX of a website involves not only how it looks, but also how easy it is to navigate, whether it works on multiple devices, inclusivity, quality of content, and many, many other things. So, before our team trip to BrightonSEO later this week, we thought we would take a look at how some of these factors go hand-in-hand with improving your SEO rankings.

Importance of Navigation

One of the most important elements in UX is site navigation – can your user easily get from one place to another, depending on what they’re looking for? This is the underpinning to any UX design, but also now, to SEO – the structure of your site is also the roadmap for search engines too.

Not only this, but a website built from good navigation practices can also lead to sitelinks appearing in the search results. These not only allow for streamlined navigation, but also take up more room on the results page, meaning less room for competitors!


Another shared factor in UX design and SEO is how your site performs on other devices, most importantly on your mobile phone. A 2020 study found that the majority of internet traffic now comes from mobiles rather than desktops, which explains the importance of a good mobile-version of your website when it comes to both SEO and UX.

A bad mobile experience will not only deter users from browsing your website, but has also been confirmed to affect your performance in SEO rankings.

Inclusive Practices

One last factor that is both important to UX design and SEO optimisation is the implementation of inclusive design thinking. These are practices that not only make a website more user-friendly for a greater number of people, but can also positively impact your SEO rankings. 

One example is the use of image descriptors in order for those who are visually impaired, or incorporating captions on all videos that are uploaded to the website for those who are hard of hearing. These not only provide more people with the means to use your website, but also give the search engine more information to be added to the ranking factors. 

Of course, there are endless ways in which UX design and SEO optimisation work together toward a shared goal of successful website architecture and performance. These are just a few ways in which you can not only target your user, but also the search engine. We as a team are looking forward to attending BrightonSEO later this week in order to learn even more about how the two principles can complement each other in their objectives, and to be able to implement the best practices in our future projects. Finally, if you or your company are also going to be at BrightonSEO, let us know – we’d love to hear from you! Also don’t hesitate to contact us for UX services.


FAQs About SEO and UX

1. What is UX and SEO?

UX and SEO are two distinct but interconnected disciplines that play critical roles in the success of a website. UX focuses on creating a positive and meaningful experience for website visitors, while SEO aims to improve a website’s visibility and ranking in search engine results.


2. How do I combine SEO and UX to improve my website?

To combine SEO and UX effectively, the best practice is to focus on optimising your website for both search engines and users, including mobile-friendly design, clear navigation, great content and user engagement.


3. What are the user experience factors for SEO?

User experience factors that impact SEO include page speed, mobile responsiveness, navigation structure, usability and accessibility.


4. Does UX impact SEO?

Yes, UX directly impacts SEO performance. Positive user experiences, such as low bounce rates, high engagement, and satisfied visitors, can contribute to improved SEO rankings. Search engines like Google prioritise user-centric websites that provide valuable content and a seamless browsing experience.


5. How UX and SEO work together?

UX and SEO work together to create websites that meet user needs and search engine requirements. Areas such as conversion rate optimisation, technical optimisation and user engagement show better performance when there is input from both UX and SEO.

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