UX and SEO are two elements of your online business that should work together in harmony. UX stands for User Experience and is often thought of as better engagement through ease of use of your website or app. SEO, of course, stands for Search Engine Optimization, and is the science/art of making your site or pages appear at the top of the organic search results.
When UX and SEO combine, however, the real marketing magic happens. Remember UX starts right from when the shoppers searches in a web browser, and quality SEO can help provide a positive IN-SERP user experience. But their relationship gets even closer once you have hooked that traffic and users are browsing your website. Within your website a positive UX will help reduce bounce rates, increase page depth, increase conversions, encourage repeat experience and even share your site. Higher user engagement means that website is relevant to the users’ search queries, impacting directly on improving your SEO ranking.
Here are a few ways to make this happen:
1. Work together
UX used to be siloed off with the IT department, but it’s important the team now interact with your SEO staff. This is because they essentially have the same goal: helping the customer get what they want. Configure Google Analytics dashboard to monitor both and have regular meetings as to how to strengthen your goals.
2. Start with keywords
Begin the whole content/website/marketing/UX process by doing extensive keyword research. Learn what words people are using to describe you or your competitor’s service or products to find you. Factor that into the design of the site through page structure, site maps, and anchor text.
3. Entice clicks with the meta
Search engines can bring an enormous amount of traffic. But before visitors even know what your site looks like, you’ve got to draw them in with descriptive content that tells them you’ve got what they need. Write an intriguing meta description of 150 characters that will make you stand out from your competition.
4. Make sure it’s fast
Optimize all images and make sure the “alt” and description tags are filled with the keyword and related terms. A slow loading site filled with unnecessary graphics lessens the UX; a site that is optimized and has all images tagged loads faster and therefore rises in the rankings.
5. Design for smart phone
Approximately ⅓ of your visitors leave right away if it’s hard to navigate on their mobile device. Period!
6. Give each page its own URL
Think of your website like book. Each chapter focuses on a different part of your business. Users searching for a specific service may pull a separate URL contained within the site directory based upon their search, and this is unlikely to be the home page. Best SEO practice is to include your page’s keywords in the URL.
7. Utilize the H1
The header tag not only lets your visitor know more about the page they are visiting, it’s also something search engines index for your ranking. Only have one H1 tag at the top of the page, and make sure it contains your keyword(s)!
8. Continue to test and develop
Your website should never be static. Learn from success and failure. As you achieve your goals, create new ones.
An effective UX means a happy user, who will stay longer on your site and find what they are looking for, and perhaps things that they weren’t. Quality content that fulfills their needs will be rewarded with more sales and higher SERP.