April 24, 2018

How SEO and UX Work Together

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Picture of Michael Jenkins
Michael Jenkins

CEO - Shout Agency
[email protected]


Search engine optimisation is more than links and keywords. Google uses the entire customer experience to figure out whether your site delivered quality content the consumer needed.

In the intricate realm of search engine optimisation (SEO), where keywords and links reign supreme, the often overlooked protagonist of success is the user experience (UX).

Google’s evaluation of your site’s overall quality extends beyond mere keywords, incorporating the entirety of a visitor’s journey to determine its efficacy in delivering valuable content. This symbiotic relationship between UX and SEO is an imperative yet frequently underestimated aspect of online success.

In this comprehensive guide, we unravel the synergies between user experience and search engine optimisation, illuminating five indispensable strategies that can elevate both your site’s performance and its appeal to users.

Through a strategic fusion of meticulous heading tag implementation, seamless site navigation, judicious employment of Google Sitelinks, perceptive user signal tracking, and unwavering commitment to mobile-friendliness, the bridge between enticing visitors and optimising search traffic becomes apparent.

One often overlooked part of search engine optimisation (SEO) is user experience (UX). Businesses forget part of keeping a prospect on a website is to make the experience easy for customers.

Otherwise, customers bounce, and your search traffic suffers the consequences.

5 Ways to improve your UX and SEO

1. Incorporate Heading Tags

The first thing you can do to improve the experience is to use headings throughout your website. Headings are not a new idea. They were originally used in printed works. Printed works use headings to start chapters, sections, and highlighted information.

Why would you not want to do the same with your website?

Breaking your pages into specific headings makes it easier for users to scan your site for the information they need.

WordPress HeadingsUse Headings (<h1>, <h2>, <h3>, <h4>, <h5> and <h6>) to show a logical hierarchy to your website content.

For example, your h1 tag is the title tag. Use one h1 tag per page, so Google knows the main idea of your website page.

For WordPress users, the H1 is the title of the page. The CMS platform automatically incorporates into your page. Remember to use keyword research to create a title that can increase your search traffic. You do need to add the rest of the tags.

The rest of the headers structure the flow of the website page. For example, h2 tags become section headers. Then h3 through h6 tags become subsection headers.

2. Easy site navigation

If you want to improve your UX, you need quality site navigation. The smoother the navigation, the easier it is for users to find you.

Remember, quality SEO directs many visitors to pages other than your homepage. They do not have the frame of reference to see what information they need from these sites without navigating your site.

Your site navigation menu guides visitors to know where to go next.

The more intuitive it is, the more likely they will click to other website pages.

As Search Engine Land states, “Your site’s navigation is not the place for fancy popups, a long list of options, hide-and-seek games, or a place of dead ends where the user doesn’t know how to get back to another section of your site or get back to your homepage.”

In other words, make it easy for visitors to navigate your site. Otherwise, they will look elsewhere for solutions to their problems.

3. Implementing Google Sitelinks

We discussed in the past how Google Sitelinks works well with Google AdWords campaigns.

Google Sitelinks

Fortunately, you can also use Sitelinks to drive targeted traffic to specific pages organically. Clean site navigation helps you carry out this goal.

4. Tracking User signals

Do not underestimate the impact of artificial intelligence on the internet. Google’s use of artificial intelligence is no exception. The search engine continues to work with user signals to improve their smart search capabilities.

Google looks at a few different metrics for user signals. These signals include the number of Google Local listing post clicks, click-to-call’s, and five-star reviews.

The more you understand user sentiment and behaviour, the more you turn the visitor’s actions into increased search traffic.

5. Mobile Friendly Site

If we continually harp about the importance of mobile-friendly sites, it is because mobile sites are a vital part of your digital success.

Both your desktop and mobile website need to be user-friendly. Since most sites already work on desktops, you need to assess your website for mobile friendliness.

Making your site mobile-friendly, allows it to conform to search best practices.

These best practices include a responsive website, quick load times, and no errors in the Google Search Console. It starts with a mobile-friendly site.

Final Thoughts

SEO is a tremendous source of targeted website traffic. However, you need to convert this traffic.

Therefore, you need a user-friendly website capable of giving visitors the experience they expect.

If you need help making your site more user-friendly, let us help. Our team of experts spent the last decade improving websites’ user experience for countless customers.

Contact us today for a free consultation, so you can improve the user experience for your website visitors.

Book a free 45 minute consultation today.

    Book a free 45 minute consultation today.

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    Be smarter than the rest of your team.

    Give us your email address and we promise to send you the best articles on a wide spectrum of digital marketing topics to help your business grow to the next level.

      Book a free 45 minute consultation today.

        Shout logo in grey

        As Founder and Director of Shout Web Strategy, Michael Jenkins is at the forefront of digital marketing. Since it’s inception in 2009, Shout has built a strong reputation as one of Australia’s leading strategic SEO agencies, assisting online businesses to formulate, implement and track successful marketing strategies. Michael is a respected thought leader and digital strategist, specialising in online strategy, corporate SEO, Google retargeting, email and conversion rate optimisation, and online reputation management. Follow Michael on Google+, connect with him through LinkedIn or visit the Shout Web Strategy website.

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