5 Ways User Experience And SEO Can Improve Your Website

UX Design | 11th December 2017

SEO and UX working together allow you to enhance your website, something that ultimately translates into more sales. Discover how you can, in a simple way, improve your business.


What the heck is SEO?

SEO means "Search Engine Optimization" and, as the name foretells, is a way of optimizing a website so that it can be easily found in search engines. SEO is focused on a organic form to make your platform visible, for example, when someone searches for topics related to your business on Google.

The search engines have specific parameters to define the ranking for every single website that is searched, in order to present a listing in descending order of relevance.

High Ranking results in more traffic


Can I pay to stay on top of a listing?

The parameters that are used do not have a commercial trait. The demand is considered by algorithms that analyze several items like words used, shared links, website reputation, etc.. 

However, you can pay to show up at the top of the page, but, if that is the case, you will be explicitly shown as advertising. It is important to know that 70-80% of users ignore the paid ads, focusing on the organic results. (Source: imforza)


But why do I need SEO?

If you happen to simplify the work of search engines, it will be easier to keep a well-ranked positioning and, therefore, the user will quickly reach your company. Moreover, search engines drive 300% more traffic to sites than social media. (Source: searchenginepeople)

Taking into account the aforementioned parameters, SEO ensures, for instance, relevant content. In other words, it finds out the most relevant words which you should use in your website texts, so that you will pop up in the first spots of the listing. 

Search Engine Optimization


And what is UX exactly?

UX is an acronym that summarizes 'User Experience'. This is a field of interface architecture of digital platforms, whose focus is to provide the user with the best possible experience. UX design allows a straightforward interaction between the website and the user, avoiding errors and deviations in its use. Therefore, UX has a significant weight in the user’s decision-making, since it is entrusted with the mission to guide their navigation.


Why does everyone talk about UX?

Enhancing digital platforms has become a top priority for companies around the globe. Therefore, UX is one of the essential tools in this area. 

By relying on UX design, one can optimize a good user experience, which is fundamental to ensure that they stay on the platform. If they find it difficult and/or their experience is negative, more often than not they will leave the website, even if they have already started the purchasing process. With UX, experiences intended to create a positive and lasting experience for the user are outlined.

User Experience


UX and SEO – the unbeatable duo

SEO and UX boost your website because they improve content enjoyment, increase traffic on your platform, etc. Here are 5 points where these two tools can work concomitantly:

UX & SEO - The Unbeatable Duo Infographic

1 – Content that is more pleasing

One of the objectives of SEO is to make the content clear and relevant, in order to optimize it so that they are easily found by browsers. This is called readability.

In relation to UX, readability is created based on appealing and simple visual structures, which happen to be functional and run in different browsers, so that users will have a good impression when they land on a website.

2 – Balancing the aesthetic

The visual content is always more attractive than the written one. UX design tries to find the right balance between these two elements. 

SEO optimizes the visual content, making them visible for image search engines

One should keep in mind that images that happen to be too big hamper both tools, as they make the website hard to load and complex, obstructing the work conducted by browsers;

SEO Optimized Content

3 – Converting users into customers

SEO and UX have the intent to turn users into consumers and convert visits into purchasers. This is achieved through a dialog established on the website. One has to retain the user based on the understanding of navigational patterns, showing them the “next step” (SEO) and making these “steps” appealing, based on interface design (UX); 

4 – One page, one URL

To give a different URL to each page is something that allows you to organize and reference them by subject. In terms of UX, this allows a straightforward navigation, where it is easy to go “back”, “forward”, and facilitates the sharing of the website information. In terms of SEO, it allows inserting keywords as part of the URL, making it possible to browse pages by subject, simplifying the job of search engines.

5 – Functional usability

SEO and UX have the intent to create functional pages, a straightforward navigation, with an internal structure made of links and clear menus. Therefore the user does not lose time to find what they want. The sitemap, for instance, is an area that helps both tools, as it allows visibility to search engines (SEO) and simplifies the platform navigation (UX);


One for all and all for one

UX and SEO, together, allow you to monetize your website, and that, ultimately, is transformed into sales. The savvier the consumer is, the easier it for them to find what they want, the better their experience with your brand is, the more loyal the customer will be and more purchases will be made.

Therefore, UX and SEO, each with their own characteristics, complement each other to make your company a reference for your customer, a place where they are understood and where they navigate, without any effort, to get where they want to be. That, for us, is profit.

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UX eBook

>> Read more about how UX can help you on early stages of a project.