How Improving User Experience can Boost your Rankings


Understanding the Dynamics of User Experience and SEO

The Google algorithm is continuously adapting and the requisites for leading the search engine results page (SERP) have changed drastically over the years. Initially, elementary knowledge of technical SEO sufficed for a high rank. As the online competition grew fiercer, marketers leveraged content creation to enhance their visibility and establish their authority.

However, these practices are no longer sufficient. The modern user demands to be acknowledged as an individual with unique needs and preferences. They seek a personal interaction with your brand that understands and responds to their expectations, preferences, and concerns. This is why user experience (UX), a relatively recent concept, has become fundamental to customer acquisition and retention. It is a crucial component that can significantly elevate your SEO performance.

The Symbiosis of User Experience and SEO

UX and SEO are closely connected. Every change or update introduced by Google aims to enhance the search engine’s usability, making it safer, more personal, and more satisfying for its users. Recent updates such as mobile-first indexing, the introduction of rich snippets, voice search, Google’s AMPs, and so on, have been introduced to enhance user experience.

Google’s RankBrain, introduced in 2015, underscores the importance of UX for SEO. This algorithm update, deemed as the third most significant Google ranking signal, is guided by metrics such as a site’s Click-Through Rate (CTR), dwell time, bounce rate, and pages per session. In essence, these metrics reflect the quality of a user’s browsing experience on your site. A user spending considerable time on your site, traversing from one page to another, returning to your site, and completing the desired action indicates to the search engine that your site is a relevant, valuable, and user-friendly resource.

Here, UX plays a pivotal role. Besides targeting relevant keywords and generating engaging content around them, you must also consider how your visitors interact with it. It is of utmost importance that users can easily navigate your site, find the information they seek, and receive highly personalised suggestions that guide them through your site, ultimately leading them to complete the desired action.

To improve your ranking, integrating UX and SEO is vital. Here are a few strategies that can help you achieve a higher rank.

Engaging CTAs are a Must

You cannot just wait for your visitor to complete a certain action. You need to inspire them to do so. This is where calls to action come to shine. Don’t use generic phrases like Buy now. Instead, make sure that they explicitly highlight what’s in it for the people who click on them. As for the design, choose contrasting, easy-to-spot colours that blend well with the rest of the page.

Efficient Keyword Targeting

The foundation of your online success rests on effective keyword targeting. Every aspect of your site, from its messaging to content creation, depends on how well you conduct your keyword research.

Undeniably, this is a complex process that requires extensive research and an investment in the right practices and tools. There are numerous comprehensive guides available online for conducting keyword research. For the purpose of this article, we will discuss keyword research from the UX perspective.

Consider your audience’s terminology. Keywords give us insights into what our target audience is searching for, what they expect from the brands they interact with, and most importantly, how they perceive our products and services. It is a common mistake for marketers to focus solely on industry-specific terminology. Many potential visitors may not be familiar with industry jargon. Therefore, your keyword research should encompass terms your searchers use to describe what they want and should include the issues and solutions they are seeking.

Furthermore, consider your users’ intent. Keywords can often have more than one implication. For example, a search for “SEO reporting” may be from a user seeking a service to do this process for them or from a user looking for tips on how to create an SEO report. Thus, targeting long-tail phrases is crucial, as they help provide your users with pages that align with their intent, consequently driving qualified traffic to your site.

Optimising Meta Tags and URLs

The purpose of targeting the right keywords is to optimise your website pages for them. To ensure that Google can easily find and index your pages, you must optimise them for your most significant keywords. Several key elements require your attention:

  • A title tag – This is typically limited to about 70 characters. Utilise this space wisely by including your keyword in the first part of the text and ensuring that the additional information is relevant to the reader.
  • A meta description – This follows the URL in the search result and is as important as your title tag. Keep it up to 160 characters and use this space to provide a concise and engaging description of your page. Avoid keyword stuffing.
  • Alt text – This makes your images accessible to both your users and Google. It not only informs search engines about the image’s content but also serves as an alternative for the image if it fails to load.
  • Header tags – These make your content easier to read, so ensure they are used logically. Optimise them organically for your keywords and add them to critical sections of your content to divide it into logical segments.
  • URLs – These signify the relevance of the search result. A URL should be concise, easy to read, and contain your major keywords, naturally incorporated.


Responsive Design

The proliferation of mobile devices necessitates a responsive website design to optimise user experience across all devices. In 2015, Google recognised the growing popularity of mobile browsing and rolled out the mobile-friendly update. Sites that fail to offer mobile-friendly designs face significant penalties, including reduced visibility on the SERPs.

Responsive design ensures that your site’s layout and content respond and adapt to different screen sizes, resolutions, and environments. This involves adjusting navigation menus, optimising images, and implementing touchscreen controls to facilitate easy browsing on small screens. Consequently, users enjoy a seamless experience regardless of whether they are accessing your site from a desktop, smartphone, or tablet.

Additionally, responsive design contributes significantly to site speed, another critical aspect of user experience. Given the impatience of internet users, slow loading pages can cause high bounce rates. Google takes loading speed into account when determining rankings. Thus, to boost your rankings, optimise your images and videos, utilise browser caching, and minimise HTTP requests.

Site Navigation

Good navigation design enhances the user experience by making your website easy to use. It enables users to find what they’re looking for quickly, thereby reducing bounce rates and increasing the chances of users completing the desired action on your website. To optimise your site navigation:

  • Use clear labels: Use common terms that users are familiar with for your menu items. Avoid using jargon or clever names as these can confuse users.
  • Limit menu items: More options can overwhelm users, causing decision fatigue. A navigation menu with fewer, broader categories is typically more user-friendly.
  • Include a search bar: This allows users to quickly find what they’re looking for, particularly on large websites.
  • Implement breadcrumbs: These help users understand their location on your website, making it easier to navigate back to higher-level pages.
  • Use a logical structure: Your navigation should be organised logically, with similar pages grouped under broader categories.

Website Accessibility

Website accessibility means ensuring your website is usable by all people, regardless of their abilities or disabilities. It’s about creating an inclusive web experience that considers the full range of user diversity with respect to ability, language, culture, gender, age, and other forms of human difference.

Google values accessible websites because they provide a good user experience for everyone. Your site can be more accessible by:

  • Providing alternative text for images: This allows screen reader users to understand the content of your images.
  • Ensuring sufficient colour contrast: This helps users with colour blindness or visual impairments to perceive your content.
  • Using descriptive anchor text for links: This helps users understand where the link will take them before they click on it.
  • Organising your content with headings: This makes it easier for screen reader users to understand your page structure.
  • Making your website keyboard-friendly: This ensures that users can navigate your website without a mouse, which is crucial for people with physical disabilities.

Incorporating accessibility features into your website not only enhances the user experience for a diverse audience but also improves your SEO. Screen readers rely on the same signals as search engine crawlers, such as headings, alternative text, and structured content.

Enhancing User Trust

User trust plays a vital role in influencing Google’s perception of your website. Aspects such as your site’s loading speed, design, accessibility, and the relevance and quality of your content all contribute to user trust.

By adhering to Google’s guidelines for creating high-quality content, you can ensure your site is considered trustworthy. This involves creating unique, valuable content, using accurate descriptive titles and meta tags, and making your site easy to navigate.

Security is another important aspect of user trust. This is particularly crucial if your website involves any form of online transactions. Using Secure Sockets Layer (SSL) encryption can help protect your users’ data and enhance your site’s credibility in the eyes of both your users and Google.

seo meta data

Quality Content and SEO

High-quality content is a cornerstone of a great user experience and a vital element in SEO. The most effective websites focus on providing their audience with relevant and beneficial content. However, the creation of such content requires a clear understanding of your audience and their needs. The following strategies can help:

  • Carry out keyword research: Identify the terms your audience is using to search for your products or services. By including these keywords in your content, you make it easier for users and search engines to find you.
  • Create engaging, well-researched content: Offering valuable insights and detailed, well-supported information can make your content more appealing to users and search engines alike. Consistency in producing quality content can help establish your site as an authority within your industry.
  • Update your content regularly: Frequent updates signal to users and search engines that your site is active and that you’re committed to providing fresh and current information.
  • Use internal linking wisely: Linking to related content on your site can help users find more information and stay longer on your site. It also aids search engines in understanding your site’s structure and content.

Social Proof and Testimonials

Social proof, such as reviews and testimonials, can also significantly enhance user experience and influence your site’s rankings. These elements lend credibility to your offerings and can influence users’ decision-making processes. Google also recognises the importance of social proof and often prioritises sites with high-quality reviews in its rankings.

To incorporate social proof into your website:

  • Invite customers to leave reviews or testimonials: Make this process as simple as possible to encourage more feedback.
  • Display reviews and testimonials prominently: Include these on your product or service pages to build trust with potential customers.
  • Respond to reviews, both positive and negative: This demonstrates your commitment to customer satisfaction and can help resolve any issues highlighted in negative reviews.

User Feedback

Active engagement with your audience can significantly enhance user experience. Requesting feedback from users can provide valuable insights into areas that may need improvement. This could be in the form of surveys, contact forms, or feedback buttons.

Feedback can highlight any issues users encounter while navigating your site, any content they find difficult to understand, or features they would like to see added. By addressing these issues, you demonstrate a commitment to your users’ needs, which can boost user satisfaction and loyalty.

Tracking and Analysing User Behaviour

Analysing how users interact with your website is crucial to improving the user experience and, in turn, your rankings. Tools such as Google Analytics can provide a wealth of data about user behaviour, including how users find your site, which pages they visit, how long they stay, and at what point they leave your site.

By understanding these behaviours, you can identify areas of your site that are performing well and areas that may require improvement. For instance, if users frequently leave your site from a particular page, this may indicate that the content on that page is not meeting their needs or that the page is difficult to navigate.

content is king, but is it ?

Page Load Speed and Mobile Responsiveness

A website’s performance, particularly its load speed and mobile responsiveness, is integral to a positive user experience and search engine rankings. A slow-loading website can frustrate users, potentially leading them to leave and seek faster alternatives. Similarly, a website that is not optimised for mobile use can be challenging to navigate for the growing number of users accessing the web via mobile devices.

Google’s search algorithms factor in both page load speed and mobile-friendliness when determining rankings. To improve your website’s performance, consider the following strategies:

  • Optimise images: Large, high-resolution images can significantly slow page load times. Compressing and resizing images can reduce their file size without compromising their quality, improving page load speed.
  • Enable browser caching: This allows users’ browsers to store versions of your webpages for faster loading on subsequent visits.
  • Minify CSS, JavaScript, and HTML: This process involves removing unnecessary characters from your code to reduce its size and improve load times.
  • Opt for a mobile-first design: Ensure your website is easy to navigate and view on smaller screens. Responsive design allows your site to adjust its layout based on the device being used.

Easy Navigation and Intuitive Design

An intuitively designed website that is easy to navigate can significantly improve user experience. Users should be able to find the information they’re looking for quickly and effortlessly. A well-organised website structure and clear navigation also help search engines crawl your site more efficiently, positively impacting your rankings.

Consider these strategies to enhance your website’s navigability:

  • Create a logical site hierarchy: Your website should have a clear and logical structure, with main pages and subpages organised in a way that makes sense to users.
  • Include a search function: A search bar allows users to find specific information quickly without having to navigate through multiple pages.
  • Implement clear, descriptive menu labels: Navigation menus should clearly indicate what users can expect to find on each page.
  • Use breadcrumbs: Breadcrumbs provide a trail for the user to follow back to the starting or entry point of the website. This helps users understand where they are within your site’s structure.

Security and Trust

Ensuring your website is secure is a fundamental aspect of providing a good user experience. A secure site protects users’ data and builds trust, encouraging users to return. Search engines, particularly Google, prioritise secure sites in their rankings. Here are some steps you can take to enhance your website’s security:

  • Implement HTTPS: This protocol ensures that data transferred between your site and your users is encrypted and secure. Google has made HTTPS a ranking signal, so it’s essential for both security and SEO.
  • Keep software up to date: Regularly updating your site’s software, including plugins and themes, can help protect against security vulnerabilities.
  • Use strong passwords: Encourage users to create complex passwords and use multi-factor authentication to protect their accounts.

Quality and Relevance of Content

Content is a critical aspect of user experience and search engine rankings. Offering high-quality, relevant content keeps users engaged, increases dwell time, and promotes return visits. Furthermore, search engines value fresh, relevant content, and regularly updating your website can contribute to higher rankings.

To improve the quality and relevance of your content:

  • Understand your audience: By knowing who your users are, you can tailor your content to meet their needs and interests. Consider creating personas to better understand your audience and guide your content creation.
  • Focus on quality over quantity: Rather than frequently publishing lower-quality content, focus on creating fewer, well-researched, and in-depth pieces that provide value to your users.
  • Include relevant keywords: Incorporating relevant keywords can help search engines understand your content and match it to appropriate search queries. However, avoid keyword stuffing, which can result in penalties.

User Engagement

Keeping users engaged on your website not only improves their experience but also signals to search engines that your site is valuable, contributing to higher rankings. You can increase user engagement through various strategies, including interactive content, social sharing features, and opportunities for user-generated content.

Consider these methods to boost user engagement:

  • Interactive content: Quizzes, calculators, surveys, and other interactive elements can keep users engaged and encourage them to spend more time on your site.
  • Social sharing features: Allowing users to share your content on social media can increase visibility and engagement.
  • User-generated content: Reviews, comments, and user-submitted photos or stories can create a sense of community and encourage users to engage with your site.


Website accessibility is crucial for providing a good user experience to all users, including those with disabilities. Additionally, many accessibility practices overlap with SEO best practices, making accessibility improvements beneficial for search engine rankings.

To improve your website’s accessibility:

  • Use alt text for images: Alt text helps visually impaired users understand the content of images and also provides additional context for search engines.
  • Ensure sufficient contrast: Text should stand out clearly against its background to be easily readable.
  • Use descriptive link text: Instead of generic phrases like ‘click here’, use descriptive link text that tells users and search engines what the linked page is about.