It is the age of millennials, and they practically reside in the digital space. Their expectations from brands have evolved significantly over the last decade. Since today’s consumers have been familiar with the Internet for a very long time, they have a clear idea about the particular services they want from businesses. Thus, there is an acute requirement for businesses to become smarter to deliver more comprehensive experiences to keep the consumers happy.
A lot depends on a how a business is marketed online. Customers are getting smart, and it has lead to search engines getting even smarter. Search engines regularly change the way they interpret information as well as display them. Much emphasis is put on modification of user intent. It is a direct result of the ever-changing online environments and how users prefer to connect with various types of content.
It has now become crucial for businesses to strike a balance between UX (user experience) and SEO (search engine optimization) strategies. Doing so can bring about significant improvement in conversions and can provide a business with a competitive edge. If you are working with an SEO company and planning to focus solely on UX or only on SEO, you may end up yielding sub-optimal experiences, which ultimately means less than satisfied customers and disappointing return on investment (ROI).
So, why you must ensure that your UX and SEO strategies are working hand in hand? How can they fetch the best possible results? Take a look at the following factors.
SEO and UX have somewhat similar goals
Businesses have one major goal – to make money. No matter what industry a company operates in, its primary purpose behind getting a website up and running is to build brand identity, build a friendly relationship with the target audience and improve ROI.
To increase traffic to a brand’s website and increase conversions, you need to improve its website’s search engine visibility. On the other hand, you cannot completely ignore the individual performance of the site either. Optimizing the website is also equally important.
The business’ target audience is searching for satisfactory solutions to their problems by conducting a search online. Once they find a site that looks like it can answer their queries well, they click on the link, expecting a great experience.
That is precisely why SEO and UX must work together. Simply put: satisfactory UX + stellar SEO = better ROI.
SEO and UX complement each other
SEO focuses on the external elements of a website. It puts emphasis on how the site is structured. It aims to bring more and more traffic to the brand’s website. Whereas, UX focuses on the internal elements of the site. It deals with holding a user’s attention when they have already reached a website. UX decides whether the customers are engaging enough with the brand through its site or not. It necessitates the implementation of a design that reduces distraction and keeps the visitor hooked to the content on the site. So, SEO and UX complement each other in the sense that, search engine optimization experts bring traffic to the website and UX qualifies them. One’s task holds little value without the efforts of others. Together, these two aspects of digital marketing must ensure that the brand has a website which is capable of turning visitors into customers.
UX is necessary for the future of a brand’s SEO
SEO data is pivotal highlighting trends set by general users. However, SEO data cannot detect minute issues that may rest with a website, especially in the way audiences engage with the site. A smooth website experience means users engage with the site longer and come back to the site often. Good UX design can ensure both.
Besides audience’s behavior, UX can also impact search engine’s behavior. It, to a large extent, influences how search engines perceive the website’s authority, relevance as well as trust – the three most important pillars of SEO. That, in turn, can determine how much success you are getting with your SEO efforts. For long term SEO success, you need to enhance the brand’s UX too.
Now that you know that SEO and UX must work together to secure qualified traffic and increase conversions, you must look into how you can modify the brand’s website based on the customer’s journey. It is important to analyze how customers are engaging with the site and exactly what type of services they are looking for. Align the business’/website’s services to the expectations of visitors. Design a cohesive and comprehensive UX and SEO strategy that will boost the brand’s online performance significantly.
Author Bio: Debbie Hill has been working as a digital marketer at a reputed SEO company for many years now. Her articles on SEO techniques and strategies are popular among businesses and SEO service providers alike.