How user experience impacts on SEO

In the SEO world, we constantly hear about how user experience and common sense are at the core of an effective SEO strategy. After all, the last thing a search engine, like Google, wants to do is display a poor quality, unengaging website at the top of its list. A search engine instead wants to display search results at the top of the search results’ pages that a user wants to look at, and will be impressed by.

But what are the elements of user experience and how do they actually impact on SEO?

Usability
Is your website easy to use? Can a user navigate simply through your pages? A search engine will consider how easy it is for a user to find what they are looking for on your website.
Ultimately, a search engine will prioritise websites that are user-friendly. It shouldn’t matter if you are 100% tech-savvy or sitting at a computer for the first time (unlikely, of course, we know!), your website should be easy to use, no matter how clued-up your user when they go online.
Think of your website navigation as though it is a grammatical structure. When we write complex sentences, for example, we ensure that they are easy to follow. Website usability and navigation, in essence, follows the same principle.

Content- hot, high-quality and…hot!
No more boring blog posts that simply tick off keywords and link to internal pages, think creation and an online Shakespeare!
Good quality, interesting and engaging content (that’s hot-off-the-press, if possible!) is rewarded in SEO.
Robotic, mechanic and dull content is, unsurprisingly, shunned. You may not need to be approved by a publisher or editor to post your content online, but equal care should go into your website, blog post, emails etc. as it would your own novel.
Grammatical errors and spelling mistakes are a definite ‘no-no’. After all, professional content will prove your business to be credible and, what’s more, deserves the hot-spot over poorly crafted content that is none other than a page filler.

Relevance
Your website should provide accurate and relevant answers to the query a user has put forward in the search engine.
Therefore, you should ensure that your business is answering the questions related to your industry, as simply and reliably as possible.
For example, if your business is selling a new brand of coconut water, you should be outlining why your brand of coconut water is the brand of choice and also why coconut water is a great choice of beverage in the first place, perhaps even targeting a key audience, like athletes.

Design
Your website should be designed professionally in a conventional manner, with a modern appearance that is relevant to your industry.
There is nothing less appealing than a website that looks 10 years out-of-date, so much so that a user actually questions if the brand still exists.

The importance of all-round user experience
The fundamentals of SEO are simple: Provide a good-quality, readable, engaging, updated website that people want to read, and you will create a great user experience.
What’s more, businesses that provide a positive all-round user experience will undoubtedly prevail in SEO.

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