The user and the user experience are today at the center of concerns of Google, UX therefore becomes a vital lever for your SEO positioning.
The requirements of an intuitive and pleasant navigation must above all not be considered an obstacle in the implementation of SEO strategies.
Specialists now agree that these parameters have become two complementary elements serving the same objective: more visits, and therefore more leads!
The internet user, a potential prospect, is ultimately the main actor on the web: they are the one who creates the query, decides to click, and whether to stay on a page or a site. That is why Google includes increasingly decisive SXO-related parameters in its algorithms.
Offering an attractive environment to the user therefore becomes a major factor for positioning in the SERP.
In this article you will therefore find the crucial advantages that a successful user experience brings to a website, and also how to build a user-friendly site to benefit from those advantages.
The benefits of UX
To begin with, it is important to clarify the term user experience or UX, which describes the feelings of the user when using a product, a service, or an interface.
A hybrid term that includes both the notion of SEO (Search Engine Optimization) and UX (User Experience), SXO aims for the best possible experience for the internet user. Ultimately, what determines how long a reader stays on a site and the intensity of their engagement and actions is the sense of satisfaction and pleasure their navigation provides.
UX has thus become a full-fledged factor in a site's SEO positioning. But beyond SEO, building a site with user experience at the heart of its concerns is also an opportunity to reap many other benefits:
1. SXO boosts your SEO
There is a misconception that SEO simply involves creating links and including relevant keywords in the content. Although those are two important points, the search engines consider much more than that when ranking websites.
UX elements, user experience, have been integrated into the practices of SEO:
- Is your site fast, secure, and mobile-friendly?
- Do you have quality content that engages users and encourages them to stay on your website?
- Is your site quick to load and easy to navigate?
UX is therefore a way to improve your SEO organic. Users find you more easily, which logically impacts your site's traffic. They are also encouraged to stay longer on your website, which brings us to the next point.
2. SXO boosts conversions
A user-friendly site also makes it possible to improve your conversion rate. Indeed, a clear site that offers smooth navigation and where the user feels comfortable allows you to gain the visitor's trustConsequently, a visitor who trusts a site will more readily convert their visit into a purchase.
3. Encourages customer loyalty
Finally, a site that inspires the user's trust and provides a real answer to their needs, whether for searching information or for a shopping experience, is a site that encourages customer loyalty.
UX is therefore also a significant lever for customer loyalty, notably through improved customer satisfaction.
4. SXO strengthens branding
With the rise of virtual communication, branding is a growing concept. In marketing, it consists of developing the company's image through its communication to strengthen its recognition and reputation.
A potential customer browsing a high-performing, well-structured site that is intuitive to use and pleasant to explore forms a positive impression of its creator. Moreover, a pleasant and positive user experience creates the impression that the business is capable of mastering its topics, being efficient, and controlling the quality of its output.
Build a user-friendly site
Integrating UX therefore brings significant advantages. To benefit from these advantages, it is essential to build a user-friendly site because a poorly designed user experience is often the cause of a high bounce rate.
It is necessary to know, first of all, why do users leave your site?
In an infographic, Kissmetrics indeed highlighted 8 reasons why internet users leave a site, all related to UX:
- Poor navigation
- Too much advertising
- Poor content structure
- Too many videos and audio
- Mandatory sign-ups
- Poorly designed content and layout
- A hard-to-read website
- Inconsistent content
Here are some key steps to improve the user experience on your site.
1. UX SEO via site performance
Performance is a crucial sign of engagement for a potential customer. The structure's ability to meet their needs will be judged based on its perceived technical competence.
Thus, the speed of your website is an essential element in the user experience but also for your SEO on Google. Indeed, Google measures your site's performance in terms of speed and penalizes sites that are too slow.
A site's speed is measured using four essential criteria:
- The speed required to load the first visual element, text, or image
- The display speed of the heaviest visual element
- The time the browser takes to respond after an initial interaction (opening a page)
- The level of motion of elements within the open window
It is obvious that a company's technical solidity will be perceived through browsing and download speed, but not only that. The level of security or even an impeccable legal framework respecting user rights are also elements to consider. This environment conveys a sense of seriousness but also honesty.
2. The importance of A/B testing
To effectively improve the user experience on your site, don't hesitate to use A/B testing, which will clearly reveal user behavior on your site and their navigation preferences.
A/B testing will allow you to identify the effectiveness between two different versions for:
- Call-to-action implementation
- Landing pages
- Product page layouts...
3. Compatibility across different devices
Finally, a user-friendly site must also be adapted to different browsing devices (computer, tablet, smartphone). Indeed, the number of internet users viewing sites or making purchases directly from their mobile devices is growing, increasing by 44% in the first quarter of 2015 according to the Fevad.
The quality of the user experience must therefore be just as high regardless of the device the user is using. This is an important SEO factor for Google, which moreover offers a tool to test mobile compatibility of your web pages.
User satisfaction and the quality of the sites presented to them being a key factor in Google's view, UX is now an essential part of a website's SEO optimization process.
In short, if your site is not responsive, take action!
4. A modern site design, another element that supports UX-focused SEO
As you have understood, the image a site projects is a central element of a successful marketing strategy. As the visible face of the company or author, it gives an indication of the quality they are able to offer.
Once a reader arrives on a web page, the site hosting them must demonstrate that it stands as a true reference in the relevant field.
It should therefore reflect an ambitious, contemporary image: current typography, modern design, and consistent visuals give the reader a sense of trust and security. The overall balance creates an impression of solidity that will reinforce the company's legitimacy.
5. Site organization and structure
A well-thought-out architecture, well-structured articles and a logical presentation help the reader find their way and will make them more inclined to spend time exploring your site.
Some common content practices influence UX because search engines know how much the organization of ideas affects the user's perception. Particular attention should be paid to certain elements:
Tags
Image tags provide details when images fail to load, ensuring the reader receives a similar explanation whether an image is present or not.
Headers
Headings help structure page content and improve readability.
Content structure
Navigation comfort depends greatly on how easily we move around the site or pages. These should be linked together and menus should allow you to jump easily from one piece of content to another.
The ordering of the site and its pages is a criterion that promotes higher placement in Google search results. They give essential signals to the algorithm about the topics covered. Take the time to choose the keywords you include there carefully.
Article length
Creating a page of more than 600 words also plays a role in improving the UX. It ensures content depth, reliability, and answers readers' questions.
Article illustrations
Readers enjoy content illustrated with images and videos. These interactive elements are engaging and Google rewards them accordingly.
6. Content, the central element of UX SEO
Maybe we should have started with this, but concluding on content makes sense. It helps make clear that all the previous aspects aim to let the reader fully benefit from your high-quality content!
Faced with a need, the first thing an internet user will do is open Google and type the terms of their question or concern into the keyboard.
Therefore, the first way to give the user an unforgettable experience is to answer their question!
Make sure the article you offer provides a clear, detailed answer to their query and don’t settle for approximations. To keep your reader, you’ll need to captivate them! Win them over with well-crafted, original, well-researched content that demonstrates expert knowledge. This is the time to prove you bring real added value and that your contribution is useful to them.
Our tip to improve your SEO through UX
To help you produce quality content for your visitors, don’t hesitate to call on web writers from Redacteur.com who will support you in creating high value-added content for your users.
You will also find on Codeur.com UX experts who will help you improve the user experience on your site.
We hope this article will be useful to you. If you have other questions or experience-based feedback to share about UX on your site, feel free to share them in the comments.
