SEO and UI/UX play a significant role together, where the path (SEO) leads to the destination (UI/UX). What happens on the web page is our real goal
We should know that SEO exists due to dynamic Search Engine algorithms and hence fundamentally it plays the role of a latent follower when it comes to optimizing a website for search.
Search Marketers are right when they say content is ‘King’ when it comes to Search Engine Optimization (SEO). While we are busy generating great content for our target audience, there is another aspect that we tend to completely overlook.
You must have guessed it by now. It is the aspect of how content is presented to the readers. We are referring to UI/UX (User Interface/User Experience) which is an integral aspect of promoting content on the web.
With the inclusion of recent updates like Hummingbird, Panda, Penguin, Pigeon and hundreds of other Google algorithms that are being tweaked on a regular basis, it becomes critical to know how users are reacting to the website User Interface. The experience that the visitors go through definitely counts when it comes to how we perform on Search Engines with special emphasis being on Google!
As a web master/marketer it is essential to understand how users react to your website. Are visitors spending ample time on the website? Are they finding the relevant information with minimal clicks? Are they taking desirable actions? Why are they bouncing off from the website? Is the website capable enough to drive visitors to the right content/sections and encouraging them to take actions thereafter? – While there are many questions to ponder over, the simplicity behind having a great website is obviously to have useful content, enhanced UX with a well laid out UI.
SEO is the medium to drive traffic, while UX/UI creates first impression. Both work in tandem to ultimately serve user’s intent and hence conversions on the website. It is that bit of Creative effort which aids to boost conversions.
It’s the image and graphics support along with content that makes the visitors more interactive on the website and react positively to the information provided. Using the right mix of graphics, images and text is a simple and effective idea. Use of image alts, Meta information, SEO friendly URLs further helps to attain more SEO benefits.
With the changes in user behavior and assimilation of information available on the websites, visitors have learned to scan and scroll the webpages below the fold too. Above the fold concept still remains important, but the judgment of how we can attract visitors with content, images and graphics that makes visitors to look for more, cannot be ignored.
As more people choose to use mobiles, smartphones and tablets, having a responsive website that provides users with the option to search for required information on any devices becomes all the more imperative.
The call-to-action (CTA) emphasizes on what a user is expected or anticipated to do. Additionally, Call to Actions help visitors find what they need. CTAs open up the website and assists users to consume content they are searching by making it easy to access, increasing engagement and in turn improving the probability of conversions.