How User Experience Affects SEO & Why It Is Important?

Team TypeStack
Team TypeStack ...
Dec 16, 2022  . 8 min read
How user experience affects SEO - TypeStack
How user experience affects SEO - TypeStack
Table of Content

User experience has increasingly become necessary with the change in Google's algorithm to rank websites. Earlier, Google did not consider user experience as an essential metric. When SEO first came into play, there was a consistent focus on keywords as a ranking factor that led to spam websites that used keyword stuffing as a way out to rank on the Google SERPs.

Since low-quality, clickbait, and irrelevant websites were quickly able to outrank trustworthy and relevant websites, this significantly affected and biased Google's search ranks.

Eventually, search engines launched numerous algorithm upgrades in reaction to these undesirable results, substantially impacting how websites are ranked.

The relationship between page ranking and UX has existed for some time, but its extent has recently come to light. Search engines now consider factors like your web design and user statistics when determining how relevant your webpage is to a particular search query.

This article will focus on how user experience affects SEO, why UX is important for SEO, and how to improve website user experience.

A brief overview of UX

User experience (UX) is the term used to describe how users feel when using a website or app. It's about how user-friendly, attractive, and fun it is to browse. Making user interactions with your website or app as pleasant as possible is the primary goal of UX optimization.

According to Nielsen Norman Group, user experience includes all the aspects of the interaction between the end user of the company, its services, and products.

Optimizing user experience impacts SEO and increases your chances of landing on Google SERP. Your search ranking will improve if you concentrate on how user experience affects SEO and utilize it to your benefit.

Importance of user experience for SEO

User experience plays a vital role in your SEO strategy. The algorithms of Google and other search engines notice UX components, often linking them to ranking aspects. Websites with good UI/UX and fulfilling users' demands are more likely to rank well.

Kinsta asserts that the significance of web user experience is more significant than ever. 70% of shoppers will abandon their shopping carts and leave the particular website based only on a negative user experience.

Advantages of good user experience SEO

If you want to know why UX is important for SEO, it is essential to grasp the advantages of user experience SEO. Let’s look at these benefits of UX to determine how well your website engages your audience and how appropriate your website is to a given search query:

UX improves your site’s findability

UX makes it easier to locate your website. Users who do searches provide a list of relevant results. SEO optimization aims to improve your website's position in organic search results. Your website's rating in the search results is more likely to increase with a pleasant user experience. UX keeps visitors on your website once they arrive, thanks to SEO. Consumers spend more time on your website due to a good UX, which keeps them engaged.

Good UX makes it easy to navigate your site

Your audience will find it simple to explore your website and get the critical information they require with good UX. It's a fantastic method to maintain visitors to your website and get them to interact with your page. It's crucial that your audience can locate what they need, whether they access your website through the home page or a product page. That is only possible if you optimize UX. A poor user experience deters potential users and is detrimental to SEO.

UX helps you convert traffic

A good website experience encourages the user to stay on your website and reduces the bounce rate. Improving user experience will make it easier and more pleasurable for your audience to engage, thus promoting brand visibility. Compared to other websites, they will associate your website positively, which will eventually lead to higher conversions.

UX promotes customer retention

The challenge is getting clients, but retaining them is the real struggle. Higher retention is made possible by a solid, straightforward UX design since it fosters a satisfactory user experience. A user's pleasant interaction with your website will result in positive user feedback and help your business expand.

A good user experience will make your website more practical, effective, accessible, and easy to locate altogether. This will help your SEO strategy and enable you to generate more traffic to your page.

Let's now examine how UX impacts SEO and the metrics that influence SEO.

Impact of user experience on SEO metrics

Site Speed & Bounce rate

One of the most crucial UX elements for SEO is site speed. It is a ranking element, as Google insisted. A slow-loading site will deter potential users and increase the bounce rate. You run the risk of losing customers if your website takes too slow to load. A good UX is made possible by a fast website. Because users can quickly access information, more users will stay on your page, thus reducing the bounce rate.


According to Google, mobile-friendliness affects rankings. Given that the bulk of searches is now made on mobile devices, Google recently estimated that over 60% of searches are made in this manner. Making your site mobile-friendly is essential for improving your SEO, which is possible by optimizing UX.

Page Dwell Time

The length of time people "dwell" on a page is another factor that Google considers. Google views user engagement on your website as a good sign if they stay for a while. In contrast, if visitors leave your website quickly, Google may determine that the page wasn't helpful or relevant to the search. Your SEO increases when you concentrate on producing valuable, relevant content, paying attention to how user experience affects SEO, and creating a decent UX design. This raises your total search ranking.

Steps on how to improve website user experience

Now that the impact of UX on SEO is clear, let us understand how user experience affects SEO and aid in optimizing user experience. Follow these steps to optimize UX and enhance your SEO to rank on Google SERP.

Maintain an easy-to-use, simple website navigation

Users should find it simple to navigate your website, regardless of how many web pages it has. They should always be able to conveniently retrace their steps to the page that includes the most pertinent information. Thus, proper website navigation is essential for user experience.

A mobile-friendly website is a must

Your website must be mobile-friendly since more and more people are choosing smartphones and tablets to access the internet. According to StatCounter, 51.3% of all web traffic now comes from mobile devices. Mobile-friendly UX design majorly contributes to optimizing SEO.

Create a clear content outline with well-defined headlines

A thorough outline of the page's content is an excellent strategy for improving your UX and SEO. A person is not likely to give complete attention to reading a large amount of material. You should use the header element to specify for new visitors what your content covers.

Use graphics

Suppose you want to enhance user experience (UX). In that case, your website should include visual assets, such as images, GIFs, or videos wherever appropriate, to improve the information on your web pages and retain the user's attention. According to Adobe, 38% of people will stop engaging with a website if the content or layout is unattractive.

Use well-designed content to increase conversions

Your audience will remain interested in your website if the content is well-written and interesting. Use compelling calls to action to persuade users to perform the desired activities on your website.

Improve your load times right away

Loading time is essential for a website to offer a good user experience. Nearly 70% of consumers acknowledge that page speed affects their desire to make a purchase from an e-commerce company, according to Unbounce. Even if your website has amazing content, it won't guarantee much if it loads slowly.

Visual constancy

Visual integrity is a crucial idea in design. It speaks to a design's capacity to keep its visual integrity even as it evolves. This is particularly significant when it comes to establishing an identifiable visual identity. Sensible use of color, fonts, and graphics can contribute to developing a unified style that your audience will quickly identify.

It is crucial to learn how user experience affects SEO and use it in your favor. In addition to seeking relevant content, Google aims to provide its users with that information in a trustworthy and efficient manner. When trying to boost your SEO and search rankings, you must ensure that your user experience meets the demands of your visitors. By putting users' needs first, you may improve your page's ranking and help search engines do their jobs more efficiently.