5 UX best practices for a search engine focused website

5 UX best practices for a search engine focused website

June 29, 2017 3:00 pm

Regardless of your business, you depend on your website to construct belief, construct relationships, present providers, and promote merchandise.

Correct search engine marketing will draw clients to your website, thereby enhancing your search rankings whereas UX helps a customer to find the wanted info in your website and helps in beginning a relationship together with your potential buyer.

Your web site guests have particular issues, they usually use search engines to seek out the solutions they search. As soon as they find an internet site that solutions their questions, they anticipate to view the solutions shortly and simply.

For this reason it's important that search engine optimisation and UX complement one another to supply outcomes. Merely put: search engine optimization + UX = $.

It's nugatory and pointless to drive visitors to your website until that visitors is certified. Likewise, your website design is a waste of time should you don’t have any visitors to transform.

Collectively, the main target of search engine marketing and UX must be on the intent of your web site guests in order that your corporation has an internet site that converts guests into clients.

The methods mentioned under determine 5 UX greatest practices for a search engine targeted web site. 

#1 Responsive and cellular-optimized

For those who go searching any ready room, restaurant or some other public place as we speak, you’ll discover that most individuals are often occupied with their telephone. Statistics on shopper cellular utilization by Sensible Insights revealed that point spent on cellular units has outgrown time spent on desktops by fifty one% to forty two%.

ninety six% of Smartphone customers have run into web sites that weren't designed for cellular units. If a cellular consumer arrives at your web site and your website isn’t optimized for cellular, that consumer is 5 occasions extra more likely to abandon the duty and bounce off your website.

Your web site responsiveness must be given precedence as Google has altered its algorithms to think about simply how responsive your general design is and reward cellular-optimized web sites. Which means an irresponsive web site could have problem rating in search engine outcomes.

With increasingly more individuals making use of cellular units, having a responsive web site is straightforward and a should for nice UX and search engine optimisation.

#2 Optimize web page velocity

Google has been very clear concerning the influence of web page velocity on its search engine rating. Google has said on a lot of events that it consists of web page velocity alerts in its search algorithms. This means that enhancing your web site velocity will yield dividends in terms of rating on search engine.

Sluggish net pages wreck clients expertise as a result of virtually half of net customers anticipate a website to load in 2 seconds or much less. You'll be able to acquire a transparent knowledge in your net web page velocity efficiency with Google Analytics, Web page Velocity, YSlow, WebPagetest or Web page Velocity Insights.

Sluggish net pages will not be perfect from a UX and search engine optimization perspective, as corroborated by Matt Cutts:

“Rushing up web sites is necessary — not simply to website house owners, however to all Web customers. Quicker websites create pleased customers and we’ve seen in our inner research that when a website responds slowly, guests spend much less time there. However quicker websites don’t simply enhance consumer expertise; current knowledge exhibits that enhancing website velocity additionally reduces working prices.”

Under are some assets you'll be able to seek the advice of to discover ways to optimize your web site velocity.

  • How you can scale net design to enhance web page loading velocity
  • Tips on how to optimize your web page pictures to enhance website velocity
  • How you can optimize your cellular website velocity, Half 1, Half 2 & Half three

#three Make use of wealthy snippets

A wealthy snippet is perhaps a picture, evaluation, video, and even an occasion calendar, embedded proper there within the SERP itemizing. The initiative, in fact, is to complement the UX and to offer additional information proper within the search outcome web page, compelling the consumer to click on in your webpage for extra info.

Web site house owners and marketing managers have to make use of any alternative to lure web searchers to click on on their web page as an alternative of a competitor’s. With wealthy snippet, you'll be able to improve your search outcomes with add-ons like photographs and score, which assist to attract the searcher’s eye in addition to providing further info.

With quite a few paid advertisements, picture outcomes, and different visually fascinating parts competing for consideration on the search outcomes web page, wealthy snippets could be that distinctive impact that draws the attention and wins the press.

Implementation of wealthy snippet might be achieved in two methods, as follows:

  • Including microdata to the web page HTML code
  • Making use of the structured knowledge markup software in webmaster instruments (ultimate for web site house owners who would like not edit HTML code)

Only a few manufacturers implement wealthy snippets, so this undoubtedly is a chance in your web site to face out in SERPs, improve UX and increase click on-throughs.

#four Use Delicate Navigation

In line with Google, “The navigation of an internet site is essential in serving to guests shortly discover the content material they need. It may well additionally assist search engines perceive what content material the webmaster thinks is necessary…”

When creating a brand new web site or redesigning an present one, you must contemplate your web site’s navigation course of. Web site navigation can be utilized to reinforce UX whereas getting used to optimize for search engine additionally, you may select between a number of pages or an infinite scroll throughout your net pages as seen on Inc.com and others.

Designing a delicate navigation not solely improves your web site UX but when utilized correctly can improve your web site conversion price additionally. For instance, bounce price on Time.com dropped by 15 % after they adopted steady scrolling.

When you've got clear calls to motion (CTA) working in reference to a consumer-pleasant navigation, it should assist to make it simpler to drive your guests by means of the objective funnels and keep away from frustration in your web site guests who should take avoidable steps to succeed in their ultimate vacation spot.

#5 Help your content material with graphics

Good photographs in your content material not solely assist to make your web site content material extra engaging and informative, it additionally helps to create an aura important for UX.

Pictures assist to ship efficient concepts to the consumer and appeal to interplay, and most search engine optimisation specialists will inform you the advantages of optimizing your photographs for search as nicely.

When your picture and title is correctly formatted with related key phrases related to the content material of every respective picture, there might be an elevated probability of them displaying up when a associated picture search is carried out in search engines.

For sensible recommendations on how to ensure your photographs are correctly search optimized, take a look at Christopher Ratcliff’s information to optimizing your pictures for search engine optimisation.


It’s straightforward to mix search engine optimization and UX to reinforce your web site’s efficiency, and it’s essential to acknowledge that these two can't work individually anymore, a minimum of not with the identical effectiveness.

search engine optimization will lead visitors to your website and assist it attain a better place on SERPs, nevertheless, it’s UX that may decide whether or not the visitors might be sustained and transformed into clients.

Thus, each website making an attempt to enhance its efficiency by way of UX and web optimization ought to supply:

  • Engaging design that focuses on accessibility
  • Related, high quality, and Informative content material
  • Optimization of textual content and pictures to please each your website customers and search engines like google
  • Easy and efficient navigation and straightforward to make use of construction
  • Clear name-to-motion, round each the customers’ subsequent clicks and across the desired conversion.

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