How UX and SEO work together

SEO targets search engines, whereas UX targets your visitors. Here we discuss how to use both to your advantage. Discover how user experience and search engine optimisation work hand in hand.

How UX and SEO work together

When considering a new website, you think of the partnership of SEO and UX this way: SEO targets search engines, whereas UX targets your visitors. Both share a common goal of giving users the best experience possible when visiting your website. Google takes hundreds of factors to build a whole picture, before determining page rank in SERPs.

Recently, elements of user experience have been rolled into SEO practices. How easy is it to navigate? Do you have high-quality content that's engaging for visitors? Is your site secure? Fast? Responsive? SEO and user experience work hand in hand. Let's look at a few elements that can impact both:


Search engines love them. They let bots know what is on your page. Users love them so they can find what they are looking for. People skim, so use a logical hierarchy that makes sense.


People and spiders can land on any page, not just your homepage. Make things easy to navigate. Overcomplicated navigation means abandonment rates go up as people don't have the patience to play hide and seek. Plus good navigation means site links on Google. More real estate = more clicks.

Site speed

Speed of a sloth? Well not only does Google includes speed in their algorithms, but users also don’t have the patience for a tardy site. Being lightning fast on all devices ensures more organic traffic, lower bounce rates and higher dwell times. 


How many times do you start browsing a site in the office and then continue that research on the move? We’ve all seen a great desktop site that behaves so differently on mobile devices. User experience is key. A consistent experience on any device will retain your visitors and improve your search engine ranking.


Google is your VIP visitor. If search engines do not like what they see, neither will users. Don’t focus on SEO in isolation, focus on your UX and the SEO results will follow.

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