The SEO 2020 salt and pepper - UI and web design!

Introduction

Not to reiterate the cliche “content is king”, but it remains so! So does SEO in the digital realm. And….

“Once upon a time in a land far away..” there lived a situation where UI/UX and SEO were two kingdoms. But, now that times are long past the “...and they lived happily ever after”, both kingdoms have merged to bring out a common platform where one half influences the other.

A proof of this significance is that, now. Google search console has started throwing errors when it comes to web page design elements. Paired and partnered with Material.io, guiding and influencing the design.

When one begins to look into the websites and its propaganda closely, the influence of SEO, and the impact that website UI/UX has, becomes obvious.

An Alliance in the move - SEO and UI

With the progressing years, multiple website design elements have been placed as per the SEO guidelines. These are explicitly taken into consideration when it comes to ranking a site. The SERP of sites now goes way beyond keywords. It is the stretch that everyone needs to be aware of, especially website designers and developers.

In this respect, designers need to shoot a few questions regarding their sites to fathom out their SEO-capability -

Q1: Is the web mobile-friendly and secure?

Q2: Does the site load fast enough?

Q3: Is the web content engaging enough for users?

With this attempt to merge the design and SEO endeavours, multiple alterations surfaced. It included - snippets, knowledge panels, etc. In this regard, here are a few pointers that you need to stay aware of -

RankBrain comes into the scenario

Rolled out in 2015, RankBrain changed the UI/UX and SEO game forever. This updated Google algorithm thrives on multiple metrics that comprise -

• Organic CTR

• Pages per session

• Dwell time on pages, etc.

The aforementioned aspects gauge the user’s experience of the site. It is particularly beneficial post-Google updates like RankBrain that determine the SERP based on user experience. And boosting the latter is a feasible option only when designers build sites that are easily navigable, come with plenty of white space, etc.

A common objective

Not unknown to anyone, user experience has become pivotal to retaining users and converting them from leads to existing clients. It is prevalent from the following statistics -

• An approximated 79% of users shift to another site when dissatisfied with one.

• 48% of clients are dissatisfied over mobile-unresponsive sites.

• Strategic user experience is potent enough to boost conversion rates by an estimated 400%.

With a vastly metamorphosing SEO front, the concentration and focus have shifted from a merely SERP based keywords to staying relevant for searchers. This is self-explanatory and brings one to the conclusion of interaction between user experience and SEO. Both of these share a common goal/target, that is offering searchers with relevant information. The role of them can be compartmentalized -

• SEO - Fetches users and attracts them to their required content.

• User Experience - Provides the required answers provided the user launches on the website.

SEO’s impact on UX

Now that the symbiotic relation between design and UI perspective and SEO have been established. Here is a glimpse of a few factors in regards to UX that have a hand over the SEO of a site -

• Heading and image tag

Headings are crucial in structuring the content of a page and hence plays a significant role in boosting the readability of the site. Needless to say, this has a substantial impact on the SEO of the page.

The image tags of sites offer details in cases where images put on on a page fail to load. This too impacts the user experience considerably.

• Mobile-friendliness

An approximate 51% of internet traffic is mobile channelled. Additionally, 52% of clients get less interested in engaging with a brand when the site is not mobile-optimized. It ensures that security and mobile-first design is a significant factor for boosting the SEO of a site.

• Loading speed

Website owners lose an estimated $2.6 billion, a year, thanks to slowly-loading sites. However, this statistics is well established considering that for users, the internet is all about its inconvenience, and slow loading sites are anything but it. It plays a significant role in increasing the bounce rate of sites, thereby pulling down the SERP.

UI’s impact on SEO - A few tips

Now, it’s time for developers to count on their blessings via the design factors that would boost the site’s SEO and hence help scale SERP. The design’s impact on SEO can be compartmentalized into a few elements of design and tips based on these -

• Tip 1: Design as per SEO

Remember that UI/UX and SEO are no longer two separate teams. Both have the same goal, generating leads to boost conversion. Both when aligned, ensure the achieving of the target becomes more feasible. It includes creating a navigation path, creating content that caters to search engines and clients, alike, and maximizing H1 and H2.

• Tip 2: Create a responsive web design

Smartphones are the global talk of convenience, and hence more and more sites are getting mobile-friendly. The website designs should cater to this factor as well. Thus creating mobile-optimized responsive web design is the only option to boost search engine rankings. It is because one can not just retain clients to a website over mobile-friendly sites, but also reduce the bounce rates considerably.

• Tip 3: Opt for easy navigation

Easy navigation is the key to a great UX, which is essential for search engine ranking. It ensures that users have an intuitive look across websites without having to have second thoughts. A great way to achieve this is to include a sitemap on a site during the website design and development process. It ensures that Google not only fathoms but indexes a map. You understand what that means, right? A shot at the Rank Zero, thereby increasing chances at boosted conversion rates!

• Tip 4: Look into the website quality

Before drawing details on this pointer, here is something you need to remind yourself, website designers - your targeted audience includes both the SEO and the potential client. Coming to the point of looking into the website quality, make sure to focus on the following during the website redesign process -

• Internal link structure

• Speed of the page

• The relevance of the content

• Page layout, etc.

Conclusion

Did you know, an approximate of 70% customers stack their carts and leave it unfollowed due to worse user experience?

With such numbers of clients, that your business is heavily dependent on SEO-based website designing, goes without saying. Make your site a unique one, a ‘forever’ site that is etched in the mind of users. Let the user latch on to your website and get lured into the brand’s sale! Look for a reliable web design and development company in New York and nearby localities to get your work done.

An SEO site, with awesome UX - what more do you need to soar into the search’s rank and hence, boost your site visibility considerably! Get into sight and the mind of the clients at the earliest!