The effort to achieve a good SEO positioning is rewarded when we include UX within our strategies and the user experience design when browsing a web page. Knowing and applying specific UX keys for web design, combined with other techniques, will take us to the Olympus of SEO.
What is a UX design?
Let’s briefly review what UX design consists of on a web page. We are talking about a website
designed for the user, designed to be understandable and accessible to him and adapt to his
needs. Let’s say it’s a page that evolves and adjusts periodically to offer a fantastic browsing experience. And how is all this achieved?
UX keys for web design
When it comes to web page design designed for the user to offer the best
browsing experience, the primary key is… think about it. You have to empathize with the
user. And to put yourself in his shoes, the first process you must carry out is to investigate: what
is your target, your target audience, looking for? What type of content are you interested in? What are the services or products you are willing to consume?
This research will provide you with the essential data to adapt the
website and offer precisely the type of content, products, or services the user wants or needs. You will be providing the solution to their search most appropriately and attractively, and the user will be predisposed to convert.
On a practical level, the UX keys for web design go through considering a series of aspects and
Build trust in the user
A web page has to be able to transmit trust to those who visit it. Trust is decisive for the user to decide to convert on your website and not on the competitions:
- Have an SSL certificate.
- Good grammar.
- Provide various means of contact in a visible and accessible place.
- Easy-to-understand legal notices.
Attractive and practical visual appearance
- Pay attention to colours. (Do they imply an extra effort to the user?).
- Correctly choose typography fonts. (Is the size suitable for mobile phones and all types of users?)
- Responsive design (adapted to all technological devices and paying attention that the CTA buttons do not overlap).
- Page load time (the faster, the better user experience who does not want to waste their valuable time).
- Optimize the number of clicks that the user must make to complete a process.
- Easy, intuitive purchase, subscription or download processes that transmit confidence.
- Well visible content or product search boxes with predictive result suggestions.
- Check the actual usefulness of pop-ups (in most cases, they are necessary to prompt a CTA, but they can hinder conversions).
- Intuitive calls to action.
- Breadcrumbs facilitate the user’s internal navigation through the web page.
- Configure a good web architecture that properly hierarchizes the content, categories and subcategories.
- Content appropriate to the user’s search intention. Don’t have a user click your link only to find content that has nothing to do with their search intent.
- Relevant and pertinent content.
- Easy to understand the content.
Other aspects to consider in UX design.
As we have indicated, a UX design is thought of the user, how he acts, perceives the content and what he decides to do with it. The UX design must therefore take into account all the factors that help that used to make a conversion:
Titles attract the user’s attention and provoke the desire to consume the content we are offering on our website.
Well organized titles
Structure the H1, H2, and H3 well. Include a single H1 per page with keywords and chronologically categorize the content from H2 to H6. Header tags will also help make search engines understand exactly what content we are serving so they can do it in their search results correctly.
Include calls to action through text or visual elements that facilitate and achieve the interaction that we want the user to perform: a subscription, a sale, the download of an ebook, etc.
The user must feel comfortable while browsing a web page. You must find the content easily, without wasting time based on excess clicks or convoluted processes. A simple structure with drop-down menus and a navigation bar will facilitate this intuitive and natural navigation.
Benefits of offering a good User Experience: UX design synergy and SEO positioning
In an increasingly competitive and crowded digital environment, it is essential to dedicate resources and efforts to stand out and engage the user with our content, products, and services. We need to attract you to our website and that once there, stay long enough for you to make the conversion we want. The longer the stay, reducing the bounce rate and achieving a more significant number of modifications, the better SEO positioning.
Why is the tandem of UX design and SEO positioning so important?
Because search engines (read Google, Bing, Yahoo) have been paying attention to user behaviour for a long time, and through their algorithms, that behaviour is reflected in the search results.
Algorithms detect how a user behaves when accessing a website. It knows how long it remains and the bounce rate if it makes a conversion. And it can better position a web page that offers and considers the technical aspects and the criteria that we mentioned above:
Loading speed – Users consider their time to be a valuable commodity. They will always prefer a snappy website to one that loads slowly.
CTR (percentage ratio between impressions and clicks).
Pogo sticking (does the user enter the web and immediately return to the search results -SERPs- or, on the contrary, remains on it?)
Brand image and cost reduction
In addition to improving SEO positioning, a UX design gives us another great benefit: it enhances the brand image. Your website’s ease, usability, and attractiveness will enhance the user’s perception of the brand. This established branding will directly impact the conversion rate, especially in eCommerce,whether the brand is dedicated to selling products or services. Gaining the user’s trust is one of the main objectives to be taken into account.
On the other hand, if we offer a reliable website, of course, with simple processes, we will save on services such as customer service. The user will be able to carry out the functions themselves, which will result in a reduction in costs and resources (money and time) for the brand.