Combining UXD and SEO for Business Success

September 25, 2023

In our digital world, the value of user experience is impossible to understate. Consumers are getting more and more demanding and won’t stick with any Web site they find inconvenient to use. This is where UX design comes into play.

Web design is a branch of UX design, which focuses on interactions, not just look and feel. Simply put, this means styling your Web site in a way that makes interacting with it easy, enjoyable, and engaging for visitors. Because combining UX design and search-engine optimization (SEO) prioritizes visitors’ needs and expectations, it can reduce bounce rates, improve conversions, and boost overall user satisfaction. Excellent UX design is a huge success factor for modern businesses.

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In today’s world, SEO is another key factor in achieving business success. Search-engine optimization is a set of practices whose aim is improving the quality and quantity of organic, unpaid traffic on your Web site. SEO involves delivering high-quality content by using targeted search queries and building a solid link profile that increases credibility. All in all, these practices have a single goal: gaining higher placements for your site in organic search results and, thus, making it easier for prospective customers to notice them.

The interplay between UX design and SEO can significantly impact your business success when they’re working in concert with one another. Let’s say, a Web site is among the top search results for a targeted keyword. That’s great because it means more people will flow to the site. However, if visitors find the site to be of poor quality or hard to interact with, they’ll likely leave—and you might lose them forever. On the other hand, even if you provide an impeccable user experience, that won’t matter if people can’t find you on the Web.

That’s how these two practices are interlinked. Read on, and I’ll tell you how to leverage the united power of UX design and SEO to drive business success!

How UX Design Can Improve SEO

User experience, in itself, is not directly an SEO ranking factor. Nevertheless, there is still a strong relationship between UX design and SEO, and there are many UX design elements that define how well users can interact with a Web site:

  • accessibility
  • user friendliness
  • mobile friendliness
  • a clear site structure
  • easy-to-understand navigation
  • fast page-loading speeds
  • relevant, well-structured content
  • clear call-to-action buttons

Together, all these design elements create a positive visitor experience. Plus, they ultimately have the potential to contribute to higher rankings in search engines. Even though user experience is not itself a ranking factor, UX design can help improve a number of metrics that do affect how search engines position Web pages on search engine–results pages (SERPs). To be more specific, UX design can lead to increased engagement, higher click-through rates, lower dwell times, and lower bounce rates. Improvements in these metrics show that visitors find a Web site valuable, and that affects its rankings.

On top of all this, some elements of UX design are direct ranking factors—for example, mobile friendliness. Knowing that people now do a huge share of their Web searches on mobile devices, Google leverages its mobile-friendly test to position Web sites in search results based on this indicator, among others.

In addition, simple navigation and quick page-loading speeds also have a direct impact on SEO rankings. Search engines are more likely to crawl and index Web sites that have these positive design factors. So, by making a site more mobile- and user-friendly, you can indeed improve its SEO in many ways.

To get on the right track, check out the On-Page Checker tool by SE Ranking, which can help businesses understand why their Web pages still aren’t ranking highly. Using this tool can help you find areas for improvement, understand how the best optimization practices work for your competitors’ rankings on SERPs, and discover efficient ways of improving pages’ performance.

How SEO Can Improve the User Experience

While UX design can help make visitors happy and convert them into actual customers, SEO is what drives them to a site in the first place. So there is no way that one of these disciplines can do well without the other.

One of the best things SEO can do to improve the user experience is to help you understand every visitor’s search intent. If the pages people land on and all of their content matches their search queries, this is a sure-fire way to make users happy. This builds trust, makes visitors spend more time on the site's pages, and increases the chances of their ranking highly.

Optimization for search intent is exactly what SEO can provide, helping you to identify users’ most relevant and common queries and adjust your pages to match them. Thus, you can not only increase the amount of traffic the site gets but also better satisfy users’ needs.

Also, with an impressive 50.71% market share, mobile phones are now the most prevalent devices in the world, which makes optimizing for them more important than ever. Mobile SEO can make it more likely that people will use a Web site on the go, help improve a site’s rankings for mobile searches, and satisfy your visitors’ need for mobile responsiveness. This is one more way in which SEO boosts the user experience.

The Importance of Measuring the Results of UX Design and SEO

As you’ve already seen, leveraging the power of UX design and SEO can indeed bring sustainable business growth. However, to achieve stellar business outcomes, you also need to keep an eye on the results.

By tracking and analyzing a variety of metrics, you can track the progress you’re making in both SEO and the user experience. On top of that, you can gain valuable insights into the different performance points for a site and easily identify any issues or gaps. This can help you make the necessary adjustments to take your results to the next level.

Of course, keeping track of the core metrics on your own can be rather time consuming and challenging. However, a number of tools exist that can streamline this process. Specifically, Google Analytics can indirectly help you to monitor and measure the results to discover growth points.

Synergies Between UX Design and SEO

Together, UX design and SEO could potentially bring your business a variety of tangible benefits and improve growth. But how does this work in reality? Let’s take a look at a couple of examples of famous companies that show how UX design can enhance SEO.


Amazon sits at top of the ecommerce sector, as the 14th most visited site in the world, with a 7:10 average visit duration and a fairly low bounce rate of 34.08%. UX design has played a huge role in helping Amazon to gain this status, as Figure 1 illustrates. This Kindle product page on Amazon benefits from a quick, convenient Buy Now button.

Figure 1—Amazon’s Web site
Amazon'’'s Web site

From the very beginning, Amazon has focused on function over aesthetics. The platform stands for trustworthiness, tangibility, transparency, and, most importantly, helpfulness. Thus, it emphasizes user experience over everything else. Specifically, its one-click ordering button, voice shopping, super-accurate product recommendations, and other UX features have made it one of the most visited sites—read its user experience has affected its SEO.

Tiffany & Co.

Without a doubt, this fine-jewelry brand knows a thing or two about style. Tiffany’s Web site has always been a manifestation of elegance and sophistication, with perfect visuals, excellent branding, and, of course, SEO and user experience. To satisfy prospects’ search intentions, Tiffany has created dedicated pages for its most popular products: engagement rings. In fact, the company has created separate pages for women’s and men’s rings, which Figure 2 shows, as well as for other kinds of rings. The brand has used a blend of successful UX design tactics and optimization approaches—such as relevant keywords—to help visitors find exactly what they’re looking for.

Figure 2—A page dedicated to men’s engagements rings on Tiffany
A page dedicated to men'’'s engagements rings on Tiffany


While SEO gets a brand noticed, a Web site’s user experience makes the brand trustworthy. Optimization drives traffic, and the user experience helps convert that traffic into sales. As this article has demonstrated, one cannot exist without the other, and together, SEO and UX design are indeed a power duo.

To ensure sustainable business growth, a business needs to leverage the elements of UX design to strengthen SEO and vice versa. To do this right, you must unite and align your UX design and SEO teams. Focus on user-friendliness and responsiveness. And don’t forget to match Web pages to users’ search intents. This can help pages to rank higher. Since the demand for excellent user experiences keeps growing, this strategy can help you to achieve success over the long term, too! 

Senior Digital Marketing Executive at Middleware and The Next Scoop

Ahmedabad, Gujarat, India

Srushti VachhrajaniSrushti is an ambitious, passionate, out-of-the box thinker who has vast exposure in digital marketing. Her key focus is serving her clients with the latest innovations in her field, leading to fast, effective results. Working beyond expectations and delivering the best possible results is her professional motto. In addition to her work, she loves travelling, exploring new things, and spending quality time with her family.  Read More

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