SEO and UX are not very individualistic materials that cannot work in tandem. Two of them often share same space online and as an obvious outcome of that, often clash. Yet, they can coexist without much possibility of collision. Read on to know how that is possible.
The encounter of user experience and SEO has been a topic of discussion since very old times. There are a number of elements that have positive impact on user experience and the same on SEO too. UX touches on a lot many things that have direct bearing on search engine rankings too.
How to Deal with the Tension between SEO and UX
- Effect on SEO & UX changes:
Spam is one important element that affects page ranks to a certain degree. Google can have a look at certain pages and say that the site fits in the spam template that Google has. Spam has a direct impact on links as user experience is involved in predicting whether someone can link to your site or not. If 1000 people already comes to your site that might result in 1 link per 1000 people. The result can be dramatically extended to 2 or 3 links every 1,000 people that can improve search engine ranking of your site.
Content these days has a huge effect of user experience depending on how search engines judge it. Google judges it more like the way users judge it.
User and usage data is also important. Technical issues like mobile friendliness of the site, page load speed are among the important UX elements that matter a lot in regulating the SERP.
Almost everything done on the site or a page that has a positive or negative impact on user experience can also have a corresponding effect on SEO with just a handful of exceptions. The exceptions lie in the areas in which we can find a huge amount of tension, challenges involved.
There are a number of tensions that exist between SEO and UX.
- Page Consolidation versus segmentation:
The UX only web world can think of page consolidation. If you can imagine a world in which, there is no SEO process done, you can create a single landing page for users to gain information on different elements linked to a single topic.
If the user searches for information related to Spanish holidays, they might have queries about myriads of different things like the places to visit, the mode of transport, places to stay, etc. The site created in a UX only world can be compromised with just one landing page comprising all details about the information that the searcher might need.
However, in a SEO and UX world, the user cannot be happy with all information crammed in the space of a single page. The user would like to be redirected to the page that offers them information based on the result of his search keywords. Therefore, the SEO friendly site should have separate landing pages for different search terms. The site has to have pages linked properly, be keyword-targeted, indexable. The experience is a lot different from that of a UX only world. However, that is what a modern user looks for.
- Exception in site navigation & internal linking:
In the UX- friendly world, there is no need to think much about navigation as there is no need to go from one page to another. If you need information on a particular matter, you can go to a particular area of the site page that offers information on the same. If you seek information on the transport service available in Spain, there is no need to navigate to another page.
However, in the SEO and UX friendly search world, the site might have multiple navigation routes to different pages of the site. There is a need to have drop-downs, footers, extra sidebars for enabling effective navigation process. The links also require descriptive anchor texts as they are beneficial for the search engine and also for those people who make the search on a mobile device.
The discussion focuses on the elements that are necessary for quality user experience and SEO friendly search process. The site content must be placed in a manner that it helps the website rank higher pushing aside the tension or collision between user experience and SEO.