In a perfect world, companies are able to work on all the different aspects of their website at the same time (User Experience, SEO, Design, etc.). These parallel tracks allow them to improve website performances exponentially. Unfortunately, we live in a world where time is not a limitless resource. This is why we need to prioritize and evaluate what is most important and improve our web pages step by step. Two important aspects that need to be worked on on every website are SEO and User Experience (UX). But did you know that you can already work on both at the same time? As I will demonstrate to you, working on some SEO points will improve the UX. Conversely, working on some UX points will improve the SEO.

First, let’s make sure the concepts SEO and UX are clear:

Now, we will deep dive into some links between those SEO tasks and the UX best-practices.

Become more searchable and attractive for both users and search engines

When we think about User Experience, we directly think of the user’s interactions with our websites, our apps, our products, etc. However, taking care of the UX already starts before those aspects. Indeed, improved findability (Google, Bing, Yahoo, partners website,etc.) is paramount in terms of user experience. This will ensure you get off the right foot.

In terms of SEO, working on the headers <h1>, <h2>, etc. will help the search engines to better understand the company and the products/services provided. Indeed, indicating to Google that we are, for example, a company who sells insurances will help us to appear on searches related to it. Moreover, when you will appear on those searches, it is important to give the first good impression as mentioned above. Indeed, working on the URL structure and on the meta-description will ease the readability of who you are to the users. They can identify in the URL structure that you sell insurance and more specifically for cars, homes or travel. In the description, they can already have some information about what they will find like the different insurance options, the benefits of them, some conditions, etc. All of it will make you more attractive.

Improving the performance of your website

Now that you are more findable and that the users easily come on your website, you want them to stay on your website and do the action that you intended them to (lead, purchase, etc.).

The first thing that will impact the users is the speed of your website. Indeed, if it takes too much time to have the full load of the page, they will leave the page. A Google benchmark shows that 52% of all visitors drops off whenever they are waiting longer than 3 seconds to load a page.

It is quite obvious but as we already observed, companies don’t always have fast website. Nowadays, working on the page speed is crucial. This hot topic is highly relevant in terms of UX. Indeed, people are more and more looking for qualitative content with fast loading time. And in terms of SEO, the search engines attribute a lot of importance to the page speed. Moreover, as the proportion of mobile traffic increases, the importance of mobile page speed at Google side is higher.

Speaking of the growth of mobile, Google puts the accent on mobile experiences. A good mobile experience is key to reach and be on top of the market.

As we are talking about mobile experience, it is quite obvious to work on it for a good user experience.

Help the user and the search engines to easily navigate through your website

Improving the website performance is not enough. The following metaphor will simply and easily show you why it is the case:
“Even if you make the fastest car in the world, no one will want to drive it if it’s impossible to steer correctly” 

Imagine, your land on a page that load quickly, the content is quite rich and loads in 0.5 seconds. What more could you want?!  Answer: An easy navigation. What I did not tell you is that this website has too much content and no clear structure. Due to that, you don’t know what to do, you are not influenced to click on a specific button to go further on the website. In this case, even if the website load at high speed, it won’t generate significant volumes of conversion.

How to make it more navigable?

An easy navigation is more important in terms of UX than SEO for this part. However, you can still observe that the user experience on the website is not negligible for the search engines. To more easily find the navigation issues on your website, you can use all the data in your Google Analytics but used tools like Hotjar, etc.


In conclusion, SEO and UX reinforce each other. So don’t worry about which one to start with, this will already help you for the next steps. Prioritize your work and throw yourself on the first next step.

publication author Gaëtan Heijmans
Gaëtan Heijmans

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