Why you shouldn’t do one without the other – Website, UX, SEO & Content
Having a great website and being found easily on Google is something every company wants. But how do you do it and where do you get started?
First, let’s recap on a few technical terms:
What is User Experience (UX)?
UX is all about people’s emotions and attitudes when using a product, system, or service – let’s use websites as an example. Good user experience consists of practical, meaningful, easy, and pleasing interaction with a website.
What is Search Engine Optimisation (SEO)?
SEO is the process of optimising content to drive traffic to a website. The quality and quantity of visitors is the focus. Essentially, SEO improves the ranking of your website in search engines such as Google.
What is Content?
Content is information that is directed at an audience. It can be photos, videos, writing, descriptions, audio, animations, illustrations, and many other things. Content is the basis of a message you are sharing.
So, back to the question, why you shouldn’t do one without the other? Simply speaking, none of them will work to their full potential without the other. In some respects, they don’t work without each other at all.
Start by asking yourself these questions;
- Can I get high search rankings if my website is slow and complicated?
- Will my customers like my website if I don’t have interesting information?
- Can someone find my website if I don’t have the right information that they’re looking for?
The answer to these questions is no.
Let’s dive into each area and find out what’s happening and how they relate to each other.
Search Engine Optimisation (SEO)
Search engines, like Google, use their complex algorithms to determine where and for what to rank you on results pages. Their bots crawl your website to determine how it should rank you. These bots look at many technical aspects, but a few important ones to know consider include:
Speed and complexity of your website
Slow and poorly structured websites do not work well with search engines. A fundamental part of search engine algorithms is the user experience of a website. When a website takes long to load, you are giving your users a bad experience – something Search Engines also don’t like. Complex website structures tend to take longer to load. When a user of your website struggles to find specific information, they won’t be happy, neither will Google. Their ultimate goal is to give their users the right information with the best experience. Today, User Experience is a big deal when it comes to SEO.
What information your website contains
Your website’s content is crucial for SEO. It is often considered the most important part of SEO, and that’s why you’ll hear the term “content is king” get thrown around a lot. The information you share with your audience needs to be optimised to them and also for search engines. Content on your website needs to be relevant for what your audience is looking for whilst being clear and concise. Bad content = bad SEO.
Links that point to your website
Linking building is another important part of SEO and it is directly related to content. If the content on your website is optimal, you will build interest and get people sharing and linking your content outside of your website to your website. Link building helps Search Engines understand that you are a genuine website that has great content – more reasons to rank you higher in search results.
User Experience (UX)
UX is all about making sure your users and customers have a great experience whilst engaging with you online. The benefits of good UX is significant, it just works. When UX is incorporated you can expect to gain a competitive advantage, acquire new customers, retain existing customers, and save money by developing a website that works well, issue free. A few key aspects of UX that are important include;
On average, web browsing on desktop and mobile is almost used equally in Australia. Depending on the industry, this stat can skew dramatically. A website that has been developed with UX in mind will have a fantastic experience on mobile, desktop and tablet. Search engines closely look at how well websites work on mobile. Google does mobile-first indexing. What this means is that Google looks at and crawls the mobile version of your site to determine how to rank you.
Easy Navigation and Structure
Navigation and structure may seem like website design 101, but it is really crucial for providing a good user experience and being easily accessible by people and search engines. A simple and easy to navigate websites allows your users to find the information they are looking for quickly, simply, and easily. It also tells search engines where your information is, which helps it understand the structure of your site and rank it in results accordingly.
Information you are sharing
This factor directly ties UX and content together. Users are on your website to find specific information, whether it be about a product, where to find you, information about your company, and so on. If your users can easily find the information they are looking for on your website, then hey, that’s a great experience for them.
Your website will primarily be used to provide information to your audience and educate them on your company. The content on your website will help convert website visitors into customers. Great content delivers the right message to the hearts and minds of your audience. A few things to consider for content:
Titles, Headings, and Descriptions
When optimising a website for search engines, consider putting the right information in your titles, headings, descriptions. This directly informs the search engine what your content is about and how to read it. Here search engines look for keywords and terms that users are searching for. This also helps your users find the information they’re looking for more easily when using your website.
Clear, Concise and Relevant information
Not only does having clear, concise, and relevant information give your users a simpler experience, but it improves your search rankings. Quality is more important than quantity. In the early days of SEO, marketers would jam as many keywords as they can into their websites to get higher rankings, but this simply isn’t the case anymore, algorithms have evolved.
Great visuals, a nice aesthetic, and easy to read information help make a website experience great. A website with great content will win the hearts of many users and search engines. 52% of users state that they will not return to a website if it has poor aesthetics. Considering the satisfaction of users on your website is important and shouldn’t be taken lightly.
Let’s not forget that there are many other aspects to UX, SEO, and Content. We’ve just scratched the surface of each. However, you get the gauge of the importance of each and how they intertwine and relate to each other in tremendous ways.