In the increasingly competitive world of online marketing, two pillars essential to the success of a website are emerging more and more clearly: SEO and user experience (UX). What makes their synergy indispensable? Find out in the following article how the pairing of SEO and UX can revolutionise the digital strategy of a website.
The eternal quest for SEO optimisation
SEO, an acronym for Search Engine Optimization, is the art of optimising pages to gain greater visibility on Google and place among the first search results. This activity never stops, because search engine algorithms are constantly updated, requiring continuous adjustments to the optimisation parameters.
But why are the algorithms updated so frequently?
This happens not only to challenge SEO specialists, but mainly to improve the experience of Google’s users. User satisfaction is the key, and Google is committed to offering fast and relevant search results to keep users loyal.
With the latest algorithm update, the three parameters known as “Core Web Vitals” have become key factors in securing a good ranking. They are:
– LCP (Largest Contentful Paint): the loading time of the main block of the page.
– FID (First Input Delay): the time the page takes to respond to the user’s first interaction.
– CLS (Cumulative Layout Shift): it measures the stability of the page elements, that is, unexpected movements of the layout.
It is clear how this update places greater emphasis on User Experience (UX), bringing to light the need to consider aspects such as speed, usability and visual stability when designing web pages.
The world of UX in search engines
User Experience (UX) has always played a crucial role in web ranking, but with the announcement of the Page Experience Update, as just mentioned, Google has placed even more emphasis on this aspect. What is changing is the perception, among both users and technical people, of how certain factors are an integral part of the user experience. For example, a site that takes only a few seconds to load its content, but shows unexpected movements during the process, is now penalised. This reflects a change in the expectations of users, who today are less willing to accept delays or instability.
The average user of 2010 could put up with short waits, but now speed and stability are essential. Google’s update could influence the way results are ordered, but a detailed understanding of these changes will take time.
So, for those who work in UX Design, it is fundamental to consider the Core Web Vitals from the very first stages of design. These metrics should not be neglected or treated only as technical matters to be reported to developers; they are crucial to the success of the user experience.
The benefits of SEO and UX collaboration
Ideally, in any web project, SEO specialists and UX Designers would collaborate from the start of the design process, with open communication and mutual understanding, without taking anything for granted. Only through a synergistic collaboration can you guarantee a website or an app that satisfies both the search algorithms and the expectations of users. SEO professionals should go beyond simple keyword research and consider the impact on site performance and the user’s experience. On the other side, UX designers should be aware of the principles of SEO and make sure that their design does not hinder visibility in search engines.
When SEO and UX work together, the results and the benefits are extraordinary. A site optimised for search engines but also user-friendly attracts higher-quality traffic, improves ranking and reduces the bounce rate. Users will find the site easy to navigate and will be able to reach the information they are looking for more effectively. This not only increases user satisfaction, but can also translate into growth in conversions and revenue.
To be able to release optimised software solutions, at dotenv we devote to every project a careful study of the software design, which translates into a series of activities aimed at creating a successful digital experience. In this initial phase the dotenv UX/UI expert, besides being in contact with the client company, constantly confers with the relevant SEO professional.