Four Principles of UX Analysis that SEO Professionals Should Consider (2023)

Four Principles of UX Analysis that SEO Professionals Should Consider

According to Google Trends, the search volume for “UX” has grown by over 5,000% in recent years, indicating a surge in interest in this field among SEO professionals. While this is a positive development, many websites still struggle to implement UX due to a lack of clarity on what it entails and how to make their site more user-friendly. Specifically, the two biggest barriers are:

• Defining the concept of UX and its importance in web design.
• Improving the user-friendliness of a website.

At Traffic Radius, we understand the challenges of incorporating UX into your SEO strategy and are here to provide actionable solutions. In this blog post, we’ll outline practical steps to enhance your website’s user experience and improve your SEO performance.

What to do without UX Knowledge or Skillset? Handling UX Analysis without Sufficient Knowledge or Skillset

The challenge with incorporating UX analysis into SEO lies in the fact that it’s not a skill set that comes naturally to most SEO professionals. However, prioritizing user experience is crucial in today’s digital landscape, and can significantly impact a website’s SEO performance. By following the four principles outlined below, you can start to bridge the gap between SEO and UX and deliver a more seamless experience to your visitors.

It’s important to note that these principles may not apply to every website, and a test-and-learn approach is recommended to determine what works best for your specific needs.

SEO UX design tools and software can help streamline the process of implementing the principles, and ultimately lead to improved SEO performance and user satisfaction. By balancing the priorities of SEO vs UX, you can create a website that not only ranks well in search engines but also delivers a positive and memorable user experience.

Principle 1- Healthy Analytics and Accounts for UX Analysis

When it comes to SEO and UX, the first step is to gather reliable and actionable data. Unfortunately, analytics is often overlooked in the SEO process, but it is a crucial element of user experience facts. To gain valuable insights into user behaviour, it’s essential to ensure that your data is of the highest quality.

To achieve this, you’ll need to use the right tools for the job. Integrated analytics systems are the best choice, as they provide centralized data and eliminate confusion. Google Analytics is a great place to start, as it’s free and integrates well with other channels for your campaigns, like the Google Campaign Builder.

Once you have your analytics data set up, it’s time for an analytical audit of your website. This will help identify any issues with your data and other areas that need attention, such as 404 errors, self-referrals, cross-domain tracking, and more. By conducting an audit, you can ensure that the data you see is actionable and accurate, while also identifying opportunities for improvement.

Incorporating UX design into your SEO strategy is a must to deliver a better user experience, and the right UX design tools can help. By using these tools, you can streamline the process of designing and testing user interface design and improve your website’s overall usability.

Principle 2- Utilising Relevant Analytics Metrics and Engagement for UX Analysis

In the world of SEO, improving user experience (UX) is an often-overlooked aspect, even though Google is constantly working to provide its users with the best possible search experience. This is why tracking engagement metrics with Google Analytics is so important.

To calculate engagement, we need to look at three key metrics:

• Exit Rate
• Bounce Rate
• Time on Page

Exit Rate refers to the percentage of pageviews that were the last in the session. Bounce Rate is the percentage of all sessions on your site in which users viewed only a single page. Time on Page is the average amount of time all visitors spend on a particular page. Improving these metrics is the job of UX designers and SEO experts alike.

Although Google doesn’t explicitly tell us to focus on engagement metrics, it is still important to do so. Google doesn’t know why there is a high bounce rate, but it does view it as a negative indicator that something is wrong with your page. This can negatively impact your search engine rankings.

As an SEO expert, it is your job to understand why there is a high bounce rate and figure out how to improve it. Analysing user behaviour on your site is a crucial part of UX analysis, and the right UX design tools can help you achieve this.

Improving user experience is essential for SEO success. By focusing on engagement metrics and using the right UX design tools and analytics, you can create a website that both Google and your visitors will love.

Identifying Suitable Metrics for UX Analysis

Below are some strategies that have worked well for our websites:

• Analyse acquisition metrics by channel, device, and country, and compare trends over different periods of time.
• Always compare data, and don’t rely on data alone as it lacks insights.
• Focus on data from Google Search Console, isolate your high traffic and low-CTR landing pages, and then use Google Analytics to understand users’ behaviours on those pages. Pay attention to metrics such as bounce rates, exit rates, average time on page, and pages per session. These insights may help you gain valuable information.

Principle 3 – Incorporating Qualitative Data for Effective UX Analysis

Qualitative data, or feedback, is essential for improving user engagement and reducing pain points on your website, which ultimately leads to better SEO. While Google Analytics provides quantitative data, it only tells you what is happening, not why. That’s where qualitative data comes in, and tools like Hotjar can help collect feedback through polls and surveys.

By recording user sessions and visualizing error messages, you can diagnose and recover from errors. For example, on a travel blog, a search engine that provides a non-actionable error message can result in high bounce rates. But by identifying the issue through feedback, you can implement solutions to improve engagement and prevent negative impacts on your SEO.

Methods for Obtaining Valuable Qualitative Data for UX Analysis

• To gather effective feedback, tailor your questions to your goals.
• If you want to increase sales, ask questions related to the purchasing process.
• Focus on key pages that are important to your business, such as the homepage or product pages.

Principle 4- Importance of Consistency in UX Analysis

Consistency is a crucial aspect of user experience (UX) analysis for search engine optimization (SEO). By providing a consistent website experience, users can complete tasks quickly, reducing learning and cognitive load. This translates into lower bounce rates, higher engagement, and increased time spent on the site, which are all important metrics for SEO. It is important to understand how UX affects SEO on a page:

• Intuitive Navigation

Intuitive navigation is essential for new users to understand what the site does and what it is about. One example is a public authority website with a “channel shift bar” that allows users to complete tasks normally done offline, like applying for parking permits or paying taxes. The “contact us” button was out of place, so it was moved to a more consistent location on the page. This small change increased clicks to the channel shift bar and reduced direct telephone contacts, improving engagement and session duration.

• Layout

The layout of a website should be defined and centralized before publishing to provide a consistent visual experience. Buttons, typography, colours, size, images, and positions should be consistent throughout the site. A strong visual layout allows users to find what they need faster, and the page structure helps users find secondary and tertiary elements if needed.

• Content

Consistency in website content is crucial for UX. Content should adhere to brand guidelines, which require precise rules for what to write and not write. Consistent content avoids basic information that the audience already knows, providing valuable and engaging content.

In conclusion, consistency in website design, navigation, and content is crucial for providing an intuitive and engaging user experience that translates into improved SEO metrics.

Tips for Achieving Consistency in UX Analysis

• Prioritize user testing to identify issues with consistency on your website.
• Define clear goals for your website to guide efforts towards consistency.
• Ensure a smooth user journey through your website by consistently improving your funnel and fixing any issues.

Conclusion and Final Thoughts

While we cannot guarantee results, applying UX analysis based on these four principles can increase the chances of ranking higher on search engines. These principles prioritize the user interface design and aim to align with Google’s user-centric approach. Search engines rely on vast amounts of data to enhance user experience. However, it is up to website owners to investigate and improve their website’s performance.

Frequently Asked Questions

What is the simplest definition of UX?

UX stands for user experience, which refers to the overall impression that a user has of a product, service, or system after interacting with it. It encompasses all aspects of the user’s experience, including usability, functionality and emotional response.