User experience, or UX, has become a fundamental part of the SEO world.  In fact, Google has stated that UX will be one of the main SEO ranking factors in the future, as traditional SEO simply won’t be enough anymore for websites to compete with one another.  Before we dive into why UX is such an important part of SEO, let’s first talk about what UX is and its purpose. 

What is UX? 

User experience (UX) refers to any interaction a user has when visiting a website.  The principle of UX is to turn visitors into customers through a great website experience.  UX is responsible for several factors when it comes to this, including testing and tailoring experiences to target audiences, help visitors navigate a site in order to find what they are looking for, and improve access of where visitors can find the information they need on the site. 

If the UX of your site is good, people will be more likely to visit again as opposed to a site with bad or subpar UX.  A good website will make a visitor’s experience virtually seamless, and they will be able to find exactly what they are looking for without having to search too much.  


Examples of Good UX 

With how many bad websites there are on the web, a great website with exceptional UX is always a pleasant surprise.  A website selling sports apparel, for example, could stand out from the competition by having a cleaner, more aesthetically-pleasing site that makes it easy for visitors to find what they are looking for.  Some of the best examples of websites with great UX include: 


Yelp's homepage

One of the best examples of UX can be found on the popular business directory website Yelp.  Upon arriving on Yelp’s homepage, you are greeted with a search bar that automatically defaults to your current location and allows you to search for restaurants, cafes, and other types of businesses based on where you are.  Once you enter your preferences in the search bar, Yelp will show you a list of places in your area that most accurately align with what you’re looking for. One of the best things about Yelp is that the site allows you to place pickup and delivery orders right through the website, giving them an edge on the competition and solidifying Yelp’s status as one of the best user-friendly websites out there. 


Mailchimp homepage screenshot

Mailchimp is another great example of website UX done right.  The marketing automation platform makes it easy for users to manage their internet marketing efforts by employing fun and friendly tactics, like the site’s helpful mascot, Freddie.  Need help navigating the site? Freddie is there to lead you in the right direction. Something else that Mailchimp does exceptionally well is tapping into the emotions of customers and using humor to connect with the people visiting their site. 


Unless you’ve been living under a rock for the past few years, you are probably familiar with Airbnb.  The popular lodging and hospitality service has practically dominated the travel industry, and more and more people are opting to book an Airbnb rather than a hotel room.  Airbnb’s website is full of stunning photographs of travel destinations around the world, as well as detailed accounts of each rental property. Before booking their stay, visitors can browse the site and compare rentals, as well as read reviews from guests who have stayed at a particular Airbnb in the past.  An easy to navigate site and exceptional UX are just a few of the things that make Airbnb a force to be reckoned with. 


Why is UX an Important Part of SEO? 

Now that you have an understanding of what UX is, you may be wondering how it can impact SEO.  For any website trying to improve their SEO, UX is an essential part of that process. UX can help improve your website’s SEO presence in a number of ways, including: 

  • Making your site more accessible 
  • Driving more traffic to your site 
  • Improving your site’s credibility 
  • Increases page speed, which improves SEO 

UX is a fundamental part of SEO and can really set a website apart from it’s competitors.  A great UX has the ability to turn visitors into customers, and people are more likely to return to a particular website because of this.  


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