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Fri Sep 15 2023

The Relationship Between SEO and User Experience: How Site Design Affects Your Rankings

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The design of your website is paramount when it comes to your business’s success. When building your website, one main focus you should be considering is user experience (UX). Maximising UX to ensure your website is easy to navigate will likely bring in a higher volume of leads, conversions and sales.

With Google’s algorithm placing growing importance on user experience and page speed, poor user experience can damage your website’s SEO. UX is now a vital aspect of SEO.

Here we will dive into the connection between SEO and user experience, shedding light on how improving your website can also help your search engine rankings.

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Understanding SEO and Website Design

What is user experience? In its simplest definition, user experience defines how pleasant or easy a person finds your website to use. And while this sounds simple, it certainly isn’t as straightforward as you may think!

It encompasses everything – from how fast your site loads to the ease of navigation, content readability, and overall satisfaction of the user while browsing your site.

SEO is all about improving your website’s visibility in organic search results, eg. search engines such as Google. By optimising your website for SEO, you will rank higher on the Search Engine Results Page (SERP).

In order to assess your website, Google (and other search engines) will analyse your content based on various factors, including the quality of the user experience that it provides. Some of the main factors which link your SEO and user experience are:

  • Page speed
  • Mobile responsiveness
  • Navigation and user behaviour
  • Content

Page Speed

Make sure your website loads quickly. Nobody wants to be staring blankly at a white screen, waiting for a page to load. A slow website is a fast way to lose potential customers.

It’s easy to test the user experience of your website (although you will need to have an objective and unbiased hat on). Visit your website as if you were a customer.

Google’s Search Algorithm prioritises websites that load quickly because it directly impacts user experience. A slow website frustrates users, leading to high bounce rates and lower search engine rankings.

Mobile Responsiveness

In today’s mobile-centric world, having a mobile-responsive website is not just a good idea – it’s a necessity. Google’s mobile-first indexing means that the mobile version of your site plays a pivotal role in determining your search engine rankings. A site that adapts seamlessly to various devices provides a superior user experience, which in turn increases organic traffic. This highlights the relationship between SEO and website design.

Navigation and User Behaviour

Have you made it easy for visitors to find their way around? Does your menu call out the most important pages? Do the navigation labels you have used make sense?

A well-structured website with intuitive navigation can work wonders for both SEO and UX. When users can easily find what they’re looking for, they are more likely to stay longer, explore your content, and ultimately convert. In the eyes of search engines, this signifies that your website provides value, leading to higher rankings.

Horizontal scrolling is a big NO! If you have to scroll horizontally on your website, this needs to be fixed. Scrolling from left to right can hinder usability and increase the number of viewers that drop off your website very quickly.


High-quality, well-structured content is another key aspect of both SEO and user experience. When users encounter informative and engaging content, they are more likely to stay engaged and interact with your site. This directly affects your site’s dwell time, a metric that search engines consider when ranking pages.

Your pages should also have a good balance of text and images. Ask yourself, on your home page, can your viewers begin reading text before the fold? Do the text and images work together?

Pages should be clean and uncluttered – including the background. Clean backgrounds allow your viewers to pay attention only to what matters on the page – text and images.

Our Approach

  • Custom SEO Strategies
    • We craft tailored SEO strategies that align with your business goals. We focus on both technical and on-page SEO to boost your online visibility.
  • UX-Centric Design
    • Our UI/UX design and development team are experts in creating user-friendly websites that are specifically catered to your business, as well as your clients.

The relationship between SEO and website design is more important than ever. A website that successfully merges SEO and user experience ranks higher in the SERP. Not only this, but it also provides a superior experience to its visitors.

If you need assistance optimising your website, or if you’re not sure whether your website is working for you, contact us for a chat. We’re happy to discuss your business goals and provide an assessment of your website with recommendations on how it could be improved.

Get in touch

We’d love to hear about your digital requirements. Even if you don’t quite know what you need, get in touch as we can help formulate a whole digital strategy to meet your business objectives.

Contact us

Level 16, 459 Collins Street, Melbourne, VIC 3000

03 9090 7070

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