In the world of digital marketing, two key components often come into play: search engine optimization (SEO) and user experience (UX). These two elements may seem contradictory at first, with SEO focusing on improving a website’s visibility in search engine results and UX aiming to optimize the overall experience for users. However, as search engines like Google continue to prioritize user satisfaction, the lines between SEO and UX are becoming increasingly blurred.
Investing in both UX and SEO is crucial for businesses. According to a Forrester report, every $1 invested in UX delivers a return of $100, while the return for SEO ranges from $3 to $5 for every $1 spent. Although the impact of UX is greater, as it focuses on optimizing the experience to drive better results, without SEO, a website may lack the traffic required to convert. Therefore, businesses need to focus on both SEO and UX within their digital marketing strategies.
In recent years, Google has made SEO professionals’ lives easier by prioritizing UX through initiatives such as E-A-T (Expertise, Authoritativeness, Trustworthiness) and Core Web Vitals. While these initiatives are not the critical components of the algorithm, they are factors that businesses should consider.
Delighting users should be a core focus for all websites. When users have a positive experience, they are more likely to buy from a business or continue to interact and advocate for it. This is due in part to a psychological bias known as “the peak-end rule.” As humans, we are more likely to remember the peak emotionally of an experience and the end of it. Therefore, businesses should aim to create fantastic, happy experiences for their users, as negative experiences can leave lasting negative impressions.
To achieve visibility while maintaining user delight, SEO professionals should prioritize understanding user intent. Simply driving traffic to a website is not enough; businesses must provide value by aligning with what users are searching for. Focusing on user needs and building a positive relationship with the audience is key. There is a strong alignment between what search engines prioritize and what businesses should focus on.
Here are eight top tips to delight users and optimize at the same time:
1. Match user intent and measure success based on what the user is trying to do.
2. Demonstrate expertise in what you do or sell.
3. Build authority in relevant communities.
4. Be a trusted resource.
5. Map the user emotions across the buying journey.
6. Take advantage of content layout and structured data.
7. Optimize visual, audio, and video content.
8. Prioritize accessibility to delight users.
By incorporating these tips into their digital marketing strategies, businesses can create delightful experiences for their users while also optimizing their websites for search engines.
The alignment between humans and search engines is becoming stronger than ever, as search engines rely on human satisfaction. SEO professionals should work closely with UX colleagues to ensure that traffic takes the right actions to drive revenue and growth. Traffic alone is a vanity metric; the true value lies in improving the website experience and aligning with both user needs and search engine preferences.
