How to improve SEO with user experience factors


Google’s algorithm has systematically taken user experience into account. For example, Google doesn’t rank directories because sending users from a 10-link page to a 20-link page is a bad user experience.

Thinking in terms of user experience can help with SEO, as the resulting strategies tend to align with how Google ranks websites.

Here are some specific ways to improve your SEO performance with UX factors including natural language processing, content creation, website design, and more.

Natural language processing

Google’s recent technological breakthroughs such as RankBrain and BERT are designed to help Google better understand what people expect to see when they type in a search query. They also help Google understand what web pages mean.

One example is a loophole in their algorithm that was recently fixed. Google recently introduced its Passages algorithm that allows them to direct searchers directly to a relevant section of a long web page with the answer.


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Prior to this update, Google was unable to properly rank long web pages.

This is an example of Google using machine learning to provide better answers based on the topic of a webpage. This is a big step forward from sending users to web pages that contain the keywords of a search query.

Google understands web pages in order to match content as a response to a search query that asks a question.

It’s not about matching questions to keywords. Google matches questions to answers.

Content creation for the user experience

This has a profound impact on how web content is planned, with the emphasis shifting from creating content around keywords to creating content for users.

This is an example of imposing a user experience perspective on the content creation process.

You have to ask yourself, “What does a site visitor want from this page?” What are they trying to accomplish? What do they aspire to?


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Literally ask these questions and the answers become your content. This will then correspond to how Google understands web pages and categorizes those pages.

Of course, it’s important to look at the top one to three positions in the search results first and read the content to determine which question these pages answer.

Once you’ve found a pattern, you can start to understand what people mean when they type a particular search query. Once you know this, you can begin the content writing process.

Writing content that extracts the meaning of the top ten to the top thirty of search results will result in irrelevant analysis as there will be too many mixed search intents.

Analyzing the top ten with subsequent segmentation of positions by search intent is a better way to understand what users mean when they type a search query.

Do not try to imitate the words on the search results. Remember, Google only ranks the best of what it thinks satisfies a query.

By copying the keywords used in a top webpage, you are missing out on the opportunity to find a better way to answer a search query.

Old method:
Find the top ranked sites to extract keywords and write content with those keywords.

New way:
Look for the top ranked sites to understand the latent question being asked and then provide a better answer.

What is the best answer

The best answer is the one that says and shows the user how, why, what or when to search.

Sometimes that means creating personalized images to illustrate your message. Sometimes that means communicating the message with a graphic that gives a visual presentation of the data.

Use your imagination and ask yourself: How can I make this message clearer for people visiting my site?

It’s the process of creating content with the user experience in mind.

Web page experience

Google is introducing a little ranking boost for pages that can pass their Core Vitals test. Core Web Vitals (CWV) measures the user experience of a site visitor.


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In an ideal world, most publishers would already optimize web pages for a fast user experience.

But in the real world, publishers are limited by the bloated content management systems available to them.

Delivering a fast user experience also requires more than a fast server. The page speed bottleneck occurs on the visitor’s side of the site where they download your page to a mobile phone through a 4G wireless network with limited bandwidth.

Creating a site with a fast download is good for users and better for publishers. More conversions, more pageviews, and more revenue happen when a website optimizes its webpages for speed.

What can you do to create a better user experience on the page?

The first thing to do is visit your own site and read your articles in one sitting.

Then ask yourself if you feel like clicking to find out more. If there is a feeling of fatigue, there are reasons for it and they are all related to the user experience.


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How to create a better webpage experience

  • Divide your content into smaller paragraphs.
  • Use meaningful title tags (accurately describe the content that follows).
  • Use bullets and ordered lists.
  • Use more pictures that illustrate what you are trying to say.
  • Choose images that are inherently light (light shades, fewer colors, less micro-details like gravel or leaves).
  • Optimize your images.
  • Replace images that cannot be scaled down to less than 50KB (or at least no more than 100KB).
  • Don’t demand a minimum number of words from your writers.
  • Write content that provides helpful answers.
  • Use graphics.
  • Test your pages on different mobile devices.
  • Minimize CSS and JavaScript, especially third-party scripts.
  • Remove CSS and JavaScript that provide functionality for things like sliders and contact forms when those features are not on the page.
  • If possible, reconsider using sliders.
  • Consider using fonts that are already on visitors’ computers or just update your font to sans-serif.
  • Run your URLs through the PageSpeed ​​Insights tool and follow the improvement instructions.

Recognize and reflect your site visitors

Always look for the opportunity to reflect your customer and site visitor in the images you use.

Be diverse in your choice of image. If your visitors tend to be older and middle-aged, use images that reflect those users.

Don’t make the mistake of mirroring yourself or those in your culture bubble. Make your web pages welcoming to every segment of the company that needs your information.

People tend to see themselves in the images you use and it makes them comfortable to see themselves or people like them reflected in the images used in your webpage (if it is appropriate to use images of people !).

How does user experience impact SEO?

Google tends to rank sites relevant to user queries.


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Google also tends to rank popular web pages that users expect to see because the goal is to keep users happy.

Creating a site that is frictionless and that people love is one of the fundamental ways to gain popularity with users. When people share on a site, what they really share is their experience with that site.

And these are the types of pages that people tend to feel enthusiastic enough to tell their friends about, link to, and recommend. Sites that rank well naturally are the kind of sites that users feel enthusiastic enough to link to and recommend.

Creating a positive user experience is one of the building blocks of creating good search performance.

Whether it’s attracting links, increasing page views, improving conversion rates and revenue, a site can’t lose by focusing on user experience.

Image credits

Featured Image: Paulo Bobita

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