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SEO is continuously evolving.

Over the last 2 years I've seen a lot of Google updates touching in quantifying "UX signals" and Google using that in algorithms.

While it's far from perfect yet, providing great UX is now really paying off. Finally, SEO and UX teams can work towards the same goal. Hurray!

On top the practical part, here’s what a great user experience looks like in my opinion:

• Give users a satisfying answer to their question.

• Do this blazingly fast…

• …through a site that’s easy to use on any device.


And, you can achieve that with these four steps:

1. Hit search intent 🎯

2. Win the actual click 🖱️

3. Answer the visitor’s query… ✅

4. While making sure pages load fast 🚄, the website is usable on any device, and the usability is good.


The key to your users’ and search engines’ ❤️ is delivering a great user experience.

  • JP

    James Phoenix

    about 1 month ago #

    Awesome post Steven :) Keep the good content flowing!

  • TC

    Tad Chef

    about 1 month ago #

    I hope everybody reads that and clients stop asking me "yeah, but how this help SEO" when I suggest UX changes in my website audits or consultations.

    Ideally we just stop thinking in boxes with acronyms and start asking ourselves how things are helpful for people.

    Optimizing the customer experience just until the customer appears at your door step but leaving that door closed, dirty or inaccessible is a waste of money.

  • JS

    Jonas Sickler

    about 1 month ago #

    Agreed Steven! Great way to boil down your in-depth article into the most important takeaways. I've seen countless instances in which a ux refresh provides a ranking boost without changing the actual copy. Breaking up large sections of text with visuals, using large pull quotes or stats, animating certain sections ect. If a page looks boring to you, it will look boring to Google.

    Awesome share!

  • BD

    Baptiste Deb

    about 1 month ago #

    Excellent read! Double down on that UX > anything else!

    • SV

      Steven van Vessum

      about 1 month ago #

      Links and a solid technical foundation are still very important too, but the Content and UX side of things is definitely shifting :)

  • VV

    Vukasin Vukosavljevic

    about 1 month ago #

    Pure fire! :)

  • DG

    Dejan Gajsek

    about 1 month ago #

    UX should always be the priority even if you're not taking SEO in the account. But happy it's mentioned in connection as well. Thanks for the article!

    • SV

      Steven van Vessum

      about 1 month ago #

      You're welcome Dejan, and the beauty of this is now that UX and SEO goals are becoming more and more aligned, so the need for "doing things for SEO benefits" is there less so. Good times ahead!

  • LM

    laurent malka

    about 1 month ago #

    UX has always been a defining factor of bounce rate and the bounce rate has always been a key factor in ranking as well as quality score when it comes to google ads.
    When you correlate these factors with conversions, engagements and interactions, you can probably make valid conclusions as to the quality of the experience you are offering to your users.

    • SV

      Steven van Vessum

      about 1 month ago #

      Hi Laurent!

      > you can probably make valid conclusions as to the quality of the experience you are offering to your users.

      Google can yes, but as a website owner you can't because you just have your own data set. Not from all of the other snippets that a site is competing with.

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