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How the user experience (UX) impacts SEO

User experience goes hand in hand with their ability to find what they are looking for on your site. This started as simple as ‘time spent on your site’ and over the years this has developed into search engine algorithms analysing search data (in bulk) to determine which sites provide answers to what searchers are looking for.

This is the junction of SEO and User Experience. If your visitors are repeatedly searching, clicking on your site, going back and then clicking on another site to find the answer they are looking for, then eventually Google and other search engines will see that site as more valuable for the query and begin to show it over yours.

One method that site owners can take advantage of to improve the user experience is to create content that answers intent-based questions. And make it easy to find. These will naturally answer the questions that searchers are seeking answers to. But there is little point in creating awesome content if it is difficult for your users to find and consume.

A poor user experience means that your visitors spend less time on your site than they could, but also that they don’t buy your products or enquire about your services.

Removing barriers to your customers accessing what they want is crucial to maintaining a high-quality user experience. This can range from quick check-out buttons to reducing the number of fields on a contact form, the important thing to ask yourself is ‘What is the purpose of the extra step or extra information?’

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