Inside advertising and marketing agencies and their SEO positioning departments, it used to be common knowledge that ranking in the top positions of search engines was synonymous with repeatedly using keywords and pursuing aggressive link building focused solely on the quantity of links.
However, recent changes in algorithms and in user behavior on the web have shaken up the strategy and pushed advertising agencies out of their comfort zone.
So SEO positioning gained a sibling: UX (User Experience). In this post, we'll look at how the two combine to retain users and make their experience on a website highly satisfying.
SEO and UX: what are these concepts about?
So we can dig into the link between SEO and UX, let me first explain each concept individually so you'll better understand where we're going.
SEO (Search Engine Optimization)
Search Engine Optimization covers a series of actions applied to web pages to reach good positions in search engine results.
SEO focuses its efforts on influencing the artificial intelligence responsible for analyzing and evaluating the quality of websites in order to index and classify them on results pages.
This analysis bases its results on a number of technical characteristics — like keyword and key phrase optimization, the number of inbound and outbound links, friendly URLs, etc. — and on usability characteristics like content format, page load time, whether the site has a responsive design, among others.
UX (User Experience)
User Experience focuses its actions on the user. Everything revolves around the experience people have when interacting with a product, service, or brand on its website, from a computer to a smartphone.
How do users react when going through a given experience? How can it be improved to be much more pleasant? These are the main questions the discipline aims to answer.
Through User Experience, companies and brands aim to solve their users' problems through a functional interface that is, at the same time, friendly and attractive in terms of accessibility, design, and content.
Why do SEO and UX come together in a web positioning strategy?
If anything has become very clear in SEO today, it's that it's not about technology — it's about people.
The SEO professionals collaborating at advertising agencies have noticed that, gradually, search engines have shifted their focus toward user behavior to understand what really provides value to them, with a focus on offering users the best possible experience.
Conclusion
The truth is one: if you want to please search engines, you have to please users. And that's precisely why SEO and User Experience go hand in hand to create a unique and successful experience.
Don't forget that in this strategy, it's all about running tests and getting to know your audience in depth.
The more effort you put into working on the small details and the usability of your website, the more likely you are to delight your brand's users.
Agencia Interaction | Publicidad Digital | Agencia de Publicidad | interaction.cr
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