Over the years, I've spent countless hours analyzing websites, running SEO and SEM campaigns, and helping clients optimize their online presence. Recently, I had the opportunity to dive deep into SEO strategy for a client specializing in UX design and website accessibility. Their niche is particularly interesting as they cater to nonprofits and government organizations, with a strong focus on accessibility for all users, including those with disabilities.
Understanding the Relationship Between SEO and UX
When we think about SEO, it's easy to get lost in the technicalities—keywords, backlinks, domain ratings, etc. However, one often overlooked aspect is a website's user experience (UX). SEO and UX are no longer separate entities but two sides of the same coin. A site that ranks well on Google but fails to deliver a good user experience will inevitably struggle with high bounce rates and low engagement. Conversely, a beautifully designed site that no one can find is equally problematic.
From my recent analysis, the first step in any SEO strategy should be a thorough audit of the website's current standing. This client, who operates in the UX space, is involved in looking at their backlinks, pages, and the key terms that potential clients are searching for. But beyond that, I had to consider how their website's design and accessibility impacted their search rankings.
Building a Solid SEO Foundation
Just like an architect looks at the blueprints before constructing a building, I begin every SEO analysis by reviewing a website's core structure. For this UX agency, I started by examining their website assets and the keywords they wanted to rank for, such as "Web Agency Melbourne" and "UX Agency." I then deconstructed their competitors to understand how strong their web assets were.
During this process, I stumbled upon a common yet critical mistake—using a live domain as a staging site without de-indexing it. This led to the client's brand being associated with the wrong domain, causing a massive spike in irrelevant traffic. It's a reminder of how important it is to maintain clean SEO practices, especially in the development stages of a website.
Cleaning Up and Optimizing for SEO
Once the staging site issue was resolved, the traffic dropped to more realistic levels. However, this was one of many issues. The website had 76 orphan pages with no internal links pointing to them. These pages were invisible to users and search engines, contributing little to the site's overall SEO value. By identifying and eliminating these pages, we were able to clean up the site's structure significantly.
This is where UX and SEO truly intersect. A well-organized website helps search engines crawl and index content more effectively and enhances the user experience by making it easier for visitors to find the information they need.
The Importance of Structured Data and On-Page Optimization
Another critical aspect of SEO that I addressed was structured data and on-page elements like H1 tags, meta descriptions, and image alt texts. Many of these elements must be included or correctly implemented on the client's site, which can severely impact search rankings. Fixing these issues is essential for SEO and ensuring that all users, including those using assistive technologies, can navigate the site effectively.
Structured data, in particular, plays a crucial role in helping search engines understand a webpage's content. By ensuring that this data is correctly implemented, we can improve how the site appears in search results, leading to better visibility and higher click-through rates.
Creating Content That Aligns with User Intent
One of the biggest challenges in SEO today is understanding user intent and delivering content that meets that intent. For this client, keywords like "WCAG" (Web Content Accessibility Guidelines) were crucial. But rather than just creating a single blog post on the topic, I advised the client to build a comprehensive content strategy that includes multiple blogs and links to guides.
This approach does two things: it builds trust with Google by showing that the site offers valuable, in-depth content on the topic. It also enhances the user experience by providing information in an easily navigable format.
Leveraging SEO Tools for Ongoing Success
In addition to content creation, I also set up a rank tracker to monitor the client's website's performance over time. Tools like SEMrush, Ahrefs, and Screaming Frog are invaluable for identifying issues, tracking progress, and making data-driven decisions. By regularly auditing the site and adjusting the strategy based on these insights, we can ensure that the site continues to perform well in search rankings.
I believe in using a combination of tools to get the full picture. For instance, while one tool might flag a slow page, it's important to consider factors like the server's and user's geographic location. Running tests from different locations can provide a more accurate assessment of site speed, which is critical for SEO and user experience.
The Role of Backlinks in SEO and UX
Backlinks remain a cornerstone of SEO, but not all are created equal. While it's tempting to chase high domain ratings, it's more important to focus on the quality and relevance of the links. I found that many of this client's backlinks came from footer links on sites they had developed. While this helped with domain authority, it didn't necessarily translate to meaningful traffic.
What matters most is getting backlinks from authoritative sites relevant to your industry. These links boost your search rankings and drive targeted traffic to your site, improving both SEO and UX.
Conclusion: Integrating SEO and UX for Long-Term Success
If there's one thing I've learned from this project, it's that SEO and UX must go hand in hand. More is needed to drive traffic to a website; that traffic must be engaged and converted. By focusing on both the technical aspects of SEO and the user experience, you create a website that ranks well and delivers real value to visitors.
As I continue to work with clients across various industries, I'm more convinced than ever that this integrated approach is the future of digital marketing. Whether you're building a site from scratch or optimizing an existing one, pay attention to the importance of UX in your SEO strategy. After all, a website that serves its users well will ultimately serve your business well.
