UX and SEO: Why You Should Improve It?

September 3, 2023

Today’s digital landscape presents online presence as a pivotal role in business success, where UX and SEO are the pillars of it. These two form the foundations of a website’s effectiveness and visibility, making it vital for any business organization.

Learning about the essential aspects of both highlighting their significance in the digital realm and elaborating on why improving them is not just advisable but imperative for any online enterprise.

The Importance of Merging UX and SEO

Search engine optimization looks forward to improving a website’s visibility in organic search results, increasing organic traffic. Strong SEO strategies boost SERPs ranking positions, making them more relevant to search queries.

On the other hand, UX (user experience) aims for search engines to provide the richest experience to users, assessing user interaction: clicks, dwell time and many other aspects. In an SEO context, these metrics are essential to measure the engagement and relevance of a page, sharing a common goal.

Since both have common interests, becoming user-friendly and bolstering search engine rankings requires marketers to optimize those sites, improving UX quality designs.

Rise of the SXO Concept

Since UX and SEO are linked concepts that need each other to function and provide results to websites, specialists have merged both into a term called “SXO” (Search Experience Optimization). This concept combines the principles of the previous terms, recognizing their importance and value.

The goal of SXO is to design sites that can captivate both search engines and potential users as a whole, without working separately. This objective goes beyond getting better rankings in SERPs, since it looks forward to better interaction, enhanced conversions and revenue through organic traffic.

There are a few strategies that need to be mastered and considered to make the most out of this concept called SXO, such as:

  • Understanding search intent: Conducting keyword research and analyzing user behavior is vital to gain insights into what clients seek—this way, their needs can be addressed effectively.
  • Creating quality content: Marketing specialists must design and produce informative, engaging and relevant content for their clients to attract more users and provide value.
  • Mastering technical optimization: The concept of SXO requires experts with a solid understanding of technical optimization. Marketing specialists must index properly, debug the site and provide a smoother experience.
  • Polishing interface and experience: A well-structured web requires an intuitive and user-friendly interface, clear information, and other features to enhance visitors’ satisfaction.

Specialists who focus and succeed on all of these points can ensure that their approach will align with what users need, as well as the requirements that search engines ask for.

What Are the UX Metrics Related to SEO?

When working to improve both SEO and UX for a business, a marketing specialist must keep in mind certain metrics that are very relevant. These are the UX metrics that search engine optimization can work with:

Time on Page

Also known as dwell time, this metric is used by specialists to understand how long a user stays on a site, spending their time navigating through it before going back to the search results. The higher the dwell time is, the more engaging and relevant the website is for visitors.

When this metric is higher, it also means that the site is straightforward and intuitive to navigate, delivering a rich user experience. If dwell time is deficient, experts must get to work to align the site’s content with the user’s intent or keywords to attract potential visitors. This usually relates to invalid links or slow loads.

Bounce Rate

Calculating the percentage of users that leave a site after viewing a single page is under the metrics called “bounce rate.” Most cases of high bounce rate mean that a poor experience is being provided, mainly due to bad design or low-quality content, which needs to be fixed by specialists.

Google’s algorithm evaluates this metric by clicks. More extended clicks mean users stay on the site for long periods, showing satisfaction. On the other hand, short clicks mean that the user quickly returned to the results page because they didn’t find what they were looking for.


While SEO content strategies are vital for engagement, marketers need intuitive UX to increase user clicks on a site. Effective formatting, friendly interfaces, and quick and easy navigation are all aspects that can help an audience find what they’re browsing for.

Search engines like Google reward the sites that follow these rules, making them more visible and accessible to relevant search queries.


The page-per-session metric tallies the average number of pages that users that come to the site visit during a single session. These sessions start when the person begins navigating a site and ends once they click to close the site or after 30 minutes of inactivity.


A site’s rankings are one of the most known metrics regarding a web page’s visibility and reputation. It can be paid or organic, and a search engine’s rank determines its visibility. The best-ranked site is likely to attract potential users and customers.

Other Important UX Technical Metrics

Known as technical UX metrics, these measurements also play a crucial role in assessing and improving website performance, helping SEO:

Core Web Vitals

CWV are specific performance metrics introduced by Google to measure certain vital aspects of user experience. These Core Web Vitals include measurements such as viewport loading speed, page interactivity, and visual stability, which are all very useful for marketers to gauge and improve experience.

Interaction to Next Paint

Known as INP, this metric was introduced by Google to assess responsiveness. When pages visited by users become unresponsive, it results in a poor experience. INP measures this latency, giving a value that tells how many interactions occurred within this threshold.

It is expected to replace the FID metric in March of 2024, but until then, both metrics are currently coexisting.

Distribution of Internal Links

The number of internal links that point to a page is also a valuable metric that indicates its significance. Pages with no internal link redirecting to them have lower chances of getting indexed. That’s why hiring a marketing agency to conduct an internal link analysis is vital.

Click Depth

The number of clicks a user requires to navigate a site from the main page or homesite from the homepage to another specific page or content is called “click depth”. This metric measures the steps users need to take to reach specific destinations.

The average depth for a site should take no more than four clicks. The fewer clicks needed, the more likely a higher click depth score will be received in algorithms.

What UX-SEO Practices Should Be Prioritized by Agencies?

There are some ways that a content marketer can improve a site’s visibility and SERP ranking by implementing practices that are vital for SEO and UX. These are some of them:

Fast Load Speed

The page speed is vital for how fast a site can load. Metrics like bounce rate are tied to this, so marketers must always consider it. Plugins, themes, and other software installations can all delay a site’s load, so optimizing it is mandatory. Multimedia files and their size can also affect this time.

File compression, code optimization, and reducing redirections to other sites are some of the most accessible methods specialists can tweak to reduce these load speeds.

Mobile User Prioritisation

Using responsive sites for every device is something that Google highly recommends. Since most users currently access websites through tablets and phones, the algorithms and search engines now prioritize mobile indexing, meaning that the mobile version of a site is previously analyzed.

Marketing specialists must create responsive web designs that can be rescaled to any device without presenting rendering issues. Mobile layouts mainly emphasize being simple, clear, and readable, with call-to-actions that are easy to tap on and not many inbound links.

Removing complex navigation paths, shortening the load times, and making a menu design streamlined and focused on key points are great ways to prioritize mobile users.

Consistent Branding

It’s very well known that potential users can judge or form an opinion about the site they’re looking at in seconds. This vital first impression makes them leave or stay clicking on a site; retaining them is needed to improve.

A good UI/UX merged with consistent branding can create a positive impression, providing trust, credibility, and higher engagement.

A marketing specialist must employ a guideline related to tones and style of writing, specific color palettes, and a logo that can align with this branding strategy. 


Understanding and enhancing UX and SEO is vital for achieving online success in today’s digital landscape. UX ensures that a website can offer visitors a seamless, intuitive, and valuable experience; meanwhile, SEO strategically positions content to be easily discoverable by search engines.

By synergizing UX and SEO, market agents can create a harmonious balance between catering to user needs and aligning with search engine algorithms. This way, the two methods can not only enhance visibility and accessibility but also contribute to sustained growth and competitive advantage.

Keep in mind that specialists like the ones from our marketing agency at Kala can provide your site with all the solutions you need to boost your site’s visibility, efficiency, and profit.

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