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The Impact of User Experience (UX) on Search Engine Rankings

Once Bill Gates said,

 “ If your business is not on the internet, then your business will be out of business.”  

With each passing day, millions of businesses are shifting their focus to online platforms, and  along with this, they are thriving to keep up with new trends and upgrades of google. Internet marketing firms go to every endeavor to achieve  higher Search visibility and increased audience engagement.  

No doubt,  good SEO with high-quality content is the foremost criteria for ranking in search engines. However,  the importance of the user’s experience while navigating the website cannot be denied.  In Fact both UX and SEO ventured into digital marketing before 20 years, shifting Google’s focus towards a user centric approach.

What is User Experience  (UX) 

UX is the experience a user undergoes while scrolling to a particular website. A good UX design usually covers multiple aspects, including useful and valuable information about a service or product , quality content, easy accessibility, and more importantly perfect visual designs to grab users’ attention.

 UX  encompasses the successful product or service strategy and how it would be presented to the users via digital platforms. A good UX design always considers users experience optimization and thrives on satisfying user interaction and fulfilling  user intent.

Why is UX important  for Google Search Engine Rankings

Under the name Google Page Experience, Google announced a new ranking algorithm in 2021 that is designed to measure the quality of web pages based on user experience.

UX is a de-facto ranking factor for SEO, which is only going to become more important over time.  For this very reason, developing a flawless UX design is imperative for designers.

Further, the following factors determine how user experience affects SEO;

Website Architecture and Simpler Navigation 

The arrangement of website pages and how they are linked together is very important.  Easy navigation and website architecture influence Google ranking. If a website has organized linked pages and  appealing features, then users ultimately spend more time on the website letting crawlers think that it is useful and deserves higher rankings. 

User- friendly Layout and Design

SEO promotion is also impacted by how a UI designer designs the layout and design of a website. A cluttered layout can lead to frustration and lead to negative user experience. Contrary to, a simple layout with a catchy color scheme enhances user engagement. Designers should always keep their users in mind

As Steve Jobs said that

 “Design is not how the website looks but it’s about how it’s functioning

That is why a website needs to be well designed and organized so that users can  comprehend the information and perform desired actions. A well designed website has a lower bounce rate and more user engagement, which positively impacts seo. 

Core Web Vital  and Website Speed

The visual stability of the page and interactivity are measured by core web vitals (CWV). 

A CWV vitals means minimum time in page loading, not exceeding 2.5 seconds.

 Websites should have low loading time and visual visibility, else users will return to serp, and conversion rate of the website will eventually drop. 

Mobile Optimization

Around 92% of internet users access the internet via mobile phone. To reach higher traffic, the site must be optimized to be easily accessible. 

Additionally, Google has started indexing pages that are optimized for mobile. Mobile friendly sites lead to positive UX, which  influences website search rankings.

Optimized and Quality Content 

There is no denying that websites that use relevant and authentic content  have enjoyed vast user engagement and higher search rankings. By using appealing and engaging content that is valuable to users, overall UX can be improved.

It also means that the content is updated and fresh. This ensures the users engagement and users remain on site for much longer time.

The Rise of SXO

Search Engine Optimization (SXO) is a set of methods that combines the concepts of SEO and User Experience. SXO  practices aim to enhance user experience using different optimization methods and achieve higher search ranking.

UX designers implement various strategies along the ones mentioned above to enhance the search ranking of websites while providing user satisfaction.

How to Improve UX for Higher Search Rankings

  • Minimize bounce rate by using an appealing layout and engaging content.
  • Work on Click-through rate (CTR) by adding relevant content. Meta tags and ads.
  • Maximize conversion rate by bringing content that users are looking for
  • Research  user behavior and identify areas for improvement.
  • Provide high-quality and relevant content.
  • The website should have SEO potential.
  • Content should be updated frequently.
  • Monitor website’s performance.

Additional Benefits of Effective UX Designs


Maximum SERP visibility is the goal of every site. To achieve this,the website content should be relevant and easily navigable by users.  The more users find a website relevant, the more it gains SERP visibility.


A seamless UX design can counter the issue of cart abandonment. Research carried out by Baymard Institute suggested that users often do not proceed with purchasing due to to

  • The requirement of account creation(24%)
  • Too long checkout process (17%)
  • Website errors (13%)
  • Credit card declination (4%)

Apart from other reasons, the above can be curbed by improving UX design and  helping e-commerce sites to increase their conversion rates.


From the above discussion, one can easily comprehend that developing a website with effective UX Design is crucial if one wants to excel in a digital platform. The relation between SEO and user experience will only strengthen  over time. 

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