If you own a website, no doubt SEO and UX are both key considerations in designing and developing your website. These two disciplines are often competing with each other regarding which brings more benefit to a website, and each approach has its own merits. But what impact (if any) does user experience have on SEO? Why is UX design so important in SEO?
Implementing a User Experience (UX) strategy that prioritises website users and page experience can significantly improve website rankings. This is because search engines like Google take into consideration a large number of ranking factors, some of which can be improved with effective UX design.
Keep reading to find out more about how UX can be implemented into an SEO strategy, including the potential advantages of effective UX design.
In simple terms, UX aims to make a customer’s experience as positive as possible, while SEO aims to rank a website higher to draw in more users from a search engine results page.
UX is therefore centred around making sure those users that enter the website are able to easily interact with the on-page content. UX is a broad term that can encompass the entirety of a company’s website, products, services and staff. A website with a successful UX design will keep users on a website for longer, increase conversions and provide an enjoyable journey for customers. However, as Google regularly updates its core algorithm, the similarities between SEO and UX only increase.
The overall goal for Google is to provide the most useful and relevant information that is available on any given topic. As UX aims to create an enjoyable experience for users, when a user has a positive experience on a website they are more likely to return to the same website or make a purchase. This in turn sends engagement signals to Google that this website is popular and trusted. Some of Google Search Central’s guidelines find page experience to be characterised by:
It is clear then that reviewing a website’s UX can have an impact on page experience, and subsequently SEO. The main goal of both UX and SEO therefore becomes common to both disciplines: create websites that efficiently cater to user needs. Below are some key signals that websites can be effectively optimised for to improve both UX and SEO.
As of July 2019, Google indexes ‘mobile-first’, meaning your website will be crawled by Google as though it is a mobile user. As 70% of all internet users access the internet on mobile devices, websites that are not optimised for mobile users will not be treated as favourably as the websites that are.
Find out more about how mobile usability affects SEO in our detailed blog: ‘Does Mobile Optimisation Affect SEO?’
Backlinks are a key Google ranking factor; a large quantity of high-quality backlinks can have a major impact on your website’s rankings. By taking user experience into consideration to develop a website that is simple and easy to use, it is more likely that users will want to share your website with others.
Read more about how backlinks impact a website’s ranking in our detailed blog: ‘How Many Backlinks Do I Need to Rank?’
It is a well known fact that the modern-day internet user has very little patience for slow websites. People want to access content quickly, and so a website that runs slowly will only cause frustration and drive users away. Furthermore, page speed is a key ranking factor for Google, meaning that a slow website will rank lower than a fast one.
Find out more about how website speed and performance can impact rankings in our detailed blog: ‘How to Audit Your Site Speed & Performance’
Last but not least, user engagement is a key consideration for both UX and SEO. By developing a UX design that is intuitive and easily navigable, this will likely lead to more users participating in engaged sessions on your website. This tells Google that your website is providing a useful service to its users and will treat your website more favourably.
Considering the fact that SEO and UX have an increasingly similar primary objective, it can be fairly straightforward to integrate UX into existing SEO strategy. For example:
As stated above, a good user experience is often dependent on a series of key aspects of a website that can be optimised to deliver a positive page experience. However, not all users have the same abilities. It is therefore a key component of UX to ensure that people of all abilities are able to have a positive experience on your website. Some key UX considerations that will help to make your website more accessible are:
At Wildcat Digital, we offer a comprehensive SEO service that involves detailed audits into user experience. This allows us to develop a strategy tailored to your specific website to deliver quantifiable results. Contact us today to find out more.
Senior SEO Executive
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Head of Operations
Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business.
Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.
Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Manager
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
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