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User Experience

When Google crawls your website to measure engagement metrics, user experience (UX) is one of the main factors taken into account. If you can improve the user experience for customers you are more likely to see better rankings as a result. Below we explain what it is and why it important to pay attention to.

What is user experience?

When talking about user experience, this refers to how easily customers are able to use your website.

This includes a number of different factors such navigation, sourcing the information they need, quality of content and pop-ups and other interstitials.

Why is UX important?

Every business wants their customers to be happy as without that basic ingredient it becomes much harder to convince them to spend money on products or services. That starts with making your website and pleasant experience for the user.

One of the biggest determining factors of user experience is how long they remain on your website, whether the website uses interstitials and how they are employed.

Bad user experience can affect your bounce rate – the percentage of users who only view one page before leaving, which is usually a landing page or home page. The higher the bounce rate, the more likely it is they didn’t’ get what they came fore. This is then factored into Google’s searching rankings.

The dwell time – how long users spend on a particular page – is also just as important. The longer the time spent, the more positive it is for your SEO rankings, and vice versa.

How can I improve the experience for my website visitors?

Improved UX design can make the world of difference and here are a few tips on elements you can focus on to improve user experience:

Page loading time

A slow loading page can easily convince a customer to go elsewhere – especially if they have never visited you before. Compress and ensure images are sized to the right dimensions. Check your web host offers a local server as this can impact page load times. Where possible combine CSS/JavaScript files to reduce the amount of server (HTTP) requests being received.

Mobile friendly

According to Google, around 50% of all web searches are conducted via mobile devices. It’s why you need to ensure your site is mobile friendly. This will play a big role in how customers navigate your site and if they can’t engage they’ll simply go elsewhere.

URL structure

Search engines use keywords in the URL to understand what the page is about. Keeping the URLs simple and easy to read will benefit both your SEO and customers. Say what the page is and avoid complicated abbreviations.


People want to know where they are on the site and what they are looking at. Structure the page so the content is easy to read and navigate. Avoid using unneeded complex layouts that just confuse readers.

Menu streamlining

Many people head straight to the menu to find the page they need and good UX design also includes keeping the menu lean and mean. Don’t overload it with too many categories and subcategories that make it harder to find what the customer is looking for.

Find out more

Need help with your website or SEO? Get in touch using the form below or click here to contact us for an informal chat. Our SEO experts Brick Digital can conduct a FREE SEO audit of your site and put together a strategy that includes improving your backlinks to help get your business fired up.

You can also take a look through our Useful Tools section that includes a range of online resources to help you start out, understand and improve your online business yourself.

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