There is a common misconception that SEO simply involves link building and including relevant keywords in content. While these are two important strategies, search engines consider a lot more than this when ranking websites.
Elements of user experience (UX) have been rolled into SEO practices. Is your site fast, secure and mobile-friendly? Do you have quality content that engages users and encourages them to stay on your website? Is your site quick to load and easy to navigate?
These are all elements that are considered by Google and other search engines when determining how to rank your website. With that in mind, read on to discover more about how UX fits into search engine optimization.
Why UX is important for SEO
Google has changed considerably over the years. The search engine giant constantly updates its algorithms to ensure users are provided with the best possible results. Each and every update that Google has made has been geared towards providing more user-focused and user-friendly results. We have seen changes to SERPs, like knowledge panel and rich snippets, and algorithm updates that have shown just how critical UX has become to Google. You only need to look at RankBrain to see that this is the case.
The introduction of RankBrain
RankBrain was introduced in 2015, and it was considered the third most significant factor in determining the SEO value of your website, only falling below links and content. RankBrain[1] is driven by behavior metrics, including pages per session, bounce rate, dwell time, and organic CTR. Essentially, these metrics inform the search engine as to whether users enjoy their experience on your website.
After all, if a user visits your website again and again, spends a