How to Find the Optimal Balance Between UX Design & SEO

As everyone in the online marketing space knows, Google claims to have hundreds of ranking factors and, from the research done by independent agencies, we have every reason to believe them. At least two of these ranking factors relate to the SEO architecture of your website and to the actual user experience (UX) browsers are enjoying (or not) while there.

For a long time there’s been some debate as to whether a particular SEO principal or a UX one should come first when only one can be accommodated. With older websites or ones running a custom CMS (content management system) this is often a bigger problem than for those using something more modern. But, regardless of what sort of platform your site runs on, there is a ‘sweet spot’ where the requirements of both can meet, and that’s essential to your business’ online performance.

What we know

SEMrush shared a lot of important information when they published their on-site SEO ranking factor study in 2017 but one of the most insightful portions of the study was the impact that bounce rate can have on your traffic. Essentially, if a potential customer can’t find what they’re looking for quickly enough (within a few seconds these days) they will leave your site and head over to a competitor. Here are a few points from the study as well:

● The higher a page’s position, the lower is its bounce rate.
● The bounce rate of the top position for the low-volume keywords is approximately 49%; for the high-volume keywords — around 51%.

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