User experience (UX) is a relatively new term that has made its way to the search engine optimization (SEO) scene. With regards to web designing, user experience is the term used in order to describe the overall experience that a user would have as they interact with a website. And the goal of UX designing is to make that experience a pleasant one.
User experience is everywhere. It happens regardless of whether you planned it or not. And when it is not intentionally designed, there is a much higher likelihood of that user experience being poor. In today’s highly competitive online marketing world, building a satisfactory user experience is not a choice for any online business if they need to survive. It is easier than ever to find competitive products or services via the Internet, and if a potential customer feels bad about the user experience he or she had on your website, he will go to one of your competitors with a matter of seconds.
But that is not all
Search engines (especially Google) also want to make a pleasant user experience. That is why they have been constantly trying to improve their search engine algorithms in order to deliver the best, most relevant and the most important search results for the search queries carried out through the search engines. However, over the past few years, they have also put their focus on the user experience provided by the target websites when ranking them in search engine results pages (SERPs).
Today, search engines does not just display results for search queries and stop there. They will observe how the users are interacting with the results they delivered and analyze that data to determine whether their user experience was good or not. Then they will use that data in their algorithms, the next time someone else uses the same search query.
One example of this is the loading time of a website. Google itself has stated in various occasions that websites with faster load times rank better than the slower ones. And they calculate the loading time in milliseconds, which means that if your website takes one more millisecond to load than your competitors, your rankings might sink below theirs.
Another example is the bounce rate. If the bounce rate of a website is high, most of the time it means that the particular website offers poor user experience. This may be due to poor design choices or poor quality content. Whichever it is, it will reflect on your search engine rankings. So always try to design a website that offers a good user experience for your users, and the search engines will reward you automatically.