Why has UX design become part of SEO?



Recently, Yandex announced a new Minusinsk algorithm , which created hype in the circles of SEO specialists and companies. For Yandex, this is an attempt to get SEOs to get away from links, and to force them to engage in the site, instead of putting up a large check for the purchase of links.

This also applies to behavioral factors. Search engines are well aware when they are manipulating these factors, and ultimately punishes them.

In my practice, I have met a couple of good sites that promote behavioral factors, and as a result have been severely punished. Here's what happens to traffic from Yandex after filtering the site:
The fall graph of transitions from the Yandex search engine
Only after such an “outcome” does a person begin to think that it would be better if he spent money on something useful. As an SEO specialist, I recommend first of all working on a website, and for me, UX design has become part of the website’s SEO optimization.

What is UX design?


UX Design is a comprehensive approach to user interaction with any interface. The main task is to “force” the user to achieve a certain goal by performing a minimum number of actions, therefore User Experience Design aims to create the most lightweight and convenient product.

UX design combines:
  1. information architecture
  2. interaction design
  3. graphic design
  4. the content

In addition, the UX designer must have the skills of usability research, and be able to study their target audience. We will analyze in more detail each stage:

Information architecture and interaction design


At the stage of developing information architecture, the target audience is first of all studied based on their demographic, geographical, economic and psychological characteristics.

The UX designer has an idea of ​​audience preferences. This determines how the site structure will look. The task of the optimizer is to compose a semantic core, and to cluster queries. Based on information about the target audience and SN, you need to develop a semantic tree for the site, a navigation structure, as well as a user interaction scheme on the site.

The page should have a minimum signal to noise ratio. Useless information should not distract his attention from useful information, it is better that it does not exist at all. This will allow the user to concentrate on important elements, which means that he will be able to quickly find what he needs.

The designer must adhere to the rule: "To get to the goal - the visitor should not make more than 3 clicks."

Graphic design


At this stage, the designer must take into account the preferences of the target audience, and make the design as pleasant as possible for the user. If the goal of your site is to sell exclusive doors on order, then it is natural that a minimalist Flat design will be inappropriate here. A person wants to see the exclusivity, the high cost of such a site. Only this can keep it on your site. If this is an online magazine, then nothing should distract him from reading, the color scheme of the site should not bother his eyes.

Do not forget about adaptability. Recently, Google announced that it would underestimate the position of sites not optimized for mobile devices, so the UX design should be displayed everywhere well - whether it is a TV or a mobile device.

Content


Without quality content, you cannot achieve good results. Its presentation is also important. Agree that reading well-structured content is much nicer than a concrete wall of text.

UX design should present the material so that it is interesting and easy to read. The task of the SEO specialist is to select material that can bring traffic from search engines, or in other words, to develop a content strategy.

Also, this step should include the work of a copywriter. Every letter is important here, the title should be catchy, and the text interesting.

Which conclusion is that?


The implementation of each stage should be paired with an SEO specialist to achieve maximum product promotion efficiency. But do not forget that a beautiful and convenient site does not promise ultra-fast successful results in promotion, because this is the foundation that will only simplify the task of promotion.

If you still think link buying and behavioral wrapping work better, and UX design has not become part of SEO, then look at the following chart.

From 1 to 1000 visits per day for a year

In this project, all the funds were spent on improving, analyzing user behavior and finalizing thoughtful functionality.

And what do you prefer to spend money on?

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