SEO has evolved beyond simply targeting keywords to focusing on user experience and engagement. A website that prioritizes user experience will have higher search engine rankings than one that doesn't, thanks to UX design factors such as intuitive navigation, fast loading speeds, responsive mobile device compatibility and effective call-to-action designs all contributing to improved SEO performance.
As Google shifts its focus toward providing high-quality, trustworthy, and relevant results, it has prioritized websites that deliver an exceptional user experience in its ranking algorithm; metrics such as time spent visiting, number of pages visited and clicks are important metrics of quality assessment.
An engaging website that offers excellent user experience (UX) can increase visitor interactions with your company, leading to greater brand recognition and sales growth. On the other hand, poorly designed sites with inconvenient navigation or irrelevant content that doesn't meet users' needs could increase bounce rates while decreasing search engine rankings.
There is often the misconception that SEO and UX are incompatible. While SEO involves optimizing a website for search engines, this doesn't have to come at the cost of users - for instance creating culturally appropriate websites can improve user experiences while simultaneously increasing chances of voice searches as this will show Google your site as being useful and provide greater results for voice searches.