Although UI is often concerned with usability, conversion rate optimization (CRO), web design and development, UI can most definitely influence SEO.
So whether your re-designing your website or building a new one, there are a few ways in which you can ensure your site's front-end interface is SEO-friendly. Let's dive right in.
Strategic Use of Rich MediaDull, text-heavy pages usually offer crappy UI. However, text-heavy pages are often good for SEO and properly establishing keyword relevancy.
When it comes down to SEO, integrating rich media is a strategic balancing act. It's easy to make a page look pretty with hi-res images and perhaps a video. But often times, these rich media files can slow a pages load speed (and thus hinder SEO performance.)
Conversely, rich media files can actually improve your SEO (and CRO) efforts when integrated properly. SEO advantages can be gained when you:
- perform video and/or image optimization techniques (to better establish on-page keyword relevancy and help your pages pop in blended Google search results.)
- optimize robust file sizes to minimize the time required for media to load on a page.
- use rich media to leverage better calls-to-action and conversion elements.
Engagement Metrics Contribute to Site AuthorityA clean and clear UI (that includes a balance of rich media) can greatly contribute to higher levels of engagement. Because Google and other search engines use website metrics like time on site and bounce rate to determine site authority, UI and SEO are practically cousins in the same family of strategies.
Like any meaningful relationship, first impressions are immensely important. Avoid cluttered page layouts, be creative with your copywriting, and use media that's unique, engaging, and purposeful (hint: stock photos usually suck.)
When crafting your optimized pages, focus on content that's educational, enlightening, and/or inspiring. Keep your visitors around longer (and convert them into leads/customers) with content that's near and dear to their interests. In essence, be empathetic and be real.
Without Conversions, Traffic is MeaninglessPerhaps you're site is inbounding loads of organic search traffic after a few months of SEO. But if that traffic is not converting in leads or sales, what's the point?
- are we using specific calls-to-action?
- are our pages boring, and thus contributing to high bounce rates?
- do we have specific conversion goals or a conversion funnel?
- is our site's web design outdated and looks like it's from the 90's?
So whether you're doing SEO for a client, or SEO for your own business, be sure to respect UI and the level of value you offer your users (beyond your products or services.)