Among the many factors that go to determine user experience, SEO has come to be seen as a crucial one that determines a website’s conversion rate. A holistic view of SEO is key for a Web development project to reach its full potential. In this article, we look at how SEO and UX professionals can work together to fulfill a website’s goals.
Make Pressure Work for You, Not Against
First, you need to recognize that many UX and marketing experts see themselves on opposite sides of the fence. This is often the problem in the industry, but a healthy team can use this competition to improve development. SEO and digital marketing need to work in collaboration, rather than in isolation.
Create Site Goals and Reference Them during Decision making
Before moving onto design, content or marketing, UX and SEO must have a common understanding of a website’s goals. Creating buyer and user person as for a business is extremely important to help guide decision-making throughout a project. Ask yourselves the following questions when you find it difficult to come to a decision:
• What goal is achieved by this decision?
• Is this the best way to achieve our goal?
• Will it satisfy the user?
• How will it impact the user’s decision-making?
• Will this decision drive conversions?
Do not Create Content in a Vacuum
Firstly, you should not begin to write content without design in mind. Also, the design should never dictate the essence of your content. Determine the best method for developing content– determine the site architecture, the pages that need to be created or rewritten, the size of the content and the design elements that should be used.
A team effort for content structure will prevent delays, but most importantly it will result in better user experience. Quality content leads better conversion. Well-written content without the support of design elements will be lost on the customer. And quality design with bad content will invariably prevent users from trusting the message a brand is trying to deliver.
Prepare to Evolve
If you’ve ever been part of a web development project, you’ve mostly realized that you are never “over” with a project. User needs and web practices undergo constant evolution and it is essential that the project needs to evolve to keep pace with it. After launch, UX and SEO teams should test real-time and determine site performance and make iterative site changes.