How Does User Experience (UX) Affect SEO?

In the old days of SEO or search engine optimisation, keywords are the most important factors to consider. Webmasters discovered that you can outrank other sites by adding as many keywords as possible to your website. This practise is called keyword stuffing. This is when Google’s SERPs become irrelevant when spam websites become more popular compared to the real ones.


Fast forward to today, SEO has evolved dramatically. Google has had a series of changes in its algorithms to prevent this type of mishap to happen again. While it is still essential for websites to keep using appropriate keywords and backlinks, Google added user experience as a huge contributing factor in ranking a site’s performance.


What is UX (User-Experience)?

One of the many SEO services that digital marketing agencies in Singapore offer are optimising the UX. User experience is basically the behaviour of the user while they are accessing your website. It measures the level of engagement that every user experienced in your website. It is more focused on determining the best part of your site that allows every user to locate what they need and, at the same time, highlighting some opportunities that you need to improve.



UX directly impacts your SEO rankings because of the user engagement metrics. Because of this, it has become a vital SEO strategy for most companies. Increasing your site’s user experience will not only help improve your rankings but will also increase your brand’s credibility in the process. This way, people will be more reliant on your site to get the information that they are looking for.


Different UX Metrics to Remember

If you want to fare well in the Google SERPs, it’s important to keep these metrics in mind while designing your website. These two metrics are the key performance indicators that your website is engaging to the audience.


  • Bounce Rate
    This measures the length of a user’s visit on a single page of your site. It is normally the landing page or the homepage of your website. Google measures the time that they spend on a particular page and how often do users visit other pages at the same time. Consider it as failing to maintain a good first impression.


Whenever a user lands on your page, there is a high chance that they will immediately look for the information that they need. If they find too much irrelevant information, there is a high chance that they will click back to the results page and look for another site. Other factors that impact the bounce rate is the confusing design and slow page loading.


  • Dwell time
    Aside from measuring how long a user stays on your site, another impacting factor of UX is the users’ dwell time. It is measured based on the amount of time that a user spends on a specific page. The longer they stay on a page, the better for your UX. This is one of the reasons why creating valuable and engaging content on your site is important. It is literally giving your audience a reason to stay on a page for a longer time.


Factors to consider in UX Design

To make sure that your site will maintain a high user experience, it’s important to consider some of these factors when designing your site:


Factors To Consider In User Experience Design


  1. Page speed and loading time – a user should not spend too much time waiting for your page to load.
  2. Responsive design – a user should be able to access your website regardless of which device they are using.
  3. User-Friendly URL – a user should easily remember your web address.
  4. Legible headers and menus – a user should instantly see and understand the headers and menus on your site.


Seek help from a trusted digital marketing agency in Singapore

Whether you like it or not, SEO is evolving very fast and part of its changes is giving importance to the way you interact with your users.  If you are looking for the best SEO services and eCommerce SEO strategies, it’s best to consult one of the trusted full-service digital marketing agency in Singapore. OOm has well-experienced experts in the field that will make sure that every user who visits your website will find everything they need and will spend more time on each of your pages.