Relationship between SEO and UX (User Experience): how users experience the site 

User experience (UX) is not just about simplicity and design, but about how users experience the site .”

The website experience can be summarized into the following three parts.

  • Reach the site
  • Find content
  • Convert. Or meet your needs


This trend shows how important the user experience on the site is in SEO .

In the natural search journey, SEO and user experience (UX) are linked by information architecture and links that lead to conversions on the site.



So how can you leverage SEO-related data for insights that highlight the user experience?

First, let’s look at how “information architecture (site framework)” and “link hierarchy (site paths or links)” are used to build a user experience tailored to individual needs. let’s see.


What is Information Architecture

Information Architecture (IA) is the framework or structure of a Web site that provides a home for each content.

Information architecture is used to refer to content such as “how the site is structured” and “how each page is grouped.”

It is not “information architecture = URL structure”.

Again, the information architecture is not tied to the relationship between folders and subfolders in URLs.

Of course, although it is supported by folders and subfolders, it is not limited to URLs only. Information architecture is the skeleton of the site itself .


What is a link hierarchy

how users experience the site 

The information architecture is exposed to the user through a link hierarchy within the site.

A link hierarchy is a physical connection, or link, between pages within an assigned framework or architecture. This is the actual route used by users to navigate the site .

Link hierarchies should support intentionally created information architectures and make sure that each piece of information is connected. Make sure that there are no pages that are not connected to any page.


If you think of information architecture as a “framework” and link hierarchy as a “component,” you can complete a puzzle that creates a map that represents the user’s touch points on the site.

Isn’t this very wonderful?

Links that convey value to search engine bots also allow users to experience our information architecture.

Since we already have the components and framework, there is only one condition left to optimize the content on the site. “What kind of migration do users expect on the site?”

Consider information architecture and link design to improve conversion and SEO

The information architecture and link hierarchy have been defined above.

And our goal is to design a clear funnel. The funnel should be tailored to the buyer’s journey so that users can navigate the site intuitively.

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To help you achieve this goal, the following items will help you make decisions about updating your content and links.

  1. Keyword
    Used to identify relevant topics and pages that should be linked.
  2. Intent
    Consider user intent when determining link destinations and designing information architecture.
  3. Dead
    end Let’s avoid dead end. Clearly create the next step in the conversion funnel so that it can take into account the different services that exist in the current funnel position and, if necessary, provide a way to return to a stage earlier than the current funnel position.
  4. Data
    Use it to confirm your assumptions and to evaluate the funnel.

1. Keyword strategies show typical page paths

Is there a way to figure out where the user wants to go on the site?

Keyword strategies can be very helpful in understanding this, and can also help clarify the relevance of key pages.

Your keyword strategy should match the most relevant content with the most relevant search queries.

The most relevant search query is accompanied by the next most relevant query. And, for these relevant queries, there is the most relevant content.

With the ability to leverage a vast keyword strategy, you can create a subset of relevant pages.

Important points

Organizing relevant keywords and assigning them to specific pages can naturally create an information architecture created by a subset of the relevant pages.

Placing links on these relevant pages will provide users with an intuitive and comprehensive experience.

2. Leverage user intents to design conversion funnels

The next thing to consider is user intent.

Each relevant content offers a different intent or goal in the user’s search experience. This includes both users at the top and bottom of the funnel. Will be).

The link hierarchy should include paths through which users can travel through the stages of the conversion funnel. This reduces the confusion that often occurs in the funnel (the user does not have to worry about “what page to look next”).

The user ’s path to conversion is not always straightforward. Therefore, linking to different points in the conversion funnel can reduce user stumbling.

Important points

Corresponding to different intents in the target audience will naturally allow users to move on to the next step in the funnel and smooth the user journey. This is true whether you are higher or lower in the funnel.

The information architecture should support the link hierarchy, and aligning content with intent can drive users to the next stage in the conversion funnel .

3. Prevent leaving the site. Match user experience with user expectations and avoid isolated experiences

Here’s an example that is consistent with your website strategy.

You booked a flight to the Bahamas. The only way to get to the Bahamas is via Miami. The first flight was fine and I was able to reach Miami. She wears sunglasses, swimwear, and even sandals. Be ready for the Bahamian sunshine.

But knowing that there is no flight from Miami to the Bahamas, you end up. Eventually, he left the airport and took a boat while holding his fluffy hat.

In this example, your goal is to go to the Bahamas. However, the route you chose was not what you expected and did not provide a clear route to your destination. Therefore, I decided to select a competitor (ship).

Let’s apply this example to a website.

If users can’t easily navigate the links and pages on your site, no matter how great the content is, even if they are ranked high with many keywords, users will see that their web site You cannot experience it on the site.

Users can’t go back or go back and run out of the page. They get stuck on a page different from the one they want, and even though they have useful content, they can no longer find it.

If you do, you’ll be leaving the site.

Important points

Avoid getting stuck in your site. Review the path of every page to make sure that no dead ends or orphaned pages are occurring at any point in the funnel.

4. Engagement metrics indicate user satisfaction

Understanding the metrics related to user engagement can help you further optimize.

Use analytics data to understand how users interact with your site.

  • Where do users go?
  • How was it reached?
  • At what point did you leave?
  • Which pathway achieved the special KPI?

Engagement metrics are probably one of the most powerful SEO metrics.

These data show how the target user passed, how they sympathized, and how satisfied the user was with the experience you provided.

Below are some questions that engagement metrics can answer.

[User click path]

  • What is the natural flow that a user selects on a site?
  • Where is the point of exit and entrance?
  • Is there a dead end?
  • Are there any specific sections of the site that will confuse users?

[Bounce rate]

  • Why is the bounce rate high for pages with many clicks?
  • Is the experience offered at the location consistent with the experience expected by the user?
  • Does the content get user sympathy?
  • Is there a route that can be reached deeper into the site?
  • Is there a clear path to the next step that is theoretically correct?

* Remember that pages with low bounce rates and low clicks are more valuable than pages with high bounce rates and high clicks

[Stay time]

  • Is the average stay time acceptable for the type of content?
  • Are there features that are on pages that have long stays and that are not on pages that have short stays?

[Number of pages per visit]

  • Are you visiting pages you visited in the past?
  • What are the features, structures and attributes of pages with a high number of pages per visit?

[Click rate]

  • Does the title make sense?
  • Does the intent meet expectations?
  • Does the content of the meta description accurately reflect the content of the page?

Occasionally, a user will behave differently than you expected. But that’s fine.

We can improve the user experience based on each of these indicators. That would include adjusting the site structure (links), the content of the keyword strategy, adding content, and so on.

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