SEO vs UX
In a world where content is abundant and attention is scarce, two forces are quietly shaping digital performance: SEO and UX. And while they’ve traditionally lived in separate corners—SEO under marketing, UX under product or design
It's time to recognize them for what they truly are: a power couple capable of driving serious growth when working together.
If you’re still treating SEO and UX as parallel strategies, this post is your nudge to integrate. Because high-ranking pages mean little if they don’t convert.
And even the best-designed experience won’t deliver if no one can find it.
Why SEO and UX must work together
Search engines have evolved. Ranking algorithms no longer reward keyword stuffing or sheer backlink volume—they prioritize user experience.
Take Google’s Core Web Vitals, for example.
These metrics now directly influence rankings and are all about how users experience your site:
- LCP (Largest Contentful Paint) – how fast your main content loads
- CLS (Cumulative Layout Shift) – how visually stable your site is
- INP (Interaction to Next Paint) – how quickly your site responds to user actions
But SEO doesn’t just stop at attracting the right traffic. UX takes over the moment a user lands.
If your layout is confusing, your CTAs are buried, or your mobile experience is clunky, even the most relevant visit will bounce.
SEO gets them there.
UX makes them stay—and buy.
The 3 types of intent (and how UX supports them)
Every user lands on your site with a purpose.
Understanding their intent is key to designing an experience that meets it.
1. Informational intent
“I’m researching. Show me options.”
UX priorities:
- Easy-to-scan blog layouts
- Clear headings, internal linking to deeper resources
- Soft CTAs like “Learn More” or “Download Guide”
2. Commercial Intent
“I’m comparing. Help me decide.”
UX priorities:
- Comparison tables
- Case studies and client testimonials
- Interactive tools (quizzes, product finders)
3. Transactional Intent
“I’m ready to act. Don’t get in my way.”
UX priorities:
- High-contrast, clear CTAs
- Streamlined checkout or form flow
- Trust indicators (pricing clarity, refund policies)
Mapping UX features to these intent stages ensures that your visitors don’t just browse—they progress.
Design that satisfies SEO (and visitors)
Great UX isn’t just about aesthetics. It actually supports SEO in measurable ways:
- Headlines that match queries: Confirm relevance instantly by echoing user search terms in H1s.
- Structured content: Use headings, bullets, and schema markup to help both users and bots understand your content.
- Visual hierarchy: Help users find key info fast with smart layout and contrast.
Good UX reinforces your page's relevance, clarity, and authority—exactly what Google looks for when ranking results.
Brake down UX and SEO silos
Too often, SEO and UX operate in silos—with different tools, goals, and metrics. But that’s a missed opportunity.
Shared KPIs (like bounce rate, conversion rate, time-on-page) can align both teams around a single outcome: performance.
Here’s what collaboration looks like:
- Content planning based on search intent
- Designers involving SEO leads early to align structure and headlines
- Joint reviews of analytics and heatmaps to find friction points
When these teams align, they create experiences that are both discoverable and delightful.
3 Tips for alignment
Not sure where to start? Here are a few fast changes you can make:
- Use Google Analytics to identify pages with poor engagement
- Use a keyword research tool like Google Ads or SEMRush to identify topics which interest users
- Guide users through your website with internal links. Great to boost engagement and experience
Download our 5 Steps to improve your brand visibility in ChatGPT guide for more SEO tips👇
