UX and SEO: A Guide for Winning the Searcher, Not Just the SERP

09/22/25
Source: General SEO – SEO Blog by Ahrefs by Despina Gavoyannis. Read the original article

TL;DR Summary of How UX and SEO Work Together to Improve Search Rankings and User Engagement

UX signals like clicks and scrolls influence search engine ranking models indirectly by training machine learning algorithms over time. Combining SEO and UX best practices—including well-planned information architecture, intuitive navigation, and balanced page layouts—boosts both visibility and user satisfaction. Optimizing internal linking and website performance ensures a seamless experience that meets both user intent and search engine criteria. Avoid extremes and unify SEO and UX efforts for a discoverable, engaging, and converting website.

Optimixed’s Overview: Integrating User Experience and SEO for Sustainable Search Success

Understanding the Symbiotic Relationship Between UX and SEO

User interactions such as clicks, scrolls, and hovers serve as data points that help search engines refine their learning-to-rank models, which predict the best results for future queries. While these UX signals are not direct ranking factors, they are a core pillar in search algorithms, confirming that a great user experience supports long-term SEO success.

Key Steps to Align UX and SEO Effectively

  • Map Out Information Architecture: Combine keyword research with intuitive site structure to create clear, accessible navigation and URLs that satisfy both users and search engines.
  • Build Intuitive Navigation: Use familiar menu conventions with a manageable number of top-level links and supportive elements like breadcrumbs and footers to guide users smoothly through your site.
  • Design UX and SEO-Friendly Page Layouts: Balance aesthetics and content by providing scannable, well-organized information with clear calls-to-action, optimized headings, and relevant visuals.
  • Use Internal Linking Strategically: Connect pages naturally with descriptive anchor text to distribute authority and guide visitors to related content, enhancing both engagement and crawlability.
  • Optimize Site Performance: Ensure fast loading times, mobile accessibility, and technical health using tools like Ahrefs Site Audit and Google PageSpeed Insights to minimize friction and maximize trust.

Common Pitfalls and How to Avoid Them

Problems occur when SEO and UX efforts are siloed or imbalanced. SEO mistakes include keyword stuffing, intent misalignment, and neglecting content hierarchy. UX mistakes often involve cluttered layouts, confusing navigation, and poor content flow. The solution is a collaborative approach that respects both disciplines’ strengths, leading to a harmonious website that ranks well and delights visitors.

Final Insights

SEO and UX should be integrated, not treated as separate tasks. By aligning site structure, navigation, content design, internal linking, and technical performance, businesses create websites that are discoverable, user-friendly, and conversion-optimized. Leveraging tools like Ahrefs’ Keywords Explorer, AI Content Helper, and Site Audit can streamline this process, enabling smarter decisions that benefit both search engines and users alike.