Gone are the days that content rests alone on the forefront of Search Engine Optimisation. While words will always play a crucial role, UX and UI now has its own powerful influence on high ranking and escalated conversions.

What is the difference between UX and UI?

User Interface (UI) revolves around the functionality, simplicity and elegance of your website. It affects your first impression of a website, based on style, design and ease of use. User Experience (UX) encompasses all interaction, focusing on the entire buyer’s cycle, sequence of actions as well as the thoughts and feelings experienced during this journey.

Let’s explore 3 important UX principles that can improve your SEO ranking  



How well is your website optimised for a diverse set of users that want to interact with your product? Today, web designers are being urged to consider user disabilities, including visual, hearing, cognitive and physical impairments.


Anxiety, OCD, dyslexia and colour blindness are examples of problems your users may face. For example, search bots reward pages with alt tags on their images that help visually impaired users understand what is on the page. Take the time to ensure that your website and buyer’s journey is considerate of these issues. You can always contact an SEO consultant if you need help getting creative with this.


Let’s focus on the influence of excellent navigation scheme. A successful website can never be too organised. Good Information Architecture is the first step to developing a navigation scheme that works for your unique website.


What categories is your website divided into? How are you going to separate chunks of content so that they are easily accessible throughout user journeys? How many times do users have to click before they find what they are looking for and how easy is it for them to navigate to previous steps? Clicks and actions that take place on your website gets ranked as positive interaction, so you have to make sure your users can find what they are looking for quickly.


Gestalt principle design

Psychology and visual perception plays a crucial role in how your users experience your website. We can refer to this as ‘perceptual organisation’, because it explains how people tend to organize visual elements into groups or unified wholes when certain rules are applied. Read more on the cognitive psychology of UX for a broader understanding of how these principles can be applied.


SEO algorithms are becoming increasingly interested in how the human mind works, so end-user optimisation is without a doubt one of the most important factors to consider when building and maintaining your website. Be sure to keep up to date with UX research and theory, and your website should gain higher rankings.