The Role of UX in Enterprise SEO

Did you know that every $1 invested in User Experience (UX) brings $100 in return? These findings are from research by Forester. These stats tell us that focusing on the UX for your enterprise website is extremely important. That is if you want to win the long game.
In this guide, let's look at the importance of UX and its effect on enterprise SEO. You'll also find some useful strategies to create the best UX for your enterprise website.

What is User Experience or UX?

User Experience or UX refers to how a user feels while interacting with your systems. These systems primarily refer to your enterprise website. These can also include desktop software or applications.
The point of UX is to make any interaction with your systems as seamless as possible. Through UX best practices, you can offer meaningful experiences to your users.
UX design is completely user-centric. It focuses on making your website more intuitive and easy to use.
Instead of complicated processes, you should offer optimized experiences to your users. Getting more done in less time while making the interaction meaningful contributes to good UX.
UX design involves both art and science. At the same time, creative inputs are necessary to make the experience fruitful. UX also requires you to follow some general rules. Top UX designers have developed these rules after studying user behaviour for years.

Why Is UX Important for Large Businesses?

UX is one of the most critical factors that contribute to the success of your enterprise. Any changes in UX can be transformational to your profitability. Here are a few reasons why UX is vital for your enterprise:

1. UX Increases Customer Satisfaction and Customer Retention for your Enterprise

Studies show that 88% of users are less likely to return to your website after a bad user experience. It means that UX has a direct impact on customer satisfaction.
When you offer good UX, more users will keep returning to your site. It ultimately leads to increased customer retention and customer lifetime value.

2. UX Improves Your Enterprise SEO and Increases Search Engine Rankings

Google focuses on offering the best experience to its users. Hence, it is natural that Google will rank those enterprise sites that provide better UX. It means that better UX on your enterprise site will lead to a boost in your search engine rankings.

3. UX Design Helps You Standout Amongst Competitor Enterprises

By offering premium UX, you get the chance to stand out amongst the crowd. We all, as consumers, lean more towards websites that offer a better experience. Hence, if you want to beat other competitor big brands, you should focus on UX.

4. Good UX Design Increases the Overall ROI for your Enterprise

Improving your site's UX leads to an increase in conversions. After having a good experience, more website visitors would want to convert into your customers.
The amount of competition in every industry today is massive. Any other large businesses can copy your core business idea and design similar products. But, having a good UX will make you stand out.
Through superior UX, you'll find more leads and increased conversions. It will ultimately lead to increased ROI for your enterprise.

5. Good UX Reduces the Maintenance and Marketing Costs for your Enterprise Site

UX, when done properly, can reduce the number of bugs and redesigns required. Since you start with a good design, you won't be spending too much on bug fixing and maintenance.
Moreover, good UX will also reduce your marketing costs. With a superior UX, your products and website will sell itself. You'll automatically generate more word-of-mouth referrals and good reviews. Hence, you'll be able to reduce marketing costs.

UX for Big Brands & its Effects on Enterprise SEO

As mentioned above, Google values its users. Google wants to offer the best possible experience to its users. Hence, Google designs its algorithms to pick the enterprise websites with better UX. It uses certain ranking signals that indicate your website UX's quality.
Google gauges the UX of websites using the RankBrain algorithm.
The RankBrain algorithm is the 3rd most important ranking factor. It uses certain UX signals to rank websites.
These UX signals include:

  • Dwell time,
  • Organic CTR,
  • Bounce rate, and more.

These UX signals indicate to Google how users are experiencing your enterprise website. For example, a lower bounce rate improves your SEO. A lower bounce rate means that users are finding the information they are looking for on your site.
Another example can be dwell time. Increased dwell time will improve your search engine rankings. The reason is, more dwell time means users are finding your site's content engaging.
Similarly, better UX drives most RankBrain signals. So, we can say that the goals of enterprise SEO and UX are aligned. When you work on your site's UX, you automatically improve its SEO. And the same goes the other way around as well.
Therefore, for better search engine rankings, you should focus on your site's UX. Or, even better, you should align them both to maximize your ROI.

How to Create a Stunning UX for your Enterprise Site?

1. Simplify the UX Design of your Enterprise Website for Better SEO

Simplicity is crucial for your website's UX design. No user wants to spend unnecessary time going through your website.
You shouldn't complicate the design and structure of your website. If you do so, then you'll frustrate your users. They will not be able to find the necessary information and get things done. It results in a terrible user experience.
Here are a few tips on how you can simplify the UX design of your enterprise website:

  • Use contemporary graphics, layout, and visuals on your website. Add interactive elements while not compromising on the quality.
  • Make the navigation of your website as intuitive as possible. Users should easily navigate from one page to another with a maximum of 2 to 3 clicks. Also, add search and filter options for the ease of the user.
  • Link all the necessary pages either on your top navigation bar or the footer section. Ensure that all the pages are easily accessible from your website's homepage.
  • Ensure consistent branding throughout your website. It gives a cohesive UX to your website visitors.

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2. Integrate Live Chat and AI Chatbot to Improve your Enterprise Website's UX

Many of the users that land on your site will be in the initial stages of your funnel. They'll have numerous questions on their minds. These might be general queries or specific questions related to your offerings. Catering to these also forms a crucial part of UX.
You should try to integrate customer service options on your website. It will help you answer the users' questions on time.
These might be options such as live chat or even AI chatbots. When you add these options to your site, users will have a better experience with your website. They'll have their questions and clarifications answered instantly.
In turn, this will have a good impact on your website's UX signals. It means you'll experience a lesser bounce rate and increased average time on the page. Ultimately it will lead to better search engine rankings for your website.

3. Focus on the Performance of Your Website to Improve its User Experience

Don't we all hate the website that takes ages to load? Studies show that 53% of users will leave your site if it takes more than 3 seconds to load. It means the speed and performance of your website have a significant impact on your UX.
When your web pages take longer to load, users will most likely bounce from your site. It also signals to Google about a bad UX on your website. It is especially important for mobile devices. While checking for performance, you should also consider the load speed on mobile devices.
Here are a few ways to improve the speed of your enterprise website:

  • Optimize the images on your site before adding them. The reason is that images or any media take the longest time to load.
  • Use techniques such as caching, Content Delivery Network (CDN), and minification of code. These will help to reduce your site speed.
  • Use Google's free Page Speed Insights Tool. Using this tool, you can test the speed on your enterprise site's mobile and desktop versions. You can optimize your website using the suggestions provided by the tool.

4. Use Personalization to Improve the UX Design of Your Site

Personalization is one of the best ways to engage your website visitors. When you personalize different elements of your site, your user automatically feels valued.
Personalization is vital because not all of your users will be the same. Each of your users will have different pain points and goals. Hence, catering to each individual will count as a good user experience.
Here are a few ways to offer a personalized UX to your enterprise website visitors:

  • You must understand all your customer persona well. It is the first step to personalization. Do your research and know your ideal customers inside out. Based on your research, understand the kind of language that they use. And use the same language on your homepage and landing pages. This way, you'll be able to better connect with your users.
  • You can personalize your website's opt-ins and pop-ups based on the customer journey stage. For example, you can differ in the messaging. The messaging for the first time visitor will be different. And, the same for someone already familiar with your enterprise will be different.
  • Use different landing pages for different user persona. For example, you can have different landing pages for users from different locations. You can also differ this based on the traffic sources.

5. Ensure that Your Website is Responsive and Mobile-Friendly

More than 50% of web traffic today comes from mobile devices. So, you better not ignore the user experience of your enterprise site on mobile devices.
As business owners, developers, and coders, it is easy to get caught up with focusing only on desktop UX. You must make it a point to focus on mobile UX for every strategy and design you implement.
Google has introduced mobile-first indexing for all websites since 2019. It means that while ranking, Google will crawl the mobile version of your site. So, your mobile-friendliness should be on-point not just for better UX but also for SEO.
Here are a few ways you can ensure the mobile-friendliness of your enterprise website:

  • Use a responsive UX design for your site. It will ensure that your website's look and feel are not compromised—irrespective of the viewing device's size.
  • Avoid using design elements such as the hover option. Some mobile devices do not support that.
  • Ensure that both the desktop and mobile versions of the site are the same. If there is a difference between both, it will hurt your UX and SEO as well.

6. Focus on Content Quality to Ensure Better UX and Rankings for Your Enterprise Site

No matter how good your design is, content is what your users are looking for. Hence, content is a critical part of offering a good user experience.
Ensuring content quality is essential if you want to keep your users coming back to your website. Good content will also help you gain tremendous improvement in your rankings.
Here are a few pointers to help you improve the content quality of your enterprise website:

  • Create content for each part of the customer journey stage. Just focusing on one stage of the funnel may leave others feeling left out. You should offer something to everyone. Every user should feel valued and engaged.
  • Strive to create the highest possible quality of content. You can research other large businesses. Understand their best pieces of content. And work towards putting out something even better.
  • Experiment with different types of content such as videos and infographics. These will be more engaging to your users. More users will consume your content and stay on your site for longer. It will also improve your SEO rankings.

7. Ensure That Your Website Content Is Skimmable and to the Point

Users today are getting increasingly impatient. The reason is that of the massive amount of competition present today. People value their time now more than ever. That is why we all are experiencing a skimming culture.
Most of your users today are skimmers. They will skim through your homepage, landing pages, and other content. Hence, you should design your enterprise UX in an easily skimmable way.
You can do this by adding a lot of white space to your website pages. Ensure that the main points you want to highlight are prominently visible.
Use clear and prominent CTAs. Structure your content using proper headings, subheadings, and bullet points. Break up your content using images, graphics, and videos.
Implementing these tactics will ensure that you don't drive away from the skimmers from your website. They'll get what they have come for. It will also help the SEO of your enterprise website.


Remember that users may not remember your website's design or content. But they'll remember the way you made them feel.
Your website is the first interaction that you have with your users. Therefore, you create the first impression on your users through your website. So, make it count.
You can make a lasting impression on your users by working on your website UX. So, take help from the tips provided in this comprehensive guide to work on your website UX. Over time, you'll watch your rankings improve significantly.
Are you looking to improve the UX and stand out from the crowd? Then, Get in touch with our enterprise SEO experts now!

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Joseph Schneider

He has spent more than 12 Years in strategising and executing SEO campaigns. He is interested to writing Digital-marketing, PPC and Social Media Marketing related topics.


Joseph Schneider

He has spent more than 12 Years in strategising and executing SEO campaigns. He is interested to writing Digital-marketing, PPC and Social Media Marketing related topics.

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