What is Search UX

Why SEO can no longer be thought of without UX today

The user experience starts with the search results

For SEO experts, the positioning and presentation of relevant pages in the search result pages (SERPs: Search Engine Result Pages) are a natural part of their work. But even UX designers have to include this more and more in their considerations.

If you want to create a good user experience, you have to take a holistic view of the user journey. And this often starts with a Google search: A user has a specific concern and enters his query. What this user sees as a search result is often the first point of contact with a brand or website. This search result also decides whether the user lands on the website at all. The positioning of a page is very important for the click decision, but the quality of the presentation is also relevant.

How appropriate a search result is is decided by users based on the snippet. The snippet consists of the title, the URL and the associated description. Good snippets answer the following user questions with yes:

  • Does the search result seem trustworthy?
  • Is the title appealing and meaningful?
  • Does the page description promise an answer to the question?
  • Does the search result motivate you to visit the page?

Only those who understand the search intent can effectively optimize websites

Assume that the presentation of the results is already well solved. How can the relevance of the website for search engines be increased? Long gone are the days when pages crammed with keywords got good Google rankings. Google has further developed its algorithms and SERPs on the basis of user behavior and the artificial intelligence RankBrain.

Google's goal is to answer search queries as quickly and satisfactorily as possible. The focus is on the search intention behind the query and which content and formats are best suited to serve it: is it an explanatory video, a short message or a detailed article? Google then adjusts the results accordingly to the search intention identified in each case.

Google defines these 5 search intents

  1. Visit in person
    Searching for address or place | Example: ATM nearby
  2. Website
    Already known website should be found | Example:ebay iphone x
  3. do
    Action is sought (purchase, download, installation, etc.) | Example:buy tablet
  4. Know simple
    Looking for information that can be answered in one or two sentences | Example:year of birth steinmeier
  5. Know
    Finding information on more complex topics | Example: ux and seo

Note: There are also mixed forms of these search intent categories that cannot be clearly assigned.

Good UX design leads to better Google rankings

SEO strives to drive qualified traffic to a website. But what if the searcher immediately leaves this website and returns to the search results? For Google, this is an indication that the website does not properly satisfy the search query. The search engine registers this user behavior as so-called pogosticking and concludes that the content of the website does not provide a good answer to the search query. As a result, the website slips behind other pages on the SERPs that do not cause pogosticking. Google does not give a clear statement as to whether they use this behavior as a ranking factor, but various tests by large SEO agencies provide clear indications for this.

Vicky, UX concept

Why was the visitor not satisfied with the result on the website? Finding this out should no longer be the job of SEO experts alone. SEO success is increasingly linked to the fulfillment of the search intention, the ranking is influenced by the user experience.

Therefore, effective SEO must go hand in hand with a good user experience in the future. Only those who understand what users want to achieve with their search query can provide a satisfactory answer and thus improve their ranking.

This is how search engine optimization works today

The latest Google updates place new demands on website operators. Basic criteria such as mobility, speed, accessibility and clear information architecture are of course still in place and represent important ranking criteria. But there are also new relevant factors in order to survive with search engines and users in the future.

Checklist: New key questions for SEO

  1. What search intent is behind the keywords that should be used to generate traffic?
  2. Which contents fulfill these search intentions?
  3. Which content formats are suitable for answering the search intention?
  4. How convincingly is your own page displayed in the search results?
  5. How well does your own website fulfill the search intent?
  6. What do the top results do differently?
  7. What are the UX issues on the website?
  8. How can the website be adapted taking UX and SEO aspects into account?

Everyone benefits from an integrated UX and SEO strategy


More visibility and traffic through better rankings


Improvement of the user experience by taking the search intent into account


Satisfaction through efficient and effective answers - on SERP and website

When search engine optimization and UX work together effectively, everyone wins.
SEO ensures that searchers come to the website. A good user experience ensures that searchers are picked up and that the user request is optimally answered. This in turn benefits SEO.

Many website operators still face a major task here. In order to gain visibility online in the future, you need an effective strategy that successfully combines UX and SEO.

What can we do for you?

Would you like to realize a digital project? Then contact us. As a reliable partner, we offer interactive brand experiences and complete digital solutions from a single source.