How to Bring Your SEO Content and UX Content Together

We’ve all heard that cash is king. And in marketing, so is content. It’s a tale as old as time. But who are you writing for? And is that the right choice? In the war between bots and humans, it’s hard to pick a winner from either corner of the ring. There are die-hard fans of both. Many believe UXC (User Experience Content) is superior, while others believe that SEO Content reigns supreme. But who’s got the advantage and which are you betting on? Maybe more importantly, do you have to choose just one? Or can you leverage both of these ultimate fighting machines to create the ultimate blend?

What is SEO?

Checking out team robot. Search Engine Optimisation (SEO) is all about writing to be found by Google searchers. People looking for a solution to their problems often turn to the powerful search engine and enter words they think will give them the answer they need. When it comes to content, writing for SEO means identifying popular search terms and keywords to capture the attention of those searchers and get clicks to go to your site. Building your discoverability muscles is a long game much like how fighters prepare to enter the ring. SEO focuses entirely on increasing quality traffic to a webpage for better quality conversions. When executed well, marketers can increase site rankings and drive traffic to a webpage.

What is UX?

Checking out team user experience. UX, or user experience, includes the end-user’s interaction with your company, products, and services. When it comes to writing engaging UX content, it can dramatically impact page reading times, content interactions, and even conversions. Delighting human visitors includes both written and visual communications, as well as layout, colours, fonts, and more. Thoughtful UX is more about keeping people once they arrive than it is about driving traffic.

Is there a perfect recipe? Not exactly your grandmother’s recipe, but there is a formula. There’s a sweet spot that allows you to optimise for the bots and write impactful content for your human audience. Check out the diagram below to see the middle section where the intertwined benefits come to life. Accessibility, speaking a user’s language, and so much more are where SEO and UX unite. 

SEO is what leads the horse to water, and UX is what makes it drink. Directing quality traffic with high volume to a page (with content) that makes the user stay and increases conversion.

3 tips to strike a knockout for SEO

1. Check out the H1 Headings. H1 headings signal to the search engines what your content is about and inform the user. What’s an H1? It’s the big, bold heading at the top of a piece of content. Using a keyword at the beginning of an H1 gives a clear indication to bots and humans about the relevance of your content.
2. Know your keywords. Keyword research can reveal vital information to grow your business. Keywords give you a better understanding of what people are searching for and how popular that search term is. This research can help you build a list of relevant keywords that help the bots and the humans.
3. Break up text for readability. Separating the content into bite-size pieces helps bots crawl and categorise. Using bullet points, bolded words, and headings helps bots and humans identify quality content and improves skim-ability.

Points to hit for UX Content

1. Write to solve problems. When thinking about your audience you can ask yourself why is this important. Why would your audience want to read this? Writing answers to these questions is a great way to shape your content for your users. 
2. Be conversational. You’re human first – and so are your readers. They want to read the content they understand and can relate to first and foremost. 
3. Be useful and helpful in sharing valuable knowledge to build trust. 
4. Know your audience so you can speak to them in a language they understand. We always recommend finding the voice of the customer and writing in that style so that you can build powerful connections quickly.  

How do I bring SEO and UX together?

Make love, not war. To bring SEO and UX together in long-lasting holy matrimony, it’s a bit more work than just putting on fancy clothes. We always recommend keeping these tips in mind:

1. Load speed matters for everyone. Waiting sucks. If a site is slow and takes 10 seconds to load, rates for bounce increase to 123%. Yikes!
2. Content length matters a lot. SEO-driven content usually falls between 800-1500 words. This is enough real estate to cover multiple keywords and share in-depth knowledge.
3. Keyword research always helps. Choose intent-driven keywords to meet searchers where they are and solve their problems before they become your customers.

Create harmonious content for every audience. Content is how you communicate to prospects and customers. Blending superpowers for bots and visitors is the secret to growth. After all, content is everything when it comes to social media posting, blogs, and even campaign taglines. Content is essential for growth in any industry. We love using our words to make people and robots smile and we hope you do too. Like what you’re reading? To stay up to date and see more content like this sign up and see Hunt & Hawk’s latest content and news or follow Hunt & Hawk’s Linkedin Page.