Why UX Can Make or Break Your SEO: A Cardiff Perspective from Adore SEO
Why UX Can Make or Break Your SEO: A Cardiff Perspective from Adore SEO
Blog Article
By Leslie Jones | Adore SEO, Cardiff
At Adore SEO, we’ve worked with businesses across Cardiff and beyond who’ve invested months — sometimes years — into their SEO. They've optimised keywords, built links, and published regular content. But here’s the brutal truth: none of that matters if your website is frustrating to use.
User experience (UX) is no longer just a web design buzzword. It’s a core factor in whether your site ranks well on Google — and whether customers stick around long enough to convert. In fact, Google’s Page Experience update and Core Web Vitals are all about this. As of 2024, 89% of marketers say UX has a direct impact on SEO performance. Ignore it, and your rankings will likely reflect that.
Poor UX = Lost Revenue
Let’s say your site's navigation is clunky or the menu layout isn’t intuitive. Visitors arrive, struggle to find what they need, and leave. High bounce rates tell Google one thing: this site isn’t giving users what they want.
According to Forrester Research, a well-designed UX can increase website conversion rates by up to 400%. That's not a stat to ignore. Even something as basic as slow load times — more than 3 seconds — can push up your bounce rate by 32%. It's harsh, but it's true.
Ditch the One-Page Layout
We often see businesses opting for one-page websites because it looks clean. But this simplicity comes at a serious SEO cost. Every distinct service you offer deserves its own dedicated page. Why? Because it gives you more room to optimise for specific keywords, create custom meta descriptions, add unique image alt tags, and structure URLs properly.
From a UX perspective, users can dive straight into the section that’s relevant to them — no scrolling endlessly to find what they need. It’s a win for both SEO and your site visitors.
Think Like Your Customer
The best websites aren’t built for businesses. They’re built for the people using them.
At Adore SEO, we always recommend starting with A/B testing — also known as split testing. This means trialling different versions of a page to see which performs best. A stronger call-to-action? A different layout? Quicker access to product filters? You won’t know until you test it.
Large e-commerce platforms spend thousands of hours refining the customer journey. Why? Because even the smallest UX tweak can have a huge commercial impact. For instance, simplifying the checkout process or reordering product categories can directly increase sales and customer satisfaction.
Mobile UX is Non-Negotiable
In Cardiff alone, over 70% of online searches are now carried out on mobile devices. Yet we still see sites that break on mobile — unreadable text, poor spacing, and no clear navigation.
Google takes mobile usability seriously. If your mobile site isn’t up to scratch, you’ll lose rankings. Worse still, your customers will move on to a competitor that delivers a smoother mobile experience.
Think clear product descriptions, fast-loading pages, responsive design, and text that’s easy to digest on a phone screen. No one wants to pinch and zoom or wade through a wall of text to find out whether the washing machine comes with a 5-year warranty.
The Data Doesn’t Lie
Every interaction on your site leaves a digital footprint. If users are sticking around — let’s say your average session duration increases from under a minute to over five — that’s a clear sign you’re doing something right. Google notices that, too.
Sites with high dwell times and low bounce rates are often perceived as more relevant and helpful. The algorithm rewards them accordingly. On the flip side, low engagement metrics act like a warning flare: this site isn’t satisfying users.
Speed Still Matters
We live in an age where time is precious. Whether we’re sat in traffic on Newport Road or queuing at the bar on St. Mary Street, no one wants to wait. Websites that lag, even by a second, risk losing out.
According to Google, 53% of mobile users abandon sites that take longer than 3 seconds to load. A sluggish site will not only hurt your bounce rate but will also lower your position in search results.
Structure and Typography Matter More Than You Think
Minimalist design has its place — but not at the expense of clarity. Hidden menus, over-simplified navigation, or grouping too many services onto one page can leave users feeling lost.
Think clean, newspaper-style layouts: black text on a white background, easy-to-read fonts, clear headers, and structured content. This encourages people to read more and stay longer.
And if you’re unsure about your current design? Ask yourself this: could someone brand new to your business find what they’re looking for in under three clicks? If not, it’s time to rethink things.
Final Thought: SEO Isn't Just About Search Engines — It's About People
Here at Adore SEO, we believe that search engine optimisation is about more than backlinks and keywords. It’s about giving your visitors a smooth, enjoyable experience that makes them want to come back.
Great UX leads to higher engagement, more conversions, and — yes — better rankings. It’s not a quick win, but the long-term results are worth it.
If you’re ready to transform your website into a tool that performs as well for users as it does for search engines, drop us a line. We’d love to help.