SEO, UX and How to Create Content for Both

The relationship between search engine optimization (SEO) and user experience (UX) is complicated. Both impact the other,?as well as the overall success of your website.

Balancing SEO & UX is delicate. (Isn’t it, isn’t it, isn’t it?)

We can’t make any promises or guarantees about what search engines want from your website. They’re secretive for a reason (like the recipe for Coke). But you don’t have to feel like you’re in the dark.

Let’s cover:

• How SEO & UX affect your website
• Google’s limited (but helpful) advice on UX
• Which SEO and UX rules we’ve been following in 2024

How Do SEO and UX Impact Healthcare Websites?

SEO and UX each handle different “jobs” on your website:

• SEO attracts users to your site.
• A good experience keeps them engaged and encourages them to convert.

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Both elements also make the other’s job easier:

• Many SEO best practices —?like improving page speed and focusing on user intent —?also improve website usability.
• Improving the user experience helps your chances of ranking. (More on that below.)

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Google’s Advice on UX

What does Google have to say about the importance of UX on your website??

1.??? Page usability is a ranking factor:

Our systems also consider the usability of content … For example, our systems would look at page experience aspects, such as if content is mobile-friendly, so that those on mobile devices can easily view it. Similarly, they look to see if content loads quickly, also important to mobile users.

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2.??? Use these questions to assess the page experience on your website:

• Do your pages have good Core Web Vitals?
• Are your pages served securely?
• Does your content display well on mobile devices?
• Does your content avoid excessive ads that distract from or interfere with the main content?
• Do your pages avoid using intrusive interstitials?
• Is your page designed so visitors can easily distinguish the main content from other content?

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How to Improve SEO and UX on Your Healthcare Website

This is the golden question, really —?and one that we receive all the time at Aha Media Group.

We recently shared the exact steps we take to create content that ranks. Read how we create findable content and grab our SEO cheatsheet at the end of the page (no email needed).

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As for UX, hear what our expert web content writers have to say:

• Focus on what your reader needs: Once you understand the user’s goal, create content that will help them accomplish it. Go beyond written content and include imagery that adds value, like examples, infographics or explainer videos.
• Use plain language: Everyone prefers clear language —?readers and search engines alike. Follow the principles of plain language in your content. To start, use bulleted lists, avoid jargon and write concisely.
• Optimize for mobile: A page’s user experience can significantly differ from desktop to mobile. Test your website on mobile. Is it responsive and easy to navigate? Is everything an appropriate size? Are pop-ups kept to a minimum?
• Create clear pathways: Keep the user journey going with specific and doable calls to action. Use language that helps readers understand what’s next. For example, “Learn more about diabetes” instead of “Learn more.”

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Check out our latest blog about healthcare SEO and user experience for more actionable advice on writing for the web.