Why is user experience (UX) important in SEO?

User experience (UX) is crucial in search engine optimization (SEO) because it directly influences how visitors interact with a website. When a website offers a positive user experience, it often results in lower bounce rates, meaning that users are less likely to leave the site shortly after arriving. This increased engagement signals to search engines that the content is valuable and relevant to users’ needs, thereby improving the site's ranking in search results.

Moreover, a well-designed user experience fosters longer session durations and encourages visitors to explore more pages, which can further enhance a site’s authority and relevance in the eyes of search engines. In contrast, a poor user experience may lead to higher bounce rates and lower engagement metrics, negatively impacting SEO performance. Therefore, focusing on UX is essential for creating a site that not only attracts visitors but also retains them, contributing to its overall SEO strategy.