Your website is at the center of your digital marketing efforts. This is where potential customers learn more about your company, explore your product or service offering and hopefully carry out conversions.

Ultimately, the goal is to create a beautiful, functional website that leaves a positive and lasting impression. But how exactly do you make sure people will find your website in the first place?

This is where search engine optimization (SEO) comes into play. Most business owners view SEO as a technical process that has little to do with their customers themselves. As Google and customer needs have evolved over the years, SEO best practice guidelines also apply. These days SEO is not just about search engines. It’s also about optimizing the customer experience at every stage of the buyer journey. Here’s why …

How SEO and customer experience go hand in hand

About a decade ago, the science of search engine optimization revolved a lot around keywords. In essence, this meant that any website that managed to get the most keywords on their web pages would rank the highest. However, Google quickly realized that this approach to keyword stuffing resulted in the creation of content that was extremely uncomfortable to read and that made it difficult for internet users to find the information they were looking for. Cue the birth of content marketing.

After numerous updates were introduced to change the way Google’s algorithms and website indexing work, it became clear that the new focus was on delivering quality content that educates and inspires internet users. Keywords still mattered, but they were far less important than ever before.


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As of 2020, Google has introduced a number of new ranking factors that are limited to one thing: if you provide a positive, enriching experience to potential customers, your website will inevitably see an increase in rankings over time. Aside from ticking all of the technical boxes like optimizing images and adding metadata, the main goal of search engine optimization should be to maximize UX (user experience) by:

  • Shortening the loading times of pages
  • Regularly upload high quality content to answer your customers’ frequently asked questions
  • Including different types of content on your website (videos, blogs, infographics, etc.)
  • Make it easy for visitors to navigate from page to page
  • This way, visitors can easily get in touch with you

Although SEO is a little less technical than before, SEO is still a full time job – so many business owners choose to hire SEO specialists like to take care of it on their behalf. The secret to success is to keep up with the ever changing SEO needs based on changing trends, needs and behaviors of internet users. Make the decision to give your customers what they want and you will be one step closer to ranking on that first page on Google!

It just goes to show that no matter what you do in the business world, a superior customer experience is always key to making it work.