UX writing is a relatively new addition to the digital sphere. Although they are technically different fields, UX and SEO should go hand-in-hand.
At the end of the day, the goals of the UX team and the SEO team are relatively similar. We both want the user to be satisfied when they visit our site. We want to build trust with our users through positive experiences and relevant content.
The problem here is that often UX teams and marketing teams work in isolation with no aligned strategy between the two. This is where a UX writer can come in. They straddle the line between UX designer and SEO specialist.
What is a UX Writer?
UX writers use simple terminology to explain things. While copywriters are very much sales-oriented, UX writers take a product-oriented approach with a focus on making the user’s journey as simple as possible.
Your copy must be clear, concise and consistent. The example below is from Spotify. They streamlined their text on their search page and encouraged the user to take action. This is the main goal of UX writing, encourage the user to take another action on your site, to start a ‘conversation’ with your website.
There are many great examples I could have used here but the key components of effective UX writing all remain the same. In your copy you should avoid negative text and write with a positive, active voice.
To fully understand how a poorly designed website can negatively impact the user experience, take a look at Bagaar’s userinyerface.com and see how easy it is to lose patience with a website!
UX writing is maybe undervalued in the betting sector. Even simple improvements to the registration process can have a big impact on your customer acquisition and it’s something that should be taken into consideration.
How Can UX Writing Help Your SEO?
Let’s take into account what Google considers as important when ranking your website in their search results. Things like site speed, mobile usability and content relevancy are crucial.
The introduction of Google’s Artificial Intelligence RankBrain and the simultaneous rise of the UX Writer is not a coincidence. Algorithms are changing all the time but generally RankBrain is driven by user behaviour. The algorithm looks at bounce rates, click-through rates and time spent on site among other things to rank your site. These are exactly the same things that a UX writer looks to improve on.
The need for UX writers, particularly in large organisations, has grown in recent years. As I said before, they work as a conduit between design and marketing teams to ultimately create a positive experience for the user. Just like in SEO, the objective of the UX writer is to create good copy.
To do this you need to research your user. In particular you should look at how your users converse with each other. You can then encourage conversation by using similar language in your copy.
Trends show that the role of the UX writer will become increasingly important in the coming years. The easier your website is to understand, the better it is for the user. Take the steps now to learn how UX writing can improve your SEO.