Google’s mission is to organize the world’s information and make it universally accessible and useful. It means that a search algorithm is intended to help users get the best possible search experience. That is why bots that are machines learn to understand humans.

Google tries to think like a user to offer the best user experience, aka UX, possible. You should think like a user because a user becomes your client.

SEO and UX are tightly related as both deal with what a user experiences on the web. For now UX is a ranking factor only for mobile results, but may soon influence desktop results as well.

How to improve your SEO strategy with UX

  1. Develop buyer personas

How much do you know about your buyers? Who are they? What do they need? Why do they choose you against your competition?

Buyer personas are generalized representations of your ideal customers. Having a deep understanding of your buyer personas helps you create content that works for them.

You can develop your buyer personas through research, surveys, and interviews with your target audience.

  • Use your Google Analytics to analyze visitors by age, gender, and interest categories.
  • Take into consideration your sales and support team feedback on the leads and customers they’re interacting with most.
  • Interview your customers to know what they love about your product.
  • Find out what goals your customers achieve using your product.

Once you have the information, you can create your personas. You can have 2-4 personas to describe various audience types. You may want to specify a primary persona who is your most desired customer and this persona should be prioritized in decision making.

When all your personas are ready, create a document describing them all and share this with your team. I prefer to have a detailed portrait like this and an overview like this.

  1. Apply your buyer personas to keyword research

When you are generating key terms to target in your copy, keep your buyer personas in your mind. What words will each of them use to find information about your product? What characteristics of your product are important to each of your buyer personas?

Considering your users while doing keyword research will give you a comprehensive set of target keywords which accurately represent the needs and intentions of your users.

  1. Think of your buyer personas when promoting your content

Effective content marketing is impossible if you do not understand your audience. Content marketing is all about putting your buyers first. Provide your audience with the information they need on the resources they visit.

Here you will need a lot of A/B testing to find where each type of your buyers are. We have some good news for you here. You can research what type of content is popular among your Facebook audience with the help of WebCEO.

The Niche Popular Topics report lets you watch what content is popular on the Facebook pages in your niche.


Add up to 5 page URLs you are interested in and see what types of content get the most engagement and reaction from the audience. This knowledge will be a starting point of your further research and testing.

Creating and using buyer personas will reward you with satisfied searchers who demonstrate their positive experience through engagement with your site and then your product.

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