Everything displayed on your website that the user can interact with.

The user interface needs to be:

  • simple (avoid unnecessary elements)
  • clear (use colors, sizes, and layout to create hierarchy and increase scanability)
  • consistent (react the same to the user action)
  • intuitive (working the way the user expects it to, basically similar to most other websites).

Making a positive impression on our visitor and giving them a good user experience is the purpose of UI. Since these are the factors that affect dwell time and user engagement they are crucial for SEO.