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For SEO (Search Engine Optimisation) to work, the UX (User Experience) of your site needs to be effective. This blog will outline the fundamentals of these two marketing principles and why they’re so important if you want to rank high in Google searches. Additionally, it will highlight what to do to keep the users of your website as satisfied as possible.
Does the site make the user feel excited? Is it functional and easily operated? Or does it not live up to the expectations? You guessed it! User experience is all about how a user experiences a website. It’s about the thoughts and feelings that the product or service evokes in the user.
Take Bamboo’s website for example, even without the illustrations/images and colour it would be very usable. We want it to be more than that though and these add to the user’s overall experience. This is the fundamental difference between the two.
Search engines always look to provide people with the best results related to their searches. Whilst content is important, both user experience and usability are huge factors in determining what appears.
For instance, if a person wants to buy new furniture they could search ‘furniture stores’. The results would be the likes of IKEA and Baker and Stonehouse as these are the search engines best suggestions. Their company websites provide the excellent usability as well as a great user experience.
There may be independent shops across the nation that sell better quality and better value for money products than the top results, but their sites may be slow, unsafe and ultimately provide a poor user experience. Therefore, the search engine won’t consider them the best result.
Google uses a range of methods to determine the quality of user experience, for example, site speed; mobile friendliness; the structure of content and the internal and external linking of pages.
Additionally, Google uses user signals the gage a user’s experience in relation to particular websites. These are behavioural patterns that Google sees on sites. For example, if large proportions of people tend to leave your website very quickly, it implies that they haven’t found what they were looking for. Time spent on your website and how often people return are other user signals Google have identified. If these are high, it is likely people enjoyed their experience on the site or found it useful. Google Analytics is a way of checking your sites statistics, so check it out as it can highlight areas for improvement.
Google tries to grasp how a user experiences a website, so it should come as no surprise that the factors above are incredibly important for both UX and SEO. A positive user experience is a massive contributor in your ranking on search engines.
Bamboo would encourage you and your company to take a holistic view in terms of UX and SEO. They complement each other and the success of one heavily relies on the success of the other.
It is paramount to begin by highlighting the aim of your website. What do you want users to do on your site? The purpose of your website should be the highest consideration when looking to make improvements. Then design and content should complement this.
To establish areas for improvement, ask yourself questions from the user’s perspective:
Make sure you look elsewhere for advice, too. Bias and blind spots can develop quickly when working on your own site. Therefore, asking your target market their opinions could be of great value. This could be done through questionnaires or through an exit intent question asking why they’re leaving the site.
Stop with the excuses and embrace UX. It will only lead to a higher search engine rank and this has a whole host of benefits!
BamBoo Smart Growth
By BamBoo Smart Growth - 29/01/2018 - SEO Basics