16 Mar User Experience (UX) to Reign Supreme in Future SEO
Google has placed itself at the front of the rankings revolution with their regular algorithm updates with all those cute names like Penguin, Hummingbird, Panda and yes even Pigeon. Google has reshaped the SEO landscape and user experience is about to rule all.
Traditional SEO tactics, keywords, images, metadata, and tags, will always play a strong supporting role to ensuring websites rank well, but more and more search engines are focusing on user experience for a site to rank well. Yahoo! Bing, and even LinkedIn are following the leader of Google changing the way search engine results are ranked focusing more on content and user satisfaction than keywords.
Creating a unique UX requires more than lines of code, you need to pique peoples interest, address their needs and make it user friendly to maximize conversions. Search engines are recognizing that if a customer is happy with a website they found using their search results they will use them again and again. Google figured this out and is ruling the search engine battle while expanding into other areas as well. They figure if they provide a satisfying UX you should as well to be ranked by them.
On page optimization provides the base for a strong website but users want a luxurious and friendly experience as well. This is what increases on-page time and conversions and a great website design is the foundation of a great webpage. Recently, MTV redesigned their website resulting in a huge boost in their web page metrics proving that a well-designed page is worth every penny. Search engines recognize this and are rewarding UX. Ease of navigation, responsiveness, and connecting with customers will decrease the bounce rate of your site.
Keys to Maximize User Experience
- Responsive design and page load speed
- Customers often open multiple tabs of different sites when browsing for a product, if your page is slow to load then you will end up at the bottom of the rankings
- Social Media Engagement
- Social media allows for real time customer interaction, show customers your listening
- Time on-site, bounce rate, and conversion rate
- These are essential trackable metrics that you can use to evaluate user experience
- Virtual Storefront
- People trust who they can see more then faceless names and they love to hear the story behind the brand, create a blog with regular updates to keep users coming back
- Call to action
- Guiding the user through each step of a website is essential. If they don’t know where to click next then they will click off
- Collecting Information
- Collecting email addresses and sending updates engages the user and reminds them you are still there. Email marketing has a high ROI and user generated content from testimonials and comments is a great tool in SEO
- Mobile Friendly
- Google has made the move to reward mobile friendly sites
The future of SEO lies in engaging the user. Google can measure user experience in the same way a webmaster can and is going to take advantage of this to improve their own UX. If you haven’t received honest feedback about your sites usability then you better ask that angry, jealous relative who hates everything to use your site and let you know what they think. At least they will be honest.