Reasons Why UX is Pivotal to The Future of SEO
User Experience (UX) is how a person feels when interacting with a system. It’s the development of interaction with the company and the company’s services or products through a created digital portal (usually via a Website or App). Are you optimizing your online business for Google or your Customers? Actually… you are optimizing the user experience for both. Google is paying more attention to your website’s user experience than you think. In fact, “landing page experience” has been a key factor for ranking ads in Adwords.
UX specialists admit that user experience happens even before entrance into your digital portal. User experience starts by submitting a search query to a search engine.
In 2014, Google was granted a patent related to the inclusion of site speed as an organic search ranking factor (US Patent 8,645,392). Google had announced publicly in its Webmaster Central Blog that site speed would play a factor in organic search rankings. It was clear that Google cares about site speed. Many initiatives like Google DNS, Google Hosted Libraries, Google Fiber, PageSpeed Tools, AMP Project and other Google contributions to the latest web performance standards or protocols add to the long list of tweaks and updates which help boost UX and traffic for the optimization of web experience and online business.
With Google and other search engines focusing on delivering the best user experience, it is important as an industry to redefine your Local Digital Marketing Strategy and the necessary skills needed to succeed. And with recent updates like Hummingbird, Panda, Penguin, Pigeon and hundreds of other Google algorithms that are being updated or tweaked on a regular basis, it is critical to know how users are reacting to website user interface.
Websites with clean design and easy to use navigation, clear structures, logical steps and smooth conversion process positively influence SEO. Since UX is an integral SEO performance indicator it’s important that brands prioritize UX in their learning and development program. User experience is all about
- Increased Organic Sharing
With increase of machine learning, user interaction will be an important determinant in search engine rankings. Good user experience impacts SEO by increasing sharing and distribution. With more visits and substantial user experience, the sharing of your website can be improved which can affect your SEO directly or produce an indirect well-correlated positive outcome.
- UX Makes SEO Better
If the user experience on a website is not satisfactory; it becomes impossible for SEO to make term rank or for there to be an increase in additional traffic as no one will engage, convert or click links. Poor SEO will negatively influence UX and vice versa. UX can help your site to manage expectations and provide a usable interface that will encourage return visits. With companies integrating even Big Data & UX with their search engine optimization; they improve conversions on their website and ultimately deliver a greater user experience for customers at every stage.
- Measurements: SEO + UX = More Leads
SEO is fundamentally about directing people to your website. UX is fundamentally about how your visitors interact with your site. Making SEO and UX different sides of the same coin. Directing people to your site is useless unless that group of traffic is relevant. In the same regard (opposite side of the coin), the structure of your site is worthless if you don’t have traffic to your site. It is extremely important to measure UX and SEO in Google Analytics. Bounce rates, pages visited per session, exit rates, funnels, behavior, new vs. returning visitors, heat maps and internal reports help a lot in the gathering of user data from the experiences received from your digital portal or website. You can affectively make changes to areas which don’t work as your UX intended or make improvements and adapt. Keep in mind that in the beginning stages, there will be a lot of testing and fine-tuning to be done to your SEO in accordance to your UX based on targets you have created.
- Responsive Sites = Improved SEO and UX
In the most recent study by Hubspot (Global Digital Statshot Q2 April 2017) 4.96 Billion people are expected to use the internet on their mobile phones with 66% penetration. 3.81 Billion Users (51% penetration) are active internet. Both statistics are derived from a total population of 7.497 Billion total population of internet users with an urbanization of 54%. These are some big numbers. Based on these findings, and not surprisingly more people are accessing the content they require through their mobile phones rather than on the web. This is purely due to how we use the internet in our daily lives in the modern-day world. People are active and access information they need on-the-go from anywhere, which usually means on their mobile phones. By creating websites that are reactive and responsive to mobile usage, both SEO and user experience is improved causing higher traffic and improved call-to-actions.
Based on the same research and findings, 51.4% (an increase of 25% from 2016) of mobile phone users share web traffic on mobile phones. 4.9% for tablet devices users (-6% from 2016) and 43.4% for laptop and desktop users (-19% from 2016). Mobile usages has jumped to number 1.
- Improves Search-to-Landing-Page-to-Conversion Experience
As user experience is about providing the best experience to the visitor by being able to easily find information, use functions and feel at ease with the digital portal. It is necessary that information should be data-driven and specifically, most relevant data should be evident and easiest to access with multiple entry points in a website. By adapting the user experience process to consider multiple entry points, you can achieve optimal solutions across your website which will eventually result in a better search-to-landing-page experience.
- A Means of Making Money
UX Metrics can be a means to increase your website revenue. You can achieve powerful results if you spend time optimizing the user experience on your website. It is paramount that you combine user experience with SEO strategies which will provide more conversions and help your website maintain an advantage over your competition. SEO strategies increase the potential for visitors to find the data they are looking for, leading them to your website. User experience (UX) allows the visitor to find the data when they reach your website, plus (when designed correctly) lead them to a call-to-action whether it is to “Call Now” or to “Buy Now” or to “Join Our Mailing List”. Being able to find the website and to get what you would need for a successful online business and combining or optimization of these two functions is a how to achieve revenue (or target) success on your digital portal traffic.
Diving just a little bit further, here is a helpful list of SEO and UX points that can make your website more UX-friendly and help your organic rankings:
- Meta Tags and Meta Data: Meta Tags are snippets of text that describe a pages content. They appear only in the pages’ code. It helps to tell search engines what the web page is all about.
- Page Speed and Responsiveness: Making your website load as quickly as possible creates a good user experience for your visitors. Visitors that leave (in this case, out of annoyance) affect your site’s bounce rate and affect your rankings in search engines.
- Add Schema: Schema is a collaborative community that creates, maintains and promotes structure on the internet, web pages, email messages and other. Shared vocabulary makes it easier for webmasters to develop. By adding Schema, you don’t only tell Google what your content says, but, more importantly what it means.
Forrester Consulting study commissioned by Akamai found that 47% of online shoppers expect a web page to load in two seconds or less. 40% will abandon a retail web page if it takes more than 3 seconds to load. 52% say quick load is an important factor in their loyalty to a site. 79% who experience a dissatisfying visit would no longer buy from that site. This study is reflective of the greater population online. No one enjoys sitting around waiting for a page to load. Often the experience results in frustration and a negative brand and user experience.
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from Seo Heroes Bangkok https://www.seoheroesbangkok.com/reasons-why-ux-is-pivotal-to-the-future-of-seo/