The Importance Of User Experience in SEO
There is a theory that as search engine algorithms become more and more clever, that the signals received from users will play an increasingly more important part in rankings.
Here at Voova Digital we constantly advise our clients on updating their sites on a continuous basis to capture as much traffic as possible. As new regulations and advances from Google come about, a good website owner will keep abreast of how their own site should be tweaked and changed to address the information.
User Experience of UX is rapidly growing as a large part of how your site is measured and ranked. To keep pace marketers must broaden their SEO approach by placing a greater need on UX across the full range of owned assets.
Skill Sets Needed To Expand UX
Google has always considered User Experience as a high priority when it comes to site ranking. But for many Marketeers utilising UX as part of their SEO Toolkit has be a low priority.
In general, all SEO guru’s need to reimagine SEO and the skill sets required to succeed as the world enters an era of search engine ranking technology that is becoming more opaque, dominated by machine learning, and better than ever at interpreting consumer behaviour.
If it is not already, UX should be a high priority in your learning and development program.
User Experience Must Evolve Beyond A Linear Approach
A great deal of SEO UX marketeers only really consider a linear or direct route from the Home Page. But research has shown that over 50% of visitors to a site actually start their journey at the Home Page. And therefore taking a linear approach will then provide a suboptimal experience.
As machine learning increases, user signals will factor more prominently into search engine rankings. User Experience issues could stop brands from reaching their potential in organic search results.
If you ignore UX at different site entry points it may well prove to be a negative factor and result in traffic leaving the site.
Two examples of this are:
Visitors actually arrive at the desired page, but the information they seek is actually hidden within a tab.
Infinite scroll pages.
A case where numerous subtopics reside on a single URL, and there is little information to guide the visitor to the relevant section for their search.
User Experience is all about giving the best possible experience to the visitor, and this should not be confined to a narrow road from the Home Page. Rather the UX should be data-driven, taking into account the number of entry points into a website.
By adopting a philosophy of having your UX to consider numerous entry points will enhance your site to more organic searches, thus paving the way for greater integration between UX and SEO teams.
Beneficial & Essential
When SEO marketers adopt a policy of integrating UX skills and a broader approach by considering numerous entry platforms, it brings to mind other ways of getting better results and User Experiences.
SEO marketing teams should collaborate closer together regarding projects, and act as one marketing team. This way different expertise can be pooled together to overcome problems and to provide optimal solution across website entry points. This will definitely produce better search-to-landing-page-to-conversion experience.
Voova Digital are familiar with enhancing clients sites to give a far greater User Experience, if you wish to enquire how to do this then simply contact our friendly team.