When you think of SEO, content marketing, keyword optimisation, blogging, and on-page and off-page optimisation are some of the things that come to mind. User experience is an often skipped but important part of SEO. Even Google has acknowledged its importance and claimed that it will remain important in the future too. It is easy to understand why user experience (UX) has an important role in SEO.
Why UX is Important?
The main purpose of any website is to attract and convert its visitors into customers. It requires much more than just an elegant and SEO optimised website to achieve these goals. You will have to create an experience that encourages your visitors to do what you want them to do.
Some of the main functions of UX include:
- Making it easier to find the desired information
- Customise experiences for targeted personas
- Turn visitors into returning visitors
- Convert traffic
- Help visitors in finding whatever they are looking for
Impact of UX on SEO
Every search engine’s goal is to deliver the most-relevant search result against a search query. Google does this by analysing websites before ranking them. It takes into account several factors ranging from the use of keywords in the page to several content-related factors.
It requires much more than using the right keywords in the right place. You should also develop engaging and informative copy and make the entire experience more captivating with the use of videos, images, and other kinds of information. All this is part of the user-experience that a visitor experiences on your web pages.
There are many more factors which are part of the UX and have an impact on SEO. When someone clicks a link in the search results and lands on a web page, Google will also calculate a number of other parameters. This includes:
- The duration for which the visitor stayed on that site
- The number of pages visited
- Was the site mobile-friendly
Negative vs. Positive UX
If someone leaves your website within a few seconds, it is a signal to Google that the UX is of poor quality and this does affect your search rankings. The more the number of people leaving your page faster, the more your search rankings is likely to fall. Google will award higher search rankings only when its algorithm ‘realises’ that your website is consistently delivering a great user experience to your visitors.
If you provide positive UX to your visitors, it increases the chances that they will spend more time on your site. This will send a positive signal to Google about your website.
Thus, UX has a crucial role to play in SEO and your SEO campaign should include have strategies to improve user experience. For more information and to find experienced SEO specialists who can develop comprehensive optimisation strategies, it is recommended to visit http://thesearchmarketingshop.com/seo/website-optimisation-service for more information.