The importance of user experience in your SEO strategy
To say SEO has “changed a lot” would be the understatement of the decade. – Especially as Google changes it’s algorithm on what seems like a daily basis!
This article should provide a few SEO strategy quick wins to help businesses of all sizes compete in the 2017 digital world.
We’ve all been there; browsing on a website and suddenly our experience is disrupted by an inconsiderate pop-up!
Initially to help generate leads or capture information, many marketers have put pop-up forms on their website pages. But the misuse of them has not only affected the users behaviour, but has also made Google take action.
In August 2016, Google announced that they would begin to penalise websites that use what they call “intrusive interstitials.” This doesn’t mean that all pop-ups will be penalised, just the ones that get in the way of a user’s ability to easily access the content on the page when they search on mobile.
For example, pop-ups that a mobile user has to dismiss before being able to access the main content of the page will get you in trouble with Google. On the other hand, pop-ups (including banners and slide-ins) that use a reasonable amount of screen space and don’t disrupt the mobile user experience are just fine.
So when considering your SEO strategy, you can use pop-ups. But think of your user first!
Although optimisation of keywords are important for the ranking of a website, what is as (maybe more) important is to write for the users experience. – this is because Google has now started using a machine-learning algorithm called RankBrain.
Rather than simply reviewing your contents keywords, RankBrain reviews the relevance of content to a search term. But instead of being taught by humans or following detailed programming to understand relevance, the algorithm teaches itself.
Back in 2009, Google announced that meta descriptions (and meta keywords) have no direct bearing on search rankings.
Although this can directly change the way you plan your SEO strategy, there is evidence that they do affect clickthrough rates, which are important. Having a relevant, compelling meta description can be the difference between a user who clicks through to your page and one who clicks elsewhere.
In conclusion, as Google want to provide better results to its users, it is now more important than ever to give your users a good user experience. – It’s only logical. Google is a business and wants to make money: The better experience that you have using their products, the more than likely you will return as a customer.
To improve your website’s user experience, areas of focus can include page load time, bounce rate, time on page, page views per visit, and how far a person scrolls down the page. Improve these then you will likely improve organic search results and conversions.
This article will hopefully help you have a more user focused SEO strategy. If you want to find out more on how to perform better with your online marketing or digital strategy, please do feel free to contact us.