Everything You Should Know About User Experience in SEO
by Dan Radak
The process of search engine optimization has undergone a lot of change during the last five years. What used to be a basic click-based system is now a real cutting-edge marvel. And the reason for such a change is that the SEO masterminds have decided to create a user-centric internet system.
But how can they be sure what users will search for? And how does that help them make the whole searching journey smoother? Here’s everything you need to know about SEO and user experience.
Google Rankings and AI
Most of the internet users don’t bother thinking about the structure that lies behind the internet. Still, that structure is built for their convenience. We are talking, of course, about Google Algorithm. That is the system created to remember all the queries Google users previously searched for in order to get new results and improve the performance for future searches.
Today, Google has taken the search process to an entirely new level by introducing artificial intelligence (AI) into SEO. The AI tool used by Google is called RankBrain. As mentioned above, this tool collects quires from the users and utilizes that information to enhance searches in the future. It removes irrelevant, user-unfriendly content from useful online places, thus improving users’ online experience.
Website Popularization and User Experience
With all the new cutting-edge solutions, as the one mentioned above, user experience in SEO has undergone a lot of changes as well. Some of the website popularization strategies we’ve used before, such as PPC marketing, now look completely different. Of course, they are no longer the main tool for gaining extra online recognition, and they have to be supported by the newest SEO features. This is something small businesses can utilize, since they can benefit quite a lot from improving their online presence.
But what exactly is happening in the collaboration of SEO and user experience? The main goal of SEO experts is to provide quality and useful content to the users while sticking to SEO’s original purpose. As a result, we have plenty of websites users follow and share because of the quality content they provide them with. Because of this, Google is ready to reward any websites and businesses that are looking to add value to the content you can find online.
Furthermore, any black-hat attempts are dealt with as soon as possible – meaning that you can’t rank your website better, unless you provide valuable content to the users.
Getting the Most from User Experience
There’s no need to say websites and business have to follow all the changes we are witnessing in the world of SEO. Only by staying on top of the trends will their investments in improved online presence pay off. So, if you’re running a business and you want to utilize this strategy, you have to enrich your business agenda with some of the modern user experience solutions.
One of the most important things you will have to do in order to make sure you’re keeping with modern user experience solutions is making changes to your website algorithm. You have to make sure it serves its most important purpose – making your visitors to stay on it. Another important thing you have to do is stay in touch with your visitors. It’s all about maintaining a two-way relationship with your visitors, as they can give you feedback and help you improve your online presence. Furthermore, no matter what your website is about, you have to keep introducing new incentives that will help you build a base of loyal visitors. One of the best ways to do this is to offer valuable rewards or offer discounts to the regular contributors to your forum.
Gathering Data from Informative Metrics
One of the biggest concerns website owners have is whether they will be able to convince their visitors to keep reading their content. And that’s where informative metrics come in handy. Following two of them is considered crucial:
- Click-through rate (CTR)
- Dwell Time
Click-through rate (CTR) is used to determine the number of internet users who see your link and the number of those who decide to actually click on it. For example, this is what Google uses in order to determine the outcome of various queries users make. Dwell time, on the other hand, is a measure that shows you how long a user has stayed on the page your link leads to.
By using both of the above mentioned metrics, you can determine how good your website is doing. If your CTR rate is high and dwell time shows you your visitors don’t leave your website as soon as they enter it, you can be assured you’re doing well. These measures can also show you where are your weak spots and where can the user experience you offer be improved.
Introducing Changes to User Experience
As mentioned before, changes are an inevitable part of the SEO world. This means that the tools such as RankBrain and Hummingbird, that are currently dominating SEO can become less relevant in just a couple of years. When something like that happens, you have to make sure you start implementing innovative solutions while managing to maintain your relationship with loyal visitors. And if they give you positive feedback on the changes you have made, there’s no reason to stop there as you can always find new ways to improve relevance and quality of your website.
Even though investing in new SEO solutions will always be a great move to make, all the businesses out there simply have to make sure users have a reason to stay on their website. Studies have shown that the design and aesthetics of your website are the first things users are going to notice. Not to mention that you need a well-designed logo in order to give your visitors something to recognize you by. You can also think about rejuvenating your brand by changing the name of your business. Experts at a naming agency can help you come up with something catchy your visitors will like.
Bear in mind that the internet is a fast-changing place and you should always try to keep the pace with it. And there’s no doubt that SEO is all about user experience and quality content.
May 8, 2017
May 2, 2017