The importance of User Experience (UX) is paramount for digital marketing. Search engines like Google take pride in providing the best user experience to its user. SEO professionals are always looking out for new ways to optimize the websites so that they can rank higher in the SERPs. In this article, we will address the importance of UX for search engines and its optimization.
Evolution of Search –
In the initial years of digital marketing, Search engine optimization was comparatively easy. SEO used to rely heavily on keywords. Web pages ranking was accessible via a good spread of keywords and a strong count of backlinks. Internet grew at a massive speed. It opened an alternate market for many industries. Since the user was the client for search engines, it started giving more focus to the overall user experience. The recent algorithm updates like BERT, NLP also indicate that UX is what matters most in search and digital business. The idea is to make SERPs comprehensive and relevant, so the user doesn’t have to click further. SERPs also consider the location and time of the search, and results for the same “key search” may be different depending on time and place. Search is becoming more local instead of general global search. Let’s discuss it a bit more in the next section.
The search goes Local –
The search engine’s capability has enhanced over the years, and they realize that there is an untapped market in small businesses. Google My Business is a free resource that lets you create your business profile and find customers via Google search and maps. The game is not restricted to more prominent brands anymore; it’s an even playing field for everyone. SEO agencies are always quick to catch up and have started providing customized local SEO packages to customers by building online profiles for local business listings. These packages are specific in nature and target customers looking for products and services locally. These packages may include SEO services like keyword research, site audits, on-page, and off-page strategies, real-time dashboards, reports, and marketing assistance.
One thing is crystal clear – The success of search engines and SEOs depends on giving users what they want. Nothing less than that. If the user does not get the expected results, they will quickly switch to another search engine. To enhance search optimization, you should focus on a delightful user experience. You can achieve it by concentrating on below UX elements that are relevant to SEO.
User Engagement –
Few things can make or break user experience: slow page load speed, poor content, clumsy website design, and navigation. Analytics such as page speed, the bounce rate can indicate that there’s something wrong that requires attention. The website’s first impression matters a lot. You may not get conversion instantly; however, you may end up getting a potential customer. Great user experience makes people revisit the sites. There are ways to make your website more engaging by considering below SEO aspects:
- Engage the customer – Based on the page’s intent, ensure that your page design and layout enhance the user experience, and make it more organic and immersive.
- Callouts should be clear but not too bold or flashy that irritates the customer.
- The design should command user attention. Always choose images, font sizes, and colors carefully.
- Lastly, page load speed should be tested and optimized for both desktop and mobile devices.
Once you have attracted users to the page, the next step is to give them the magical flavour of high-quality, relevant content.
Context of Content –
Finding the perfect keywords and creating relevant and comprehensive content that looks pleasing to eyes is a must. However, it doesn’t guarantee success. Remember, Search engines work on semantics now. Hence optimization is incomplete until search intent is adequate.
As per a study done by Google in 2018, content consolidation and focus on the context improved CTR of a retail website and increased the overall traffic by 64%, such a hike in organic traffic speaks volumes of the criticality of adding context to the content.
Few pointers that can help:
- Call to actions should be designed as per the industry and type of website if you have an e-commerce site. It’s imperative to stick to the “Quick Buy” strategy instead of stuffing details and information about your industry. Remember, content is still good; however, if you don’t let the user fulfil their intent, that is to buy. You are setting up your website to fail sooner rather than later.
- Make connections with users. Involve them in the campaigns like “Uber’s One Million Ride” campaign. If the user feels that they matter most for you, you have already won the battle. It fosters long-term customer loyalty.
It’s imperative to focus on the site’s UX while performing optimization. A delightful and relevant UX will set your website apart from the competition.