5 User Experience Goals to Enhance your SEO Strategy
Having trouble ranking high on Google’s search results? How much attention are you paying to the user experience of your website? In the early days of Search Engine Optimization (SEO), you could stuff a page with relevant keywords and call it a day as you shot your way up the search result rankings. Google now looks at more than 200 ranking factors to determine which sites make it to the top of the search results page, and a site’s user experience goes a long way towards achieving that success. SEO and user experience may seem like opposites, but in reality, one without the other will lead to poor performance. Both share the common goal of getting relevant information in front of users. To put it simply, SEO targets search engines and leads users to your site, whereas the user experience helps answer the user’s questions once they’re there. If you want your website’s visitors to spend more time on your site and increase valuable conversions while ranking higher in search results, apply these five important user experience goals that should be part of your SEO strategy. 1. Make your site mobile-friendly It can be easy to overlook one of the most important ranking factors for a site, as most people will design their entire website from a desktop computer. More than half of all web traffic is now performed on a mobile device. With the number of mobile devices forecasted to reach 16.8 billion by 2023, if you haven’t made your website’s mobile-friendliness a top priority, now is the time. Your site’s mobile performance and structure are also the most important versions of your site in terms of ranking on Google. Back in 2015, Google made mobile friendliness an important ranking factor, and in 2017 the search engine began the switch to mobile-first indexing for all websites. No matter how well you’ve optimized your site’s design and SEO for desktop users, your hard work will be lost if those decisions don’t carry over to your visitors on mobile devices. When Google crawls your site, it will calculate the page’s ranking factor off of the mobile experience. If your bounce rate is high, it could mean users visiting your site from a Google search left due to the page not loading properly on mobile, thus sending a signal to Google to lower your ranking in the SERPs. Of course, it is still important to optimize your site for desktop users, but if you are not considering users across all devices, the likelihood of Google considering your site in a top SERP placement is quite low. Steps to make sure your site is mobile-friendly: Check your website on a variety of devices, including desktop, laptop, mobile phones, and tablets. If you do not have easy access to a range of devices, most browsers have a way to simulate popular sizes, such as Chrome’s Inspect tool. Pay particular attention to the layout of information and the legibility of text on the screen. Is the flow of your site just as effective on mobile as it is on a desktop? Are images taking up too much space on your phone, pushing important content off the screen? Are buttons easy to press? Google provides a free Mobile-Friendly Test that can analyze your site’s mobile-friendliness and offers helpful suggestions on where to make improvements. 2. » Read More
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