Why is UX important to the future of SEO?
Those who are associated with SEO world, they can witness the quickly evolving search engines. All thanks to machine learning as it has revolutionized the way search engines process the ranking. Now with machine learning and other advanced techniques, search engines can focus more on providing the most relevant search results, not only in terms of content but also in terms of user experience (UX).
User experience (UX) or customer experience is not a new concept for businesses. UX was and will always be a true sign that indicates how well your website serves the goals of the visitors and also fulfill your business goals. The companies that successfully understand what their users want and create experiences that not only provides them the desired information but also in the right format so that they enjoy while browsing information. And believe it or not, the kind of browsing experience you provide to your customers is directly linked to the success of your Search Engine Optimization efforts.
What is UX exactly?
User Experience is nothing but a design process of the website which should be managed in such a way that it provides a great browsing experience to the users. It involves the end-user interaction with the company, its services, and its products. Experts believe that UX is a never ending process because your task of making your product or services better will always keep on going. You need to keep on changing your website design elements and structural concepts so that you can provide the best browsing experiences.
SEO and UX must work together in order to make a website or a business successful. Let’s understand and explore both these areas to convert this fact into reality.
Broaden your SEO skill set into UX: Google has always given preference to providing the best user experience. It has always focused on satisfying the users by providing them the list of best search results. Several technological advancements have made it possible for Google to deliver this vision/ it is also expected that its focus will deepen over the coming years. Earlier, UX was not the part of SEO toolkit, but now with the change in search engine concepts and SEO strategies, now an SEO practitioner can discuss UX and also recommend changes related to UX on the basis of background, personal experience, and professional development programs.
The fact is that we are moving into an era of search engine optimization, where you need to update your SEO skill sets as search engine optimization technology is becoming enigmatic. Several innovative technologies like machine learning have been involved in designing the process of search engine ranking results. With all latest technologies and concepts in SEO, one can easily interpret consumer behavior and change their strategies accordingly; which was not possible before.
Don’t follow a linear approach, evolve UX beyond that: A few Years before, UX teams used to consider a linear journey of a website that begins at the home page. But later, it was noticed that in reality, less than 50% of the users start their journey on the home page. This linear approach to UX has not at all given good quality experience to the majority of customers.
With the increase in machine learning, search engine rankings have improved lot with the user signals as a major factor of contribution. It has been found that UX issues are preventing businesses from reaching their potential in the organic search results, which could smother performance conversions. There are two different situations which cause consumers to leave your website and look somewhere else.
First, tabbed content, in which consumer land on the page relevant to their search, but the information they are looking for is hidden within a tab.
When there are numerous scroll pages in which different subtopics exist on a single URL, with no way to land consumer on the section that is relevant to their search. UX means providing the best user experience. And the entry of the user should not be confined to the homepage. There should be multiple entry points into a website. By adapting to multiple entry points, website’s UX will be far better than before and best suited to organic search success.