SEO: Why You Should Focus On The User When Optimizing
Search engines such as Google and Co. can use so-called user signals such as length of stay, number of clicks, and bounce rate to recognize more precisely how engaging the content of your website is for the visitor. The following applies: the more relevant your page is for the user, the better the ranking.
The Interaction Of Humans And Search Engines
Google’s goal is to provide the user with the best possible results for their search query. So it’s no wonder that the search engine’s algorithm rewards simple usability as well as high-quality, informative, and unique content.
While websites used to be optimized exclusively for search engines, a fundamentally different approach should be chosen for a successful ranking, user satisfaction is today’s focus. Therefore, the essence of modern search engine optimization can be easily described in one sentence: Optimize your website for the user – and not for the search engine!
Search Engine Optimization And User Experience Go Hand In Hand
To offer visitors to your website the best possible experience, the user experience must be right. It turns out that the two disciplines, SEO and UX, are merging more and more. Some experts even go so far as to redefine SEO as “Search Experience Optimization.”
The user must be the focus of optimization. A successful company website offers visitors added value and a coherent overall picture. But which factors positively influence the user experience and thus on search engine optimization? We want to get to the bottom of this question below.
User Experience Is More Than Just The Design
User experience includes all aspects and impressions that the user experiences when interacting with your website. Short loading times, a clear page structure, relevant content, and easy-to-read texts play an important role in ensuring a positive user experience.
A website needs to get visitors to its destination as quickly as possible. Only then will he stay on your side and be happy to come back if necessary.
These Measures Ensure A Positive User Experience
Optimize Loading Times
For visitors to really “experience” your website, it must load quickly and react directly to every click. An attractive design is not enough. The technology behind your website must also be correct!
Ensure A Safe Site
Security plays a vital role on the internet these days. Therefore, protect your website with an SSL certificate. If your site runs encrypted via HTTPS instead of HTTP, it will be displayed to users in the browser as “trustworthy.” Conversely, Google Chrome, for example, marks all non-encrypted pages as “not secure.” When potential visitors decide not to visit your site due to security concerns, it can quickly cost you valuable traffic.
Implement Mobile First
A mobile-optimized website is a must! A majority of users nowadays surf with mobile devices. You will lose many potential customers if you don’t offer an easily accessible website to this enormous target group. There are many ways to make a website mobile. For example, a website with a responsive design that automatically adapts to all screen sizes is ideal.
Think About Voice Search
Voice search is becoming more and more popular with the spread of voice assistants such as Alexa, Siri, or Google Assistant. Users have become accustomed to talking to their devices. If a classic typed search query used to be “recipe cheesecake,” the same question is increasingly sounding like this: “Alexa, how do I bake a cheesecake?” If you look at the two search queries, you will notice that they differ primarily in length and complexity.
When talking to a voice assistant, we typically say the whole question aloud rather than just using a few keywords. For the content of a website, this means that the new approach to voice search must also be taken into account, and the content should also be optimized for long-tail keywords accordingly.
Create Quality And Relevant Content
The texts on your website must be informative and of high quality and offer added value for the reader. All critical questions about your company, services, and products should be answered. But it is also essential that you speak the language of your target group. This makes it easier for website visitors to identify with your company. Your texts then arouse sympathy and trust. Also, pay attention to the text formatting. Website visitors are usually in a hurry and only scan the texts. Paragraphs, subheadings, lists, and a short text width make it easier for website visitors to find the information they are looking for in the shortest possible time. It can also be beneficial to mark essential elements in the text in bold.
Nowadays, search engine optimization must be based on the users – and no longer on the search engine. Measures such as creating unique and relevant content and optimizing voice search and mobile devices are mandatory. Factors such as loading time and security should also be considered. This is how you ensure a positive overall experience!