A while back, all you had to do to improve your ranking was to stuff your article with keywords, and Google would pick up the website. Over the years, Google has improved its algorithm and incorporated over a hundred factors that affect website ranking, among which is the user experience.
Over the years, the role of UX in ranking has grown tremendously and has merged with SEO. Nowadays, what is good for the user is also deemed appropriate by search engines. UX is a sum of user experiences when navigating various pages on the website. An ideal site should be easy to navigate and engaging.
When checking the status of your site’s UX look at the following
Usability: It is the ease of interacting with the website and locating the information the user wants. Usability encompasses the website’s technical effectiveness in terms of its functionality, the number of errors present and how easy it is to move around.
User Experience: These are the collection of subjective feelings when a user is on your site. They include feelings about whether the site has valuable information, is easy to navigate and engaging.
When it comes to UX vs Usability, they overlap in many areas because UX plays a part in usability. On the other hand, user experience mostly looks at user perceptions of the site. However, when you improve usability of a website, you also improve user experience. SEO brings visitors to the site while UX affects the usability and user experiences both of which affects the SEO.
Here are Five Tips on User Experience Optimisation to Boost SEO.
1. Check the Site’s Bounce Rate
There are a few things that would make customers want to bounce out of your website. Your site may be too slow to load, have lots of errors on the site or the content may not be engaging enough.
A low bounce rate is good for your site. On average, target a rate of about 25% to 40%.
Here are a few tips to achieve it:
- Increase your site speed
- Reorganise your content with using a bullet list, large fonts and good contrast
- Create several landing pages that target various keywords thereby, taking care of different visitors
2. Use the Right Headings
Visitors use headings as guidelines navigating through the content. Search engine robots also use headings to understand the purpose of your content. The headings help organise thoughts by creating a logical hierarchy of ideas.
When creating headings, use H1 once per page to act as the primary focus of the page and for the ease of indexing the page. Use other headers to organise the data so that the readers can scan the content for certain information with ease. Arrange the headings well so that it is easy for readers to have a good flow of ideas.
3. Try to keep Users in the Website for Longer
The amount of time that readers spend on your website point to the quality of user experience. It is also closely related to the bounce rates. When the content is engaging and offers value to the readers, they would want to spend more time on your site. The longer they stay, the more they are able to see your offers and consider trying them. Consider the following to improve their staying duration on your site.
- Provide engaging, easy to read content
- Include links to new content
- Provide actionable information
4. Create Good Meta Descriptions
Meta descriptions tell the search engine what your content is all about. They are also important to site visitors as readers first see them before considering visiting your site. Therefore, despite Google saying that it does not use Meta Descriptions to rank sites, descriptions that give answers to readers receive high click-through rates. The click-through rates, in turn, affect the rankings of a page.
Here are Meta Description best practices:
- Include the keyword in your meta descriptions
- Create a rich blurb to attract the user
- Write complete descriptions up to 300 characters
5. Create a Good Experience for Mobile Users
Google has turned its focus on to mobile users. In fact, these users make up for over 60 percent of all the organic visitors that will come to your site. Definitely, they will count towards the ranking of your website. Here is how to improve user experience on a website that is accessed via mobile devices.
- Create a web design that is easy to navigate on a mobile device
- Taken a keen note of the button sizes and the ability to read content without zooming it in
- Make your menus to stand out on mobile sites so that clients can find information with ease
Author Bio: Paige Ellingson studied communication arts. She mostly writes about digital marketing, urbanization and design. This time she writes for Askable, a company that provides usability testing service to solve usability issues within digital products.