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In the SEO business, we spend so much time thinking about Google’s algorithms, sitemaps, and backlinks that we sometimes lose sight of the main goal: providing useful information to visitors. humans
In the past, it was easy to understand why. You could stuff your page with keywords, throw in a few meta tags, and voila! Your page was on the first page of search engine results.
Google rightly recognized that this was not the best way to provide the highest quality answers to search queries, so they adapted their algorithms. Evidence of Google’s interest in improving user experience (UX) is found in updates such as Panda in February 2011, Core Web Vitals, and other core updates that occur regularly.
This does not mean that you can completely forego aspects of traditional SEO and that keywords no longer matter. Search engines still consider basic SEO attributes.
But organic search now also depends on implementing a user-centric approach.
So how do you do it? Here’s a list of five steps you can take to make your site more user-friendly and hopefully higher in search engine results page rankings.
1. Learn the fundamentals of design
You don’t need to master the skills of a graphic designer to improve UX, but having a better understanding of the principles that make up good design is an important tool to have in your tool belt.
Understanding these principles will allow you to make decisions that will give your site users a better experience, flow more naturally, and generally make them enjoy using your site more.
When looking for design classes, make sure you’re working with a teacher/instructor who can explain the psychology behind what they’re teaching you.
Understanding the psychological impact of design is the most crucial element you should learn: the “why” behind what you’re putting in place, so that your decisions have the desired effect on your users.
2. Address existing user pain points
If you’re working with a site that’s been around for a while and you’re worried you’re going to have problems with users, don’t be afraid to use data to your advantage.
The first place you should start is Google Analytics. Assuming you have these settings right for your site, you can determine exactly where users are leaving your website.
You might find it useful to set up heatmap and recording.
Heat mapping software gives you the ability to see precisely how people interact with your pages.
Some systems even allow screen recording, so you get a first-hand view of how users move around your site and what’s stopping them from converting.
Once you have this data, you can make better decisions about how to improve your pages and give your users the experience they’re looking for.
Having this data can even help you reassess exactly what your users hope to get out of your website.
3. Try all things
Once you’ve collected your data, you shouldn’t make changes directly to your site. While this data helped you identify potential problems, it wasn’t meant to give you all the answers.
When I’ve identified a problem or want to make a major change to a page’s design, I always do an A/B test to make sure that change is right for my users.
If you’re not familiar with A/B testing, this is where you take two variations of a page and split the traffic between the two.
Then, over a given time period and number of users, analyze which version of the page performed better for the goal you want to improve (usually related to conversions).
If this statement piqued your interest, it might be time to learn more about conversion rate optimization (CRO).
The data you collect from your A/B testing efforts will tell you whether your hypothesis about addressable pain points is correct, while also telling you whether you’re headed in the right direction to solve the problem.
If your new page variation doesn’t pass the test, you may need to go back to the drawing board and try something different.
While you won’t win every quiz you try, at least you’ll be taking steps to improve your site, with data to back up your actions.
This is why tests are so important; You want to make sure the changes you implement help, not hurt.
4. Give the people what they want
In the long run, it’s all about balance. If you’re only focusing on attracting search engines, you may be missing the mark with your audience.
If you’re only working on your site from the user’s perspective, you’re probably missing out on the other elements that search engines value.
Once you find that happy middle ground that allows you to consider both users and search engines, I’m sure you’ll see positive returns from your efforts on both sides.
5. Never stop learning
In any form of digital marketing, it’s important to stay hungry to keep learning and improving.
Just as Google will never stop tweaking its search algorithm, you should never stop exploring new ways to attract visitors to your website and find ways to improve your search rankings.
Expanding your knowledge, not only within your field, but in other areas that may have an impact on your work, is one of the most crucial skills a professional can have.
Experiences are everything
UX is not everyone’s cup of tea; that’s why there’s a whole field of web design dedicated to it. You may even have a UX specialist or two at your company.
But it’s important for SEO, so you can’t afford to ignore it, or even downplay it.
You need to put yourself in the shoes of a person visiting your website.
Do they have a good experience? Or are they frustrated? Does your site meet the needs of mobile users or are they trying to zoom in on a desktop version?
Never forget that the link between user experiences and search visibility not only exists, but seems to be growing in importance. And even if your site doesn’t require a massive overhaul, taking a few steps to improve usability can have big rewards.
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Featured image: fizkes/Shutterstock
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