How User Experience Plays a Key Role in SEO Marketing
SEO marketing is now more user-focused thanks to Google’s obsession with user experience (UX). Google now takes into account websites that don’t meet user needs by demoting them in the rankings. To earn Google’s approval these days and to avoid being kicked off the search results map, your website must provide a quality experience that is specific to user needs. SEO marketing now goes hand-in-hand with UX, optimizing websites and content based on user behaviour. For a website to reach, attract, and engage with target audiences, it will need effective keywords and relevant content customized to user needs, language, and the overall user experience. By providing the best UX for users, your online can successfully grow!
To optimize a website for user experience, SEO marketers will often run analytics tools such as Google Analytics on a website to track how users are engaging with your pages. Analysis of this data helps find out what is working and what isn’t. Google collects data on user behaviour, such as keywords typed in search, that will be used to adjust algorithms and provide users with the most customized search results. UX optimization will improve your web presence. Better quality content that meets the needs of users will lead to better rankings on Google, and will be more likely to appear near the top of the search results page.
Use Relevant Keywords
SEO marketers will research and use keywords that are relevant and common among your target users such as:
- User language: words used when users search for products and services.
- User intent: long-tail phrases that provide context into exact user needs.
Getting users to click on your website amongst the many others on Google’s search results is a matter of rankings and attracting users with your information. The following is what users see on search engine results pages:
- Title Tags: The main link to the website includes keywords, relevant information, and catches the user’s attention.
- URL Addresses: Your website address that appears below the title tag. This is also relevant to the user’s intent.
- Meta Descriptions: Provides relevant and valuable information that matches user language and intent.
Once you’ve attracted users to your website, you must keep them engaged by providing useful information so they know they’re on the right page. Clear, assuring, and easy-to-scan information that users want to see on your landing page should include:
- Your business logo or site ID—provides some association or tagline with what the user is looking for.
- Header tags—should be similar to title tags. Also, headings throughout the landing page will help users scan for useful information.
- A navigation menu—includes a list of your most important products and services. Include keywords in this menu if possible. This will help users find specific services and inform them of all the other useful services you offer.
- Individual topics on each page—quality content specific to helping a user’s need. You can redirect users to other pages with internal links, but make sure to stay on a main topic with each page.
- Calls to Action—links that say exactly what they lead to. Indirect calls to action, such as internal links, can also keep users engaged.
- Fast-loading sites—so you don’t lose users out of frustration. This can be done with compressing large images, streamlining code, and using fast servers.
Effective SEO marketing goes above and beyond to satisfy and optimize UX. So go along with Google’s obsession with user experience and try UX optimization as part of your digital marketing strategy. Remember, the user is your potential customer, and positive customer experience leads to successful business growth.