In the world of SEO, everyone talks about backlinks and content, but what doesn’t get enough attention is the importance of User Experience.
Since the Rankbrain algorithm changes, Google has been putting more and more weight on how users interact with your website and the overall experience they garner from it.
Signals such as how much time is being spent on your website, the number of pages people visit and whether or not people are coming back multiple times all come into play when Google is deciding where to rank your website.
User experience is all about knowing your audience. To build a website people find valuable, you need to know the reasons people come to your website and the problems they’re trying to solve.
Better understanding your audience can be as simple as talking to your customers and finding out what motivates them and why they do business with you.
Once you fully understand your customers, you can then tailor your website to better serve them.
For example, if 90% of your customers are interested in one of your services, don’t hide that page away in the depths of your website, instead make it visible for all your traffic to see.
Follow Design Best Practices
While design is always changing, there’s anumber of best practices that never go out of style. Some of the most common ones are:
Maintain a consistent design throughout your website
Ensure your website loads quickly
Make your site easy to navigate
Being mobile friendly
Add clear call to actions
While this isn’t an exhaustive list, following these design best practices can give you a rapid boost to your websites UX.
Test Your Website With Users
User Testing is the holy grail of UX. Without testing your website on actual people, it’s impossible to know if your site performs to the levels you intended or if it’s missing the mark.
There are many tools online you can which will help you test your website on real people. Two of the common ones are UserTesting and UsabilityHub.
Better yet, tests your website on your actual customers. This can be as simple as sitting down with them and observing while they use your website and speak their mind about their experience.
Look Into Your Data and Track Behaviour
Looking at your Google Analytics, or any other data source for that matter, will help you determine what pages, products and features are popular with your audience.
Once you know what parts of your website resonate best with your customers, you can serve them more of those things and make changes to the bottlenecks in your website.
Another way to optimise your website is to A/B test your pages and offers. A/B testing can result in significant improvements to how people can interact with your website and gives you the addition benefit of being able to optimise your conversion rates.
If you’re stuck at position 3 or 4 in the search results, then improving your UX might be the push you need for your website to jump to that top spot.
Improving your UX isn’t just good for SEO though. It will also result in happy customers and people wanting to stick around on your website for longer.