Search engine optimization is one of the most effective ways to increase traffic to your website. The best thing about it is that it’s a very cost-efficient process (albeit one that needs time to work). There is no need to pay for any form of ads, as SEO is all about gaining what is called “organic traffic.” (Utilizing ads in a bid to gain prominence in the SERPs would be doing search engine marketing.) This means you are making an effort to rank high in search engines, without having to pay for artificial means. There are multiple strategies used in SEO, and they all have their pros and cons.
One thing some online marketers seem to forget is why they are optimizing their website, and for whom they are doing it. In the end, you are making your domain more appealing so the customers will have a better experience when exploring your website. In the end, the user will always be the one who gets the say of whether your website is good or bad. Most techniques these days focus on the technical side, like how many keywords to add in a content piece, or when to use this heading and that font and what is the proper format for a headline.
You need to keep track of the newest trends in order to stay on top of your game.
In the end if we focus too much on pleasing the search engines, we might lose sight of the real target of our optimization, which are the users. Since 2015, the big daddy of all search engines, Google, has made sure webmasters all over know they are focusing on user experience than simple aesthetics. The days of stuffing keywords until your page is fit to burst are long gone, although they are still an important part of the industry. But here, we will explore just how important user experience is, and how exactly it affects your online marketing efforts.
5 reasons why user experience is critical to your campaign
In the end, the main goal of SEO is to have more people visit your website. To be honest, just visiting isn’t enough; more specifically, we want to convert visitors into customers. Now people aren’t going to stay on your website for long if you only optimize your pages for search engines and not users. Here, we lay down some reasons why ignoring user experience can be detrimental to your online marketing campaign.
1. Visitors prefer websites that are easy to navigate
One of the fundamentals of a user-friendly website is how accessible it is. Not in the sense that you can easily get to it, but how easy it is for a user to go to where he or she needs to be. Let’s face it, if we go to a website that takes five seconds to load a page, we would most likely be annoyed already. Combine that with a veritable maze-like structure that some newbie web developers use, and we’d be out of there faster than you can say “bottom rank.” Considering mobile device usage is growing exponentially day by day, visitors are more likely to not go with a company if their website loads way too slow or has a confusing layout.
2. People want their voices to be heard
No customer wants to go with a company that completely disregards their opinion, or even worse, doesn’t even give them a chance to voice it. In this light, make sure your page has a comment section, or at the very least, give them a way to contact you regarding their comments and opinions. Another upside to this method is that you can get feedback regarding how your website is designed. As we all know, there really isn’t a golden standard of what a perfect website is. The best thing to do would be to have the people you are catering to voice out what they like and what they don’t like so you are able to change what aspects need to be tweaked accordingly.
3. Google is getting more stringent regarding ranking criteria
When the biggest search engine in the world tells you what to do in order to rank high, you listen. You need to if you want to stay competitive, and these days, Goggle is getting stricter and smarter. In their pursuit to offer their users the best possible results, they have given user experience a heavier role when it comes to website ranking. This is understandable, as they also want their users to keep using their engine.
Customers will always be the ones who decide if your website is user-friendly.
Before, there were two main criteria webmasters would aim for in order to have their domain rank; relevancy and links. Basically, they look for pages that are both relevant to the search and being mentioned by other reputable pages. Make no mistake, these are still imperative and should be targeted by websites that want their domain to be seen. But Google’s bots are now scanning page layout and average time spent on the page, and companies should focus more on user-friendliness in order to hit those targets as well.
4. Visitors still want something pleasing to the eye
Despite what was mentioned before, aesthetics still plays an important part on how users will view the site. If visitors like how the page looks, they are more likely to stay longer, thereby increasing the chances of them becoming an actual customer. Companies should also focus on how visually attractive their pages are but should also ensure their layout does not distract the visitor from the actual content. This also includes the text, like the spacing and font, as well as headers and paragraph layout.
5. User experience is for the customer, not search engines
When it comes down to the nitty-gritty, all we really have to remember is for whom we optimize our pages in the first place. Yes, we do SEO to rank high in search engines. But search engines won’t be the one that will buy our products, or tell us how they like our services, or share to their friends that we are a good company. In the end, the users are the ones who will decide if a website is user-friendly. Even if you were to rank number one on a search engine, it would mean nothing if users don’t want to visit your website in the first place.
Having a user-friendly website will increase your chances of ranking high on the SERPs. As long as you keep the users in mind when optimizing your website, you should be on the right track for creating a user-friendly domain.
Also, keep in mind it’s not the only metric you have to comply with when it comes to ranking higher. The easiest way to up your online marketing game would be to go with some outsourcing companies that specialize in digital media. Outsourcing benefits include being able to focus on other aspects of your company while leaving the online side to the professionals, as well as the fact that you can save a lot of money by outsourcing instead of hiring an in-house professional. Take a gander at what we have to offer, and you’ll see how we can help you reach your goals.