User Experience: Refine It To Win The SEO War
SEO is often focused on off-page strategies such as link building, social media marketing, and local search listings.
However, on-page optimization is equally important. This non-glamorous yet equally rigorous part of SEO if executed properly can work wonders for your website.
On Page SEO for the past few years has tended to focus on the technical aspects of things such as keywords in headline tag, meta-descriptions, etc. However, the major on-page factor that has started to supersede all others is user experience.
Google has started to rank websites based on user experience on your website, especially for people who are viewing it through their mobile phones. It uses parameters such as bounce rate and this is one of the most crucial aspects of your online strategy as it matters in retention and actual conversion of traffic that you get.
This is the bottom line of business as it is your sales and profits that will decide whether you can continue your business or not.
Google’s RankBrain update measures issues such as ‘Dwell Time’ on your website and ‘Click Through Rate’. A properly optimized website ensures that your users stay on your site and get brownie points for RankBrain which enable your website to rank higher.
Well, these are issues that should be addressed at the creation of the website itself. But do not worry, if these issues are addressed they will increase user traffic, improve user experience, and drive conversions
One of the key issues of your website can be the speed. If it is not fast enough, then there is no point of doing a lot of SEO as almost all your visitors are going to run from your website.
Evidence suggests that most users will leave your website if it does not load within 3 seconds. Thus, loading speed is of great importance.
It happens sometimes that you upload some new content such as videos on your website and this affects your site speed. Thus, you need to constantly check your website on this parameter.
Google’s Pagespeed Insights is a good place to start, as you can get to hear directly from the search engine as to what it thinks about your site and the places that you need to improve.
This is at this time one of the most crucial aspects of your website.
Google with its ‘mobile-first’ indexing update which is going to be live at any time now has emphasized that it is the version of your website which mobile users see that will determine your website rank.
It has given time to website owners and webmasters to make their sites ‘mobile-ready’ so this time should be utilized properly as traffic is also quickly shifting to mobile devices.
First of all, open your website using your own phone and check issues, such as is it touch-optimized, is the content clear, and is the speed fast enough for mobile. There was a reason why Facebook and other biggies rolled out a ‘
Lite’ edition of their websites, but with mobile data speeds getting better, this is less of an issue.
Then, test your site and all the pages in it using Google’s Mobile Friendly Test.
You could also make your site mobile optimized using Google’s Accelerated Mobile Pages Protocol. This at its core is a dressed down version of HTML. But there have been many improvements on the way since it was implemented in February 2016 and more are expected in the future.
What should make AMP even more important is the latest news that Google is giving prominence to AMP pages on its SERP, as reported in October 2017.
Google has integrated AMP with Adwords; so ads that load faster will lead to more conversions. Google’s Resizer tool is also a nifty tool which allows the user to check the responsiveness of your website or mobile application across devices and platforms.
For more details on how to use this tool, check this material design guide from the Tech Republic.
Thus, mobile optimization is the next big focus for Google and so it should be for you.
Things such as broken links, 404 redirects, duplicate content, etc. indicate to Google that you do not care about your website, and thus this directly affects your ranking, your traffic, and subsequently your revenues from the website.
Use free tools such as Link Miner and Domain Hunter to check for broken links and also for link building opportunities through these broken links (on other sites).
Sometimes there are sites which link to your website and use wrong links so a ‘404 error’ will appear inevitably. The user then has no choice but to navigate away from the page. Use some cheeky or funny language on this page so that it might have a chance of attracting the user. Here are some ideas for funny ‘404 error’ pages. This just might work!
Is another tool that can be used to boost your SEO efforts. This according to us should be one of your priorities when you design the page, but it amazes us that so few people actually implement it.
We know it is easier to implement standard templates but when you do what everyone is doing then your results will also be like those of everyone else.
So, think about how you can redesign the navigation of your website using your keywords, it might just give the much-needed juice that your website needs. Thus guide will better illustrate how to take advantage of navigation tools to ensure that it complements your SEO efforts.
Google now pays a lot of attention to the security features of your website, and HTTPS is its favoured security protocol. So if you don’t ensure the migration of your site to HTTPS then you are losing out on rankings.
There will be issues with broken links and others, but these you will have to handle sooner than later.
For starting this migration, first read Google’s guide on securing your website with HTTPS which will clear a lot of your doubts on this subject.
Then, I would advise you to refer to a guide such as this which covers all the aspects of HTTPS migration.
Structured data helps web crawlers properly index your website. That is structured data such as schema markups allow the search engine to properly understand the contents of your website.
This is data which only search engines can read and this is a bit technical. So, you need to be technically adept and might even need help from a programmer or a developer for this task.
Have a look at Quicksprout’s easy to use guide to utilize Schema markups to boost your SEO efforts. These efforts can be the difference between the first page and second page on your targeted keyword. You need to ensure that your website is structured in a way that Google can understand and even give you extra brownie points for your efforts.
So, we can see that structured data helps your site appear the way you want it to in search engine result pages (SERPs), thus indirectly boosting user experience.
Well, it is our continuous effort to ensure that Adult-SEO creates content that is valuable for you. We hope this post helped you understand the importance of on-page SEO factors which boost user experience and also help Google understand your website.
Any comments on this blog post would be appreciated. And as you know, we are always there to answer to your queries and comments. If you liked the content on this blog page, we would love it if you could share it widely!