The main ways to optimise your website is through SEO (search engine optimisation) and through UX (user experience). Optimising your website through SEO will assist in targeting promising customers and lead them to your site through organic results in their search engines. UX takes into consideration the overall experience and how you can keep customers on your website without leaving too quickly and keep them coming back.
User experience will improve SEO
Both SEO and UX are complex and hard to master so they need lots of work and time before noticing any results. However, when things start to pick up you will see an increase in traffic to your website which will overall lead to profits and sales.
If you initially decide to focus on SEO, it will attract people to your website which is in favour of Googles search engine so you will be compensated with increased visibility in the search results. However, if you aim to provide a great experience for your customers when they are on your website, it may be more beneficial to focus on the UX and keep customers coming back.
Without good SEO, people will not be able to find your website easily so there will be less UX and without good UX, people will not return to the website or bounce out easily due to frustrations. It is all about finding the sweet spot of providing users with visibility and a good experience.
Good user experience will increase organic rankings
Once a visitor clicks on your website, they should not have issues working their way around it. It should be fast, simple and aesthetically appealing. With these factors, it will keep visitors returning and boost the engagement conversion rate and a range of other SEO metrics that can be monitored in Google Analytics. If users enjoy your website and find it visually appealing and easy to use, your search engine rankings will increase.
Making sure your website loads quickly is key – people can be very impatient online because they hope to be offered instant solutions and quick services. Everyone is time-poor and we live in a society of now, now, now. If your website does not respond fast enough, they will most likely click off and go somewhere else and pick a faster website.
If people click off of your website quickly, it will increase your bounce rate (percentage of visitors who enter a website and leave without viewing other pages on the site) which will drop your search rankings.
Communicate with customers
Instead of spending time attempting to adapt your website to search algorithms, spend time learning about potential customers and their particular interests. By performing research into your competitor’s customers and other potential customers, you will be able to adapt your website to a specific group of people that will most likely enter your website and stay on your website, keeping the bounce rate lower.
You can gather feedback through social media and email surveys to find out what they like or dislike. You can then use this information to add specific content and change the user experience to fit them and keep them coming back.
Focusing on the users and their needs will create satisfied customers that are happy with your site and your products/service so you will continue to grow and rank higher in search engine results.
Organic SEO and user experience is not as simple as it seems and can take lots of time, effort and skill. However, with the year ahead of us, maintaining UX and SEO is essential in making sure your business does not get lost in the shadows of many other competitors who are optimising their websites.
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- How important is SEO and online marketing during COVID-19 pandemic? - 9th September 2020
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