Thursday, 4 March 2021

The Importance of User Experience in the Future of SEO

 

As search engine algorithms become more and more sophisticated, it is believed that user experience signals  (ux) will play an important role in search ranking.

In this article we will try to explain what user experience means for the future of SEO professionals.

Search engines are advancing at an unstoppable pace thanks to machine learning . These advancements have allowed search engines to focus on providing the most relevant results, not only in terms of content, but also in terms of user experience (UX) .

At the end of the day, what is good for the user is good for organic search performance, considering how machine learning is becoming an increasingly important factor for search algorithms and search engine optimization. Incorporating areas such as search sequence, as well as content quality, structure, and sentimen.

SEO skill set needs to expand in UX

Part of Google's philosophy has always focused on providing the best user experience . With the latest technological advances, Google and other search engines are now in a better position to offer this vision. This focus will intensify in the coming months and years.

However, for many SEO teams and agencies , user experience has not always been a part of the SEO toolkit. As an industry, SEO agencies need to re-imagine SEO and the skills necessary to achieve bespoke success, as we move into the age of computer technology

If SEO cannot influence (or be a central part of) the brand's UX approach , then the levers of SEO performance will be out of our control. So if you aren't already, user experience should be a high priority in your learning and development schedule.

UX must evolve beyond a linear approach

As machine learning usage increases , user experience cues will be a more prominent factor in search engines. Therefore, UX issues could prevent brands from reaching their potential in organic search results and, thinking more broadly, could slow down conversion performance .

A lack of consideration for the user experience at different delivery points can cause consumers to leave the site and look elsewhere. Here are two great examples:

With content tabs, in which consumers land on the page corresponding to their search, but the information they searched for is hidden within a tab.

Infinite scrolling pages, in which multiple subtopics reside in a single URL, with no method for consumer landing on the section corresponding to their search.

By definition, user experience is about providing the best possible consumer experience and should not be limited to a specific journey that begins on the home page. Instead, it should be data-driven, taking into account the wide range of entry points on a web page .

Adapting the UX process we must take into account several entry points, the user experience of a site will be much more suitable for the success of the search , thus preparing the way for greater integration between the UX and SEO teams .

 A change that benefits everyone

With the incorporation of UX skills and teams in Abdul Rimaaz SEO processes , the adoption of a broader approach has been required, considering multiple entry points, which allows us to re-design the ways of working to obtain better results . Productive collaboration must take place across projects, and acting as a single team, to understand the challenges and provide optimal solutions through the entry points of a web page. In this way they can lead to a much better experience when searching for the conversion landing page .

If we are able to adapt and adopt the UX skill set , we will be able to maintain control of the factors that influence organic search performance. This will be beneficial for brands and consumers, so we will be in a better position to offer the best experience throughout the purchase process for each search that a consumer performs.

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