Every second more than 60k searches are performed on Google. As the algorithms are getting more and more sophisticated, UX (User Experience) and SEO (Search Engine Optimisation) are two crucial aspects of a digital marketing strategy, which combined can have a huge impact on the way search engines and users perceive the brand.
In another of our guest blogs Gabriela Damaceno, of MediaShark, tells us how to make the most of UX and SEO on our websites.
UX and SEO share a common intention – to quickly provide visitors with information about your products or services that answers their search query.
Here are three straightforward ways to combine UX and SEO on your website to improve your design and content for users, as well as for search engines.
Let’s Speed Up
You don’t want to give any reason for your potential customer to leave your website.
You did a great job on SEO, they found you and when they landed on your page, they gave up. Your website was taking too long to load. I imagine we’ve all been in that situation. Let’s say the truth: nobody likes a slow website.
More than half of internet users will leave your website if it takes more than 3 seconds to load.
Besides, page speed is one of Google’s ranking factors.
- 40% of visitors abandon pages that take more than 3 seconds to load and every 1 second more in the site load time reduces conversions by 7%; (source: NeilPatel)
- Nearly 70% of consumers admit that page speed influences their likeliness to buy (source: Unbounce.com)
- As 19% of marketers think load times do not influence conversions. (source: Unbounce.com).
Curious to know how long your website takes to load? Take a look at the free Google PageSpeed Insights tool.
How to fix it?
- Use high-quality images, but lower the size by compressing – If you use WordPress as your CMS, Smush is a good plugin option
- Get a better hosting plan
- Cut-out auto-play multimedia formats
Within each image file JPG, JPEG, PNG, GIF or other extensions, there is repeated metadata and information. The job of compression is to remove this redundant information to reduce the size of the file.
When the image is compressed, instead of having several identical and repeated pixels, it stores only one value of that pixel, which is reproduced for similar ones, saving loading time.
Be With your Customers
Years ago, access to the internet was done through desktops. For this reason, indexing was based on this version on the websites. Gradually mobiles started to be used, and those who searched the web via phone had a poorer experience.
This was because the robots were not able to identify all the content. Now the scenario is different. Internet browsing is mostly done through mobile devices. For this reason, indexing is based on the version for these devices.
In comparison to a few years ago, consumers have been using more and more devices to search online, which makes it vital for any website to be mobile-friendly.
As a user, there is nothing more annoying than trying to adjust the information on the screen, sliding, zooming in or out. Besides, if you provide a terrible experience to your visitor, you might fail to get enough organic visits through mobile searches.
Just to give you an example of how a mobile-friendly interface and navigation are important for any website, but especially for e-commerce businesses, it is one of the Google’s ranking factors for organic searches and more than 75% of smartphone users have made a purchase online using their mobile device in the last 6 months. Last year, Google also updated it’s Mobile-first indexing.
How to fix it?
There are a few ways to have a better mobile site. Check out some of them:
Use ‘click to call’ buttons. With that, the user doesn’t need to dial your number.
Keep menus short
Make it easy to go back to the site home
Make the search field easy to find
Make sure that your website has a responsive design, which looks good, and loads quickly and correctly on mobile devices. If not, look for a website update to a mobile-friendly version.
For more info about how to provide a better experience for mobile users, Google just released the updated Mobile-First Indexing documentation.
First Impressions Matter
With over 1.94 billion websites on the internet, how will you stand out and ensure that your user spends time on it and sees what you have to offer?
The home page plays a crucial role in grabbing visitors’ attention. Notably, it is the place where you highlight all the essential parts of your business and products/services that you want to push, making sure that your USP (unique selling point) is clear to users, as well as answering some basic questions such as ‘Who I am’, ‘What I do’, and/or ‘What can you (the visitor) do here’.
HK Certifiers, a company that offers Construction Certificates services in Blacktown, has a home page showing a good example of how offline business can improve their website to grab user’s attention and encourage them to take action.
Why is it a good example:
The homepage has a clear call to action at the top.
The sub-headline ‘Reliable and affordable certifiers’ is straight to the point on the unique selling point.
What you Need to Remember
- SEO and UX have the same goal: quickly provide visitors with information about your products or services that answers their search query
- Page load time and mobile-friendly design have a considerable impact on Google Search rankings
- Lastly, don’t give reasons to your visitor to leave the page. Use the homepage to make a great first impression.
Author: Gabriela Damaceno is a journalist and head of online content for Media Shark, a Gold Coast digital agency. She is representing HK Certifiers, a company that offers Construction Certificates services in Blacktown. You can connect with her via Linkedin.