Once upon a time, back when Google’s algorithms were simpler, search engine optimization was as easy as using the right keywords at the right density. These days, though, Google demands much more than keywords. Today, you need relevant content, images, and videos alongside desktop and mobile sites that provide an outstanding user experience. If the user experience sucks, no amount of marketing will help you succeed. Here’s why.
Just like you, Google has a goal to be the very best among its competitors. In order to do this, it has to satisfy its users’ demand for search results that are relevant to the search terms they use. For this reason, Google considers many different things when it ranks websites, including the relevancy of the content, the frequency at which you update the content, bounce rates, conversion rates, backlinks, website speed, mobile responsiveness, and more. In fact, Google regularly researches user experience and tweaks its algorithms to provide exactly what its users want.
A couple of great examples of user experience:
It’s pretty clear that Rover.com 100% understands user experience. I recently had a chance to really use this site and it made me wanting to come back. That’s success.
Transferwise is another site that we’ve been using lately. Similar to PayPal the user experience is really flawless. The front end and back end are both very smooth and easy to use. Probably why
HeyOrca is a new social media platform that takes the guessing out of social media. The front end and back are extremely user friendly which is not the case for all social media platforms.
All of these things ultimately provide the user with a good experience or a bad one depending on your site’s design. Failing to provide a solid user experience (UX) has serious consequences, as well.
If you don’t know how your website ranks when it comes to the user experience, there are some key characteristics of an overall bad UX that you should consider.
Though the elements above are some of the most common issues affecting the overall user experience, these days, Google is putting far more emphasis on the UX as it applies to mobile users. In 2015, for the first time in US history, more Google searches originated from mobile devices than desktops. For the last three years, the search engine giant has worked tirelessly to improve search results relevancy based on this fact. This is evident with the recent announcement of mobile-first indexing, which will rank pages with responsive mobile sites higher than their non-mobile counterparts on searches conducted via mobile devices.
One of the absolute worst things you can do to bring down the overall user experience for your website involves failing to optimize your site for mobile users. Your site should display on a smartphone or tablet in much the same way as it displays on a computer. All the elements need to be present, navigation needs to be a breeze, and visitors should not have to pinch or zoom in order to read text or see images clearly. If you have not yet optimized your site for mobile responsiveness, now is the time. Failing to do so could leave you scrambling to climb the ranking ladder.
Many companies out there believe that they can overcome a less-than-stellar website with mass marketing. After all, it’s just a website. This is absolutely not the case. These days, people rely on information they find online, and they form opinions of your brand based on your website. If your UX sucks because your site is a jumbled mess, or because it doesn’t display properly on their smartphones, or because they have to wait 10 seconds between pages, that reflects negatively on your entire brand.
No amount of innovative marketing, and no amount of marketing dollars, can overcome a poor user experience. In fact, by investing some of that marketing money back into your website to improve the UX, you can actually see a significant return and perhaps even save money on future marketing campaigns. Earning a high ranking via Google is arguably the world’s best marketing strategy, so be sure to consider your site’s UX and make changes accordingly.
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