AI has brought about a whole new way for programmers to develop search engines. Not only that, the technological advances occurring today allow for search engines to broaden their reach. In particular, not only are search engines continually being updated in ways they rank content, but also in ways they rank User Experience (UX).
Does it really matter?
Google seems to think so, continually undergoing significant changes to its patented algorithms. In fact, every single update Google has made to its platform incorporates the importance of providing user-based results.
Google has changed considerably over the years. The search engine powerhouse continually updates its algorithms to ensure users are provided with the best possible results. Every update that Google has made has been geared towards providing more user-focused and user-friendly results. Changing algorithm patterns based on UX observed in rank tracking software, like SERPs, RankBrain, and Authority Labs, speak to the evolving user-based landscape.
So, let’s get this show on the road!
It’s undeniable that UX and SEO share common goals. If you’ve remained up-to-snuff with SEO standards and practices over the years, you may have noticed keywords are becoming less critical. In the same fashion, SEO is becoming more geared toward user satisfaction and answering specific questions with accurate results. It is with regards to this common user-oriented goal where UX and SEO become intertwined.
It’s kind of like SEO dresses you up for the party, but UX gets you there.
SEO will lead a person to the content they need, and the UX answers their queries once a user ends up on the webpage.
Businesses have to be innovative with their marketing efforts and keep up with technological advances. According to Forbes, the use of mobile devices is increasing exponentially, topping 80% in 2016. Not to mention, when compared to desktop conversion-rates for eCommerce, smartphone conversions are up 64%.
First and foremost, generating long copy is gaining favor over page copy that is 500 words or less. Both SEO and UX feel that longer copy is crucial to ensuring comprehensive answers for users. Additionally, non-body components, such as image tags and headings, play an essential role in UX, and, subsequently, SEO.
How fast a web-pages load is incredibly significant. Being that the internet is all about convenience, it’s not surprising that users don’t want to wait even two seconds for a page to come up. We’ve all been there, waiting for a page to load and mindlessly clicking the refresh button out of frustration. With SEO placing greater importance on the length of content, it is important to note that UX can suffer from content "beefing up." Luckily, SEO and UX are considering this speed factor to provide the best processing speeds.
That’s right; your homepage isn’t as important as you think. The problem is, UX experts have been a little slow on the uptake when it comes to their approach. More specifically, UX developers continue to think linearly, out from the homepage, when they need to understand a critical element. Fewer than 50% of consumers start surfing from homepages.
With SEO groups considering UX factors and UX teams keeping multiple entry points in mind, the way we deliver quality results is being reimagined.
The important thing is that groups from both areas of expertise, SEO and UX, need to pull their resources and navigate the ever-changing online landscape. In the end, if SEO and UX teams work in harmony, the path from searching to landing-page conversion will be more easily traversed.