Google wants to rank websites that help browsers find answers to their search queries. Google wants webmasters to SEO their site so that it provides an engaging user experience (UX) for the user. The UX of your website will become an increasingly important organic ranking factor in 2017. Here are a few tips we recommend you follow, to achieve better results from SEO and Google Ads, when designing and optimizing your website.
Write for users, not just SEO
The days of writing web copy that heavily repeats search terms are long gone. Keywords density is not a ranking factor and will destroy the user experience. They say website design turns heads and web copy closes the sale. You need to write web copy that compliments the user experience and persuades action. Each web page should target a set of key search terms. Though we recommend sprinkle similes and derivatives of your keywords throughout your web page copy rather than repeat the same keyword several times.
Website load speed is important
Your website needs to load quickly. A fast loading website provides a better user experience, in particular for browsers on mobile devices. If the goal of Google is to help users find answers to their search queries then a website’s download speed is most definitely a ranking factor. We rate website load speed as one of the more important ranking factors. Click here to analyze your websites performance on Google’s PageSpeed tool.
Your website must be mobile responsive
The number of browsers on smart phones is increasing rapidly. Most websites in NZ receive over 25% of their visits from browsers on devices (smart phones and tablets). Having a mobile-friendly website is no longer optional, it’s a must. We recommend the following:
- optimise your content for mobile devices
- signal to Google when a page is formatted for mobile
- ensure Google can crawl resources
- test your website across multiple mobile devices to eliminate bugs
Here’s a list of recommended resources on the subject:
- Google’s mobile friendly test
- Google’s developer guide for mobile devices
- the Accelerated Mobile Pages Project which aims to improve the performance of the mobile web
Website engagement metrics
As mentioned, Google wants to send users to websites that help them find answers to their search queries. Webmasters need to track their website engagement metrics, like bounce rate, time on site, page views and conversion funnel completion rates. Websites with poor engagement and conversion metrics signal to Google that the website is either not relevant or not well designed.
For more information on how the user experience (UX) impacts SEO performance or for a no obligations chat on how we can help improve your SEO and the UX of your website, call 0508 254-258 or click here to get in contact with one of our SEO & UX experts.