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Did you know that a better UX can have a positive impact on your rankings? If you want to learn how to increase organic traffic, start by working on your UX. One of the main goals of search engines like Google is to present users with web pages that are not only relevant to their query but also give them the best and easiest browsing experience. When a user interacts with the website, they need to find it easy to use, valuable and relevant to their search. This is what UX is all about.
Even though Google doesn’t say outright if UX is a ranking factor, most SEO experts can agree that sites which provide the best user experience are often favored by Google crawlers. This is not to say that your web pages will never rank if the UX is not exceptional. Certainly not. However, you need to try your best to give user’s the best experience. Search engines are very smart and they understand what users’ intentions are in every query.
One UX ranking factor that we’re all too familiar with is the preference on mobile-friendly websites. Search engines are looking to give their customers the best results for each query. This means not only providing quality and relevant information but also making sure users can get to it. Therefore, you may not regard UX as a ranking factor but it is one of the best practices needed for your site to perform well on popular search engines.
When you think of a good reason to improve your UX, think of how it will affect your conversion rates. Perform tests and make changes based on actual data. Simple UX improvements can actually help you to enhance organic traffic on Google. If you’re driving users to your website to complete a commercial task such as buy a product or sign up for a service, you can witness an increase in completed tasks simply by making adjustments to your UX. Furthermore, a better UX makes users feel more welcome on your website which also helps to increase the number of returning visitors.
First things first, you need to review your Google Analytics data to have a better idea of what needs to be changed and why. Review all UX metrics for organic traffic. You can start with the most important pages such as the service/product pages. Look for signs of trouble such as high bounce rate and lowest average time spent on page. Both could be an indication that the UX needs a major adjustment. You may even find out that your users are clicking on places they aren’t supposed to and you end up losing them as a result.
The best people to let you know what kind of UX issues your website has are its users. You can use the feedback tools available online to ask users relevant questions which will help you improve UX. For instance, ask your website visitors if they have found what they’re looking for and give them an option to explain why they haven’t.
As soon as you have an idea of what UX issues your site presents, work with a SEO company Toronto to run A/B tests to get an idea of what your users want. Among the metrics that you can use to understand what page elements give users the best experience include bounce rate, time spent on site, number of clicks to link and exit rate.
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A good website starts with stunning design. As the Lead Designer at Nova,
Andrew uses his vast experience with web development, graphic design &
brand building to create the majority of our web portfolio. He has worked
with many CMS & commerce products and has built innumerable websites.
Andrew excels at creating stunning (UXD) User Experience Design and
endeavors to put a little bit of soul in every web design project so that it may
have a life of its own.
Kevin is a strategic thinker that can quickly evaluate and find creative
solutions to challenging digital problems. Since 2001, he has been
developing solutions that not only maximize digital presences
but that also have the most impact on markets.
Kevin is a Senior Consultant at Nova Solutions who is passionate about SEO,
user experience and conversion optimization.