Why Does Landing Page Design Matter? We are often asked...
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.