A few years ago, the teams working on SEO and ones
associated with the user experience had been fighting one another mainly due to
the fact that their objectives were not compatible with each other. User
experience teams used to focus on the users by providing them great experience
on the websites in any way possible.
However, SEO teams didn’t have that objective in mind. They
used to work entirely on building traffic through any means possible. And the
factor which played its role in not overcoming this lack of compatibility
between both of the departments was that Google wasn’t quite advanced to bridge
this gap.
And since SEO was an influencing factor, the user experience
was not considered the way it should have been by the search engines. For
instance, SEO teams focused on placing big blocks of content while ignoring the
fact that these bigger blocks are not admired by the users. Moreover, SEOs also
used to place more links in the footer section, making the section quite
massive. This was really killing the user experience.
Slowly, search engines evolved with the help of consistent
and stable algorithmic updates. These updates ensured elimination of the “SEO
Hacks” and, instead, encouraged SEOs to work on the ways to make their websites
appealing for the users. Now, if you are going for the old school “SEO hacks”
rather than focusing what users want from the website, you are not going to get
a big favor from search engines.
Good thing that came out of this evolution is that SEO and
user experience teams now have to work together because their goals are pretty
much aligned.
In this scenario, it becomes more important to look what
users want. When a user has a question, they want to get the most satisfying
answer. In this scenario, there are a few things that you need to do in order
to provide them the answer they need.
- Creating the satisfying answers and getting them to rank
- Getting clicks on them using snippets
- Making sure that the answer is available on a site that is fast and easy to use
In order to create a satisfying answer, you are going to
have to understand the question first. That’s where the search intent comes in.
the search intent basically refers to the intention that encouraged user to
make the search. For instance, a search query “buy iPhone 11 online” clearly
shows that the users is searching for the online resource from where the iPhone
11 can be purchased. In this scenario, Google and other big search engines are
smart enough to know that this particular query can be entertained with the
suggestions from e-commerce websites.
The next thing to take into consideration is creating the
answer based on that search intent. Make sure that you have done good research
about the search intent before creating the answer. While creating answer, do
the good research and make sure that the answer is fulfilling.
Getting the clicks
Getting the clicks is all about the SEO work that you to do
to bring traffic. However, the very first thing that you are going to have to
do is to work on the right keywords. While working on the keywords, make sure
that you are working on the search intent because that is how you are going to
get your website displayed when user searches for the type of content you
provide.
Next thing is to work on the Google Snippet. Google snippet
provides an overview of the content present in the web page. Make sure that you
display the best part of your content as an overview of what’s in the page.
Delivery answers fast
It is worth mentioning a research which states that 53% of
the mobile users leave a page if it takes more than 3 seconds to load. In this
scenario, it is quite important to make sure that your website loads faster.
When it comes to making a website load faster, you are going to have to work on
the coding and technologies that help your website load faster in the browsers.
Easy to use website
Ease of use is an important thing to consider when it comes
to user experience. Since we are living in the era in which people like to be
informed through their smartphones, you have to make sure that your website is
capable of being attractive when it is loaded on the mobile screens. For this
purpose, you are going to have to work on the navigation, the way content is
shown in the page, right formatting, useful resources to help users understand
more, and nice accessibility.
