In the old SEO era, too much emphasis was put on keywords and creating links. But Google now favors sites that prioritize user experience over optimization for SERP rankings. Nevertheless, keyword-optimized content is still an important factor in getting better positions on SERPs. Thus, in improving brand exposure, businesses should balance user experience and keyword optimization. By doing so, users will not only land on your site but will find it useful, increasing the possibility of them returning for more.
Online businesses aim for conversion of traffic into leads, and then leads into sales. But users find sites through keywords or keyphrases of the information they want. This means that, generally, users land on a particular site due to its content. They search for specific information that we should address in our content to have them directed at our sites by search engines.
The new Google search algorithm weighs the usability of a site. It calls for a better user experience in terms of the site's content, architecture, design, templates, layout, etc. So you need to design your site and create content with the users in mind. Some good measures of user experience include the number page visitors and the time they spent on the page during their visit. These measures indicate the usability of a page based on the average number of visitors and the average time they spent on it. Using these measures, you can also determine the sources of traffic that directed the highest quality of visitors.
As far as business is concern, the ultimate measure of usability is the rate of conversions. But for Google, there are other factors that indicate good usability such as URL errors, quality of inbound and outbound links, server connectivity, loading time, and authentic or legal site ownership. With regard to onsite factors of good user experience, here are the elements of a good site.
1. Clickable Logo
It would be better if your site has a clickable logo. The link should direct users back to your homepage. Your logo represents what kind of business you are into while your homepage presents and elaborates your business, products, or services.
2. User-Friendly Site Navigation
A good navigation bar is commonly positioned at the top of a page, below the logo. This is the position most conspicuous to visitors. They can easily see the links as they go from one page of your site to another. In addition, your site could guide visitors better if the current page in the menu is highlighted or styled differently. Avoid creating an all-Flash site as it tends to mar user experience.
3. Search Bar
Search bar enhances user experience. Users can easily find specific information available on your site through search bar. As well, your site should have categories of content or a tag cloud to facilitate searching.
4. Accentuated Links
Links should be styled differently from the rest of the content. You may use a color different, but in harmony, with the body text or have them underlined. By so doing, visitors can easily notice your links. However, do not put so many links on an article as search engines could detect them as over-optimization. Make sure that your links are onsite links or quality outbound links to avoid Google penalty.
5. Quality Content
The new Google policy requires us to post quality content on our sites. Quality content adds value to visitors' experience. If your content addresses users' purpose of surfing the Internet, it boosts the chance of having them directed at your site. Further, your content should be unique so that when users search for information that only your site can provide, they will definitely find your site.
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