User experience and search engine optimization (UX and SEO) go hand-in-hand. A large part of search engine optimization is doing what you can to ensure a positive user experience. Both your website and the content displayed on your website play a large role in determining the success of your user experience and, in turn, the effectiveness of your search engine optimization.
User Experience and Your Website
The evolution of the digital marketplace has only become more and more competitive. A company’s website is the digital storefront of their business, and its functionality is as important as smiling and helpful in-house employees.
When users visit your website, they should know exactly what the scope of your business is, where they can access more information, how to reach a company representative, and how to complete some sort of call-to-action (CTA). Whether your CTA is having visitors call the company phone number, populate a contact form, or purchase a product from your website, it should be listed very clearly on the website to avoid any kind of confusion that may result in lost business.
How long does your web page take to load? Your answer to this question could be what’s standing between you and potential clients. If your page takes more than three seconds to load, chances are people are bouncing from your website to find a faster source that has comparable information. Remember that a slow page speed can override the effectiveness of a beautiful and easy-to-navigate website. If you notice that your page speed and other website optimizations aren’t up to par, discuss and address the issues that are slowing your website down with your web developer.
A beautiful and user-friendly website is absolutely necessary for today’s competitive digital marketplace. A website that’s both appealing and easy to read is advantageous, especially when compared to websites that aren’t. Companies that have updated and attractive websites appear more credible and are considered more trustworthy.
Your Content Matters
Another important factor to consider when it comes to user experience is the content that’s displayed on your website. Not only do you need content on your website, your content needs to be informative, engaging, and readable.
Show your readers that you know a thing or two! The content on your website should be informative and valuable. If you can present your readers with information that’s true and in some way beneficial, you’ll establish yourself as a credible source that’s worth coming back to.
Information is only useful if it’s presented properly. That’s why you should consider how your content is presented. If your on-page copy is incredibly dry and hard to relate to, you won’t hold the attention of your readers for very long. One way to engage your audience is to use a conversational tone.
When it comes to the content on your website, readability is an important component. To make sure your content is easy to digest, consider the following:
- Use lists that are quick and easy to read in a pinch
- Don’t overwhelm your readers with large blocks of content
- Keep it simple (a.k.a. “relatable”); don’t get too fancy with your verbiage
- Employ headers to break up your content
- Be straightforward; don’t waste everyone’s time with fluff
In terms of UX and SEO, always think about what is most beneficial to users. Whether it’s your website’s functionality or the natural and relatable content presented on your website, if you’re looking to improve SEO, user satisfaction is your end goal. With user experience as your guiding factor, you can’t go wrong.