user experience
Angela Asca
By Angela Asca | Content Writing, SEO | April 8, 2016

Why User Experience (UX) is Vital to SEO

When creating content for your website, whose experience do you create it for – Google or your target users? While both are important, sometimes it’s too obvious that content is purely made to rank for search engines. It’s important not to forget who you’re trying to pitch content to – the customers.

User Experience Means Putting Users First

If there’s a site that ranks higher than you for your targeted keywords, it is possible that part of the reason they’re doing better is because they provide more relevant information for users. This is why user experience (UX) is important – by focusing on your target audience, you can also improve your search ranking.

Are you making your information easy for users to find? Sometimes sites try to use unique words for sections on their site, other than the commonly accepted terms. But, using uncommon terms can confuse users as they scan the site for familiar terminology. It’s best to try seeing through the eyes of the user so that they can find the information they need, and fast.

Create Valuable Content For Users to Share

According to Rand FishkinWizard of Moz, “User experience’s greatest impact to SEO is through the increase it creates in organic sharing and distribution.” 

While ranking high on Google is important, if the content on your site doesn’t appeal to your target user or get them to convert, then it’s not worth much. If you have great content on your site that’s worth sharing, one view can turn into multiple once your users share it across social networks. At the very least, this has a positive effect on the way your brand is portrayed to users.

Make Sure Pages Have Enough Content

Eric Enge, CEO of Stone Temple Consulting, states, “Pages with thin content are routinely ranked poorly in their search results.” It’s a common problem, especially on pages where the video or an image gallery is the main content. In the case of a video, the best practice is to create a transcript of the video so search engines can see content on the page. You can see how we have made transcriptions for our own video blogs. 

In addition, creating a transcript makes it so that if the user is deaf or hard of hearing, they can still receive information from the page. For image galleries, it is best to write a few paragraphs concerning what the pictures address to prevent duplicate content issues with similar pages.

Focus On the Future of SEO

Google’s algorithm may not yet be able to perfectly imitate how a customer sees your site, but its long-term goal is to interpret the usefulness of your site’s content and rank the more relevant results higher. Knowing this, it is important to not only focus on what search engines find important now, but first and foremost to create content with an emphasis on user experience.

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