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November 16, 2015

UX the Future of SEO: How to Adapt

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The ultimate goal of all SEO endeavors is to attract visitors to your website. Yet all the traffic in the world won’t help you if your site is failing at conversions. The heart of any site’s ability to turn a visitor into a customer lies in the overall UX. UX is crucial aspect of SEO and Google has even been quoted as saying its “goal is to provide users with the most relevant results and a great user experience.” It’s the secret to its own behemoth success, and it’s the biggest factor in yours, too.

For your site to meet the expectations of all, it must provide a unique and enjoyable encounter for its visitors that is highly intuitive and easy to navigate. Yes, the keywords, images, meta tags, and so forth are still absolutely critical, but you must also infuse elements that provide a second-to-none user experience. There is no one-size-fits-all usability solution, however; to nail this, you need to know the audience you are serving.

Here are the basic rules to help you coalesce a powerful UX with your thoughtfully crafted SEO blueprint.

1. Establish Your Goals

Before any progress can be made on site design and UX, SEOs and Web designers must come to an agreement on what the goals of the website are. This will help push forward the ideas for design, content marketing strategies, and overall success.

Create buyer personas to help guide the questions and decisions that will be confronted in order to develop a premier UX. If there is ever a disagreement, simply refer back to the buyer persona outlines and ask a few key questions about the decision you’re making:

  • What goal does this help to attain?
  • Is this the best route to achieving this goal?
  • Will the user enjoy this feature?
  • How will this affect the visitor’s decision-making process?
  • Will this drive conversions?

2. UX and Website Design

The very foundation of a great UX is a great website design. Major sites like Amazon and Zappos.com are constantly redesigning and testing various elements to their sites for peak UX and, therefore, peak conversion rates. By doing this, sites like these are directly responding to consumer habits. When weak areas of the experience are identified, changes are made and tested. If folks are abandoning the process or bouncing off the site, you need to find these discrepancies, test alternatives, and get the process ironed out.

If your site is unattractive, difficult to navigate, or cluttered, you should most certainly consider a redesign. Your metrics aren’t lying to you; plug these holes or you will keep sinking.

To gain a clear understanding of which areas of your site are less than desirable, ask friends, family, employees and customers for their feedback on which portions of the site they found problematic. Additionally, websites like User Testing can provide an unbiased view of how visitors perceive your site.

3. Engage and Inspire

By now, you should understand the massive benefits that blogging puts forth toward SEO. Not a blog here or there, however, but a full-fledged content marketing effort. But there is one largely underutilized facet of this tactic that many businesses aren’t taking advantage of; the opportunity to engage with your visitors.

UX isn’t just about the design of the site, it’s also about making connections with people. By posting content on a regular basis, you open up an awesome opportunity to engage your following in a meaningful way. Answer questions, respond directly to comments, and add additional value by discussing current trends in your industry. This demonstrates that you have some serious knowledge about your niche. Don’t just start the conversation; continue to engage with those who chime in, and brand loyalty will start to quickly emerge.

4. Measuring UX

Your first indicator of unsuccessful UX is bounce rates; if you are experiencing a high level of bounces, try to determine why. What page is leading to the highest numbers? Figure out what it is about these sections that is turning off visitors. If it’s a straight up mystery, ask them. Place a one question poll on the offending page and ask about prices, content, site experience; whatever you suspect might be the culprit. Your audience always has the answers.

Your second clue is the granddaddy of all metrics: Conversion rates. If you are not seeing the volume of conversions that you aim to produce, establish why this is. Does your site guide visitors through the conversion funnel? Are there clear and prominent calls-to-action on each page? What is it that you want your visitors to do next after arriving on a particular page; and is that clear to visitors as well? You essentially want to hold your customer’s hand through the site experience. Don’t make them think; make it obvious where to go next.

Much like SEO itself, UX is a constantly evolving process. Never allow your site to become sedentary; always seek out new ways to innovate and improve. Conduct A/B tests to see if different versions produce superior results. Send out surveys to your audience to find out what they would like to see. It is imperative to generate the most outstanding user experience you can possibly muster; UX is the cornerstone of SEO success.

How have you recently improved your site’s user experience?


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Conscious online marketer, Web executive, and multi-faceted writer, Tina Courtney has been creating and fostering online innovations since 1996. Tina has assisted many clients in maximizing online production and marketing efforts, and is a staff writer for SiteProNews, one of the Web’s foremost webmaster and tech news blogs. She’s produced and marketed innovative content for major players like Disney and JDate, as well as boutique startups galore, with fortes including social media, SEO, influencer marketing, community management, lead generation, and project management. Tina is also a certified Reiki practitioner, herbalist, and accomplished life coach. Learn more on LinkedIn, Facebook and Google+.

10 Responses to “UX the Future of SEO: How to Adapt

    avatar rasel says:

    অপরূপ বাংলাদেশ (পর্ব: ২)

    মোঃ শরিফুল ইসলাম (জুয়েল) :

    রিচাং ঝর্ণা

    অপরুপ সৌন্দর্যের লীলাভূমির নাম খাগড়াছড়ি। প্রকৃতি যেন তার সব সৌন্দর্য চরম মমতায় ঢেলে দিয়েছে। সারি সারি পাহাড় আর নয়ন জুড়ানো প্রাকৃতিক দৃশ্যে মন জুড়াবে যে কারও। দিগন্তজোড়া সবুজের সমারোহ, শ্যামশোভা বন-বনানী, উঁচু নিচু পাহাড়, সুকন্ঠি পাখির কলকাকলী সব মিলিয়ে সৌন্দর্য-মহিমার এক অনন্য অবয়ব। সবুজময় খাগড়াছড়ি কিছুক্ষনের জন্য হলেও আপনাকে নিয়ে যাবে নয়ন জুড়ানো সবুজের জগতে। তাই যারা অবসরে কোথাও ঘুরতে যাওয়ার কথা চিন্তা করছেন তারা চোখ বন্ধ করে চলে যান প্রাকৃতিক সৌন্দর্যের লীলাভূমি খাগড়াছড়িতে। আর উপভোগ করুন দারুন এক রোমাঞ্চকর অভিজ্ঞতা। চারপাশের সবুজ আর পাহাড়ি ঝর্ণার দেখতে প্রতিবছর হাজার হাজার দেশী ও বিদেশী পর্যটক এখানে ছুটে আসে । নগরের যান্ত্রিকতা ভূলে হারিয়ে যেতে চায় প্রকৃতির সাথে। সবুজ পাহাড়ের ঢেঊ নীল ঝর্ণার বুকে এসে মিশেছে একে একে, সেই মিলন রেখার প্রান্তে অসম্ভব বৈচিত্র্যভরা রিচাং ঝর্ণা।

    রিচাং ঝর্ণা1

    কিভাবে যাবেন:
    চট্টগ্রাম বা ঢাকা থেকে খাগড়াছড়ি যাওয়ার সরাসরি গাড়ি পাওয়া যায়।আর রিচাং ঝর্নায় যেতে হলে খাগড়াছড়ি সদর হতে বাসে করে ১০-১২ টাকা ভাড়া দিয়ে যেতে পারেন। রিচাং গেট থেকে ঝর্ণার দূরত্ব প্রায় ২ কিলো. ভিতরে। হেটে যেতে পারেন অথবা মোটরসাইকেল, সিএনজি, কার নিয়েও যেতে পারবেন।
    রিচাং মানে হচ্ছে প্রবাহমান। এখানে যেতে হলে আপনার আগে শারারীক ভাবে শক্ত হতে হবে। উছুঁ-নিচু রাস্তায় হাটতে কষ্ট হতে পারে হবে। অনেকক্ষন হাঁটার পর ঝর্ণার সিড়ি দেখতে পাবেন। সিড়ি দিয়ে নামলেই ঝর্ণা দেখা যাবে।

    রিচাং ঝর্ণা22

    খাগড়াছড়ি জেলা সদরে পর্যটকদের জন্য শতাদিকের মত এসি-ননএসি উন্নতমানের হোটেল ও পর্যটক মোটেল এর ব্যবস্হা আছে। খাওয়ার জন্য খাগড়াছড়ি সিস্টেম রেস্টুরেন্ট প্রসিদ্ধ। আরো অনেক নামিদামি রেস্টুরেন্ট আছে খাগড়াছড়িতে যে কোনো রেস্টুরেন্টে সুস্বাদু খাওয়ার বাশকুরুল ও মাসরুম পাওয়া যায়।

    রিচাং ঝর্ণা5555b

    মাটিরাঙা উপজেলার হৃদয় রঞ্জন কার্বারীপাড়ায় অবস্থিত রিচাং ঝর্ণাটি আলুটিলা পর্যটন কেন্দ্রের অন্যতম আকর্ষন। ঈদ, পূজা, প্লাবন, নববর্ষ, ভালোবাসা দিবসে পর্যটকের ভিড় বেশী থাকে। দিনভর হইচই, বনভোজন আর নাচ-গানের আবহে কাটে পর্যটকটদের। হাজারো মানুষের ভিড়ে ঝর্ণার পানিতে উল্লাসে মেতে উঠে দর্শনার্থীরা। কেউবা গোসল করে, আবার কেউবা মনের আনন্দে পিচ্চিল খায় ঝর্নার বয়ে যাওয়া পানির শ্যাওলাকুণ্ডে।
    ঝর্নায় গেলে গোসল করবেন আর যদি সাহসী হন তাহলে স্লিপিং দেবেন! না হলে ঝর্নার মজা পুরোপুরি বুঝতে পারবেন না। মনমূগ্ধকর রিচাং ঝর্ণা দেখতে সৃষ্টকর্তার এক নিখুত সৃষ্টি। বিশ্বয়কর আর রোমান্সে ভরপুর রিচাং ঝর্ণা। পর্যটকদের জন্য আছে পর্যাপ্ত নিরাপত্তা ব্যবস্হা।

    avatar webhosting says:

    The very foundation of a great UX is a great website design. Major sites like Amazon and Zappos.com are constantly redesigning and testing various elements to their sites for peak UX and, therefore, peak conversion rates. By doing this, sites like these are directly responding to consumer habits. When weak areas of the experience are identified, changes are made and tested. If folks are abandoning the process or bouncing off the site, you need to find these discrepancies, test alternatives, and get the process ironed out.

    avatar Antoncheg says:

    I would point out a few important things for the UX- Design Website: beautiful graphics, compelling content, good interaction with the site visitors, information architecture.

    avatar Jere says:

    Tina – Good info in the article. We’ll be checking points 1 and 4 on a couple of sites as a result of having read it.

    Heads up, when I clicked the link to your “personal website” linked at the bottom of the SitePro article on UX today, it appears that your site has been hijacked or hacked. I have a hard time believing someone as cogent and passionate about SEO as you would write what’s on that site: http://www.tinacourtneybrown.com. It is not a personal website, it is someone’s attempt to create a platform to provide links to various sites…. Not good.

    Nice article but Clients are being lazy to invest on UX UI and Website SEO.
    Thanks
    oceanganatra

    UX is considered as one of the major factors when it comes to online seo. As it surely is a major decision maker to keep the user stay or jump out from the website. If your website is not user friendly, there is definite probability that the user will turn back from the website and that will result in high bounce rate, alarming google that this website is not able to serve what the user is looking for. It is certainly not be ignored and website should always be light, informative, easily navigable with clear paths to move from one major section to other.

    avatar Aventura12 says:

    Thanks for sharing a good information.

    Nice Information. It will helpful in SEO.

    avatar Hublaa says:

    Very nice information, thanks for your tips.

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