Utilizing UX and SEO for Better Marketing Results
How to employ UX and SEO for better marketing results.
The concept of encouraging customers to buy a product or service remains the same from the days before the internet, but marketing today now relies heavily on digital platforms. Advertisers and marketers have had to adjust to a whole new world of acronyms and procedures. Let’s take a look at two of them and how you can use them for better marketing results: UX and SEO.Keep these UX & SEO tips in mind as you develop and execute your marketing strategyClick To Tweet
UX, or user experience, is all about making a customer’s experience with your digital presence as positive as possible. SEO, or search engine optimization, is all about getting your site’s pages to appear higher in search engine results. Digital marketing strategies must include strong consideration of both UX and SEO. SEO helps people discover your website, and UX keeps them there through the sale processes.
UX and SEO can seem confusing at first. Luckily, this blog post will help you understand UX and SEO so you can start using them for better marketing results.
Check that everything on your website is in working order
Broken links and untidy web pages will hurt your UX and your SEO. Not only do these look unimpressive to website visitors, but interruptions and confusion in a user’s experience of a site will deter them from coming back. Furthermore, search engine spiders will detect these website errors and penalize your rankings.
Search engines want to bring up the best sites and a site with broken links and poor optimization will be a bad mark against you. Even though checking in on all of your links and pages on a regular basis may feel inconvenient, poor UX and SEO are definitely far, far more troublesome.
Ensure that your website is user-friendly
A user-friendly website is one that is easy to use for the visitor. Fixing broken links and pages is just one part of this. Your visitors should be able to find their way to what they want in as few clicks as possible. They want to know what your business offers – if they have to spend more than two or three seconds searching for this information, they will move on to the next business.
Consider the logical paths that your visitors will take on your website and lead them gracefully through the arrangement of your pages to wherever they will want to go to next. Navigation bars and breadcrumb links are just two techniques used to do this. These create a strong internal link structure.
Search engine spiders also use internal link structures to understand which pages are the most important in your site. Using good internal linking and providing a sitemap of those links will make the job of the spider much easier. They won’t have to guess about your site layout.
Post useful, relevant, and engaging content
Users want the content on your website to be useful and relevant to their needs. A lack of coherency in your site’s content can make it confusing. You may remember sites from the early internet that had all sorts of extra things that had no relation to the core of the site. Those times are passed for professional websites.
And what’s confusing for a person is even more confusing for a search engine spider. Spiders also want to understand what your site is all about. They trawl for keywords to attempt to rank each page and the site as a whole against others. If there’s too much confusion, they’ll have trouble.
The same goes in the other direction. Stuffing pages full of keywords in an attempt to force spiders to rank your site in a particular way will get your site punished and it will also make your site look spammy, harming UX.
Creating engaging content will cause visitors to linger on each of your pages longer and explore your website further. Spiders and analytics engines can detect how long people stay on your site. If many people stay longer on your site than the competition, it’s a demonstration of interest. This gives your website’s SEO a positive spike.
Don’t alienate your audience
The tone of your site can improve or damage your UX. Striking the right tone really depends on your audience. General businesses that appeal to a wide range of people will stick to professional, kind, welcoming, understandable, and inoffensive language. But if you’re shooting for a specific niche you might need to break these rules.
By ensuring that your website’s UX is strong in this dimension, the number of visitors to your page increases and the robots detect that user-satisfaction which improves your SEO.
Use a responsive website design
A responsive website design is one that adjusts to different screen sizes on the fly. It has a way to look good on computers, mobile phones, and tablets. This makes a website aesthetically-pleasing and user-friendly for visitors on every device. It is a core part of good UX. In fact, Google will push sites without responsive design further down into search engine listings on mobile devices.
Consider keeping these tips in mind as you develop and execute your marketing strategy. By improving your UX, you’ll get a free SEO boost and your customers will be more satisfied with their encounter with your business.
Chris Hickman — Founder and CEO at Adficient
Chris Hickman is the Founder and CEO at Adficient with 15 years of experience in search marketing and conversion optimization. Since 2006, he founded GetBackonGoogle.com, helping businesses and websites suspended in Adwords to Get Back on Google
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