Today’s fast-paced internet marketing is really a force to reckon with. It entails that businesses have a dominant online presence to reach out to clients and partners with effective strategies, and to hope for generation of B2B leads using fora such as the likes of social media platforms.
Setting up a business on the web essentially means putting up a well-designed website. And, because search engine advertising has proven to be a profitable strategy for businesses over the years, your objective should be to make sure your site shows up more in Search Engine Result Pages (SERPs). Does this mean more of SEO and less of everything else? Dig in!
User experience design has more to do with visuals and content (quality and relevance of which are unquestionably vital to the process), and most UX agencies will help you connect with more users and keep them engaged. The design and layout of the pages, along with popular search query links, factor into a successful UX project. Quality user interaction with a website is central to the process of attracting traffic, and thus boosting businesses online.
However, local SEO agencies would argue it all begins with how the user found the site in the first place. Let’s express a slight disdain to the conventional search engine advertising strategy:
Google, the world’s largest search engine places much more emphasis on providing users with a unique user experience by giving them relevant results. What we have gleaned from the search giant is that the “landing page experience” is what it gives greater credit to than a website’s ability to tinker with its algorithm.
This implies that even if you manage to divert traffic to your website, the impact will be minimal as user behaviour is highly bent towards reliable content. Your singular SEO strategy will crumble to dust if it fails to account for user review. In effect, a weak UX design will lead to poor SEO and vice versa. Therefore, while serving its own users, what Google strives is excellence.
The trick is then to look at both user design and SEO in unison: a good content strategy has to be part of any SEO analysis. Content could be modelled based on criteria used by a particular user to look up a query to raise the odds of showing up in searches. Not only does good content replenish a faltering website, it even cozies up to aspects of SEO such as link building.
Remember to develop your website keeping in view the client and not the search engine.
A well-placed UX consulting agency will tell you that search marketing is not limited to SEO design, as a poor user experience automatically pushes your business/website down. That’s where BrandJaws comes in who aims to offer 360 branding solutions. The needs of Google (or any other search engine for that matter) do not deserve to be placed above those of customers/clients. The Panda algorithm (by Google) is already known to take into measure the quality of a website and its ability to retain unique customers.
Let’s walk you through a run-down of the no-go areas for a website:
1. Thin content
Remember you don’t want to hasten your ranking on search engines, especially not the wrong way. Focus on your content. Content trumps most, if not all, factors that dictate the success of a website.
The intonations of web content are not similar to written material used in other fora of media. For user acquisition, you need to understand user intent and match demand accordingly. A content strategy that ties customers to your business web page is a winner strategy. Pages that are routinely updated with search-relevant content really do keep the trade up when it comes to optimal user interaction. A smattering of words and images on the home page will get you nowhere.
2. Complex page layout
When developing content, the objective is not to flood the pages with too much of it. A busy homepage will most definitely dampen the impact of UX design strategies. Flash sites or those full of images appear convoluted at first sight and imply too much interaction making it difficult to operate.
Clear tabs, and crisp copy, and well-spaced icons/images draw in more users, as they are able to track their progress on the site and retains them longer. Your website may be designed for various audiences and for a smart UX design you may want to construct your website in a way that speaks to all kinds. With more users finding answers on your site, it will show up much more in SERPs.
3. Incomplete experiences
Did users find everything they were looking for? Or did they quickly switch to other websites to continue their search?
If your website starts to redirect users to other sources, that is bad news for you. In contrast, organic sharing of content on your website reflects positively on your business, improves its marketing, and lifts your search engine optimization up a notch with more and more user interaction.
All of this will determine how long it takes a user to get back to the SERP after visiting your website. Professional UX design agencies will advise that the appreciable difference between a good and bad website (more crudely put) is that of timely problem solving. An average search takes a fraction of a second to show up and with “autocomplete” features, the SERP appears faster than the blink of an eye (even that seems slow nowadays).
So remember to think like a user: is he going to spend time trying to wrap his head around a clunky website, or will he move on to one that makes him feel at home? The decision is yours to make!