Courtesy of machine learning, search engines have progressed leaps and bounds. This acceleration and progress have enabled search engines to provide the most appropriate results with a focus on content as well as user experience (UX).
The betterment of search engine's performance is directly related to customer satisfaction. The higher the satisfaction, the better it is for the performance. The relationship between the two is true, especially when compared to the fact that machine learning is gradually becoming an integral part of search algorithms along with search sequence, the superior quality of content, the overall structure and customer sentiment.
Today, in order to stay in line with machine learning, the idea for online marketers is to improve their approach towards search engine optimization (SEO) by emphasizing more on UX on every account. To change this idea into reality, the following two aspects are ever so important:
- SEO needs to enhance and become a part of UX
The focus of search engines like Google has always been on providing the ultimate UX to people. And with the modern technology and advancements, search engines are more capable than before in fulfilling their focus. It is also worth mentioning that the focus of these search engines will only enhance further as the time passes by.
Having said that, UX does not seem to be an important or consistent part of the majority of online marketers' SEO agenda. The reasons for preferring or discarding UX depends on the online marketers' experience in the respective field, the need as per every website development program and association with a certain agency.
As per the current needs of the online industry, it is important that SEO and the way it is done is revisited. Especially as the world is moving towards a time where search engine ranking technology is directly associated with machine learning and helps in studying and translating consumer behavior.
If at the moment SEO is unable to attract or influence the UX approach of brands and companies then it is most likely to lose control of the future SEO performance indicators. Therefore, UX should be learned and properly used in the development of every website.
- UX is much more than a linear process
The biggest issue with UX teams is that they consider website development to be a linear process that begins with the homepage. But, in reality, only less than half of the consumers that visit a certain website, begin their journey from the homepage. Therefore, in simple words, the stubborn linear approach to UX is hurting the overall user experience.
With the improvement in machine learning, the user signals would start to become more noticeable during search engine rankings. Hence, the current issues associated with UX would disrupt brands and companies in achieving their optimal goal in terms of their organic search results. Moreover, it would also prevent converting visitors into potential buyers.
Poor or inappropriate UX at different points of a website can irritate the visitor and prompt them into hopping onto other websites. Following the examples of such scenarios:
- Visitors that land on a certain page of a website through their search engine results, only to find the required information hidden behind another tab. This is known as tabbed content.
- In the second scenario, visitors find several sub-topics related to their main topic on a certain website. But, the main topic is nowhere to be found. This is known as infinite scroll pages.
UX is primarily about offering the ultimate experience to the visitor of a website and under no circumstances, should it be specified to the homepage. On the contrary, it should be linked to data and must take the various website entry points into consideration.
If the UX process starts to focus on the various website entry points, it would automatically link the search results success to a better user experience. Hence, opening doors for a strengthened relationship between UX and SEO teams.
The answer to it is simple, the paradigm shift is important and beneficial for everyone involved.
If the online marketing SEO teams learn the skill of providing the best UX and UX teams can gauge the right way of dealing with various website entry points, then providing fine results would become a reality. And if both the SEO and UX teams work in tandem then the combined skills would help in overcoming obstacles and finding necessary solutions to deal with various website entry points. Finally, it would help in constructing the road that would lead from searches to landing pages to the conversion experience.
If the UX technique is well-adopted and properly evolved as per the recommendations, then the online marketing teams would stay in control of future search performances. Furthermore, it would benefit the brands and consumers as the teams would be more skilled to provide top notch experience from the point the search is made to the point the purchase is made.