Small businesses that do SEO are usually only focused on creating valuable content and ranking for keywords to land on the first page of search engine results. They fail to acknowledge that part of good SEO is optimizing the user experience (UX) of the customer, too. Search engines, especially Google, tend to direct traffic to sites that deliver an excellent user experience to their visitors. In addition to continue working on fine-tuning your content strategy, you should also be actively improving your site's website design and user experience.
SEO is still of utmost importance
Don't get it wrong. While user experience should be a priority, it doesn't mean that you should already forego SEO best practices. When it comes to optimizing your site for search engines, having a solid result-driven SEO strategy with the relevant keywords is still important. Google, Bing, Yahoo, and other search engines still need to find your site in order to crawl it. When the bots find your site, they must understand it in search engine-speak, so you must still continue with your SEO strategy. Bots are not capable of comprehending content and images the same way humans do. This is why it's still critical to keep up with SEO best practices like using the relevant keywords, proper header tags, appropriate meta descriptions, and more.
Search engines and user experience
Search engines are getting smarter by the day. Rather than just considering your SEO strategy in ranking your site, they are now focusing more on how your visitors are reacting to and using your site. It's vital, then, that when optimizing your site for search engines, you should also optimize for humans. After all, they're the ones actually visiting and interacting with your sites. They're the ones who will give you the conversions that you need.
If your website doesn't cater to your visitors' needs, or if it doesn't do what your visitors need it to do for them, they will likely exit and not bother browsing around further. If your audience can't find the information they're looking for in your site, or can't easily navigate your site, search engines will take notice, take note of the high bounce rates, and will likely not give you the high ranking that you're yearning for.
Why user experience matters
Search engines only want what's best for the searchers. They strive to provide only the best possible results because they want people to find what they are looking for. They don't want to send searchers to sites that are not relevant to them, don't answer their questions, are too difficult to navigate, and have poor quality content. Searchers will most likely stop relying on search engines when that happens.
Search engines expect sites to have a good SEO strategy and user experience. When their bots crawl to your site, they are not just looking at your content, they are looking at the overall picture. While they don't exactly expect perfection, they want to see high-quality, relevant content, and usability. They want what's best for the user, and so should you.
When you optimize your site, you should do it with the best SEO practices and user experience in mind. Only then will you enjoy both high rankings and happy visitors turned customers. In order to reap these benefits effectively, you should opt for SEO services if you need assistance with optimizing your site.
Should you need assistance in getting your site in front of your ideal customer, we are a results-driven website design and digital agency in London that can help you optimize your site in the way that users want.