The relationship between user experience and organic website promotion
The two topics we will cover in this article have a lot in common. Both are professions in the field of digital marketing and both are built from a lot of skills, small or large details and of course a lot of experience. Despite all that, I think they have something completely different in common.
What they both have in common is that, by and large, even though both umbrellas have rules by which you have to work, at the end of the day they have a lot of influence of professionalism that comes from a combination of experience, common sense and touch.
In the next article we will try to find the connection between user experience אל Organic Promotion And we will try to understand why this relationship is so important in a business context. Ultimately, we are here to maximize profits for ourselves or our customers. If someone also has fun along the way, then great.
Some definitions before we start
SEO is the set of actions we do to bring certain pages (not websites but pages from them) to the top of the Google search results for various key phrases. We will not bore you too much here, but will only mention the three layers of promotion: external links, content and website optimization. The user experience is of course included in the last topic. In fact, almost every type of website optimization concerns user experience in one way or another, we'll get to that later.
User experience is the set of feelings we experience while using some product, in this case a website. User experience is not something that most users will be directly aware of. This is important to understand because those users may have strong opinions about other visual aspects of the site. A website can be amazing in its beauty but disastrous in terms of user experience and the opposite is also true. Of course, I prefer aesthetic websites with a strong user experience because it's better to be healthy and rich than sick and poor, right?
User experience and website promotion - friends or rivals?
Basically, the question in the title has two answers, sometimes they get along and contribute to each other and sometimes you have to reach a certain compromise between them. In general, user experience is becoming an increasingly influential factor in website promotion. Google's algorithm introduces user experience considerations because they really point to a quality site where surfers will find what they are looking for. This is more apparent with each Google version update.
Below are various aspects of user experience and how they integrate with website promotion:
Site navigation
Navigation and orientation on the site are fundamental in creating a user experience and promoting the site. These are two topics that encourage and help each other. Exposure on the site means that the surfer can quickly locate the content he wants to obtain and will be exposed to the correct content at every site visit stage. As soon as this does not happen, the site is abandoned in favor of the million other sites that will manage to provide it with content in a clear and accessible order. Navigation also communicates a site's hierarchy, which affects a good user experience and proper promotion of relevant keywords.
Nowadays, good content is not enough, it needs to be supplemented with effective navigation and a correct hierarchical structure to keep surfers on your site.
simplicity
This section refers to how the surfers perform various actions on your website, mainly actions that lead to conversion but not only. The ambition is to simplify the operation on two levels: one is simply to perform operations with fewer clicks and less filling of fields. The second level talks about giving the user the right feeling or the encouragement to finish the same actions. If the user is two clicks away from finishing, tell them about it. If he can keep browsing while the files are downloading, he should be aware of that. A simple and efficient site that also knows how to broadcast it produces an improved conversion rate. It is no longer just a matter of website promotion, but of the ultimate goal on the website - conversions.
Accessibility and compatibility with devices
A website is a complex product because it can be displayed on different types of devices of various sizes. Not only that, but the variety of displays in it is wide (for example, a map, a video, a text page), and so are the different users. Some users will respond well to crowded pages, and others will leave them immediately. Regarding promoting the site in Google, its compatibility with various devices, including mobile devices, is now a condition for appearing at the top of the results. Google wants the pages it recommends to be useful on mobile and for users out and about.
The impact of accessibility and compatibility also positively affects the promotion of the site in terms of browsing time and other parameters.
Conflicts between user experience and website promotion
Sometimes these two goals, an excellent user experience and a promoted page, are somewhat contradictory and you have to somehow compromise between them. This can happen, for example, following different scripts that are responsible for animations or different effects on the page. The same effects can help us 'glue' the surfer's fingers (or cursor) to the website. On the other hand, loading such a code is longer and can create a problem for us in promotion. The same goes for different elements such as galleries or even background videos. Many conflicts that arise in front of factors of user experience are on the background of loading times. Another issue that creates conflicts is the constant friction between pages that are very visual and static and pages that are rich in text. The latter are loved by promoters because different expressions can be inserted into them.
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