Three ways Performance UX improves your SEO
The time consumers spend with media is shifting more towards mobile phones. Until 2021 – eMarketer forecasts – users in China will spend more than 220 minutes per day on their mobile phones, compared to 141 minutes per day for various TV formats.
That’s why we focus on the user experience (UX) and explain three powerful ways to improve your SEO results with Performance UX.
1: Better visibility through optimized UX signals
These signals represent the strongest link between UX and search ranking and are indirectly related to the user experience. Poor performance due to inappropriate navigation is immediately recognized by Google and rated negatively, which is why the following three signals have an enormously strong weighting in the Google search algorithm:
If the visitor of your website does not find what he was looking for, he will leave the site. This results in high bounce rates and your traffic decreases abruptly.
If the bounce rate now follows a previous, longer dwell time on a page, the user has most likely found what he was looking for. If he then leaves the page afterwards, this jump counts as a positive signal.
Short dwell time and jump – negative signal.
Long dwell time and jump – positive signal.
Similarly, a low number of pages viewed is not always negative, but poor performance on these signals indicates that your content does not contain what your users are looking for.
The combination of signals is important. If you generate enough hits from organic search results, this is a good sign that your users have found what they were looking for through their meta tags or headlines.
If the content of your website matches the meta description and title, the user usually needs some time to search and evaluate your site. You can assume about 10 seconds on the first page and further page visits until they make a decision.
However, if the first page is left for a short time, followed by short visits to the rest of the pages, your UX will visibly cause problems, causing your visitors to close the page before they have found what they are looking for.
2: Ease of use means higher conversion rates
With SEO, traffic is usually not the only goal, especially since most companies want to turn visitors into customers through their content. Therefore, conversion is the actual “target”, which is not fulfilled with poor user experience, due to poor content or misleading navigation.
Thus SEO brings your users to your website, but only performant UX finally converts them into leads and potential customers. Here it is often the organic search results that turn your potential customers into leads, as paid traffic. In order to promote these leads during the course of the site visit, you should start with a secondary conversion target, e.g. subscription to a newsletter.
For this purpose, you should of course provide your users with content that is worth seeing and can be experienced with smooth operation.
3: Simple operation means a positive experience for your users
Google processes more than 3.5 billion search queries every day, without regard to age groups or cognitive, physical and sensory abilities. And so should the many companies that use Google’s business model to make their content accessible to everyone.
“Everyone should be able to access and enjoy the web. We are committed to making this a reality. ” – Google
SEO and Web Accessibility (DBS Interactive) are therefore closely related in terms of alt text, which provides visually impaired users with a description of images.
More subtle here are other SEO basics regarding accessibility, such as content structure, headlines and logo placement.
So if you focus on good performance in combination with easy handling, you will be able to positively note this in your ranking.
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