SEO Advice:How SEO and UX can Work Together

The goal of every website is to attract visitors and convert them into customers. While this seems like a simple enough goal, it has become increasingly difficult over the last few years as competition increases, user attention span decreases and new design and digital trends emerge. The big question every website owner should ask before building a website is: how do we design an online experience that captures and engages users?

The solution is to build a website that will combine UX principles with SEO principles. Together, these two unique specialties will create a website experience that not only attracts website visitors but also turn them into customers.

SEO and UX were once at odds against one another but as search engine algorithms evolve, the two have become more related. The simplest way to explain the connection is that SEO focuses on the customer’s journey before and after they arrive at a website and UX focuses on the customer’s journey while they are visiting a website. When SEO and UX work together, they can create a seamless and smooth experience for visitors from beginning to end. This article will explain how UX and SEO can work together, why it’s essential that they do so.

The New SEO

Search engine optimization has drastically changed over the last decade. What was once about filling a page with keywords has now become about providing quality content and a quality experience. Before we discuss how UX and SEO work together, let’s break down this new form of search engine optimization.

Search engine optimization is the process of getting traffic by ranking on search engine result pages (SERPs) by search engines. Many people continue to think SEO is the same as it was five to ten years ago and assume it only has to do with keywords and meta-tags. But search engine algorithms have become more focused on user behavior and the overall user experience of a website.

SEO has become so much more than getting the right keywords onto your page. According to a study done by Moz last year, the most important factors for SEO are mobile-friendliness, analysis of a site’s perceived value, quality of instant answers, usage data and readability/usability and design.

There are a multitude of factors that influence how search engines rank pages and place them in search results. Most recently BackLinko.com analyzed one million Google search results and learned some of the most influential factors of ranking high on search engine results page. Some of the most important ranking factors are the number of backlinks to a site, a site’s overall link authority, quality, depth and length of content, site speed and low bounce rate.

Clearly, SEO has grown from putting as many keywords into a page as necessary and has branched into the user experience of a website, which is why UX and SEO can complement each other to create a powerful website experience.

How SEO Impacts UX

As previously stated, UX focuses on the ease of customer’s journey once they arrive onto a website. 93% of online experiences begin with a search. A usable website is not worth much if no one visits the website. SEO can provide data to the UX team to help create a better user experience. SEO experts use keyword data to identify patterns in how people search and what they are searching for online. Keywords allow teams to learn what their audiences are searching for, the language they are using and what their intent is. This data becomes real-life user data of potential website visitors and can be provided to UX designers to help inform decisions.

Using SEO data will provide a larger sample size than a traditional focus group or previous design experience to help inform UX decisions. When it is clear how visitors search and what they are searching for, it is easier to make the necessary adjustments to a website so visitors can quickly find what they need from a website. SEO experts can also analyze data about what pages perform the best, how they rank against competition and that data can also be used to help UX teams determine which piece of the user experience needs to be enhanced.

SEO data allows teams to fix more technical issues at a faster rate and avoid them all together. SEO data tracks user behaviors and will inform a team when a link is broken, there is a page error or when people are dropping from a page. By understanding where these issues are, the UX team can fix them immediately which will not only improve the experience but also improve SEO.

How UX Impacts SEO

Search engines are not able to read text, view photos or watch videos as a human could determine the value of a site. Instead, they rely on meta information and how visitors interact with sites and pages. So while UX does not directly influence SEO with keywords or metatags, it does provide indirect benefits.

UX ensures that a user’s experience on the site is smooth and successful. The outcome of a smooth and successful website visit is that the user finds a website useful, they spend longer amounts of time on the site, share the site, link to the site or return to the site. Each of these outcomes of great UX design are powerful signs to Google that the website is credible and will impact its rankings.

One of the most important ways UX impacts SEO is in the navigation of the website. For example, sitemaps can help make a website easier to click through and will make it easier for Google to index content, therefore making it beneficial for ranking and for usability.

Another way UX can impact SEO is the use of and tagging of images. The Backlinko study showed that content with at least one image significantly outperformed content without any images in terms of rankings. When UX creates pages that feature images, the SEO team can use alt tags and descriptions in those images to help increase the page or websites rankings.

Other UX factors that impact rankings include site speed, easy to read text and responsive design. Responsive design has been a hot topic in the SEO world this year as Google has repeatedly made clear that to keep a good ranking, websites must be responsive on all devices. According to a recent study, 13% of adults access the internet on mobile only. UX designers must create a responsive experience that is quick and easy to read, to continue to meet Google’s standards for rankings. A site’s SEO ranking can improve by mastering these UX elements.

Combining UX and SEO

It is clear that UX and SEO need one another to provide an excellent website experience. SEO has the data that UX needs to create an excellent experience and UX has the website framework that SEO needs to make key decisions. When SEO teams and UX teams share this data and their findings, they can create solutions and strategies that benefit the user.

As an example, many UX design teams use heat maps and scroll depth data to determine what is important to a user and what content they are drawn to. SEO experts can use this data to make learn what content or on-page elements is most important to users and can use that information to make strategic SEO decisions.

By looking at the big picture of user experience, it is evident that SEO and UX do not have opposing goals but actually have quite common goals. SEO will get people to the website and creating a good UX will get those people to stay and convert so both parties have an overall goal of an engaging, high-quality site and by working together, they will more effectively be able to build a website that attracts and converts.

Next Steps for SEO & Web Design

Getting a user to a website or achieving a high ranking is only one step of the process. After all, 38% of people will stop engaging with a website if the content/layout is unattractive. It takes more than just having a user reach the website. The next step is to ensure visitors stay on the website, share the website and use the website. Google and other search engines are clearly taking more steps to understand user behavior and interaction with a website and its content. As their technology and strategies evolve, it will be even more pressing for UX and SEO to work together to create a dynamic experience.

To increase search rankings and create an excellent user experience, one option is to choose the best free website builder that will share SEO and UX data and consistently make decisions based on a user’s experience and needs. Combining two different perspectives will create powerful results that will benefit the user. Create user and buyer personas together so that each part of the process from keyword research to wireframes is based on user personas and decisions are made with the user in mind. Designing with SEO and UX principles will create a website that will satisfy search engines and users.

Featured image: Shot by JESHOOTS.COM

via How SEO and UX can Work Together

 

 

does readability rank

Our SEO Team Asks-Does Readability Rank?

 
 
March 08th, 2017 – 15 Comments

Post author

Marieke van de RaktView her other posts »

Category

Content SEO »

Tag

Content writing »

Two weeks ago Google’s Gary Illyes tweeted that you should read your text out loud. If it doesn’t read nicely or sounds strange, it probably won’t rank either. Of course, a discussion followed. Some SEOs are reluctant to believe him, because in some cases keyword stuffing still seems to pay off. For relatively small languages (like Dutch) this appears to be true. At Yoast however, we really believe in the value of readable texts for SEO. In this post, I’ll explain the importance of writing readable content for SEO. Also, I’ll give some tips on how to write copy that is nice and easy to read.

Hummingbird and readability

After the Hummingbird update, Google became a lot better at recognizing synonyms. Keyword stuffing, in order to let Google know what your text is about, became useless. Keyword stuffing leads to text that is terrible to read. Webpages with this kind of content will (sooner or later) disappear from the search results. Sooner, if Google actively punishes sites that clutter their text with keywords. Later, if visitors get tired of reading bad copy and are less prone to come back or buy from those sites.

Learn how to write awesome and SEO friendly articles in our SEO Copywriting training »

SEO copywriting training$ 199 – Buy now » Info

 

UX and readability

Text that isn’t nice and easy to read will give your audience a bad user experience. Nobody likes to read something that’s boring or stuffed with keywords. All texts should be aimed and focused on your audience, giving them the best experience possible. Otherwise, you’ll end up with unsatisfied visitors, that’ll bounce back to Google instantly, when they hit your site.

Voice search and readability

As voice search is becoming more and more important, readability of copy becomes more important as well. As people are searching for stuff by talking to their devices, these devices will search for information that they can give to their audience. Information that is a terrible read, will not be comprehended by an audience. Texts should be clear while read from paper, from a screen, from a mobile phone, but also if they are read to you by a device.

How to keep your text readable

Writing readable texts is hard. That’s why we worked so hard on our readability analysis. We’re still working on it, getting it translated in as many different languages as possible. It’s available for free in the Yoast SEO plugin. It helps you to write readable texts. It checks, for instance, if your sentences aren’t too long, if you don’t use passive voice too often, and if the length of your paragraphs is OK.

Before you start writing your text, think about the structure. What are you going to tell your audience and in what order? Is that a logic order of topics? Will your audience be able to follow your arguments, your examples, your message?

Read more: ‘Setting up a text structure’ »

Write short rather than lengthy sentences, as lengthy sentences a much harder to process. Try to avoid or to limit the amount of difficult words in a text. Try not to use complicated sentences and try to avoid the use of passive voice.

Keep reading: ‘5 SEO copywriting mistakes you should avoid’ »

Make sure to write in an appealing style. That can be really hard, as not everyone has a talent for creative writing. Make sure to mix it up a little! Try to alternate long sentences with shorter ones. Use synonyms. Avoid starting sentences with the same word.

Read on: ‘5 tips to write a readable blog post’ »

Conclusion: read out loud!

Let’s be clear: your rankings will not immediately rise if you improve the readability of your texts. But, writing readable blog post is an essential part of every SEO strategy. If you want your readers to read your entire blog post, you should make sure your copy is easy to read. Posts that are nice and easy to read will definitely result in more returning visitors and a higher conversion rate. So in the long run: readability ranks.

Contact us to get started with a content marketing strategy that will make sure your business will thrive in the Content Era.

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Digital Marketing Department Discusses Product Reviews

Reviews hold more value than meets the eye: they are a vehicle for significant (and free!) market research. Product reviews provide insight into the real, unfiltered language your customers use when they discuss your brand. It’s well know that product reviews are a substantial factor in getting your customers to hit the buy button. Eighty-two percent of consumers want to see at least three product reviews whenever they’re shopping, according to our consumer research.

Here are four unexpected ways to take advantage of product review content:

Improve your products. Customers are typically very honest when writing reviews, delivering a direct line into the minds of consumers. With this type of insight, reviews can be seen not just as a useful market research tool, but also as a pristine way to learn more about your customers. For example, manufacturer 3M takes a look at customer reviews when they are developing new products and going through product iteration. This company has been able to use customer feedback as part of its internal product development cycle in addition to fine-tuning products in specific markets. While you may not be looking to revamp how you bring products to market, it’s likely you are keeping a close eye on your product’s ratings, and reviews offer a simple way to accomplish this while providing actionable information for product enhancements.

Check your language. The reviews on your site come from real people and often use certain terms or spelling that your marketing team doesn’t. Scour your product reviews for new terminology. Don’t be afraid to incorporate your customers’ language into your product content and marketing material (e.g., videos, social posts) to improve the performance of your initiatives over time. An additional benefit is the impact this has on SEO (after all, consumers search using THEIR words, NOT yours), and has proven incredibly successful for one Fortune 100 consumer products manufacturer, and other experiments with this technique have resulted in double-digit conversion increases. That’s a significant boost and validates the value of leveraging reviews in new ways.

Look for real-life examples of your product in use. Reviews are the ultimate user-generated content and coupled with lifestyle images, they’re the complete package. Reach out to your top reviewers as well as brand fans to ask for lifestyle images they’ve created and incorporate them into product detail pages and other assets. By sourcing content from your best reviewers, you can better understand how your products are meeting needs on a daily basis and use this data to reach new audiences and further appeal to existing ones.

Embrace negative feedback. There’s much to be learned from a negative review. Ratings of all kinds help shed light on a bigger picture. If your product is consistently getting negative reviews, it’s clearly time to explore where the disconnect lies: maybe you are marketing to the wrong audience and getting poor product reviews as a result. Or conversely, is there a segment of your review-writing customers that don’t line up with your anticipated demographics? Take a look at who is saying what and share those insights with your sales team to better position your products.

Reviews provide a wealth of data and is so easily accessed. Encourage your e-commerce and marketing teams to view product reviews as free, honest market research. When used effectively, product reviews can go beyond simply improving your product page conversion rates. Listen to reviewer feedback and use their words and images to enhance your product content, influence product development, sharpen your marketing strategy and ultimately, transform your bottom line.

Contact Us Today To Make Sure Your Reputation Is Marketed & Managed Properly, Giving Your Business The Added Edge.

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You’ve probably heard the term ‘social selling’ in some capacity. Maybe you sat up a little straighter, thinking you ‘get it’ or maybe you nodded your head in silence when your manager told you to optimize your strategy. Social selling gets thrown around in a lot of meetings but like many evolving trends and roles in the workplace (remember when influencer marketing was a newcomer?), it’s often misunderstood. But social selling is here to stay, and it’s core to your business operations and ultimately, your company’s success.

To do it well, you have to have a deep understanding of how it works — and accept that it’s not ‘owned’ by one department in your organization. In fact, social selling is — much like a lot of successful business initiatives — a team effort.

Let’s debunk the myths and clear up any confusion around what exactly is social selling — and why we need to clearly and simply define it in the first place.

What they’re saying

You’ve probably heard a lot of definitions of social selling. Here are just a few:

  • All selling is inherently social.
  • Social selling is a layer over top of your current sales process.
  • Social selling is when sales people use social media to find and engage with prospects.
  • Social selling is the new sales model or sales 2.0.
  • Social selling is leveraging digital social networks to create and nurture relationships which enhance your sales efforts.
  • Social selling straddles the worlds of sales and marketing. As the term suggests, salespeople are the ones who distribute content and educate customers.
  • Social selling is an element within Digital Selling.
  • Social selling is about leveraging your social network to find the right prospects, build trusted relationships, and ultimately, achieve your sales goals.

If you’re confused, don’t worry, you’re not the only one.

Is it marketing or selling?

A lot of people think that social marketing and social selling is interchangeable but the distinction is an important one if you are to understand how to optimize your strategies (both for social marketing and social selling).

Unlike social marketing, social selling is aimed at cultivating one-on-one relationships vs. broadcasting to many. And while Wikipedia will tell you that social selling is primarily aimed at sales professionals in your organization as opposed to your marketing department, folks like Symantec’s Sr. Director of Digital Marketing, Charlie Treadwell, would argue that it actually applies to anyone in your organization who has one-on-one communication with a prospective customer.

Of course, this group includes marketing. That’s where the real confusion sets in.

Treadwell says social selling is “about providing information, connecting, discussing and creating trust in a way that builds relationships and shared value”  — something marketing and sales frequently do well, together. Sales has the relationships and the expertise in ‘selling’ but marketing is often at the frontlines of the brand value proposition, the story, and the tools needed to measure and optimize these interactions.

It might be called social but it’s actually pretty personal

Part of the reason there’s so much disagreement around what social selling is and who owns it lies in the name itself, a misnomer, many would argue. Social selling is in some ways neither social nor selling — at least not on the surface.

Social selling isn’t about closing the deal, even though that’s certainly a goal of your sales organization. Nor is it about every conversation happening on a social network — or even online. Even though, of course, many of the conversations you have with your customers have long been happening in the social sphere.

In an interview with Inc., social selling expert  Mario Martinez Jr. advises that “your goal is to take every online conversation to offline.” By definition, social selling isn’t conventional selling — it sits at the intersection of sales, marketing, online, and offline worlds. At its core though, it’s aimed at delivering value to a potential contact, influencer, and customer in the right place, at the right time through personal relationships.

Here’s how Kissmetrics defines social selling, at a glance:

Social selling is:

  • Endorsing a customer on LinkedIn.
  • Running LinkedIn searches for outbound targets
  • Liking a client’s Facebook post.
  • Sharing the company’s latest blog post on Twitter, LinkedIn, Facebook and Google+.
  • Studying prospects on LinkedIn and Twitter before a meeting.
  • Following key accounts on Twitter.
  • Retweeting a client.

Social selling is not:

  • Delivering the hard sell on LinkedIn.
  • Closing deals on Twitter.
  • A replacement for talking to prospects.
  • A magic bullet for making quota.

LinkedIn’s 4 pillars of social selling

LinkedIn, a company that is undeniably at the forefront of the social selling movement, recommends that all professionals involved in social selling adhere to the following 4 pillars:

  1. Create a strong professional brand to increase your visibility to your desired contacts and build trust in your industry.
  2. Don’t just blanket the world with your pitch. Instead, focus on the best prospects for your industry, and your goals.
  3. Establish yourself as a subject matter expert / thought leader to show that you’re an informer, not a me-former. Regularly share interesting industry content, engage with stories shared in your field, and limit how much you promote yourself over others.
  4. Start with genuine conversation. If your prospects feel like they’re immediately being sold to, they’ll be less likely to want to build a relationship with you. Remember: the selling comes after the social in social selling.

It’s all about the 2 Cs

Regardless of what you’ve heard about social selling, it really boils down to two things:connections and content. Personal branding expert Dan Schawbel told Forbes that “social selling success is comprised of both making new connections and sharing great content. You start by identifying your target audience and connecting with their network of influencers.”

And he’s not talking about overly-promotional branded content that you’ll often find blanketing your Facebook, LinkedIn, and Twitter feeds. He’s referring to content that makes sales people great storytellers that add value to their personal connections.

Who owns social selling in an organization?

Ultimately, it makes the most sense for your sales team to ‘own’ social selling from a distribution perspective — these are the people who have forged personal relationships with prospects and customers and who are likely maintaining those relationships. But increasingly, your marketing team will likely play a supporting role. The marketers in your organization can help craft messaging that will resonate and feed your sales team quality content (both branded and non-branded) that they can then share one-on-one with their connections.

With all these complex definitions floating out there, it’s no wonder there’s so much confusion about what social selling is in practice. The next time it comes up in conversation, remember these three simple things:

  1. Social selling is personal: one-on-one vs. one-to-many.
  2. It’s about building trusting, long-term relationships, not making ‘the sell.’
  3. It’s about leveraging the tools, technologies, and people at your organization to deliver value to your customers.

Most importantly, it’s neither social or selling.

Via: What Exactly Is Social Selling? A Simple Definition 

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Lowering Your Bounce Rate

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