User experience (UX) has become an integral part of SEO. Google announced back in 2015 that UX would be a mobile positioning criterion in the years to come. The search engine has recently updated its referencing criteria, and classic SEO is no longer sufficient. You might be wondering what the link is betweenUX and SEO<\/strong>?<\/p>\n First of all, SEO stands for “Search Engine Optimization”. It can also be described as SEO ready or Google Friendly. This expression characterizes a website that is naturally optimized for search engines, and therefore has good SEO. An SEO Friendly site is designed to meet the recommendations of the various search engines, whether in terms of structure or content. But what does this have to do with user experience?<\/p>\n The term “user experience” or “UX” (for User eXperience) was coined in the 90s by Donald Norman, a professor of cognitive science at the University of California.<\/p>\n According to him, this user experience “encompasses all aspects of the end-user’s interaction with a company, its services and its products”.<\/p>\n The term UX refers to a user’s emotional experience of an interface, a service or even an object.<\/p>\n In order to progressively improve UX and reach the standards defined by Google, it’s important to ask ourselves some simple questions, putting ourselves in the user’s shoes:<\/p>\n How easy is it to contact you?<\/p>\n Is the website loading time optimal?<\/p>\n Is it easy for users to understand what you offer?<\/p>\n Is your offer easy to access?<\/p>\n Does your website look professional? Is it visually pleasing to the user?<\/p>\n Is navigation on the website pleasant for the user?<\/p>\n Can visitors intuitively find the information they’re looking for?<\/p>\n Do you address users directly, focusing on their needs?<\/p>\n Are your images unique? Do they really reflect what you’re proposing?<\/p>\n Have you integrated a CTA to direct users to the answer to their needs?<\/p>\n How often do you answer visitors’ questions?<\/p>\n Can users find out more about any of the topics you cover?<\/p><\/blockquote>\n The answer is obvious: to satisfy your potential customers, first and foremost. But now also to please the Google algorithm. Indeed, if your site and its content meet all the criteria searched for and requested by the Google robot, your site will have a better chance of being better referenced… and better referencing automatically means better accessibility and, in turn, increased visibility.<\/p>\n All this will give you an edge over your competitors. It’s a marketing element that can’t be overlooked. However, this logic is not random: Google does not use a common policy… quite the contrary. It will tend to favor a qualitative site that provides a certain added value. UX refers to how your visitors will perceive your website. If this feeling is positive, they’ll come back. If it isn’t, you already know the answer. And that’s something Google can now see.<\/p>\n It is able to discern whether visitors to whom it has recommended a site in its results are satisfied. In other words, whether the site it proposed in its results was suitable for the keyword searched for. If visitors return to a competitor’s site, stay for a short time, or visit only a few pages, Google will conclude that this site may not be the most suitable and will review its position. Even more so if these data are better when these same visitors go to a competitor’s site.<\/p>\n In addition, UX aims to convert visitors into customers through a positive experience on the website or via a product. Its role is to :<\/p>\n Make a website easier to find<\/p><\/blockquote>\n Convert traffic<\/p><\/blockquote>\n Test and adapt the experience to target audiences<\/p><\/blockquote>\n Help visitors find what they’re looking for<\/p><\/blockquote>\n Turning visitors into return visitors<\/p><\/blockquote>\nWhat is user experience?<\/strong><\/h3>\n
Why take care of the user experience?<\/h3>\n
How to optimize UX and combine it with SEO?<\/h3>\n