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How UX Affects SEO

How UX Affects SEO. By: Misty Faucheux Faucheux Enterprises Mistyfaucheux.com. What Is UX?. The Meaning of “UX”. UX is short for “user experience”. Google defines this as:

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How UX Affects SEO

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  1. How UX Affects SEO By: Misty Faucheux Faucheux Enterprises Mistyfaucheux.com

  2. What Is UX?

  3. The Meaning of “UX” • UX is short for “user experience”. Google defines this as: • the overall experience of a person using a product such as a website or computer application, especially in terms of how easy or pleasing it is to use.

  4. Why Is It Important • UX is important for a variety of factors: • Improves the chances of someone doing an action on the site • Makes it easier for users to find what they’re looking for • Improves site flow • Ensures the site meets the needs of the customer • Overall, a good UX makes a good website

  5. The UX Rumor Mill

  6. Rumors • Google manually checking sites for UX • True? Probably not, but…. • Scrolling sites not good for business • Scrolling sites don’t get ranked well • While probably not true, there is some anecdotal evidence for this • Why? Again – just a rumor - Div tags not actually individual pages so Google takes it as a single page as opposed to multiple pages.

  7. UX and SEO Ranking Factors

  8. Bad UX is Bad for Business

  9. How Bad UX Hurts SEO • Page load issues • Increases bounce rate • Reduces conversions • Hard to navigate with mobile

  10. How Bad UX Hurts SEO • Site Navigability • People quickly leave hard to navigate sites • Won’t come back to site if they can’t find what they’re looking for • They’re not going deeper into your site affecting pages per visit • If content is hard to find, then the consumer isn’t going looking for it. They need to be directed to quality content like blogs, products, etc.

  11. How Bad UX Hurts SEO • URL Structure • URL structure is for BOTH robots and people – but people first! • URLs should be easy to remember and not overly long • Should also incorporate keywords – without stuffing • If URLs are too long, figure out where categorical information can be logically cut

  12. How Bad UX Hurts SEO • External Sites Won’t Link to You • If other quality sites think your site is bad, then they won’t link to hit. • No backlink juice

  13. How Bad UX Hurts SEO • Bad 301 Redirects Tank Current SEO Standings • If pages are moved and not directed correctly, you lose all the ranking factors for those pages. If done correctly, the PageRank will be transferred to the new page. • Redirects not sent to a comparable page could confuse the user • Always make sure 301 redirects are done for all deleted or moved pages. If not, you’ll waste good backlinks from other sites.

  14. Mobile Factor

  15. Mobile Factor • Google’s new emphasis on mobile • A site that’s not optimized for mobile is bad for business – both for SEO and for conversions • Google has put a huge emphasis on sites being mobile-friendly since the vast majority of people are using mobile for search and that trend is supposed to only accelerate.

  16. Takeaways

  17. Key Takeaways • Google knows how people are using your site • And they know if people are finding what they’re looking for or not • Especially with Chrome, they can see how many pages people visit, how long they stay on the site, did they find what they’re looking for • If not, then they’re back searching • All of this signals to Google that your site is not satisfying the consumer causing a lower page rank

  18. Key Takeaways • Build sites for people – not search engines • A good experience is a must nowadays • See where people are most often exiting your site and fix the page if it’s an issue • Use the suggestions in Webmaster Tools • Provides guidelines • Will crawl your site for potential issues and give suggestions

  19. Key Takeaways • Try doing your own user flow and bug tests • Get people to beta test your site • Use some tools • Xenu – Checks for broken links • Webmaster Tools/Analytics • Web Performance/LoadComplete – Load testing • Open Site Explorer/Majestic SEO Tools – Inbound link analysis

  20. References • http://www.searchenginejournal.com/two-examples-of-how-one-line-of-code-could-kill-your-seo-case-studies/37004/ • http://www.searchenginejournal.com/how-to-avoid-seo-disaster-during-a-website-redesign/ • http://usabilitygeek.com/4-ways-bad-ux-hurting-seo/ • http://moz.com/blog/ux-myths-that-hurt-seo-whiteboard-friday

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