Are you constantly doing seemingly ‘all of the right things’ with the optimisation of your website for the search engines, only to find the high rankings you’ve worked so hard to achieve aren’t even bringing you a noticeable uplift in sales and loyal customers… that is, if your rankings are even climbing at all?
If so, your big problem may be that you’ve overlooked the crucial connection between user experience – or ‘UX’, as it’s frequently referred to in web design and development circles – and SEO.
You see, the two things have a very intimate relationship. Just imagine having two equally renowned high-street stores to choose from for a particular product, with the item being priced the same in both places… except that at one store, the staff are so much nicer, more responsive to your queries and more informative when answering your questions.
In theory, you might still buy the product at the ‘other’ store… but it’s the one that provides an especially great experience that you are especially likely to purchase the item from.
So, how does effect manifest for ecommerce stores?
Let’s continue with the offline analogy for a bit. You go to said brilliant store, you buy the product, you’re satisfied and you go back to that store again and again in the future, consistently benefitting from a brilliant service. You tell your friends and relatives how good this store is, and the store gains such a reputation that it is featured prominently in local directories, newspapers and magazines.
Well, there’s a similar thing going on for online stores that provide a superb user experience.
These sites don’t suffer from such high ‘bounce rates’ – the online store equivalent of someone heading into a shop, and then going straight back out again – while the more pleasurable browsing and buying experience for visitors lends itself to heightened ratings, referrals and inbound links.
A few quick ways to bolster your UX – and with it, your SEO
OK, so you might turn to Piranha Designs to undertake more in-depth optimisation of your site’s user experience – but here are a few quick tips to give you some inspiration and ideas. You might want to try…
- Ensuring your site’s internal links are to pages that are genuinely relevant and useful for shoppers – there’s little point in linking to the page you’re already on, for example
- Optimising for faster page loading times, in light of the Google study that showed conversions fell by 12% for every second of load time
- Giving customers an equally pleasurable experience on mobile and desktop, in recognition of the fact that more than half of Google’s global search results are served from its mobile-first index
- Going into greater depth with your content. Be careful here – length alone won’t translate into higher rankings, but content that is genuinely more informative and useful for visitors than what your rivals are serving up might well do
- Targeting keyword themes and words that fit in well with what you’re offering to the customer, instead of being intended purely to drive search volume
Get in touch today with the Piranha Designs team at our Gibraltar, Edinburgh or London offices, and we’d be delighted to talk to you about our website design and SEO services that will help you to maximise your site’s user experience and with it, your brand’s online fortunes.