3 Ways to Improve Usability for Better SEO

February 20, 2015In Web Usability3 Minutes

Web usability overlaps with many UX best practices, particularly Search Engine Optimization (SEO). Studies have shown that some benefits of properly accessible sites include better overall search results, reduced costs and increased audience reach.

Search engines are not human – this we know. As this is the case, there are only a narrow number of specifications that they can detect from the mass amount of processed content. The engines are, however, constantly being optimized and can deliver many intuitions through sifting engagement numbers, user patterns and links to determine rankings about a specific site.

Content

Useful, thoughtful and targeted messaging will increase the UX of a site, increasing the probability that a visitor will return to the site and have a good feeling about it. Notwithstanding the value of return visits, the encouragement of sharing via social media or on additional platforms, the application of bookmarks and resulting inbound links will all play a part in bringing a site up the SEO ranks.

Site Architecture

Site Architecture is the foundation of SEO and the crux of usability. When designing a website, it’s important to understand that website architecture has to be set up with respect to web usability. It may seem like the two are very similar, but they are actually quite different in how they are applied to a web development project. Website architecture is like the framework for a house, whereas a site’s usability is everything within that framework. On a broader scale, architecture is like a subset of the subject of usability.

Trust

As we mentioned earlier – search engines are not human – but they do, however, recognize human interaction in the form of links, reviews and visits. Building a brand following, let alone a website with the goal of being an industry leader, is daunting, but the user can help. Social media and link building are the main building blocks to reveal the integrity and popularity of one site over another as the clear leader to the SEO environment. Building trust and authority in the digital environment is a quality that cannot be built overnight. The development and snowball effect of this work is earned over time.

Organizations can pave the way for higher SEO rankings and subsequent conversions by addressing these best practices.

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