Alignment isn’t just a “good to have” any more. Any company that strongly depends on organic search as part of their marketing plan should consider it a need. Page Experience and the Core Web Vitals that help Google assess it are now utilise to rank sites for both mobile and desktop search. A focus on improving user experience is at the core of Page Experience.
In effect, Google is saying, “Hey, it’s no longer enough to have solid, reliable content on your website, because the user will suffer if your page loads too slowly.
For example.” Of course, you still need solid information and a well-structured website, but the user experience is now a key factor in deciding whether Google will promote your material (with a high search rank).
Seamless continuity is the characteristic of a great search-based user experience. In other words, the search result’s promise is met by a single click that gives the promise information without having the user to wait long for it, dig for it, or clear away pop-ups, interstitials, or other clutter. The finest experience is frequently one that the consumer is unaware of. It’s simple enough.
Creating a seamless user experience, on the other hand, is far from simple. Because the user experience is the result of the joint efforts of SEO, IT, content, brand, monetization, and other people whose objectives and priorities, although not necessarily in direct conflict, are not always aligned, this is a large part of it. However, without such alignment, the user experience suffers, and a bad user experience costs money in lost sales. The stakes of alignment are higher than ever before, with SEO having a more direct impact on and dependence on the user experience.
How Can SEO and User Experience Be Aligned?
We addressed specific activities businesses can take to achieve alignment and showcased how iMarketingMY customers may employ the iMarketing MY platform in support of SEO / User Experience cooperation during a recent iMarketingMY webinar.
Below is a summary of the suggested steps. We’ve also made the whole webinar accessible for download, which builds on the advice provided here and talks through six practical steps iMarketingMY customers can take to improve SEO and UX collaboration.
1. Make Collaboration Possible
The SEO and UX teams must first come to an understanding and agreement that enhancing the user experience is beneficial to both users and SEO. Create a set of collaborative objectives that are linking to each team’s success indicators to support a common purpose.
Building a common goal also necessitates the exchange of information and resources. Determine what expertise will help you achieve your purpose, and then obtain it via A/B testing, data analysis, and competitive research. Use search data to help the UX team establish user intent. Written primers and “SEO 101” and “UX 101” training courses are two more traditional methods to share information.
2. Know Your Page’s Pathways
A page route is the set of pages that a visitor will see on their journey from the entry to the conversion. Page paths are a bit of a catch-22. The more you understand your consumers, the better you can optimise your routes, yet knowing your audience frequently necessitates first understanding the pathways they take.
SEO and UX teams may enhance conversion by guiding consumers to the optimal route from organic search, followed by purposeful on-site navigation and page layout choices to further lead them.
3. Work in Small Steps with Measurable Results
Both SEO and UX are about testing and assessing incremental adjustments to identify real gains rather than having the exact solution right away. It’s also crucial to keep track of all changes, not simply those that improve the user experience. Even apparently little adjustments may have a beneficial or negative influence on engagement, so make sure you can trace such effects back to their origins.
4. Focus on the bottom line
Aligning SEO and UX is not a one-time activity, but rather a continuous effort. To develop and sustain alignment, it’s vital to set clear roles and duties for team members and have frequent stand-ups. Furthermore, all collaborators must agree on measures, including certain special collaborative metrics such as Core Web Vitals.
To learn how the iMarketingMY platform may be use to enhance your organization’s SEO / UX cooperation, watch the webinar video and contact our SEO specialists.
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