Today we are continuing our SEO Tips Series by talking about how creating an engaging User Experience or (UX) can drive traffic to your website and increase your conversion rate.
Last week we brought you information about how you can improve your SEO content strategy.
Changes to Google’s ranking algorithms recently informed us that the search engine has begun to preference User Experience very highly. Conversely, websites and mobile sites that do not create a great user experience will be penalised by Google’s algorithms.
Page Layout Algorithm Update
Earlier this year, Google began to reward uncluttered, user-friendly layouts. The Page Layout algorithm penalised websites with too many advertisements above the fold (the screen the user sees when they load a webpage). A blog post from Google states that users often become annoyed when they have to scroll past lots of ads on a website before they get to the main content. Too many ads above the fold makes it hard for users to find content and detracts significantly from the overall user experience. This can include a over cumbersome slideshow also.
Authorship Photo Drop Update
In late June 2014, the Authorship Photo Drop update removed authorship details from news search results. Previously, news search results would include a snippet of information about the author’s name, photograph and Google+ link.
Source: Search Engine Land
But this interface was cluttered and detracted from user experience, especially when people viewed the websites on mobile devices. Consequently, Google removed authorship information from results, so your ranking won’t be improved in any way if you do include authorship details.
This update shows Google’s shifted focus towards mobile-friendly designs. Google said that mobile websites were an important reason for removing the information as Google wanted to de-clutter the search results and make the user interface more streamlined and clean.
This change doesn’t mean much by itself, as right now you can’t change how your authorship information is displayed. But it does signal Google’s preference for clean and engaging user experience, which you definitely should pay attention to. You should pay a lot of attention to how your content looks and to its layout. Try your best to improve the user experience and user interface and your ranking will benefit as a result.
As well as reading about user experience, you can also read last week’s post about long-form content, and why in-depth and informative content improves your search engine rankings.
If you have any questions or suggestions about blog posts for the future, please feel free to email us at firstname.lastname@example.org.