When it comes to how “good” your website is, one of the most important measures is user experience. Regardless of how often your website shows up in search results, it will be empty traffic if the site doesn’t hold visitors’ attention and guide them through the conversion funnel. However, not everyone understands exactly what user experience (UX) is or how to improve it to not only rank higher in Google’s search results, but also keep visitors moving through your site. So, how is UX defined by Google’s ranking algorithms, and how can you ensure that your website’s UX is up to Google’s standards?
What Users Ask Themselves
“User experience” is defined 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. For websites, this includes how easy the site is to navigate, how useful and credible the information is, how motivated the user is to continue navigating through it, and more.
Can I use this?
Usability is a basic requirement of good user experience. If a visitor can’t use your website (i.e., navigate to it, find specific pages and information on it, or access it on certain devices), you will not be ranked favorably in search results pages.
You can ensure better usability by making certain that your site is responsive (meaning it looks and functions properly on any computer, laptop, or media device) and that the design is intuitive enough to guide users toward the information they need.
Can I find what I’m looking for?
The draw of the internet is having information right at your fingertips, and websites have to keep up. If your website’s layout/organization makes it difficult for a visitor to find what they’re looking for, users will move on to the next site without hesitation.
Complete, intuitive navigation menus make it easier to sort through a site’s specific pages. Additionally, a comprehensive SEO management plan will help make your content more visible in search results, making the site itself easier to find.
How fast is the website?
Spending too much time looking for something can be exhausting, but spending too much time waiting for a page to load can be infinitely more so. There are a plethora of reasons that contribute to how fast your website (and each individual page) loads, and part of optimizing your site involves keeping load times down.
How many pictures are on a page, what codes are written into the backend, and several other factors can determine how fast, and therefore how usable, your site is. Unless you are already an expert at writing code and optimizing page load times, we strongly advise working with industry experts who can optimize your site to its fullest potential. Once your site’s UX is up to par, you can then focus on converting visitors into clients, customers, or patients.