How User Experience Affects SEO
When customers visit your site, it’s vital to give them with a positive User Experience (UX). In a recent survey, 91 per cent of respondents said access to content on mobile devices was “very important”.
Whilst SEO is important to allow customers to discover your website, ensuring they remain on it once there is another matter altogether. Spammy ad links, low quality graphics, annoying pop-ups, bad copy and a poor overall layout is enough to turn most prospective customers off. In order for users to remain engaged, the website has to be responsive, easy on the eye and easy to use across a variety of devices.
It was recently revealed that Google said 61 per cent of users are unlikely to return to a mobile website if they had trouble accessing it. Furthermore, 40 per cent would then decide to visit the website of a competitor instead. Even if you have optimised your website to be found in mobile searches, this effort won’t yield any benefits if the website doesn’t work on a mobile device. Having access to content online via Smartphones and tablets has become the norm. Creating a responsive, fluid design on mobile is therefore crucial - you should pay particular consideration to things like site navigation, responsiveness, font size and imagery.
Whether a website is being accessed via desktop or mobile, slow loading pages are a turnoff for most web visitors. In addition, slow loading websites also rank lower in Google, with the search engine confirming that “Site Speed” is a ranking factor. Websites with loading times of 10 seconds or more have higher abandonment rates, and data from DoubleClick reveals that they were also negatively impacted in Google. Sites loading in five seconds however saw users spend more time on the site and enjoyed lower bounce rates. Aside from being a bug bear for users then, slow-loading pages will result in poor SEO results. It’s here that looking at factors such as the number of images along with the size of the graphics/files on the page can help.
A poor website layout is a quick way to send users leaving from your website. A well-designed website structure will not only impact the way it’s accessed by users, but will also enable you to improve SEO also as well.
Higher rates of conversion, lower bounce rates and strong SEO rankings make a strong case for you to improve your UX. If you are looking for assistance with your UX or SEO then please contact Grizzly.