Importance of User Experience in SEO
The user experience or UX (also known as user response) has become in recent years a fundamental aspect to achieve organic positioning of a website.
For those of you who are not familiar with organic positioning or SEO (Search Engine Optimization), this is a series of techniques and strategies designed to ensure that a web page appears in the first search results on certain topics based on The keywords that users use in search engines on a recurring basis when they try to find something.
As you can see, the organic positioning is a vital aspect for the success and obtaining greater profit margins in the long term with your electronic commerce, since the advertising does not manage to position organically, although if you promote your brand and products while it is paid.
But it is not a cheap option that we say and involves a series of unnecessary and higher costs than SEO.
For this reason, in this post, I want to explain what the user experience is, what elements make it up, and how to improve them to improve the organic positioning of your online store and consequently your sales and conversions in it, since the interaction of the Users is critical to the success of any website.
What is the user response?
It is a concept that Nacho Monterde valued, to refer to the way in which users relate to a website. That is to say, the actions carried out by users when encountering ecommerce in the SERPs (Search Result Page or Search Engine Result Pages, in English).
- How do users search the web or information contained in it?
- How do users interact with the web? It can be checked by a heat map of the web.
- What actions are carried out within the web?
From this interaction, Google determines if the web is useful or valuable for users, since it has information about the search process carried out by users and whether the results offered have been of interest or not.
What is the user experience?
Until not long ago, organically position an ecommerce in Google without having to wait indeterminate periods or periods of time and with a certain guarantee of results, you could use different complementary marketing strategies such as:
Link Building: Get quality inbound links through your purchase or exchange (guest post, sponsored posts, content aggregators, etc.).
SEO On Page: Optimization of certain elements of the website and its contents, following a usability standard and criteria used and known for the ease of indexing the online store in the different algorithms of Google making the web, a friendly site for this seeker.
Content Marketing: Publish a large quantity of quality content (that is perceived as an added value by the users of the online store) permanently. Although it is not in itself an SEO technique itself, as it belongs to another area of marketing, but is determinant for the user experience, since it is their fundamental pillars.
As we comment and other agencies as
, both link building and SEO On Page continue to operate in the user experience and positioning of a website, although they are no longer the only criteria to be taken into account, and also each they are more closely monitored by Google (including new updates to their algorithm for links and content with Penguin and Panda, respectively).
The current problem is that Google, with its latest algorithm updates, has caused the need to take into account new aspects when it comes to differentiating and positioning an online store organically among the best search results.
But, what aspects or factors do I refer to when I say that not only the use of new content and links are not enough to position a website?
But what factors make up the user experience of a website?
- CTR (percentage of click on impressions)
- Permanence time or user’s stay on the web
- Percentage of recurring users returning or returning to the web
- Percentage of new visitors
What fundamental factors make up the user experience in an ecommerce?
Until recently, the factors of organic positioning involved in what we call user experience , were known and listed among the known factors of positioning that Google takes into account in its algorithm for the positioning of pages.
All these factors of positioning, had not been unified in a theory that encompasses them all and endowed them with a common sense, until now.
The change in commercial strategies and positioning towards an approach aimed at customer satisfaction and the search for the added value contribution to it, has represented a change of perspective at the time of posing problems, making their diagnoses and planning positioning strategies web to solve them.
Percentage of conversions on the web: The percentage of visits in which the user performs an action that has been defined as an objective within the configuration of the Google Analytics profile. It is also a very important indicator for any ecommerce, since it reflects the percentage of users who finally end up buying something in your e-commerce, although it will not be useful to look at this indicator if there are just users entering the online store (CTR low). Therefore, in this post we will not delve into this rate, but we refer to it, since it is a fundamental aspect to achieve monetize the store.
- Number of page views per user
- Rebound rate or percentage
- Average duration of the session
- Number of Unique Users
- Number of Sessions
These types of factors are called KPIs or key performance indicators of the user experience on a website.
In general, all are important for any web, but in the case of an electronic commerce, they have a greater relevance for the determination of the user experience, the CTR, time of stay or stay of the user and the percentage of recurring users.
How does the user experience affect the SEO of an ecommerce?
As I have previously indicated, there are three fundamental aspects of natural positioning that encompass a large part of the user experience in an online store and that directly affect the sales of an ecommerce.
Percentage of recurring users in ecommerce
This, is another of the determining factors of the user experience in an ecommerce and that must be taken into account to improve your SEO positioning and sales.
The percentage of recurring users on a website is the proportion of people who return to visit it on the total of visits registered in it.
It is a KPI that clearly indicates the level of loyalty of users on the web and allows to determine if things are doing well in ecommerce.