We have heard that user-experience is been the most vital part of every successful SEO campaign but many SEO's don't always pay serious attention to it, but this time you have to focus on user-experience either it's related to your mobile website or main navigation or website speed. Many of us agree that Google has put significant efforts to change the SEO game in last 5 years and most of its algorithm changes was related to user-experience including hummingbird, pigeon, mobile-geddon, Amplified mobile pages (AMP), website security and latest "Machine Learning" however it is under process and Google has not started its campaign to convert your structure to comply with this beast. All these algorithm changes are made to enhance user's experience on Google and off-course on the web, most do agree!
So what's the game now?
That's the question you got in your mind now? Ahn alright, I will explain.
A great design consists of three things "Responsive, Intuitive and Inviting". Again it's for user and bots both not for search engine only.
If you notice all big names don't change their web design and structure but keep enhancing their process to make it more useful and easier for the user's to interact. It's because they invested a lot to identify what work best for them and for the users and not want to lose their users by anyway.
Content Creation and Readability
Creating SEO optimized, keyword rich content has been a practice for most of the SEO's off-course it helps you increase your page's relevance and can provide you boost in rankings but again what happens if you achieved higher rankings but see high "bounce rate" on those pages? How will you translate that then?
Oh Man, I forgot to create content according to my user's interest.
And you will notice due to that you are losing ranks on many other pages as well due to high bounce created by 1 particular page that contributed high chunk in average bounce rate of your website.
So a good design and great content that is written according to your audience's interest help you maintain your bounce rate and other important metrics that google accounts in ranking a web page.
Off-course only this doesn't explain the whole user-experience there is the lot more to improve a website's UX and SEO.
Website performance is another important part of user experience and SEO, higher page load time kills all your efforts like a study conducted by Google says a user will most likely exit a web page if it doesn't respond it 8 seconds.
Optimizing performance is very very important for any website because Google is not the only one here to decide but it directly involves a user to take the decision. Make sure, your website loads faster by eliminating any render-blocking scripts, optimizing your images and HTML code.
Key Metrics to monitor
IIt takes a long time to revisit on your website's content strategy and optimizing performance to connect UX with your SEO Strategy. Monitoring the user behavior is the next step to make sure it is working for you or not. Most important factors to measure the performance of your user experience and SEO:
Avg page/ session
Time on site
Goal/e-commerce conversion rate
Let's wait for 15 days or so to compare the previous date with the new one to see the difference, remember you must create customized reports to compare performance by devices not you have to work separately for mobile and desktop site.
Conclusion of this whole story is
"SEO should live within and be a part of the user-experience"
I welcome and appreciate any comments, suggestions, additions and queries 🙂
The only permanent aspect of life is “Change”. Well, this phrase also truly represents the change we see every day in our businesses and also in technology. There hasn’t been a point in history where we saw such rapid and dramatic evolution of technology in every field and we hope the trend continues. Talking about change, many optimistic gurus out there refer Change, being the mother of opportunity. If thus is true, then we need not to worry about rapid changing we see in digital marketing trends. Well, Digital marketing is one of the most evolving technology that has simply decimated the traditional marketing norms. If you want to succeed at global competitive markets today, you got to embrace the changing trends of digital marketing industry.
Before we look at some of the core values of digital marketing and the way they are evolving, it is important to remember that digital marketing in itself is a multidimensional technology that incorporate diversified specialized fields. For a successful and competent digital marketing campaign in 2017, you need to formulate a winning strategy by effectively bringing together many core competencies and making them work seamlessly towards a single target.
Among the various core competencies that together make a successful digital marketing campaigns, some of the more important ones include:
Search Engine Optimization (SEO)
Social Media Marketing (Facebook Advertisement)
Paid Marketing (PPC)
CRM (Email marketing, B2B approach)
Let’s examine one at a time the changing face of each of these core competencies that together will shape-up your ultimate digital marketing campaign in 2017.
Content marketing (The King Maker):
It was stated by "Bill Gates in January, 1996 in his essay!
Content has remained one of the most powerful ammo for all aspects of digital marketing since early days. The efficacy of content still remains valid and high to-date with search engines looking for rich, informative and engaging content on websites.
What though has changed is the writing practices of contents. Earlier contents were written around some specific keywords with little regard to relevant information. Today, a rich and effective content needs to incorporate long tail keywords tactically placed in between informative material with a sound call to action.
Here’s what the content lookalike in digital marketing campaigns of 2017:
Live streams have been on the rise in terms of popularity. Facebook live, snapchat, YouTube Live and many other social media platforms are offering live streaming modes to attract viewers. These live channels present easy to use and interactive platforms for hosting of many interesting events, infographics, briefings and much more content related services.
B2B business campaigns are on the rise as companies realize the efficacy and far reaching potential of newsletters and email marketing. 2017 is perhaps the best time to excel your email marketing campaigns through newsletters and customized email contents. Stats have shown the increased open rates for emails and a rich and targeted content strategy can manifold its efficacy for business growth and building relations.
So, if you are looking to take your site to the top of Search Engine ranking, it is highly advice to invest considerable in content development. Lookout for any rubbish content present at your site (this will take you deep down in case you don’t remove in the brink of time) and replace it with fresh, engaging and lively content now.
Search Engine Optimization (Settling the odds straight)
Search Engine Optimization or simply SEO is one of the most powerful resources available to online businesses to out-reach their potential customers globally. It is certainly one of the most sacred and long terms part of any digital marketing campaign that can’t be ignored. Search Engine Optimization is actually a combination of different techniques that together create a formidable foundation for organic ranking of websites over search engines (Google being the prime focus for all online businesses). It simply can be referred to as the marketing tool of modern world!
Traditionally, SEO practices have been revolving around the strategy to ensure high rankings of few keywords for a website. This was primarily achieved by locating few significant keywords and then rigorously marketing them through content marketing of link building. However, the role of SEO in digital marketing campaigns of 2017 has changed completely. Today, SEO is a multi-faceted technique that supports the overall digital marketing strategy using several tools and techniques.
Some important tools to formulate an efficient SEO strategy for digital marketing campaign in 2017 include:
There’s no shortcut to success, gone are the days when SEO companies would claim top ranking within no time. It is highly advised to avoid any such agency which claim to take your site at top ranking in a blink of an eye. Trust reputed and honest SEO consultants with ethical SEO techniques. Remember, there’s no replacement of organic ranking and only a truly mastered SEO Consultant can get you there.
Social Media Marketing (Facebook advertisement)
Irrespective of the business model, social media platforms present an ideal platform for efficient, targeted and instant digital marketing campaigns. Social Media marketing have become one of the most powerful tools for digital marketing campaigns thanks to dedicated platforms available with all social media sites.
Facebook for itself is the biggest social media network and owns some other beasts in industry including Instagram and WhatsApp. With over 1 Billion active users, Facebook is certainly the ideal platform to reach out to global clientele for your product /services. Realizing the potential of advertisement, Facebook has introduced a highly effective and targeted advertisement solution for businesses. This is an ideal platform for companies to laser target their ads towards interested users globally and get instant response. That’s why any digital marketing campaign without an effective and rigorous Facebook advertisement can lose its potential customer-base big time.
A lot of unethical social media marketing agencies have been operating in Pakistan for quite a while. Here’s what you can lose to them. Any inorganic (unnatural) marketing trick will take your business deep down the well. Only an ethical, highly professional online marketing agency in Pakistan can help to generate targeted traffic to your site.
PPC – Pay-per Click Advertisment
Paid Marketing or PPC is another direct and instant way to get higher traffic to your website. With the optimization level “Google” you can be sure of getting highly targeted marketing and immediate response through PPC marketing technique. Creating customized and targeted ads with relevant content for PPC marketing can significantly enhance your overall digital marketing campaign in 2017.
Looking to hire some PPC Specialist for paid marketing consultants in Pakistan? Make sure you hire the right company who has the experience and expertise required for a strong and efficient campaign. Your paid marketing campaign needs to be highly targeted with strong statistical backing and deep analysis of business competition.