If you have a platform where your users, customers, or clients interact with your business, like a website or app, then you need to understand how user experience (UX) can help your website rank (which in turn helps your business advertise easier). You don’t have to be a web developer or designer to understand why UX is important, that’s what your friends at K2 Digital Marketing are here for, but it sure doesn’t hurt! Here’s how UX can help your website rank.
What Is UX
First off, let’s understand what UX means beyond the abbreviation. UX refers to any design that is made with the consumer or user’s point of view taken into consideration. If design were an iceberg, the tip of the iceberg would be the user interface (the visual designs, etc.) and the UX would be everything beneath the surface from the usability to the content strategy behind the design.
A great example of this is your favorite website. Yes, it’s aesthetically pleasing, but does the layout make sense? Is it easy to navigate? Does it make sense to you or does it make you want to leave immediately when you open a page?
How Will Google Measure UX for Ranking your website?
When it comes to the factors that help Google determine the quality of your user experience, it will use previously established factors laid out in Search Console’s Core Web Vitals: loading, interactivity, and visual stability. In addition to those factors, it will also use mobile-friendliness, safe-browsing, https security, and Intrusive Interstitial Guidelines.
Having a mobile-friendly website in 2020 and 2021 is vital for any business whether your main goal is to rank in search engines or not. Over 75% of internet users are browsing on their mobile devices so it is important to have a website that translates to mobile easily. Mobile-friendly web design should be a staple of every business because while UX design is important for search engines, it is more important for the actual customer who is using your website.
When it comes to search engines, Google will reward websites that provide the user with the best experience, which means that the website needs to be free of any malware, harmful downloads, and deceptive pages. If your website looks or feels shady, it will be penalized, so it is important to adhere to safety guidelines and register your website with Google Search Console even if you aren’t experiencing security issues.
Part of the user experience is security. Every website should have a TSL (formerly SSL) certificate that gives the website the S in HTTPS. This is a digital certificate that authenticates a website and allows encrypted connection to the website. HTTPS encryption is an important part of Google’s transparency report now and it will surely be factored into how Google ranks pages.