March 15, 2017
The search engine is becoming more sophisticated from the past few years. It is getting more and more advanced with the help of machine learning and artificial intelligence. With the help of these technologies search engines, today has become smarter and advanced and focus on providing the most relevant results to the users in terms of content as well as the user experience.
Search engines are relying on the fact that what is good for the consumers is good to be on top of organic search results. Machine learning is becoming more important aspect for search algorithms and incorporating factors such as quality content, structure and sentiment.
Therefore, to keep up with evolving algorithms of search engines, marketers and SEO agencies need to expand their SEO approach and focus on user experience to get the most out of their SEO efforts.
Here are the two areas suggested by the experts from Austin SEO company, they need to be focused on keeping the pace with the advancements in the algorithm.
Need of expansion of SEO skill sets to UX
Google has always focused on providing the best user experience. With the recent changes and advancements into the algorithm, this vision of delivering the best user experience has even got better and it will continue to intensify in future with more advanced changes in the algorithm.
Despite this, many teams and agencies are not incorporating Ux into their SEO skill set. Being able to discuss UX or make meaningful recommendations regarding UX largely depends on the personal experience of the SEO and their background and professional development programs.
Being in the search engine marketing industry, you need to rethink your SEO and skills needed to succeed in the new era of machine learning which is far better than ever at interpreting the behavior of the users.
If it is not yet, then incorporating SEO skillset should be a high priority.
UX must extend from the linear approach
Another problem in this area is that UX teams want to follow the linear approach that starts at home page. However, it the fact that less than 50 % of consumers begins with their journey from home page. Thus considering the linear approach to UX will not provide the optimal experience for the majority of the users.
With the integration of machine learning into search engine algorithm, users signals(good or bad) will directly affect your search engine rankings. Therefore issues related to the user experience can prevent the brands reaching to the prominent position in the organic search results and thus can affect the overall performance of your website in terms of leads or conversions.
UX is about delivering the best possible experience to the customers and thus it should not be limited to the linear journey that starts at home page. Instead, follow the data-driven approach that takes into account the huge range of entry points into a website.
By considering the vast range of entry points, the UX can be improved and account for organic search success. Thus making the integration of UX and SEO teams possible.
This shift to UX will benefit everyone
With incorporating the UX skill set and broadening the view to multiple entry points SEO teams and UX teams rethink the ways of working to a broader approach that delivers the better results. By collaborating, as one team, the expertise of different fields can be pulled together to provide better user experience, in turn, better organic rankings that drive more conversions.
Adopting the UX skill set will be beneficial to brands in providing better experience throughout the customer purchase journey. For any help and guidance regarding this, you can contact the best Orlando SEO company.
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