3 Ways to Improve Usability for Better SEO

Web usability overlaps with many UX best practices, particularly Search Engine Optimization. Studies have shown that some benefits of properly accessible sites include better overall search results, reduced costs and increased audience reach.

Search engines are not human – this we know. As this is the case, there are only a narrow number of specifications that they can detect from the mass amount of content that is processed. The engines are however, constantly being optimized, and are capable of delivering a great deal of intuitions through sifting engagement numbers, user patterns and links to determine rankings about a specific site.

Content
Useful, thoughtful and targeted messaging will increase the UX of a site, increasing the probability that a visitor will return to the site and have a good feeling about it. Notwithstanding the value of return visits, the encouragement of sharing via social media or on additional platforms, the application of bookmarks and resulting inbound links will all play a part in brining a site up the SEO ranks.

Site Architecture
Site Architecture is the foundation of SEO, and the crux of usability. When designing a website, it’s important to understand that website architecture has to be set up in respect to web usability. It may seem like the two are very similar but they are actually quite different in how they are applied to a web development project. Website architecture is like the framework for a house whereas a site’s usability is everything within that framework. On the broader scale, architecture is like a subset of the subject of usability.

Trust
As we mentioned earlier – the search engines are not human – but they do, however, recognize human interaction in the form of links, reviews and visits. Building a brand following, let alone a website with the goal of being an industry leader is a daunting task, but the user can help. Social media and link building are the main building blocks to reveal the integrity and popularity of one site over another as the clear leader to the SEO environment. Building trust and authority in the digital environment is a quality that cannot be built overnight. The development and snowball effect of this work is earned over time.

By addressing these best practices, organizations can pave the way for higher SEO rankings and subsequent conversions.

Vanessa Petersen

As Executive Director of Brand Strategy based in ArtVersion’s Portland office, Vanessa manages both national and West Coast accounts. She brings with her a passion for strategy with extensive experience in creative marketing, brand growth and development. She is a true advocate of storytelling and brand building from the inside out, and her keen knowledge of the marketplace, trend patterns and usability lead her to identify opportunities that can inspire powerful design strategies.

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