Google’s search algorithms are forever changing. What Google sees as hot in Search Engine Optimisation in 2020 might be even hotter in 2021. A good example is a website’s User Experience (UX). Online marketing companies are pointing to UX as being one of the big movers as far as SEO trends in 2021 are concerned. This digital agency which specialises in Search Engine Optimisation in Auckland is just one of those companies.
It seems they’re onto something. During recent updates to its search algorithm, Google stated that it wanted increased focus on “delightful” web experiences for users, including faster loading, things being easier to find, and improved accessibility across all devices and platforms. Websites that deliver this level of UX will be rewarded with greater search visibility. So…what will you do to ramp up the UX factor in 2021?
As mobile devices now account for much more than half of all global internet traffic, this is a good place to start. While it is always a useful exercise to review your website on a desktop or laptop, it’s never been more important to see how it works on an iPhone or Android, or any other mobile device. Here’s why:
- There are more than 3.5 billion smartphone users worldwide
- Adults spend at least three hours on their smartphones every day.
- 69% of internet users prefer to use their phones for product research before approaching an in-store employee.
- Two thirds of internet users use shopping apps on their mobile devices
- Mobile web traffic accounts for approx 55% of all global web traffic
- 6 out of 10 shoppers say the opportunity to shop via mobile is a big factor in brand selection.
We could go on but it should be clear that if the User Experience isn’t as good on mobile devices as it is on all others, then you’re missing out on a golden marketing opportunity.
The user-centered metrics to focus on in 2021 should include:
- Faster loading speed on all pages.
- Minimum use of full-screen pop-ups. Users just don’t like them and as a result, the Google search algorithm has been updated in response.
- Ensure your site is more mobile-friendly than ever before.
- Use attractive and clearly marked calls to action.
- Make sure your hyperlinks are easily identifiable.
- Use bullet points to convey key information so that website users get the facts they want sooner.
- Replace stock photography because it doesn’t create an authentic connection between your brand and the user. Trust is an important part of UX.
- Use headings and content that are driven by what the website user is looking for. Keywords can play an important role in this.
- Use consistent web design across all pages. Don’t confuse the people visiting your site by doing different things on different pages.
- Check for 404 errors – users find them frustrating and they disrupt their journey through your site.
- Don’t be afraid to use white space. This makes your content easier to read and makes for a far less confusing User Experience.
There’s a lot you can do to make your UX a genuine SEO X factor in 2021. Google will reward you for it and so will your potential customers.