As a business owner, one of the biggest challenges you'll face is figuring out how to attract organic traffic to your website. In 2018, one of the best ways to increase organic traffic is to optimize your site for a better user experience. In this article, Trent Ashcraft, CEO of That's It! Marketing explains why user experience is so important for your website to rank higher in Google searches, and he'll tell you what you can focus on to improve your site's overall performance.
AN explanation of the reasons why Google measures user experience
In October 2015, Google's algorithm began using RankBrain, which uses artificial intelligence to track user behavior and measure site performance metrics (called quality indicators) in order to rank competing web pages. RankBrain also provides real-time ranking adjustments based on the performance of these quality indicators (and many others) with the idea being that pages with the most useful content will satisfy the users (and the algorithms) and those pages will be rewarded with a higher rank.
But, why does Google look at SEO this way?
Google's search engine is still the heart of the company and it remains the foundation of its business model. Google's number one priority is to provide the most relevant and meaningful search results to internet users. If you use Google to get to a webpage, they want to make sure you have the best experience possible while you're there. After all, that's the only way to guarantee that people keep choosing Google over other search engines.
Here's What You Can Do to Optimize your site for RankBrain
Obviously, you need to focus on the same quality indicators Google uses. This means you need to work on things like:
improving site speed
extending users' time on page
increasing the number of page views per visit
structuring content in ways that entice users to scroll farther down each page
However, working on these things is only useful if your page titles, meta descriptions, and schema are properly optimized. If they aren't, focusing these quality indicators will probably end up wasting your time.
The bottom line: As long as you focus on creating lots of unique, quality content that people can benefit from, you'll help Google accomplish its number one goal and you'll be rewarded with higher ranking pages, which means more traffic.