Search Engine Optimization (SEO)
User experience (SEO) and search referencing (SEO) are often discussed independently, even though you have every interest in combining them since they are linked by common goals. The two go hand in hand. Essentially, SEO helps you to attract qualified traffic while UX will help you improve your webpage browsing experience for your users.
By leveraging a UX and SEO optimization strategy, you will provide your users a unique browsing experience and will be more likely to convert your visitors into customers.
What UX and SEO optimization actions should you put in place for your product pages? Here are 5 key tips that will convert your visitors into clients.
Table of content
Intuitive navigation
When a user lands on a website, they should be able to quickly access the content they are looking for. You must therefore have intuitive navigation that will improve the browsing experience and help improve your SEO on search engines.
To make your site navigation more intuitive, you need to implement some practices such as the 3-click rule. This ensures that users can access all pages of your site in a maximum of three clicks.
Create a simple and concise menu. An overly elaborate menu tends to lead users astray when they have trouble finding the desired information. Moreover, your SEO performance will be impacted because search engines will have more difficulty “reading” your site and identifying important content.
Furthermore, you can add a breadcrumb trail to perfect your UX optimization. Separate from the menu, it simplifies navigation by allowing users to follow their path from the home page. Users will then have a greater understanding of your website and will have a harder time getting lost.
Breadcrumb trail on the My Little Big Web site
Page speed
Your page speed is an essential part of a smooth user experience, as well as the SEO strategy. Essentially, if a user quickly leaves your site because of a lengthy loading time, it will increase your bounce rate and will impact your SEO. In addition, your pages can be considered as poor quality by search engine robots if they take too long to load.
To avoid this situation, you must increase your site loading speed as much as possible by optimizing your JavaScript and CSS files. You can then use a cache system to reduce the number of requests sent or minimize the number of site redirections.
Also pay attention to your images. If they are too large, they can impact your page loading time.
Responsiveness
Today, a large portion of online users connect from their mobile devices, whether on smartphones or tablets. As such, in the interest of optimizing the user experience, it has become essential to provide sites that adapt to any format.
Having a responsive web design will help improve your mobile SEO. In other words, it will improve the positioning of your mobile-optimized site in the search results. Google makes a point of ensuring that each site is adapted for mobile. After launching an update called "Mobilegeddon" in April 2015, Google also announced a new concept: "mobile-first indexing". This means that, as of 2018, the main version of your site in the eyes of Google will be the mobile version.
You must therefore create a responsive website design if you want to provide users an optimal reading and navigation experience no matter what device they use.
Optimized internal linking
Internal linking involves building bridges, in the form of links, between your different pages to enrich the user experience and improve your SEO. Essentially, it serves both the user, who can access related content, and the search engines, that can better understand your content and its relationship to other pages.
To begin optimizing your internal linking, regularly publish content and insert links to other pages of your site within it. Also, make sure to surround your anchor text with editorial content that has the same theme as your landing page.
In addition, if you want to go further in your UX and SEO optimization, you can also update your old content by adding links to your latest publications.
Calls to action
Since your goal is to convert your visitors, it is important to integrate buttons or links that call for action on your product pages. These should be considered not only for the user experience, but also for the optimization of your content.
To do this, integrate several buttons throughout your product page, spread out in a balanced way. Then make sure that your button text grabs attention. It should prompt the user to take action by clicking. Finally, diversify your button links by guiding the user to a contact page, a form or a white paper to download.
You can then complement your UX optimizations by setting up a CTA or Click-To-Action campaign on your website.
UX and SEO optimization strategy conclusion
SEO requires providing a large amount of content and UX demands that it be readable and interesting for website visitors.
When optimizing the pages of your site, it is important to work simultaneously on improving the user experience and the SEO. You should not favor one over the other unless you want to risk losing visitors and therefore potential conversions.
To judge your UX and SEO optimization strategy performance, analyze its effectiveness through indicators such as the bounce rate, the engagement level or the overall conversion rate. These figures will help you to adjust your actions afterwards.
If you would like our help implementing a UX and SEO optimization strategy for the product pages of your site, contact us now!
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