Search Experience Optimisation Is The New SEO
Have you heard of search experience optimization yet? We can’t say we’re surprised by this new evolution, but it is interesting nonetheless. If you have followed SEO news for any length of time, then you know about the constant changes. Google updates and adjusts their algorithm all the time, and the other search engines clamour to keep up. Google has also been pushing user experience for a while now, so it’s no surprise that things are finally shifting in that direction entirely.
Search experience optimisation is the next thing beyond SEO after you’ve optimized your site. It’s not just about great content anymore. Now it’s about how well the user experience matches the user expectation. The ability of your website to provide users with what they are looking for is now the focus. The search engines that have been changing all this time are finally getting closer to what they were going for in the beginning. The bottom line is to provide answers.
A Quick Overview of Search Experience Optimisation Parameters
Aside from providing answers in your niche or industry, there are a few other ranking ranking factors for search experience optimisation :
Not to be cliche, but it’s not rocket science. Design your user experience for people by trying to provide the information they’re looking for in a straightforward manner. That is what search engine optimization has been doing in recent years anyway.
Goodbye Scammers and Spammers
A little more than a decade ago, ranking a website was simple. You could stuff a bunch of keywords in some copy that didn’t even make sense and rank a site based just on those keywords. It didn’t take long for the Internet to realize that’s not how it wanted to be used. In the last decade, search engine update after update has made it more difficult for black hat techniques to work. Google and others have nearly cleaned it from the Internet entirely. Search experience optimization rewards those of us in marketing who have tried to do it right from the beginning. All of those shady techniques are almost completely ineffective.
The Secret Weapon to Search Experience Optimisation
Is a user is searching for a “free ebook on tooth whitening” on your site, they better not arrive to a £9.97 price tag. Your meta titles and descriptions must be consistent and deliver an accurate representation of themselves. If your meta isn’t consistent, this is where you need to start with your search experience optimization. Organic search uses that meta, and organic search drives the SEO game, so you want to stay on top of it.
Providing a Top-Notch Product
Your website should be a great product in and of itself. That used to begin with search engine optimization, but SEO has finally expanded. It’s a broader term as search experience optimization that now demands that we understand our visitors better than we ever did before. Oh, and you’ve got to answer their questions and solve their problems as well. Hey, it sure beats building all those links!
At the end of the day, search experience optimisation is more what we’ve been heading toward from the start. Rather than optimizing for a lot of self-serving factors like traffic and conversions, we are now providing a better product and creating better business as a result. It’s making us an authority to our followers, and that is powerful!