For any website, widespread exposure to audiences is fundamental to ensuring you attract traffic that is capable of finding you, and aside from advertising-driven traffic search engines will be the port of call.
The SEO factors that determine your visibility keep changing, but if you want your Google rankings to go from unseen to top of the list, you have to be in the know. Well-optimised sites get more traffic over time, and that means more leads and sales. Without SEO, your site won't be found and all your hard work will be for nothing.
UX and Google's News Penchant for Design
Firstly, Google's announcement of a new ranking signal called page experience has underlined the importance of user experience (UX) in ensuring visibility and optimising ranking.
The new ranking factor will be implemented at some point in 2021 and will combine quantifiable metrics related to speed, responsiveness, and visual stability with other criteria like mobile-friendliness and safe browsing to provide a more well-rounded picture of a web page's UX and determine its placement.
Google was quick to point out that the UX introduction is far from the only SEO ranking factor stating:
"Great page experience doesn't override having great page content. However, in cases where there are many pages that may be similar in relevance, page experience can be much more important for visibility in search."
Keywords and Phrases Visitors Use
From having an impact on the domain to the page itself, the use of keywords is fundamental to SEO. Keywords are phrases in your web content that visitors are likely to search for in search engines when looking for your products or services. It is therefore important to "speak the same language." In other words, you need to know how people are looking for your products or services otherwise they'll land on another page in the Google results.
However, you shouldn't insert numerous keywords aimed at search engines but are nonsensical to users or attempt to deceptively hide text from users but display it to search engines. Make it organic by designing your site around your visitors' needs.
Optimise Content and Images
In a similar vein to ensuring you use keywords, making sure your content is relevant to what your visitors are looking for is also highly important. Visitors and search engines won't appreciate heavy content that is difficult to read and misses the point. Concise, descriptive text that accurately covers the subject and utilises reputable links will help increase your visibility whilst also increasing the UX of your site.
Optimising images is important too. You should use commonly supported file types that most browsers will typically support and ensure filenames, alt text, and site text is concise and descriptive.
The use of mobiles for online transactions is slowly moving out of the shadows and playing a greater role in buying and selling online. Despite historically suffering poor conversion rates because of customer frustration on a small screen, smartphones have become the driving force behind Mcommerce growth. Studies go as far as to state that by 2021, Mcommerce sales are expected to account for 54% of total eCommerce sales, and with the advent of new payment methods such as Apple Pay it is not surprising.
For eCommerce websites to increase their visibility, mobile optimisation must now be at the forefront of their thinking in terms of design. Its importance is underlined by the fact that in late 2016, Google began experiments to primarily use the mobile version of a site's content for ranking, parsing structured data, and generating snippets.
You can also test your site's mobile compatibility with a mobile-friendly test to check if pages on your site meet the criteria for being labelled "mobile-friendly" on Google search results.
Whilst these factors all help visitors find your site, Cloud.IQ's partnership with StoreYA can help you identify the most relevant customers and push them towards the most relevant product page within your site at the lowest cost possible using AI-driven solutions. To trial Cloud.IQ's services, click below.