- Posted by Dave Chartock
- On April 21, 2016
- 0 Comments
- keywords, online marketing, Search Engine Optimization, search experience, search experience optimization, semantic search, SEO
Search engines are evolving. Logic is now being written for them to anticipate what a user experience should be on a site.
Criteria in this logic includes site structure and speed, content, mobile optimization and a variety of other indicators designed to help the algorithm determine if users are getting a “Return On their Search” (ROS) on a website.
What does this mean? This means Search Engine Optimization (SEO) is now Search Experience Optimization.
How does the new SEO work? Previously, keyword density, meta descriptions and link profiles were essential. Today, however, you need to take into account your site visitors at every point in your site design process and in your marketing process as well. You accomplish this using a series of question and answer audits in the design and implementation of your site. Ask yourself too what are your customers typing into the various search engines to find you, your product, brand or business.
Basically, rather than typing in key words or phrases, they are typing in questions. It’s called a “semantic search’ and it’s based on end-user experience. And, while such searches return fewer pages, these fewer pages are more content-specific, expediting searches for users.
With this this new SEO you also need to embrace mobile because smartphone searches today far exceed desktop searches.
To ensure your site is properly implementing search experience optimization, look at your site’s user metrics such as the time spent on the site, the bounce rate, the number of pages on your site that are viewed for each visit, the number of times a visitor returns to the site, and the number of visits it took to convert the visit to a purchase.
Finally, remember that no matter what you do, you still need to engage your visitor. Encourage them to create buzz, leave a comment or even reasons why they didn’t make a purchase.
Today, the experience matters!