A positive user experience enables first places in search results

The influence of the user experience (UX) on the position of a keyword in the search results should not be underestimated. One more reason to place the user experience at the center of website development. Website owners who think that search engine optimization is done with checking off the requirements of the search engines (Google guidelines for webmasters) as well as the checklists (SEO cheat sheets) are misinformed. With this work, they have only ensured that the search engines do not cause any problems when indexing the site.

For good positions in the search results, especially under contested search terms, more is needed; above all, satisfied users who linger on the site for a long time after calling it up, go into depth and carry out an interaction. High bounce rates and short visit times are a clear indication of a poor user experience for Google & Co. and thus the signal to deny such a site the good positions in the search results.

How can a user experience be designed that appeals to the user, wins his trust and convinces him? First and foremost, it is important to anticipate what information (content) the user expects when he comes to the website (via the search results) in order to develop content and form:

- Can the information be prepared in a way that makes it unique and relevant?

- Can users be provided with information and content that they can't find anywhere else?

Since search engines want to provide users with the best possible results for their query, they value unique relevant information. Relevant information is only created by addressing user needs and expectations as part of the website development process. The findings flow into the information architecture and content of the website. Finally, when developing the texts, an in-depth understanding of the expectations of the various user groups is essential.

Since the search engines are still responsible for a high proportion of visitor traffic, it pays to be sustainably visible under important search terms. Since search engines value what users value, they reward efforts with good positions in search results.

Further information:

Google Webmaster Guidelines
Requirements for good content

This article already appeared in Werbewoche 23/2015. Trial subscription?