The Role Of Content And UX In Website Ranking
Search engines have various algorithms, rules, and regulations when it comes to what you can and cannot do. Web designers and SEO’s are constantly battling an ever-changing world of algorithms and Google more than any other search engine has a wide range of algorithms that they use to dictate website rankings. However, the current focus for determining where websites rank seems to be based on the quality of content used and the overall user experience offered by a website. Badly functioning sites with little or no content are now going to find themselves being penalized for this regarding rankings.
Good quality content
Google has determined that its ethos has to be to provide searchers with the most high quality and relevant searches possible. To give that to users they have decided that the content contained within a website must be of a good standard.
The odd mistake can be excused but content littered with spelling and grammatical errors is not going to help your ranking. So bear in mind, to write concise, well-structured content and proofread it to avoid any mistakes.
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Uniqueness of content
Google rewards unique content and penalizes those who merely copy and paste from others websites. You may think that a little change of a word here and there will be enough to fool Google, but this isn’t going to work. Content needs to be unique to your website.
If you think that writing any old content will do then you’d be sadly mistaken. To rank, you need to ensure that your content is relevant to your products and services. Google will pick up on irrelevant content being used to simply increase rankings, and you could be heavily penalized.
Keywords and LSI phrases
Keywords are still used by SEO’s and do play a part in ranking. However, keywords should be used sparingly and not littered with content make it over the top. To not over spammed your content by your targeted words of search intent you should use LSI (latent semantic indexing) phrases. It means that you should write your next adding synonyms and related subject phrases that have some similar definitions as keywords
Logical Structure of Posts
Above all else, content needs to make sense. Many think they can use cheap copywriters whose first language is not English, but this typically results in texts that makes no sense whatsoever.
User experience has to be one of the most critical factors for a consumer. Let’s face it; if you click on to a website that is difficult to navigate or understand and is generally not user-friendly, then you are just going to hit the back button and re-select from the SER’s. A high quality user experience may include;
Google does take speed into account. For good user experience, website and pages should load at fast speeds. Those websites that take an age to load and offer a user nothing but an hourglass for minutes at a time offer anything but good user experience. So, don’t make to check your site speed and apply all actions to optimize it.
Many sites now have advertisements built into their websites that can be irrelevant and often distracting and irritating to consumers. These sites are thinking less about their consumers and more about lucrative advertising which damages the overall user experience.
Design & functionality of website
The design and functionality of a website are crucial. Consumers should be able to navigate around the site quickly and be able to select what they need with little to no issues. It website needs to be simple and uncomplicated yet effective and attractive.
Ensure that your design is consistent and does not change from page to page. For example, an excellent user-friendly website should offer the ability to navigate to every page from every page. A user should not have to browse a site by using the back button.
Overall, if you want your website to rank high and drive traffic then keep the consumer at the forefront of your ideas. Google will reward those who use unique and natural content and have made their sites as user-friendly as possible. However, for those of you who think there are shortcuts and cheats, you could be in for a nasty shock. Never underestimate Google’s ability to pick you out of millions of other sites and penalize you. You could find yourself losing your ranking and becoming almost invisible to your audience.