In the past, if a business wanted to rank high in search results all they had to do was invest time into keyword research and link building efforts. In the past few years though, search engines have evolved enormously and Google has made it harder than ever to beat out the competition for an earned spot on the first page of search results.
The new reality of this merciless battle is that UX, or the user experience, is a critical aspect of SEO and contributes a great amount to your ranking status. Dissecting a search query a user makes can deliver profitable insights as to how people and users think about content, products, and services. Recently, SEO and UX have become partners working together to either help or hurt your business when it comes to gaining a top spot.
UX can be defined as how a person feels while they're navigating through your website or mobile application. In order to ensure a good user experience, a website/app must be understandable, easy to navigate, and giving people a reason to engage with your content. Although UX is an interchangeable term with usability, the key difference is that the main focus in UX is the user's perception while interacting with the site. The SEO and UX partnership can best be described as:
SEO targets search engines and ranks you high or low depending on the success of your efforts.
UX targets site visitors once they click on your business and start interacting with your web pages.
SEO is responsible for traffic coming to the website. UX is responsible for visitors engaging with your business and returning. These two systems work together to create a strong ranking among other businesses. Without one another, neither can succeed.
The majority of search engine users are most likely to click on one of the top five suggestions in the results page before they find their answer or stop looking. Google continues to advance their ranking factor strategies, focusing on how users will feel when navigating and engaging with your content. This is exceptionally important for UX Designers in creating the best experience possible for users. In short, what’s good for the user is good for the search engines.
VyB aims to enhance SEO through user-centered design by including a "keyword" page on their application. This allows users and business owners to search a keyword or phrase and be presented with a rating that contains the keyword or phrase in bolded letters, along with the VyB rating and user profile. The more engaged a rating, the higher the SEO it has. Including this feature in the VyB app is important because it will allow users and businesses to interact with exactly what they want, which is optimal in user experience design. This key VyB Business feature is included in a section called "Analysis on Reviews," which informs businesses on the most popular keywords in their customer's reviews within the past day. This approach allows businesses associated with VyB to get to the core of their users' intents which will enable them to cater to their users' needs. This analytic feature offers opportunities for improvement among businesses which they can acknowledge and grow from, resulting in a more successful company.
In the future, Google will begin ranking websites based on their mobile experience. To VyB, this is a competitive advantage because their mobile application is their business. Working with VyB Technologies in their Future Leaders Program has given me the opportunity to get to know the leaders and team members who make up the VyB TryB. Since meeting this amazing group of individuals, I expect the utmost success and high ranked SEO for the VyB app and community of partnering businesses.