Google, the search engine giant, has gained huge popularity among its billions of users by directing highly relevant search results. This perfection is achieved after years of hard work and attention to details. Search engines use different metrics to rank a website, and the two most popular include website usability and SEO. Different webmasters and developers perceive these metrics according to their own experience.
In this article, we will discuss the usability factor and analyze why it has gained so much importance.
For understanding usability, you need to act as a user. You have probably experienced while surfing the web coming across a site that attracts you with an appealing and clean design pattern. Similarly, you may also have noticed sites that are so irritating, immediately after landing on the page, you are forced to close the tab. These particular responses are termed as good or bad user experience, respectively.
The usability of a website is related to the ease of operating the site, which allows users to navigate it. If the searcher shows signs of satisfaction by staying longer and if the site is informative or interesting, they will visit it repeatedly.
Another factor that enhances the user experience is meeting the user’s needs efficiently and effectively. A site that is engaging and offers fun things to explore always gets a higher score for its usability.
SEO or Usability: Which Is the Best?
SEO and usability are two separate things but they are closely linked. You may be amazed to know that when combined, they play a crucial role in making your website rank higher.
In other words, both metrics are essential, but usability is increasing in importance after recent algorithm updates. For instance, if you have a website with great SEO but you have not focused on its usability, its chances of appearing in search results are fairly low.
Even if your site manages to secure its position among the top search results, it would not stay there for too long. Increased bounce rate due to bad user experience can permanently wipe it out from the search results. Similarly, a website offering good usability can’t attract the required traffic if it is not optimized for search engines.
How the Process of Search Engine Rankings Has Evolved
There was a time when getting a high ranking wasn’t a big deal. All you required were relevant keywords and their disbursement within the content. But as websites grew in number and their influx continued to rise, the procedure of search engine ranking became more complex and stringent.
At present, Google doesn’t take into account the frequency of the keywords, but rather it considers more than 200 factors when ranking a particular site. A few are given below to give you an idea of what it takes to be among Google’s search results.
- Content length.
- The frequency with which the content is updated.
- Website loading speed.
- Outbound/Inbound links and their quality.
- Mobile-friendly experience.
- Relevancy of the content.