Google, the search engine giant, has gained huge popularity among its billions of users by directing highly relevant search results. This perfection has been achieved after years of hard work and attention to details.
Search engines use different metrics to rank a website, and the two most popular are website usability and SEO. Different webmasters and developers perceive these metrics according to their own experience.
However, here, we will discuss the usability factor and analyze why it has gained so much importance recently.
While understanding the usability, you need to act as a user. You might have experienced that when surfing the web, you come across a site that attracts you with an appealing and clean design pattern. Or, you may have noticed that a site is so irritating that 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 ease of operation, which allows users to navigate it. If the searcher shows signs of satisfaction by staying longer and if the site is informative or interesting, the user will visit it repeatedly.
Another factor, which enhances the user experience, is meeting users’ 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: These entities are typically referred to as opposites, but when combined, they play a crucial role to rank your website higher.
In other words, both metrics are essential, but usability is becoming much more important after recent algorithm updates. For instance, if you have a website with great SEO but less importance has been given to enhance its usability, its chances to appear in the search results are fairly low.
Even if your site manages to secure its position among the top search results, it will not sustain that for long. On the contrary, increased bounce rates due to bad user experience will permanently wipe it out from the search results. Similarly, a website offering good usability can’t attract required traffic if it is not optimized for the 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 that was required were a few 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; 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 the top Google 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.
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