We already commented on the ASB Marketing blog about the valuing the user experience as a ranking factor in search engines, and the arrival of Core Web Vitals, within the scope of the update, encompassing the vital metrics that must be considered by companies to optimize the performance of their websites.
In summary, it is worth remembering that Google’s update now gives more importance to certain requirements of websites, such as:
– Page load speed and performance: loading most of the page, text and image, should be under 2.5 seconds.
– Visual stability of the page: refers to elements that jump on the screen and can disfigure a page, such as buttons that float, information that changes place unnecessarily, among others.
– Adequate interactivity: it is the delay for the site to respond to user commands. The response time for user actions must be under 100 milliseconds.
– Mobile-friendliness: involves website responsiveness for access by different types of mobile devices.
– Secure connection and browsing: that is, using the HTTPS protocol.
– Browsing without hindrance: it is essential to eliminate malicious content, such as malware, or misleading content, such as phishing, which can disturb the user.
– Intrusive elements: care must be taken with the excess of banners and pop-ups that make the user leave the site.
After remembering these aspects, in this article, our goal is to help you improve the user experience on your company’s website to prevent the change in Page Experience from negatively impacting your brand’s online positioning.
Importance of optimizing the user experience on your website
From the new metrics adopted with Page Experience, it is clear that Google’s intention is to favor the sites that users like the most. There are other factors to take into account, such as the backlinks obtained with a link building strategy and the website code being well built and optimized.
In addition to these points mentioned, obviously, the content continues to have the greatest weight. A website page or blog post that has interesting, useful, relevant content that adds value, answers questions and helps educate users will certainly come out ahead of other competitors.
Even in this sense, a survey by Semrush shows information that emphasizes the importance of content:
- Content pages with more than 7000 words receive more views, shares and a high rate of backlinks;
- Blog articles with lists and “how-to’s” get more views, shares, and backlinks;
- Content pages with deeper subheadings perform better;
- Posts with at least one image receive twice as much traffic as posts containing only text;
- Pages with at least one video generate more unique views and backlinks than pages with more than 2 or none.
In this context, the user experience update arrives to evaluate the Core Web Vitals on each page of your website, with the algorithm being able to lower the ranking of a page that does not offer a good experience.
Discover the top tips for improving the user experience
So that your company can obtain better results in the user experience, we present 5 essential steps, including strategies and tools that must be adopted. Check it out below!
The faster the page loads, the better the user experience. And, as we’ve seen, it needs to be loaded in up to 2.5 seconds, both on desktop and mobile devices.
Every 0.5 second it takes longer to load, the higher the page bounce rate. Imagine an e-commerce that takes 10 seconds to load how many sales are being lost.
One of the ways to improve speed is by optimizing images for easier loading.
Reduction of 400 errors
400 errors are broken pages that do not result in any active pages on the site. In other words, they create bad experiences. So, the ideal is to monitor if there is any such incident on your site and then redirect those pages to others that make sense. What prevents a user from falling into these 400 errors.
Of course, it is very difficult to completely eliminate all these pages and it may happen that the user lands on an error page. In this way, it is important to create apology messages for this type of page with error to alleviate the situation in which the user finds himself.
It has already been announced that the Page Experience update will serve as a tiebreaker when ranking. Therefore, it is essential to compare your user experience with the competition.
Then, check your competitor’s website monitoring tools in terms of SEO, keywords, visibility and organic traffic. It is also worth analyzing the quality of the content, compared to yours, what are the differences between the sites, what it does best, among other aspects.
Don’t forget to think generally about how your competitor is delighting users with their site experience and content.
One way to verify your site’s usability is through page design validation. How to do this in practice? There are heat map tools to see how users are interacting with the page and engaging with the site. This may indicate changes that can be made to the page to meet user expectations.
Such features also show where users click and actions taken, helping to identify potential conversion issues.
Use of platforms
Finally, another extremely important tip is the use of technological tools to assess the current condition of the user experience and monitor how the site’s conditions are going.
Among the most frequently used features, we can mention: Google Search Console, Google PageSpeed Insights, Chrome UX Report and the Web Vitals Extension.
Search Console: Has a new report specially designed for Core Web Vitals in the enhancements section.
PageSpeed Insights: updated according to Google’s novelty, it measures loading speed and brings the new metrics marked in blue in your report.
Chrome UX Report: Has a unique template for Core Web Vitals. To use it, just connect your database and access the report.
Web Vitals Extension: To analyze a website’s metrics in real time, download this extension for Chrome Web Vitals.
Search Console also has features such as mobile compatibility testing and lets you check if the site has problems with browsing safety.
Count with ASB Marketing to increase your sales
If you want to implement demand generation strategies in your business, it is of paramount importance to start with planning.
In this scenario, understand your audience, online behavior, preferences and, especially, make an analysis of your competitors and current demands of the market.
Then understand how your sales process works and what characteristics need to be changed to meet your ideal customer profile.
In addition, it is essential to keep in mind that demand generation does not only occur by paid media, on the contrary, inbound marketing actions (attraction marketing) and demand generation generate very advantageous results for organizations when well employed.
Finally, you can count on an experienced marketing and sales company to support the implementation of these strategies, such as ASB Marketing.
With the best innovative methodologies and tools, ASB Marketing finds its ideal customer and qualifies them through fully automated and personalized email cadence.
When the lead arrives at the purchase decision phase, we only passed on to your commercial team to close the negotiation. With this, we guarantee increased sales, reduction of trade cycle, cost optimization and support in long -term business expansion.
Do you want to know more? Go now and see how ASB Marketing can help your business!