At the end of the day, what is good for the consumer is good for organic search performance — especially if we consider how machine learning is becoming ever more central to search algorithms and incorporating areas such as search sequence, as well as content quality, structure and sentiment.
1. The SEO skill set needs to broaden into UX
Part of Google’s philosophy has always been focused on delivering the best user experience. If SEO can’t influence (or be a central part of) brands’ UX approach, then one of the central, future-facing SEO performance levers will be outside of our control. If it isn’t already, UX should be a high priority in your learning and development program.
2. UX must evolve beyond a linear approach
In working with a wide range of client and agency UX teams over the last 10 years, a challenge I have routinely faced is this: often, UX teams only want to consider a linear journey that starts at the home page. The reality is that for many brands, less than 50 percent of consumers start their journey on the home page, and taking a linear approach to UX provides a suboptimal experience for the majority of consumers.
By adapting the UX process to consider multiple entry points, a site’s user experience will be far better suited to organic search success, thus paving the way for greatly increased integration between UX and SEO teams
The shift, obviously, has to happen and it will benefit everyone. SEO teams should broaden their horizons and involve UX skills tio their skillset, while UX teams should try using a broader approach and attempt using multiple entry posts.
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.