Any SEO campaign has the twin objective of delighting users as well as the search engines. This is not an easy task because unless you can strike a perfect balance between the two, you will find it hard to achieve the desired results. How much of each element constitutes the perfect mix, is a question that will hound you but there is no definitive answer to it. According to what Google has to say about it, it appears that they solely credit user experience above everything else and this adds to the confusion. Does this mean that technicalities of SEO campaign can now take a back seat? At least if you go by Google’s ways, they advise focusing on user experience only while other things will automatically fall in place. Delighting customers with great content that is also unique appears to be what SEO is all about.
There was a time when people looked upon SEO as something too much technical, but the absolute focus on user experience has brought great relief to those who are wary of technicalities. Marketers now believe that meeting customer expectations through common sense approach will make things easy for them. They will no more have to depend on technical experts to drive the campaign. There is a feeling that people can drive new internet marketing campaigns without any professional experience. As you read this article, you will come to know how much true it is and whether you can succeed by focusing on user experience only without considering the technicalities.
Too much focus on user experience is bad
What happens when you design your online marketing campaign with the objective of delighting users only? It can make a mess of your campaign. Take for example the case of marketers who continually work towards improving user experience and in the process might consolidate multiple pages of the website into a single long page. They do this because they hope that it will be convenient for users to find all information quickly at once place. Cramming too much information in a single page turns off for users who have to scroll through the entire page for the desired information, and this can result in reduced traffic. After the change, organic traffic nose-dived by fifty percent. What has happened is that in their urge to make improvements in user experience, the marketers have completely ignored the technical aspects and paid the price for it.
Blending user experience with the right kind of technical attributes helps to build a campaign that assures a steady flow of organic traffic to websites. Below you will find the ways of doing it.
Avoid consolidating content into single pages
As cited in the above example, it can be dangerous to combine many similar pages into one single page thereby making it look like an all-purpose page, with the hope that it will delight users. Whether users have liked it or not is hard to ascertain but one thing is for sure that it has created some technical disadvantages for you. This technical downgrade affects the traffic flow adversely and affects ranking. Each page earns its keyword rankings, and when you combine the pages, you miss these rankings. You must arrange for proper SEO redirects when you combine pages so that the rankings and the traffic flow remain unaffected. However, it is safe to avoid massive page consolidation as it can harm the campaign so much, that you might find it extremely difficult to recover from the fall in traffic.
Support URL changes of pages with proper SEO redirects
Web developers at Flower City SEO Company keep in mind the SEO objectives and avoid indulging in developments that can affect the campaign adversely. It is only natural that from a developer’s perspective, they always try to simplify the URL structure so that it becomes more user-friendly and better organized. When you make such changes, you must not forget to keep in mind the SEO dimension because whenever you make such change, it becomes a new page to search engines and all credits earned by the previous pages are lost. You must take measures to retain the SEO value of the preceding pages and create proper SEO redirects so that there is a bridge between the old and new URL. How well you can do it depends on the website size because the larger is the site, more pages it will have, and SEO directs gets more complicated to handle.
Retain the on-page SEO factors when updating layout and content
From keyword density to rich snippets and from headings to internal links, several on page SEO factors affect page rankings. When you are updating content and layout of any page, you must ensure that the factors that contributed SEO value to the previous pages move over to the new page. The new page layout must contain the enriching factors so that the strength of the page remains intact. This will ensure that the rankings remain stable even when you introduce the change.
Act with caution when using Ajax
Developers are keen to load content on pages without refreshing the entire page and to do it fast they use Ajax which is a coding technique. They do this to give better user experience as content is loaded without the user facing any difficulty during the process. Moreover, the page loading speed is very high. Using Ajax has its flipside too because the search bots can not read Ajax content. This puts it at a disadvantage in search ranking, as it does not qualify as content suitable for consideration in ranking. There are ways to work around this problem, and you must be aware of it so that you can use Ajax without compromising the ranking goal.
Even if you emphasize more on user experience, there is no way that it alone can win the battle for you. You must back it with proper SEO technicalities to derive the best results.