From Search Engines to User: How SEO Evolved

Contrary to popular belief, SEO is all about the user. There is a misconception that SEO is for search engines and if you want to rank higher you have to respond to what search engines want. This is not entirely true. Search engines are there for the user, which means SEO is for the user. The purpose of a search engine is to give users a seamless experience on your website and if a website does not meet Google or search engine standards, you risk losing your rankings and your customers. That’s why SEO is more of a tool to improve the search experience than anything else.

Yes, there are some technical elements to SEO, but all of them work with content to give users what they want. This is why any good SEO strategist will tell you that you need to focus on your user. What do they want on your website, how do they interact with your website, how long are they staying and what is their experience like? All these elements must be taken into account when drawing up a good SEO strategy for each website.

Google, a very important search engine, uses things like machine learning to provide better answers to users based on the subject of your webpage. This is where SEO meets the user experience. If you create relevant content and use keywords in a contextual way, you should get higher rankings. Essentially, you no longer focus on keywords, but instead create content with keywords that are relevant to your user. You are not including keywords for the sake of ranking, but for the sake of the user. Gone are the days when you could negatively manipulate Google robots without consequences.

From Search Engines to User: How SEO Evolved

Algorithm, UX and SEO updates

Google has made progress in understanding natural language and trying to provide users with accurate results. This is where algorithms come in. Google has introduced algorithm updates to regulate websites and provide users with reliable, relevant, and high-quality results.

Algorithms like Rankbrain and Bert help Google understand natural language and user intent. They are designed to better understand what people are looking for and how to best give them precise answers to their questions. Another SEO update that focuses on UX is the Core Web Vitals update. With an introduction to Core Web Vitals, Google has changed that. With a focus on measuring a user’s experience on the website, Google combined SEO and UX to create an algorithm that puts the user directly first. Core Web Vitals focuses on the load speed, layout, and responsiveness of your website.

From Search Engines to User: How SEO Evolved

SEO + UX = Excellent user experience

SEO and UX have one common goal: user engagement and making sure your user has a great website experience. The better the user experience on your website, the better your ranking. UX looks at your mobile usability, content, page speed, and architecture, among other things, but if you take a closer look, you’ll see that all of these are SEO elements to ensure a healthy and up-to-date website. high rank.

A great user experience encourages them to share your content on social media, visit your website frequently, and engage with your content more. Essentially, it sends positive quality signals to Google and as a result, Google will reward you with a better ranking position. Great Core Web Vitals scores help achieve higher rankings now, but that could change in the future. UX could very well become the key ranking factor in the years to come – the direction of organic positions and SEO is moving towards the demand for the best possible user experience. Google, it seems, is just getting started.

From Search Engines to User: How SEO Evolved

Google examines these UX elements when ranking a website

● Page load time
● Website architecture
● Website responsiveness / mobile friendliness
● Quality content

Google is now more user-centric than ever. This is prevalent with the items mentioned above as well as voice search, Rankbrain and Bert and even Core Web Vitals. However, we know it won’t end there. Things are always changing in Google-land and we have to change and adapt with them. However, all of these changes raise a few questions in the SEO industry: what is Google trying to achieve? Additionally, if Web Core Vitals (which is a UX metric) has an impact on rankings, it means SEOs and web designers will work closely together. So, is it a bridge between two seemingly similar industries, bringing them together?

Going forward what about UX outside of Core Web Vitals won’t become a ranking factor and if it does what size are we talking about? Will it be as big as mobilegeddon, or will it be part of a series of smaller updates? These are just a few things to consider when it comes to SEO when making a website sustainable. Smart Money suggests that webmasters not only meet Google’s minimum Core Web Vitals requirements, but instead become familiar with Optimize and generate the best user experience possible. What is certain now is that SEO drives traffic to your page, but UX keeps it going.

Rosemary S. Bishop