The general purpose of most websites is to attract visitors to the website in order to interact with their content and thereafter convert a visitor into a prospect.
It is therefore essential to optimize your website particularly for the greater majority of users who use search engines by improving the user experience of visitors and the usability of your website.
Optimizing your website usability helps to improve SEO rankings of your website.
There are several aspects of website usability that directly impacts your SEO ranking and these include:
1. Website Effectiveness
The level of ease at which users are able to achieve their objectives when they land on your website determines your SEO ranking. Your website should have relevant, high quality and useful content that attracts and retains visitors’ attention.
The longer visitors stay on your website to consume your content, the higher your SEO rankings improve. Websites that provide value and are helpful to users increase the dwell time of visitors on your website.
In addition, users who find your content highly useful and bookmark the content also help to improve your website’s overall SEO rankings.
2. Website Efficiency
Your website should not only help users achieve their objectives but should help them do so in the shortest time possible. Your website should be optimally designed to help users find what they are looking for in the most efficient manner.
If your website is not efficient, users will navigate away and this shorter time duration they’ve spent on your website will negatively affect your SEO rankings.
Optimize your page load speed to reduce re-directs and plug-ins. Just a few extra seconds spent waiting for a page to download increases your bounce rate and reduces the number of pages viewed which negatively impact your SEO ranking.
3. Website Learnability
Users should be able to navigate your website quickly and interact easily with the content. The user experience of your website is greatly influenced by good formatting and layout of your content and proper usage of header tags to make it easier to read and utilize.
Relevant and outbound links on your website improve your SEO rankings as users tend to trust your website more.