For Google, user experience (UX) is a positioning factor and increasingly important. Because of this, it is necessary to know how to analyze the behavior that users have on our website, which areas of our website have better results and which ones we need to improve.
Arturo Marimón is an SEO consultant with more than 20 years of experience helping large companies to rank high on Google. In his presentation at PRO Marketing DAY he talked about the relationship between user experience and Google and how it affects the positioning of a website.
Below you can see an excerpt from Arturo Marimón's presentation:
Arturo began his presentation with a quote that reflects his thinking and the path that his presentation would take:
SEO is not about optimizing sites for search engines, but for mobile number format philippines people who use search engines.
In order to better understand how user experience influences SEO , Arturo structured his presentation in three phases:
robots.txt file1. Understand the goals of users and Google
Many people and companies think about positioning from the following perspective:
A user searches on Google with an intention > my landing page responds to this intention > I give the user the answer > finally, I direct the user towards conversion.
But as Arturo began saying:
This is a half-truth; which is the same as saying it is a lie.
Why is it a lie?
The only one who knows the intentions that users have when performing a search is Google. Many users may have different intentions and perform multiple searches, but end up on the same page.
[Tweet «A search is not the same as an intention. @arturomarimon at #PROmarketingDAY»]
Furthermore, a landing page does not respond to a single search, but can respond to many different searches. Therefore, Arturo concludes by saying that the intention of users is multiple .
How do we respond to multiple intentions?
For Arturo, the solution is clear: with a cluster of landing pages that respond not only to that search, but also to future searches.
With this are we going to lead the user to conversion/purchase?
Possibly not. It depends on the customer journey . If a user takes two weeks to buy a product, Arturo said that with an informational search it is very difficult to get that user to convert.