Have you ever wondered why almost every business’ website has a blog, or why when you click on a recipe on Google you have to scroll through 10 pages of filler content before you actually get to the recipe? This is because for the majority of SEO history the things that Google likes and the things that users like have been a Venn Diagram with not a lot of overlap. Every year search engines try to update their algorithms to increase that overlap. In an ideal world, the top-ranking websites would have top-ranking user experiences. And as we head into 2021 it is important to consider, is your website built for people or for Google?
Content For Users Vs Search Engines
At the end of the day, Google Search is a product. It’s popularity as a product hinges on its effectiveness. If the highest-ranking websites were terrible and failed to answer our questions, we would stop using Google. That is why Google’s goal has always been to write an algorithm that prioritizes user experience and caters to user search intent. This has led to a cycle. Google makes an algorithm update, SEO professionals find a way to appeal more to Google, and eventually, Google has to overcorrect in the other direction. Many of the annoyances of some websites are due to the fact that the websites are built for search engines and not for customers. But as Google’s AI gets smarter, it will always push its algorithm towards a better user experience. If your website is not the answer to a user’s search query, it won’t rank as well.
Building Better Websites
Consider what you love and hate when you are searching the web. When you are looking for the answer to a question, you want websites that load quickly and get you to your answer. Improving website speed, decreasing unnecessary disruptions like pop-ups can go a long way in improving user experience. If your page is designed around a single question, then the answer to the question should be easy to find. Structured data like schema markup can make it even easier for search engines to understand if your page features an FAQ or a How-To guide or a recipe. Creating a website with a good UI/UX will not only improve website ranking but also improves the chances that a user will actually become a conversion. You could have the highest-ranking website on the internet, but if your website is slow and hard to navigate the traffic you get would be wasted.
How To Improve Your Blog For Search Intent
If you have a blog consider how you can improve it. Instead of simply writing content for a search engine to parse through, consider what would a blog more valuable to you as a user. First, the information should be accurate and relevant to your industry. No one would go to a blog about plumbing solutions written by a dentist. Google has a concept around E.A.T. content. But simply put your content should be informative, trustworthy, and demonstrate that you are an authority on the subject. Providing links to other resources and pages on your website is valuable as long as they will help the users get more information.
Get A Free SEO Audit From Boston Web Marketing
It is expected that Google will change its algorithms in 2021 to cater more towards user experience and user search intent. Our team of content writers and website designers at Boston Web Marketing can help ensure that your content works for both search engines and users. For a free SEO audit please contact our team.