Over the last several years Search Engine Optimization has matured to Website Optimization. No longer will simple words on the page, in the metadata, or external inbound links provide long-term top rankings in the Search Engine Results Pages. Led by Google the search engines are now turning to metrics like load time, mobile friendliness, and overall cross-device user experience.
It is true that many new sites and web pages are able to achieve top rankings quickly, especially for long tail keywords. This is not, however, due to the competence of the webmaster, rather the Search Engines giving the site or webpage a shot to prove its worthiness to their audience. The search engines have far more data now and are able to gain valuable metrics from their users, especially those who are logged into their browsers, such as Chrome (Google) and Internet Explorer (Bing).
User Experience and Interaction
When smartphones first came on the scene they were accompanied by a horrible user experience, as websites in general, were not mobile friendly. Most websites ignored mobile users while others created .mobi mini-versions of the main site. These .mobi sites frustrated search engine users. Why? Imagine searching for a recent event or product on your smartphone, and in the search engine results page, you see exactly what you were looking for so you click the link to the website. Seconds later you are redirected to the homepage of the .mobi site and nowhere near the article or product you searched for.
For years webmasters have designed sites which catered to the search engine, and no so much the user. To please the search engines today and in the future, you have to please the users first. If the Engines serve your site or webpage up in the top spot, and their users click in and out in short order, this will signal to the Engine that your property was not the right fit for the term searched by the user.
Website Audit and Recommendations
With Read-Only Access to your Google Analytics Account, and our handy Website Validation tools, Rifle Marketing is more than happy to provide a Free Audit for larger accounts with recommendations on the best path to optimize your website, user interaction, and experience.