User Experience (UX) is a user’s behavioural pattern that Google uses to establish the ranking on Google’s SERP (Search Engine Results Pages). There are some specific signals Google considers before affecting the website’s ranking.
These factors/signals are vital and can make or break a page’s ranking.
Before moving further, it’s essential to understand that UX Signals and ranking depends on individual pages and not the whole website. Hence, every page of your website needs to rank for keywords users are searching.
With that said, Let’s now discuss the UX Signals in SEO and how they affect SEO in 2021.
Why does Google consider UX Signals as a Ranking Factor?
When Google implemented Rank-Brain in its search algorithm, it gave Google the power to monitor users’ behaviours.
Google keeps a close monitor on how users are interacting with Google’s SERP and the results.
With the help of adding UX Signals into the Google algorithm, Google can evaluate the content quality.
What are Some Major UX Signals?
1. Dwell Time
Dwell time is defined as the amount of time a user spends on your page. It is the amount of time between when a user clicks your website and gets back to the SERPs.
Dwell time is a significant factor considered with UX Signals. Here’s an example.
A user searched “Running Shoes,” and your website popped up at the top of SERPs.
If the user clicks on your website and spends around 30 seconds on your page before going back to the SERPs, then 30 seconds is your dwell time.
Dwell time helps Google to identify whether or not the user liked the content on the webpage. According to Google, a user has a problem they want to solve, and if your webpage has the solution to that problem, then the user will spend relatively more time reading the content on your page.
If your content is not satisfying to the user, they will immediately jump off your website, which will be a negative UX signal for your web page.
2. Bounce Rate
Bounce rate is the percentage of users leaving your web page without taking any action or clicking on another link.
Bounce rate is also an essential factor and can directly implicate whether a user likes the content or not. But this is not always the case for blogs. Blogs are known to have a higher bounce rate because one blog article that is well written can satisfy a user’s intent leaving no reason for the user to search elsewhere.
If the bounce rate is higher than average, you can take some steps to decrease it. It’ll not only increase your chances to rank higher in the SERPs, but It’ll increase your conversation rate as well.
The average bounce rate is around 41-55%. Bounce rate depends on the industry and the niche of your website. The lowest average bounce rate is 26-40%, that is, of E-commerce websites.
At the same time, The highest bounce rate is of blogs and blogging websites. The average bounce rate of blogs may go up to 90%.
3. Organic CTR
Organic CTR means Click-Through-Rate from the traffic that is coming from SERPs organically. It is a percentage of users clicking on your URL. For example, 100 users see your website in SERPs, but only three users clicked your URL, Then your organic CTR will be 3%
Based on your website’s position in SERPs, CTR also depends on factors like title, meta description, and structured data.
If your CTR is relevantly low, then Google will think your page is irrelevant to that particular search term or keyword.
4. Website Page Load Speed
If your website’s page load time is slow, you might likely lose a potential customer. Not only a customer, but a slow loading website gives a negative UX signal to Google.
In May 2021, Google will boost the ranking of fast-loading websites, so it’s time to jump on board and get your website performing.
According to research by Section.io, 9.5% of users bounce if the page load speed is more than 2 seconds. You’ll lose around 32% of your traffic if your page load speed is above 5 Seconds.
Check your website’s page load speed by clicking this link.
How to Improve Ranking by Improving UX Signals?
1. Increase Dwell Time and Decrease Bounce Rate :
Unfortunately, creating a unique article is not enough. Your article should be a quality article and be engaging. Consider including videos and infographics to support your article. These will encourage people to spend more time on your website, increasing dwell time. Infographics, in particular, are regularly shared. It will also help to decrease your bounce rate.
2. Increase CTR
If you can increase your website’s click-through rate (CTR), it’ll positively affect your website’s UX signals. Try to use an attractive and relevant title that addresses the user’s intent or pain point.
Some SEO experts add emojis to titles to attract people. The use of emojis is a proven way to increase. Alternatively, you might consider using capitals and brackets in your title to make your article stand out amongst others in the SERP’s.
And last but not least, add your primary keyword to your meta description. Although this isn’t a ranking factor, the keyword will be highlighted in the SERP’s, encouraging clicks.
Suffice to say, the workings of Google is a minefield. In addressing the question, ‘What is UX and how can it help my website?’ the list we’ve covered is not exhaustive but, it’s a good place to start and a helpful SEO factor to understand. When writing content, put yourself in your target audience’s shoes. What is their problem? What keyword would they use to find information or a product to solve that problem? How can you write content that matches the intent of the user?
If this all sounds a little too overwhelming for you, get in touch with us. We’d love to help you grow your Google rankings with engaging content.