The best SEO strategy is the one that is focused on improving the user’s experience and not in other factors such as on-page SEO, link building or content. Let’s take a look at why users are the “kings”of SEO and not other factors.
You may have heard that in SEO “content is king” and it is true that its importance shouldn’t be overlooked. But users are also the kings, because any user-centered strategy will be a lot more effective.
It would also be wrong to say that SEO is dead and that traditional SEO actions such as on-page SEO or link building are no longer useful, since that would be lying. In fact, with content and taking care of certain technical aspects, you can reach quite good positions in SERPs (Search Engine Results Pages). But is this the goal of SEO? You may be tempted to say it is, but it isn’t. If we stick to the meaning of the acronym “SEO” (Search Engine Optimization), we could understand that it’s about optimizing for search engines specifically, which is why it’s goals are to carry out actions with the purpose of improving your ranking in the results that they offer. But this isn’t necessarily true either.
If you keep measuring the success of SEO in terms of ranking, you are practicing obsolete SEO. Getting the first position in search results for a specific keyword shouldn’t be the ultimate goal of your SEO strategy.
The importance of qualified traffic in SEO
SEO can be defined as the set of actions and strategies that are carried out with the goal of maximizing the qualified organic traffic on a website. Obviously the first positions of SERPs will be those that will receive the greatest amount of organic traffic, there’s no doubt about it. But we’re forgetting about something essential which is the “qualified” part.
Just think as a customer who hires an SEO specialist. Why would anyone pay an SEO specialist? Would you pay to see a chart of increasing visits or a chart of increasing conversions? Clearly it’s always better to pay for conversions. Paying for traffic is an expense, whereas paying for conversions is an investment.
It’s worthless to get tons of traffic if it’s not an adequate one. It’s about getting traffic that comes from the adequate search queries, those in which the intention of the user is aligned with what you offer in your website.
SEO has to be one step -or several steps- ahead and integrate into the online marketing, along with other strategies that, when put together, lead you to the same goal, be it to obtain conversions or brand visibility.
So, by trying to obtain qualified organic traffic, SEO will end up being CRO’s (Conversion Rate Optimization) best friend, since it will get conversion rates to be much higher. But how exactly can you manage to get that traffic that comes from search engines to be really qualified?
Make sure you’re centered around the user
Indeed, the best way of getting organic traffic is not any different from aligning your objectives to those of the search engine from which you’re trying to obtain traffic. The business of search engines is to help people find useful answers to the queries that they type on the search box.
And this is not a new thing. Their priority has always been to satisfy the users who make queries. Therefore, if your goal is to provide a good content that gives answers to those needs or interests of your users, search engines such as Google and you will be creating quite a nice friendship. They give you qualified visits and you give them contents that will satisfy their users.
So Google doesn’t really care about you. They care about the users. If you care about the users too, then you already have something in common. If you care about Google, we’re sorry to say that Google will still care about the users.
How does Google measure the user’s experience?
It would seem that Google takes three indicators into account in order to determine the satisfaction of a user on a website.
1. Time spent on a page
The more time a user spends on a web page would make it logical to think that its contents are interesting and useful to them.
2. Bounce rate
Bounce rate is the number of visits that a web page gets and loses before a given specific time without the user making any actions on the page, or clicking its internal links. A high bounce rate is a clear indication that the user’s experience on the website was quite poor.
3. Click-through ratio (CTR)
The CTR represents the number of clicks that a link gets to our website on the SERPs for every hundred times said link appears. A high CTR is a clear indication that the users found that result relevant for the query they made.
This indicator can be seen in the Search Console and, being an action that is carried out in the search results themselves, there’s nothing strange in the fact that Google can measure and use it.