SEO = Search Experience Optimization! Am I wrong?

Does the search engine search? No. Then who does it? It’s people who search to find the information they need. Right? And Google wants to provide an answer to the searcher. The prioritization of their search experience demands a user-centric approach to SEO, that doesn’t chase the endless changes to search engine algorithms. And I call it Search Experience Optimization. It recognizes that the user experience (not search engines) determines SERP position and rank.

Therefore, you need a framework and methodology to ensure you meet the searcher’s needs. This approach to SEO is not easy, there is no quick fix, and there is always more you can do.

I can only recommend you focus on three things to improve the organic traffic rate as well as create more opportunities for content. Let’s get going with them.

Almost all the searches made by people are questions, even when they are not phrased as such. And Google wants to provide answers to them.

But how does Google determine if the website or web page has the perfect answer?

Google analyses the click behavior of the users.

Short click: it indicates that users have a quick return to Google from the webpage

Long click: it indicates that users spend a good time on the webpage

Pogo-sticking: it indicates that users bounce back and forth between several search results

CTR: it recognizes how often users click on a given result compared with how often it is displayed

Next click: it overseas what a user search after pogo-sticking

Next search: it determines when a user moves on to a new search

CTR on next search: it recognizes when a previous page is elevated due to a personalized search or a previous click

Therefore, to optimize the user experience with the search you must end the user quest and ensure that users don’t go back to the search engine to continue their quest for an answer. That means you need to kill the search.

Three core principles lie at the heart of Search Experience Optimization. And it’s not E-A-T (Expertise — Authority — Trustworthiness).

E-A-T is old-fashioned.

It is all about A-R-E (Authority — Relevance — Experience).

These three things are enough to improve the organic traffic rate as well as create more opportunities for content. Before we get into them in detail let me tell you something about A-R-E.

Authority: It refers to the importance or weight given to a page relative to a given search query. The content must satisfy the site visitor with accurate and reliable information that fully answers the intent of the query.

Relevance: Content must be relevant to the given topic. It must be written and optimized in a way (by using anchor text, internal linking, keywords, pillar content & cluster content, structural elements like H1 H2 H3, etc.) that will swipe users right on the page.

Experience: Creating better content doesn’t apply to the user experience. Google wants to rank pages that satisfy the query and make it as easy as possible for the searcher to identify and understand what they were searching for.

What is a “good user experience”? It includes at least the following:

  • The page the searcher lands on is what they would expect to see given their query. No bait and switch
  • The content on the landing page is highly relevant to the user’s query
  • The content is sufficient to answer the intent of the user’s query but also links to other relevant sources and related topics
  • The page loads quickly, the relevant content is immediately apparent, and page elements settle into place quickly

These pillars are just the tip of the iceberg for SEO but capture some of the most fundamental elements of SEO. To learn more keep following me here.

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