Przejrzysta i sprawnie funkcjonująca strona to podstawa internetowego marketingu, która może przekonać do nas wielu nowych klientów
Mogą oni nie tylko odnaleźć poszukiwane informacje o produktach i usługach, ale także poznać krótką historię przedsiębiorstwa i dane kontaktowe. Samo stworzenie odpowiedniej witryny i zamieszczenie na niej podstawowych treści to zdecydowanie za mało – użytkownik musi trafić na naszą stronę, ale też ważne jest, by został na niej jak najdłużej. Jednak jak to zrobić?
Pomocny UX (User Experience)
Z rozwiązaniem tego zagadnienia przychodzi UX (User Experience), czyli doświadczenie użytkownika. Pod tym terminem kryje się całość wrażeń, jakich doświadcza on podczas korzystania z produktu – a w tym przypadku produktem nazwiemy stronę internetową. Konkretne wrażenie użytkownika da się zaprojektować poprzez świadome budowanie wizerunku i projektowanie konkretnych interakcji z naszą stroną. Za pomocą znajomości UX możemy łatwiej doprowadzić do tego, by użytkownik stał się konsumentem.
Kluczowe jest również nakierowanie UX na użytkownika. Sam Google jasno wskazuje, że strony internetowe powinny być tworzone z myślą o człowieku, który będzie je przeglądał, a nie pod wymagania stawiane przez roboty wyszukiwarek i zmieniające się algorytmy. Stronę internetową musi więc cechować użyteczność, atrakcyjność, przejrzystość i merytoryczna wartość dla użytkownika – dzięki spełnianiu tych wymogów, dbamy o zoptymalizowanie UX.
Nie działaj na ślepo
UX jest złożonym, wieloetapowym procesem, który trzeba dobrze zaplanować – warto także korzystać z możliwości ciągłej jego analizy i kontrolowania. Po pierwsze, musisz mieć świadomość celu stworzenia swojej strony internetowej, a także poznać jej użytkowników, by przewidzieć czego mogą potrzebować i czego będą poszukiwać na stronie z daną tematyką. Określenie grona swoich odbiorców to podstawa do stworzenia treści użytecznej i pomocnej dla internautów – do czego dąży UX.
Niezbędne jest także dalsze obserwowanie i analizowanie zachowań użytkowników na stronie – pozwoli to dostosować witrynę do ich preferencji. Dobrze zaplanowany UX umożliwia dostosowanie witryny do potrzeb użytkowników, co zwiększa szanse na stworzenie zaangażowanej publiczności, która będzie do nas powracać – a jest to nasz cel.
UX i SEO grają w jednej drużynie
W rankingach wyszukiwań, Google umieszcza na wyższych pozycjach te strony, które realnie odpowiadają na zapytania użytkownika i prezentują wartościową treść. Na tej płaszczyźnie SEO i UX się spotykają – obie strategie dążą do dostarczenia użytkownikowi treści, których potrzebuje. I choć SEO skupia się na naprowadzeniu ludzi na odpowiedni content, a UX sprawia, że użytkownik kupi dany produkt, zapisze się do newsletter’a lub po prostu będzie powracał na daną stronę, to wzajemnie się one uzupełniają, razem tworząc wartościową witrynę.
Użytkownik na pierwszym miejscu
Innymi słowy, SEO musi współpracować z UX, ponieważ obecnie to doświadczenie użytkownika ma bardzo duży wpływ na wybicie witryny w rankingach Google. Samo SEO niekoniecznie zoptymalizuje stronę w taki sposób, by była ona przyjazna dla użytkownika i swoją zawartością utrzymywała gościa. potrafi zatrzymać gościa na stronie, jeżeli ona sama nie będzie mu przyjazna.
Bardzo dobrze jeżeli będzie po prostu intuicyjna, a wykonanie takich czynności jak zalogowanie czy dodanie produktu do koszyka nie będzie wymagało od użytkownika tego, by posiadał skomplikowane umiejętności lub tajemną wiedzę.
Wzajemne oddziaływanie
Najprościej można powiedzieć, że to co pozytywnie wpływa na UX, wpłynie pozytywnie również na SEO. Są to elementy wzajemnie się uzupełniające – na przykład wartościowy content, utrzymywany stale na wysokim poziomie, wzbudza w użytkowniku, poszukującym cennych informacji, pozytywne odczucia, ale jest również czynnikiem rankingowym w SEO. Google docenia i nagradza strony z taką treścią.
Innym przykładem mogą być Title i Meta Description, które jako element SEO kierują robota wyszukiwarki na naszą stronę. Kiedy są dodatkowo ciekawie napisane i dobrze zoptymalizowane, zachęcą one również użytkownika do odwiedzenia naszej witryny.
Jeśli chcesz pozyskać nowych klientów poprzez swoją stronę i osiągnąć sukces – Twoimi sprzymierzeńcami są: skuteczne pozycjonowanie SEO i dobry User Experience równocześnie.
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