SXO: SEO + UX in E-commerce

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In the good old days, SEO was easy. We filled a page full of keywords, keywords, and we were ranked number one on all those keywords. Today, we are implementing complex page trees: semantic e-commerce cocoons . Why, because Google takes into account hundreds of factors to determine which will be the 10 best pages among hundreds of thousands of other pages ... How to rank them in its search engine results, the SERPs? Which ones are really relevant , which ones come from authority sites ?

En 2013, les audits seo ont évolué, Google a passé un cap dans la recherche de l’identification d’un “contenu de qualité”, il s’est aussi mis à chercher à répondre aux intentions des internautes, à développer les réponses aux recherches vocales et conversationnelles à revaloriser des contenus synthétiques mais très qualitatifs. L’ère post 2013 est marqué par le machine learning, et par la mise à jour de son algorithme nommé “rank brain”. Le moteur de recherche le plus utilisé cherche maintenant à apprendre des comportements des internautes.

The analysis of the behavior of Internet users, and the optimization of navigation routes, this is what we call UX, the user experience.

Why is SXO so important today?

Prehistoric SEO with its meta keywords tags is dead. Long live the SXO!

Google has evolved a lot from meta keywords. Today, we have to work on a real web performance: technical, marketing and sales. We cannot do without high quality content, certain technical performance, especially in terms of loading times, and personalized navigation . If you are on an e-commerce site, a good sales dynamic is also an excellent asset.

 

1. Le SERP : Search Engine Result Page

UX starts in Google search results . Often neglected and misunderstood, the behavior of the Internet user in Google's SERP is nevertheless essential!

Nombreux sont ceux qui pensent que le CTR est un facteur pris en compte mais quand on demande cela à “Vincent Courson, le délégué de Google France”, sa réponse est simple :

“Ce n’est pas possible car on ne saurait pas distinguer si l’internaute est un humain, ou un robot!”.

That being said, we then wonder how to make this differentiation?

Qu’est ce qui justifie qu’une page web “presque vide de texte mais avec la fonction “réserver votre activité” passe devant un site bien structuré rempli de textes, traduit en 4 langues, pour un ensemble de près de 80 pages.

La réponse est simple : la page répond aux intentions de recherche avec la fonction “réserver !”

CTR, Click Through Rate: is the click rate an impacting SEO factor?

Click-through rate (CTR) indicates how often users who see your pages in google results (these are called impressions) end up clicking.

Click rate = number of users who clicked / number of impressions

Logically, the CTR is one of the basic measures to evaluate the performance of your pages in the natural, organic results of Google. The higher the percentage of clicks obtained, the better your performance.

This performance indicator in Google Adwords advertising could be an indicator in Google search, but the impossible distinction between robots and humans makes this indicator invalid.

 

Ranker is good. Generating clicks with a sexy and targeted meta description is better. Next step for merka-tic.com: add rich text snippets and customer reviews.

Is pogosticking an impacting seo factor?

Dans le contexte du référencement, le terme “Pogo-sticking” fait référence au phénomène par lequel un utilisateur consulte plusieurs sites d’URL différentes proposées par la même page de résultats de Google. Dans le cas du “Pogo-sticking”, l’utilisateur retourne rapidement à la page de résultats du moteur en utilisant le bouton “retour” de son navigateur après avoir vu une seule page.

Pour les résultats naturels, si le comportement de “Pogo-sticking” sur un site web se produit trop souvent, il peut être interprété par Google comme un manque de pertinence ou de qualité des pages visitées en question et finalement nuire au positionnement de ces pages.

 

Pour chaque “requête” ou recherche de l’utilisateur, Google prend déjà en compte la moyenne des “pogos”. Ainsi, si le “pogos-sticking” de votre site web est loin de la moyenne, il peut finir par vous nuire.

This therefore means that if your page meets the needs of the Internet user, it will rise in the search results.

In the example above: the reservation of a sporting activity meets the needs of Internet users better than simple informational pages.

In practice, Google does not use analytics data or those of chrome ... certainly those of Android since you are connected to your account and that it has more data than those of your research ... but that would require important resources for ultimately a simple adequacy: no return in the serp, the page responds to the intentions of the user!

Google search, like youtube likes to save resources

…et vous ressert ce que vous avez déjà vu, lu, ou consommé. Google apprécie d’économiser ses ressources, en offrant une réponse au plus près des besoins. Le fait qu’un utilisateur fasse beaucoup de “pogos” ne lui convient pas du tout. De même, si vous renouvelez la requête, et que vous êtes connecté à votre compte Google et à votre historique de recherche, vous allez revoir en premier, le site sur lequel vous avez cliqué auparavant.

This is normal, he considers that you may have booked or liked this content and that if you repeat the search, it is because you would like to see it again.

Vous avez remarqué bien sûr ce phénomène si vous écoutez de la musique dans YouTube. Il vous ressert ce que vous avez écouté. C’est la base de son fonctionnement “gratuit et économique”.

If you want suggestions according to your tastes, that requires a greater effort, therefore more resources, therefore a paid service!

“C’est avec l’abonnement YouTube Music Premium à 9,99 euros (14,99 euros par mois pour la version famille jusqu’à 6 membres) que le service prend tout son sens. L’application n’affiche alors plus de publicités, permet le téléchargement de musiques hors ligne, et surtout la lecture en mode « audio seulement » et donc en arrière-plan. En cela, le service se rapproche beaucoup de ce que peuvent proposer Deezer et Spotify. La différence vient du catalogue. Là où ces deux derniers sont limités aux catalogues des ayants droit qui ont signé, YouTube Music Premium propose toutes les musiques publiées sur le service de vidéo. Cela inclut les clips, les concerts, les reprises et remix, mais aussi les musiques moins connues ou peu disponibles chez nous et qui sont souvent exclues des gros services.” Extrait de FRandroid

Le “Dwell time” a-t-il aussi un impact seo ?

La source originale du terme “Dwell time” se trouve dans le marketing. Il s’agit du temps qu’un utilisateur ou un client potentiel passe dans un magasin à regarder une vitrine, un produit, etc. Dans le monde en ligne de Google, il s’agit du temps qui s’écoule entre le moment où un utilisateur clique sur un résultat de recherche et celui où il revient aux SERP.

So it's a user experience-driven metric that combines sessions, web time, and CTR in search results.

It is the same principle as the pogo sticking but it is a longer period of time. There is a period beyond which the Internet user is no longer in research but in navigation, which is very different.

SXO at the heart of SEO strategies

SXO is the alliance of marketing and SEO. Today, structured content for everyone will always be less relevant than designed for a target, a specific profile. We can also deal with a set of targets.

In fashion stores, there are many categories for Men, Women and Children. This principle must now apply to all sites!

De plus, il n’existe pas 50 solutions pour pénétré un marché généraliste. On doit se focaliser sur une niche et en devenir le spécialiste. La verticalité du spécialiste permet ainsi de rivaliser avec des sites très puissants mais généralistes. C’est le moyen le plus économique pour sortir du “deep web” pour rejoindre les principaux acteurs du marché.

Extract from the cartography workshop website

Becoming a leader is not that complicated

If you can, be the first. If you can't create the niche you can be number one in! We all suffer from a strong tropism in terms of visualizing success by always looking at others, instead of focusing on who we are, which sets us apart and makes us unique, like our values, our superpower.

Al Ries, a marketing mentor says: Be the first or create your category, in which all the others will arrive at minimum second.

High quality content

What will make its quality is not the quantity of content but their adaptation to the target

Loading time

Personalized navigation

This is the whole difficulty of a multi-target approach: it is necessary to produce intelligent and adapted content.

Sales dynamics

Une offre populaire qui va plaire au plus grand nombre va souvent être mieux placée dans Google que des produits haut de gamme sans dynamique promotionnelle “agressive”. L’exemple des Vélos Électriques Velobecane est très parlant sur la requête “vélo électrique” où ils sont 20ème. Il n’y a rien qui corresponde à de l’UX dans ce site à l’exception d’une grande dynamique de vente. C’est la base d’un site e-commerce, n’est ce pas ?

 

UX and User eXperience in the website, what is it?

Sherry Bonelli on November 17, 2017 at 4:48 p.m.
SEO best practices these days include taking user experience (UX) into account. Columnist Sherry Bonelli explains how SEO and UX work together to help search engines and users.

This new reality means that elements of user experience (UX) have been incorporated into SEO best practices. Is your site easy to navigate? Do you have quality content that makes visitors want to stay and engage? Is your site secure, fast and mobile?

Think of the SEO / UX alliance this way: SEO targets search engines, and UX targets your website visitors. Both share a common goal: to provide users with the best possible experience.

 

 

Here are some common website elements that impact both SEO and user experience.

Securities

Just as the titles of a printed book make it easier to find information, the titles of a web page make it easier for visitors and search engines to understand and analyze the content.

Headers also help users if they get lost on a page.

Use only one h1 tag on a page - which lets search engines and users know the main purpose of the page. H1s are normally the first piece of content on a page, placed near the top. (Think of h1s as a chapter title in a book.) Adding keywords near the beginning of a topic can also help rank.

The other headers (h2 to h6) should follow the h1 to structure and organize the rest of the page appropriately. The other titles can be used more than once on a page, as long as it makes sense. You don't need to use them all, either - sometimes your content only needs a h1 and a few h2s.

Easy navigation and site structure

It may sound crazy that we are still talking about easy site navigation… but we are. There are far too many sites out there that just don't get it. The structure of your site is not only important to your users, but also to the search engines.

Remember that many of your visitors will not enter your site through your home page. This means that your site should be easy to navigate - regardless of what page a searcher (or search engine) lands on.

Navigating your site isn't the place for fancy popups, a long list of options, hide-and-seek games, or a dead-end place where the user doesn't know how to get back to a another section of your site or return to your home page.

See how health giant Anthem's menu goes beyond the screen - on desktop and mobile - when you click the menu:

 

With the menu literally filling the entire screen, a user cannot read the content that is below the navigation. This creates a very bad user experience. When people are on mobile devices, chances are they don't have the patience to deal with menus like this.

In addition, proper navigation and site structure can also lead to the appearance of site links in Google search results. Sitelinks can help you take over more real estate on search engine results pages - which means less room for your competition (and hopefully more clicks for you).

Google's algorithm decides which sites get sitelinks (and which don't). They largely base this decision on the structure of a site:

We only show sitelinks for results when we believe they will be of use to the user. If your site structure does not allow our algorithms to find good site links, or if we do not think the links on your site are relevant to the user's query, we will not display them.

User signals

I believe that user signals will become more and more a big factor in search engine rankings. Do you have any posts on Google My Business that visitors click on? Are visitors on mobile devices using the click feature to call your business? Happy customers leave you five-star reviews - and do you respond to those reviews?

Although Google has denied that user signals such as time on site or bounce rate are direct ranking factors, studies have shown that there is a strong correlation between these signals and top rankings. In other words: Google sees and knows everything. Every touch point and interaction your visitors have with you (and you have with them) shows Google that users are interested in and interested in your content.

Site speed

Site speed has long been a ranking factor for Google search, and the company has even announced that mobile page speed (rather than desktop) will soon be used to determine this ranking factor. So not only is it important to have a website that loads quickly, but your mobile experience should also be fast.

Google's PageSpeed Insights tool lets you enter your URL to see any issues your site may be having with mobile responsiveness. PageSpeed Insights measures how the page can improve its performance on both top-than-fold load time and full page load time, and provides concrete suggestions for reducing page load time.

Surprisingly, even large sites with presumably large development and IT budgets have speed issues. See the poor results from the Harvard Business Review site:

 

Content-rich sites and news sites should pay special attention to speed concerns, as these sites are often viewed on mobile devices for convenience.

Mobile experience

Lorsque vous pensez aux “expériences mobiles”, la vitesse est certainement un facteur à prendre en compte, mais aussi votre site Web mobile dans son ensemble – l’apparence, la convivialité, la navigation, le texte, les images, etc.

Depuis que Google a lancé sa mise à jour mobile en 2015, les webmasters et les SEOs ont dû prendre en compte la ” mobilité mobile ” comme facteur de classement. Et maintenant, avec l’indice Mobile-First qui devrait arriver en 2018, votre site mobile sera considéré comme votre site “principal” lorsque l’algorithme de Google calcule les classements, ce qui rend une bonne expérience mobile d’autant plus cruciale.

 

Navigation is one of the most important components of a mobile experience - users and Google need to be able to quickly find what they're looking for. Even the size and design of the buttons can influence user interaction on your mobile website. Every element of your mobile website impacts the user experience and directly (or indirectly) affects SEO.

En cherchant un exemple de site Web mobile d’une entreprise locale, j’ai trouvé celui qui figure ci-dessous. Pour le site mobile de cette entreprise, plus de la moitié de l’immobilier ci-dessus est occupée avec des informations inutiles comme les logos énormes et les boutons de médias sociaux. De plus, leur menu est minuscule et ne dit même pas “Menu” – il dit “Go To…” et contient le lien réel vers le menu à l’extrême droite. Cela ne rend pas l’expérience très conviviale.

 

This company would be better placed to remove the clutter from the top of the screen and make its menu, products and services more visible to its mobile users.

Simple, smart design decisions like this will go a long way in making not only your visitors happy, but Google, too!

SEO and UX: A winning combination

Hopefully, you can see how SEO and UX go together in creating a successful website experience for your human visitors and the search engines.

But what do you think? Do you think about the users of your site when you create content? How do you work with your design team to make sure your site provides a great mobile experience for your users? What's your balance between SEO factors and UX factors? We would love to know!

Author: Sherry Bonelli

Sherry Bonelli has 19 years of digital marketing experience. She specializes in SEO, reputation marketing, social media, content marketing, retargeting and display advertising, and other integrated digital marketing strategies that help make local and national businesses successful online. She loves to combine digital strategies to get results! Sherry has a Masters Degree in Internet Marketing and is a frequent speaker at industry events and webinars. She is also a guest columnist on leading digital marketing websites. As a SCORE Mentor for the SCORE East Central Iowa Chapter, she enjoys volunteering her time to help small and medium businesses with their digital marketing strategies. Sherry is the owner of Early bird digital marketing, a digital marketing agency that helps companies get noticed on the internet. She is also a BrightLocal local research evangelist.

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