You want web visitors to hang around your site. Google does, too. The world’s premier search engine doesn’t like users pogo-sticking off your page to another search result. Search behavior like this throws up a red flag that suggests one of two things. Either Google has pegged you wrong, or your site doesn’t truly offer the content it says it does. Either way, it’s bad for your rankings.
Some content adjustment may be in order to provide a better user experience – and to keep Google happy. Start by putting your content to the test. Check its Core Web Vitals to determine how Google sizes up your site’s overall user experience. Web Vitals provide simplified, unified guidance on the elements that are essential for good web UX. Thank you, Google.
Metrics that matter most include loading, interactivity and visual stability. You can find your site’s evaluation in your Google Search Console “enhancements” section. See where you stand – then improve upon it if possible.
This is about delivering a genuine, holistic picture of your offerings in order to improve the user’s experience. It also highlights why you need to provide appropriate content (the most important metric) and a good page experience (a close second). At this summer’s Ad World 2021 virtual conference, presenters offered suggestions to capture and hold attention. Remember these takeaways:
- Hook them fast. Slow builds don’t work anywhere anymore.
- Clearly communicate your offering in the first three seconds.
- Design for mobile, which means vertical, full-portrait content.
- Familiarize content by using relatable songs, especially on TikTok.
- Evoke emotion, especially upbeat and high energy.
- Highlight key messages with text and voiceover captions.
- Provide a call to action, encouraging next steps.
Give your website content your immediate and full attention. If you’re just starting to build a brand, make your website content the first thing you create. Everything leads prospects to your site. When they click on your banner ad or social post, they’re transported to your site. Done right, your website can be the platform where a prospect becomes a lead through a sign-up form or another call to action. Or, even better, where a lead becomes a customer.
The Clock’s Ticking
Google started rolling out Core Web Vital-based ranking changes this past June. Page experience came on at the end of August. Google says sites should not expect drastic changes and, with the gradual rollout, is monitoring for unintended consequences and issues.
Google uses approximately 200 factors to rank sites, but content and UX are the driving forces. And, with some strategic effort, you can boost their performance. Need help? Greteman Group develops content and user experience strategies that help grow markets, generate leads and close deals.