SEO stands for “Search Engine” Optimization. It’s Understandable People Get Confused.
Almost every day I delete an email from some “SEO” company, often written in broken English, telling me that they can guarantee a high ranking on Google. In the first place, such claims are always bogus (yes, I said “always” not “almost always”). In the second place, so what?
Ranking high is nice, it’s desirable, it stokes our egos, but ultimately, most business people realize that a high ranking, even a number ranking, can be completely meaningless. Of course once you think only in terms of “Search Engine” optimization, you might miss that the point of having a website probably is probably not achieved by a person searching on Google or Bing and finding your website.
An SEO company owes it to their clients to focus, not on rankings, but on business success. Even Google drives this point, as mentioned by former Googler Maile Ohye
“A successful SEO also looks to improve the entire searcher experience, from search results to clicking on your website and potentially converting”
Not only does this make business sense, it’s absolutely critical from Google’s perspective. Think about it, Google is like a tour guide. If a tour guide keeps dropping the tourists off at destinations that bore them, that they can’t wait to leave, where they find nothing of interest that they’d like to take home, that tour guide will not get tips and eventually will lose customers.
Google has a vested interest in having people arrive at a website that they’ve “recommended” and say, “wow, this is just what I was searching for!”
When you become a client with Horizon Web Marketing, we view it an essential component of our program to analyze the type of website experience your customers will enjoy (or hate) when they land on your website. We’d like to offer some of the methods we use to understand and improve visitor experience on our clients’ websites.
3 Easy Ways to Understand Searcher Experience on Your Website
- The best tool is still the easiest. Visit your own site and try to experience it through the eyes of someone who has never been there. This can be hard at first, but the longer and slower you browse, the more you can get a feel for that first-timer.
- What good are friends if you don’t use them? Actually we’re talking about using them as unofficial testers. For example, if your site is an Ecommerce site, as a friend to buy one of your products (you might want to give them a substantial discount, say, 100%). Here’s the key, watch them do it. This is an occasionally painful, always useful experience.
- Check your analytics. Google Analytics will show you on a page by page basis how long the average viewer will stay on a page (behavior > all pages > average time on page), how many of them leave without going deeper into your site ( > bounce rate).
Of course there are more sophisticated ways to measure searcher experience, but the priority remains the same, don’t get distracted chasing rankings or be satisfied when you’ve achieve them. As Maile Ohye said, “improve the entire searcher experience.”
Ross Barefoot got his start in small business managing an importing company in the bicycle industry. While there, he tried his hand at programming to find more effective ways to track, market and sell his company’s range of bicycle parts. He loved the web marketing side of things so much he became a professional web developer in 2001, starting a website design business in Western Colorado. He took his first SEO certification course from the Search Engine Academy in 2002, followed it up with another in 2004, and decided to jump full time into SEO training and consulting in 2011, becoming a Master Certified Instructor with the Search Engine Academy, where he continues to serve on the Board of Directors. Today, Ross is CTO, trainer and chief SEO strategist at Horizon Web Marketing (www.horizonwebmarketing.com), a full-service digital marketing agency based in Las Vegas.