Forget Search Engine Optimization. Focus On User Experience Optimization

My theory for 2013 is prominent search engines will tighten their algorithms for user experience. I expect many content developing websites to be designing content in a more consistent and holistic approach. With numerous screen sizes from smartphones, tablets and personal computers, content will have to be delivered in a succinct method for your audience to interact with. The best way to thrive online in 2013 will be to focus on improving the user experience. That means high quality content, a user-friendly interface, and an integrated search and social media effort

High Quality Content

The cliche content is king remains true. When developing the ultimate user experience, content has to be engaging enough to attract your audience, and depending on your goal, have him or her perform the necessary action predicated. Developing high quality content is no small feat, however, the initiative can help in attracting your customers. Social media posts, blogs, newsletters, press releases, are just a few methods of creating content. When developing content, the rule of thumb is to create a consistent user experience throughout every touch point. That means having newsletters the same size for every type of screen, branding all social media channels with the same imagery, and making sure every touch point your customer interacts with remains consistent with your website.

User-Friendly Interface

The backbone for user experience optimization is the user interface (UI). The sole purpose for creating a user friendly UI is for your customers, period. We have seen lots of websites and / or blogs that have Flash functionality that prevents customers not able to fully understand how to navigate your website or worst not being able to convert. Our developer’s philosophy for user interface is simple and elegant with a dash of innovation thrown into the design process. The goal of your website will depend on the type of site you have, for example, eCommerce would like to have their audience buy from the site, while professional service sites focus on lead capture. The fact still remains, having a simple, easy to navigate website is key to converting customers and increasing revenue.

Social Media & Search As One

Social Media and SEO, in my opinion, have become conjoined. An active social media account coupled with a strategic content development plan communicates expertise in the subject. However, this blog entry is about developing a congruent experience for your audience, whether she is on your website or social media channel. Understandably there are some factors on social media channels like Facebook, Twitter and Google+ that you as an owner cannot control, such as layout, user interface design and so forth. What you can control is the imagery, status updates and marketing messages that you plan on communicating on these social outlets. Even though not all of the layout is customizable keep in mind that all of the content on external channels should be congruent with one another.

The concept of developing content for your site and external channels is a tough challenge, especially for small to medium size businesses. Keep in mind that as long as design and layout remain consistent your target audience will be very appreciative and willing to do business with you. We would love to hear your take on this post and what your thoughts are about the topics discussed in the comments section below.

Andrew Lopez
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