Is UXO the new SEO?


Search engines are an extremely important component to any digital strategy. Organic SEO is a great way to stand out from the competition by improving your visibility in the medium term.

From optimizing keywords to improving user experience, SEO is a set of tactics that can bring you to the top of search result rankings. Considering user experience is essential to get noticed, and to improve organic results. This is a change in the way we think about SEO strategy.

The increased weight given to user experience means we can now refer to “UXO.”  Websites are now judged on their content and ease of navigation (via responsive design and accessibility, etc).

It’s also important to stay on top of these practices given that Google’s algorithms are constantly updated. After all, these updates  improve search results and aim to present the best information to users.

What are the keys to solid SEO practices in 2015?

optimisation pour les moteurs de recherche

Organic SEO requires a well-built webpage. Also called “onsite optimization,” this is the improvement of your websites elements. Specifically, this includes making downloads faster, improving the design, highlighting calls to action (CTA). Beyond the quality of your content, accessibility and readability are also mission-critical for SEO. Google Bots consider that both form and function impact users on your website, so the form should encourage easy access.

The second major component of any optimization is “offsite,” which includes any external factors impacting your search engine results. For example, link building is the number of links leading to your websites. These are important to increase your site’s notoriety with both users and search engines. This is often where PR practices come into play, for example.

Good SEO practices

Further, here are the main points to consider when optimizing user experience:

Accessibility and the Google Algorithm

The first point relates the paradigm changes following an update to Google’s algorithm. Increased use of smart phones has forced Google to privilege mobile friendly, or responsive, websites. Theses sites are easily accessible and readable no matter what the screen size. Online searches on mobile phones exceeded those on computers in January, 2015. Sites that don’t conform to this expectation might see their results slide off the first results pages. To see if Google considers your site “mobile friendly,” use Google PageSpeed Insights.

Quality and content of keywords

The importance of keywords has changes a bit, they now require more specificity and detail. Rather than adding some keywords in your page, write semantic content focused on the subject mentioned in the keywords. The content’s value, which should pique and engage users’ interest, is important. Both structurally, by using the appropriate title tags, for example, and with your content, which should be original and high quality. The Google Bots frown upon copy/pasted information from another website—even if you translated it! Finally, it considers the quality of links on your site.

Social networks

Updating your business page on social networks and sharing meaningful, quality content improves your brand image and your online presence. Your marketing and content plan cannot ignore social media. It provides the opportunity to present your business to leads and future clients while improving your search results.

SEO methods are constantly evolving, often sparked by changes to Google’s algorithm. They place more and more value on user experience and prioritize quality websites, both structurally and with content.

Don’t hesitate to get in touch about your SEO strategy!