Gone are the days when stuffing a few keywords onto your website would result in a good ranking on Google or Bing.
Search engines are a lot more intelligent now, which means that you can’t trick your way into reaching the upper echelons of SERPs (search engine results pages) and force your customers to endure poor user experience with your website.
Duplication is a big no-no in the world of search. There was a time when businesses may have had four or five websites selling the same product or offering the same services, but these days that sort of behaviour would get you punished. This is because search engines are cleverer at identifying when people are trying to trick them.
Another bad way of going about your website would be to base the language of your metadata and content purely around what you think Google and Bing want from you. Your website needs to be relevant to what your customer needs, not what a search engine needs.
User experience and the amount of time people spend on your website is increasingly important, and this is why you need to ensure that your website reflects this.
This shift gives you a lot more creativity and flexibility to create a website to be proud of. More importantly, it means you can create a website your customers want to visit, which should ultimately convert potential website visitors into actual customers.
The importance of mobile
One sure-fire way to get rid of visitors to your website is by failing to optimise your mobile site. More than half of all searches are done on a mobile device, which means you need to make sure that people can find you easily, and have a reason for wanting to visit your website. User experience plays a big role in this.
Personalising your website is also a very good way to increase the dwell time people spend on your website. If you can appeal to something that matters to your audience, you will keep their interest longer, which will ultimately help to improve your ranking as people visit your website for longer.
It’s all about what your users need from your website, not the search engines, and this shift in focus can help your business massively in the months and years to come.