The Evolution of SEO – Understanding Search ‘Experience’ Optimisation

Search Engine Optimisation is now Search Engine Experience

As traditional SEO Optimisation gets more and more competitive, search engines such as Google, Bing, Yahoo and others have started looking for ways to further improve their users’ experience.

Understanding their thought process towards the constant optimisation of user experience goes a long way towards improving a digital marketing company improving their own search engine marketing exploits. So what are the factors to consider?

There’s only so much that SEO crawlers can do

Every search engine uses bots to crawl and index the internet, and they do it very well to a certain extent. The common problem with the spiders crawling web pages to index for web optimisation is that they are merely ‘bots. Despite the complex technology and algorithms involved, they can’t fully emulate what a human user would perceive when interacting with the billions and billions of web pages that there are on the internet – this is what makes Google optimisation a difficult skill to master.

To try and make their crawlers more human-like, search engines are now going a step further by writing logic-based algorithms that help them study the factors that contribute to a better user experience on a website. These calculations would consider the quality of content, the website, the user friendly structure and website journey, as well as mobile speeds and optimisation, all of which need to be considered when performing search engine marketing as they aid Google’s spiders in their attempts to predict if websites are giving users precisely what they need and expect.

What does it mean for your company?

This is obviously a significant development for SEO practitioners, content creators, and other marketers. For a long time now, industry insiders have been calling for another layer to the search experience, and it looks like that era is finally here. What used to be known as SEO or Search Engine Optimization is quickly evolving into Search ‘Experience’ Optimization. This development will vindicate white hat optimisers as it will become less viable to try and cheat the system in order to rank better.

How Can Your Company Navigate This New Landscape?

The way people search for information has changed, and will inevitably evolve further; therefore, it’s important that you understand how your website can answer specific questions your target audience might have. Instead of going to a search engine and typing in “buy clothes online” for instance, their query is more likely to be “what’s the best website for shopping online?”

People give search engines actual questions, so there’s a certain expectation about what the answers will look like. So as you can see, stressing about how many times a certain keyword was included isn’t as important as understanding whether your site is the best provide the answer to your target market’s specific questions.


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