I often see clients that have had previous SEO companies or “SEO experts” that have not seen very good results and ended up s[pending a lot of money with very little to show for it.
Although there is a myriad of reasons for poor performing SEO, one item that stands out is the UX, User Experience and how it may not be accounted for as the website is analyzed for search engine optimization and visitor usefulness.
When a website is first designed, many times the audience is “undefined” and the personas that the content and layout is designed around (and sold by the website design company) are not the real website users.
Content is created based on the idea of knowing who the customer is, but what if the customer in the door is not the same as the customer on the other side of the mouse?
Good SEO website refinement is determined by checking the UX and how visitors experience the website, the paths they take to find the information, or products, they want. And to see where people abandon the website and go elsewhere (or rage click!).
One method to collect this information is to review web page heatmaps.
This will provide insights into how visitors interact not only with each page but each component on the page.
Understanding where people click, drag their mouse, and change or abandon a web page is information that any proper SEO professional will use to optimize the website for users, the content for information seekers and the utility of various forms for sale and lead capture.
If your SEO guy is working only on content, without understanding the user experience and how your website provides the information and products you’re selling to visitors, you have a bigger problem than bad SEO.
You’ve forgotten what your website is trying to accomplish, or you’re expecting too much by working with too little.
Winning at Newmarket SEO is a big job that requires knowledge and experience. Don’t hand this task off to someone you can’t trust.
