How to optimize the User Experience to improve SEO
Posted: Thu Jan 23, 2025 3:27 am
For Google, user experience (UX) is a positioning factor and increasingly important. Because of this, it is necessary to know how to analyze the behavior that users have on our page, which areas of our website have better results and which ones we need to improve.
Arturo Marimón is an SEO consultant with more than 20 years of experience helping large companies to rank high on Google. In his presentation at PRO Marketing DAY he talked about the relationship between user experience loadrunner protocol email address and Google and how it affects the positioning of a website.
Below you can see an excerpt from Arturo Marimón's presentation:
Arturo began his presentation with a quote that reflects his thinking and the path that his presentation would take:
SEO is not about optimizing sites for search engines, but for people who use search engines.
In order to better understand how user experience influences SEO , Arturo structured his presentation in three phases:
robots.txt file1. Understand the goals of users and Google
Many people and companies think about positioning from the following perspective:
A user searches on Google with an intention > my landing page responds to this intention > I give the user the answer > finally, I direct the user towards conversion.
But as Arturo began saying:
This is a half-truth; which is the same as saying it is a lie.
Why is it a lie?
The only one who knows the intentions that users have when performing a search is Google. Many users may have different intentions and perform multiple searches, but end up on the same page.
[Tweet «A search is not the same as an intention. @arturomarimon at #PROmarketingDAY»]
Furthermore, a landing page does not respond to a single search, but can respond to many different searches. Therefore, Arturo concludes by saying that the intention of users is multiple .
How do we respond to multiple intentionalities?
For Arturo, the solution is clear: with a cluster of landing pages that respond not only to that search, but also to future searches.
With this are we going to lead the user to conversion/purchase?
Possibly not. It depends on the customer journey . If a user takes two weeks to buy a product, Arturo said that with an informational search it is very difficult to get that user to convert.
What is the most relevant result for Google?
The most relevant result for Google is the one that answers the current search and future searches . To demonstrate this formation, he used the evolution of Google results as an example.
In 2016, when you searched for “how long is The Matrix” you got the following information:
Evolution of user experience - example 2016
That year, Google launched what is known as Google Answers, where it directly gives you the solution to the search you have made. In this case, it told you that the Matrix movie lasts 136 minutes .
In addition, on the right side it already offered the Knowledge Graph with information about the film and actors who participated in it.
Finally, at the bottom you could see SEO results .
Google results in 2018
The first thing is that Google doesn't say 136 minutes, but instead gives the result 2 hours and 16 minutes . This result is more humane, since that's how we measure time. In addition, it not only gives the time for the movie you're looking for, but also for other movies in the series.
On the right side, the Knowledge Graph remains.
Arturo Marimón is an SEO consultant with more than 20 years of experience helping large companies to rank high on Google. In his presentation at PRO Marketing DAY he talked about the relationship between user experience loadrunner protocol email address and Google and how it affects the positioning of a website.
Below you can see an excerpt from Arturo Marimón's presentation:
Arturo began his presentation with a quote that reflects his thinking and the path that his presentation would take:
SEO is not about optimizing sites for search engines, but for people who use search engines.
In order to better understand how user experience influences SEO , Arturo structured his presentation in three phases:
robots.txt file1. Understand the goals of users and Google
Many people and companies think about positioning from the following perspective:
A user searches on Google with an intention > my landing page responds to this intention > I give the user the answer > finally, I direct the user towards conversion.
But as Arturo began saying:
This is a half-truth; which is the same as saying it is a lie.
Why is it a lie?
The only one who knows the intentions that users have when performing a search is Google. Many users may have different intentions and perform multiple searches, but end up on the same page.
[Tweet «A search is not the same as an intention. @arturomarimon at #PROmarketingDAY»]
Furthermore, a landing page does not respond to a single search, but can respond to many different searches. Therefore, Arturo concludes by saying that the intention of users is multiple .
How do we respond to multiple intentionalities?
For Arturo, the solution is clear: with a cluster of landing pages that respond not only to that search, but also to future searches.
With this are we going to lead the user to conversion/purchase?
Possibly not. It depends on the customer journey . If a user takes two weeks to buy a product, Arturo said that with an informational search it is very difficult to get that user to convert.
What is the most relevant result for Google?
The most relevant result for Google is the one that answers the current search and future searches . To demonstrate this formation, he used the evolution of Google results as an example.
In 2016, when you searched for “how long is The Matrix” you got the following information:
Evolution of user experience - example 2016
That year, Google launched what is known as Google Answers, where it directly gives you the solution to the search you have made. In this case, it told you that the Matrix movie lasts 136 minutes .
In addition, on the right side it already offered the Knowledge Graph with information about the film and actors who participated in it.
Finally, at the bottom you could see SEO results .
Google results in 2018
The first thing is that Google doesn't say 136 minutes, but instead gives the result 2 hours and 16 minutes . This result is more humane, since that's how we measure time. In addition, it not only gives the time for the movie you're looking for, but also for other movies in the series.
On the right side, the Knowledge Graph remains.