Search Engines account for factors such as keywords, links, and the overall structure of the site. However, through linking patterns, user engagement metrics these engines can also determine the role of a couple of other factors.
Usability and user experience also play a role in the search engine ranking process. They provide an indirect view of the site’s popularity ad this is also quantifiable. This signal is then used in the algorithm while providing the overall rank.
Creating a sensible and smart user experience helps to build the perception of the site. Activities such as sharing, making a bookmark, returning visitors, and inbound links—all indicate to the search engine that the site is capable of a potential high rank.

Usability measures how user-friendly a site’s interface is and highlights the level of ease of using that page. Typically its uses can find what they want to with minimal effort. Minimal distractions are present and the contact details are easy to locate.

UX is the website’s user experience referring to how the visitors perceive the website and also depends on how they react to the content.

UX and usability are quite often confused and while they are related they are quite different. Usability impact UX and is studied to better the UX. Factors such as design structure, ease of access, page performance, usability and marketing play a role to decide the UX of a page.

Both the above impact SEO indirectly and can enhance the search engine optimization ranking. The two are interconnected strongly and contribute toward increasing conversions and traffic. Better UX and usability lead to greater time spent on these websites and gives room for sharing and greater interaction. A boring and slow site will not encourage either the time spent or the share. Studying the behavior of the visitors over a period of time will enable the owner to understand the flaws in the page. Heat maps can be used to identify areas that require improvement.

Ensuring that the content is crisp and clear will win a significant battle for the owner of the website. Filling up space for the heck of it and using content that isn’t really relevant doesn’t help engage an audience.

Page loading speeds need to be measured and steps need to be taken to make it better if it is very slow. The most important offering/ service needs to be clear and placed centrally to gain maximum attention.

Opting for a simple page layout and a choice of appealing colors are essential to a good experience and usability. There are studies that reveal the colors that seem to appeal to the eye the most and some that make it extremely hard for the human eye to concentrate. Optimizing the site to be mobile friendly is another essential step owing to the massive traffic on the mobile internet space.

It’s an extremely competitive market out there and if you aren’t convinced with your website’s SEO ranking, then reach out to Edkent Media, a Toronto SEO company with over 5 years of experience in the successful implementation of SEO and SEM solutions