INSIGHTS - September 2019

How Solid UX can help Google’s Rankbrain

Today I wanted to share a few secrets with you about how UX “User Experience” can influence your organic search engine ranking in Google so your SERP ranking from 1 to 10 to 1 to 3000 on multiple pages so we want to try and get your page up as high that can be in Google and how do you do that? Well that’s a little bit of understanding about Google’s RankBrain algorithm. It’s AI technology that analyzes how users interact with your site when they land on it and then bounce back there’s a component of that called “dwell time” that is how many how much does somebody stay on your page when they interact with it. So let’s have a look at an example.

I’m going to show you an example of an e-commerce example and a b2b example to help you really get your pages really ranking much better than what they are. So, I’ve done a search for Royal Canin Beagle Dog food. Very popular dog food hard dog food, so we all do this.

Everyone does this! You go to the first organic result you click on and you go and read the content of the page and you think yeah that might be ok but you might quickly it may not answer all your questions so you go back to the second one, and you click through, and you go to that page as well so both of these haven’t really answered your query then you go to the third one and you land on this and you go.. whoa yeah! This is this is good! I’m actually nailing this and so I’m staying on this page, I’m reading this page, I’m looking at all the content and I haven’t clicked straight back to the next one on the list I’ve spent some time here.

Google calls this, you know, Dwell time so it’s important when you’re considering the content in your page how are you going to make your page more sticky and get them to move around, you you want this the green to be a big tick! If it is, then over time your result will gradually rise higher in the results because it’s more relevant content, users have had a better experience, in Google’s understanding.

So let’s have a look at a few examples of how that actually works. So, bear with me, so here’s my pet circle Royal Canin dog food page, now why is it number one in the results.. well there’s a lot going on in this page that keeps the users there. First of all I really like how they’ve bought everything above the fold, so I can actually see that there’s more content down the page. I’m not just landing on a site that has a big image and maybe a title. I’m actually, I know there’s more content down below.

They’ve also going ,ah you may also like so it’s encouraging a click to another product, so it’s not registering as a bounce. It’s registering as engaged clickable content so you might also notice as we scroll down here there’s other elements in the page, and you keep scrolling, there’s tailored dog nutrition there’s a video that’s keeping you on the page are you going to watch that video that’s one minute 57 so if I’m fully engaged in this content and researching the product, and can continually scrolling down hey there’s my reviews everything is in this one scrolling page. Happy days! I might be on this page for 5 minutes 5 to 10 minutes are reading all this content this is what Google absolutely loves.

So that’s a great example for an e-commerce store how do you do that as an ecommerce store owner you know definitely introduced video into your page to engage that user for a longer period of time. Make sure it’s a relevant content, make sure it’s researched content, and the reviews just just rich content that people are going to interact with let’s have a look at… I’ve got a blog here and we’ve got a blog that has ranked on page 1 in Google for seven years and it’s called “budgeting for application development” it’s about software development and how you can design a budget to suit your software.

So how we have introduced a few things to this over the years to keep it rich, and one of those is a video just embed video to keep this is quite a long article it’s it says a big story about it, but I’m also doing some, upsells as part of that you know is your website costing your sales there’s a click-through there’s more articles and follow up in the footer. So that’s a really good example for a b2b, and a b2c client in commerce pure e-commerce clients. So how are you going to interact with Google’s ranking algorithm and develop rich content for your clients, it’s all about UX and user experience.