跨際數位行銷有限公司CRO研究中心

跨際數位行銷分享最新優化網站UX的知識、案例分享、最新趨勢,希望可以提供給想透過網路來提升業績的你一些重要概念

[個人、企業、公司要做網路行銷推薦您必知的網路行銷工具、知識、趨勢系列之二:如果你在乎網站的SEO,請務必重視以下要項]

網路行銷推薦

在與許多台灣網路行銷的人員溝通時,很多人還是錯誤地認為SEO (搜索引擎優化) 僅是將相關關鍵字融入文章內容中和建立相互之間網頁內部的連結。雖然這兩個關鍵策略很重要,但對Google來說,網站進行排名時,SEO (搜索引擎優化) 還會考慮一個很重要的因素-用戶體驗(UX)。

搜尋引擎最在乎的四大項資訊

  1. 您的網站是否易於瀏覽,且下載圖文資料的速度是否夠快。
  2. 您的網站是否可讓瀏覽網頁的用戶能夠參與 (例如填表單) ,並有著他們感興趣的內容。
    (觀察指標 : 瀏覽的時間與瀏覽者看到頁面的哪個位置)
  3. 您的網站是否適合移動設備觀看 (可以手機界面呈現),不需要在手機上還要左右滑動。
  4. 您的網站是否安全,是否有HTTPS。

以上都是Google搜索引擎在確定網站排名 (Ranking) 時會考慮的所有因素。在此,已經點出了很多UX 與 SEO的關聯性,接下來將更仔細的說明為什麼UX對於SEO是非常重要的。

多年來,Google不斷的更新他們排名的演算法,以確保使用他們搜尋引擎的所有人可以獲得他們想要的最佳搜尋結果。換句話說,Google每次所做的更新都是為了確保搜尋結果盡可能對他們的使用者是友好的並以用戶為中心。

SERP (Search Engine Results Page) 進行了很多更改。例如,要有豐富的摘要和充份的資訊導覽。這也顯示了對於Google搜索引擎而言,用戶體驗真的至關重要。如果我們解說一下Google 的 Rank Brain 相信可幫助您更好地理解這一點。

Rank Brain是Google於2015年推出,被認為是優化網站的SEO值的第三大重要因素。它的內容和網站內外部連結的品質是需要更為優質的。Rank Brain 受使用者的行為指標所驅動,包括使用者的自然點擊率,每次觀看的頁面數,平均頁面的停留時間和跳出率。這些數字指標將告訴Google您的網站對於使用者來說是否提供了愉快的使用體驗。

如果有人多次進入您的網站,在您的網站上停留了很長時間,且他們可以輕鬆地瀏覽您的網站,並看了多個頁面,則說明Google為使用者提供了良好的使用者體驗 (UX) 。這將使您的網站排名提高。但若進入您的網站後,需要花很長時間才看得到資料畫面,人們很有可能一進入網站後就會立即離開,然後返回搜索結果頁面,代表他們找不到所需的資訊。這可能會導致您的網站的SEO排名下降。

所以我們可以說,SEO和UX之所以如此相輔相成的另一個重要原因是,它們擁有共同的目標。Google搜索引擎已經從僅僅對關鍵字的排名加入其它考量。現在,Google更希望能精準的回應人們在搜尋時的疑問,這同時也是UX和SEO開始交集的地方。他們倆都希望為用戶提供正確的資訊,並幫助他們完成任務。SEO引導使用者找到他們需要的內容,一旦它們最終出現在網頁上,UX就會適當的提供解答或可輕易查詢到資料。

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