Almost everyone knows something about search engine optimization, but what is search experience optimization?
First, let me say that in order to rank high in search engines, you will still need to provide search engines with the technical elements of search engine optimization, such as titles, meta tags, ALT tags, etc. But now, marketers must also include the elements of the user experience in order for search engines to judge a website as worthy of a high ranking.
New search engine algorithms (search formulas) now use metrics of behavior, user interface, site speed, site structure, mobile optimization, SSL, meaningful and useful content, rather than simply looking for keywords on a web page to determine how to rank pages. It’s time to apply Search Experience Optimization and Search Engine Optimization together to achieve high rankings.
Rankings and link building are still the main focus of most marketers today. They are important factors but no longer the most important. What is more important is a holistic method to optimize a business website.
The best course of action is to combine traditional SEO practices with new techniques to put user experience first.
Don’t know how your website and pages are doing with respect to the latest search algorithms? I always suggest that a full and detailed audit be done on a website. An audit will definitely show the gaps in your current optimization strategy.
Businesses need to understand that engines no longer look at their website through the cold eyes of a computer. Today, the latest machine learning AI systems see a website more like a person than a computer.
Is content still the KING? I think so. Without content what is the value of a web page anyway. But there is a catch. You may think you are getting good results from your current content, but are you writing for your business/management, or are you writing for the reader of your content, a potential new customer?
You can create content using technical, sales, marketing, or any other voice, but stop and think again who is consuming your content. The new Search Experience Optimization is simple, write to engage the reader. You give them the answers to their questions; you give them what they are looking for, not what the search engines are looking for.
I compare old SEO and new SEO to an old car and a new car. Maintaining an older car was pretty simple. In fact, most teenagers could tune up a real old car. However, nowadays you need a specialist with all the knowledge and tools to properly maintain a new car. If you want to rank high in search engines, you should look for an SEO specialist who knows the ins and outs of search experience optimization.