Taking ‘Focus on Users’ Advice Can Kill Your SEO Traffic

In case you ask Google the simplest way to do SEO, It‘ll tell one to concentrate on the user and everything else will follow. Today, SEO is about creating great, unique content that delights customers.

Marketers are excited by this news, because from now on they could say goodbye to all of the complicated technical SEO stuff. A piece on Entrepreneur. com,

Why Modern SEO Requires Almost No Technical Experience,

was widely shared. We now can trust our logic mentality to

concentrate on users

in an effort to drive organic traffic with the roof.

And though this really is half the battle, unfortunately, an open road to SEO nirvana remains an extended one. Solely following the advice to

may alright result in SEO disasters, because some user experience (UX ) changes can create serious technical SEO errors that destroy organic traffic.

A camera online retailer, doing tens of millions of dollars in revenue a year (40 percent of that was from search ), made a decision to switch to a brand new ecommerce platform. To provide a far better user experience, it made a decision to combine six to 10 different product information pages (description, reviews, specification, FAQ and much more ) into one long page, to permit users to locate content more quickly.

That decision would be a disaster. It reduced the entire quantity of pages from 7, 000 to about 700 pages. Following the re-launch, the site’s organic traffic dropped in two, costing millions of dollars in lost sales.

It’s little question that UX today is really a ranking factor. Google rewards websites which are fast, mobile-friendly and engage with users effectively. But, whenever you make UX improvements, you need to always keep technical SEO in check.

Here are a couple of common UX change problems which will hurt your SEO :
Avoid combining pages or reducing the entire quantity of pages.

There’s an enormous temptation to combine relevant existing pages into long, all-purpose pages in order to make browsing convenient for users. However, each existing page may already have its own keyword rankings. Whenever you combine pages without proper SEO redirects, you‘ll lose lots of rankings and organic traffic.

Recently, a worldwide media corporation rolled out a massive platform restructuring upgrade to its online marketplace. The new structure, that was supposed to become clean and simple to use, cut down the quantity of content from over 2 million pages to 50, 000 pages. As it is simple to guess, the traffic dropped over 70 percent, and it was eventually a challenge to recover from this type of loss.
Prepare a thorough SEO redirect plan whenever you change page URL formats.

In major website updates, developers may want to alter the URL structure to become more simple, well-organized or user-friendly. However, whenever you affect the URL of the page, Google treats it like a new page, and It‘ll lose all of their existing rankings and search history.

You have to apply SEO redirects coming from the old URL towards the new URL to keep the page’s SEO value. But, whenever you do business with big and complex websites with tens of lots and lots of pages, the redirects for all of the pages could become extremely complicated and should be carefully planned.
Be cautious using Ajax to load content.

Ajax is really a coding technique that uses scripts to load content asynchronously without refreshing the complete page, which enables the page to load much faster. This delivers an excellent user experience and lots of developers prefer using Ajax to load content.

However, internet search results bots cannot read Ajax content, so an Ajax page is usually considered “thin content” and can’t compete for search rankings. There will be workaround methods that solve this issue. You need to ensure you know them and apply them.
Pay focus on on-page SEO factors whenever you update page content and layout.

There will be various on-page factors which will affect a page’s SEO rankings, for example headings, keyword density, internal links, rich snippets and much more. Whenever you make UX changes to some page, be certain the new page layout and content maintain and strengthen on-page SEO factors. This‘ll help stabilize the search rankings whenever you roll out the alterations.

Source : https://www.entrepreneur.com/article/282998