It's safe to say that the key to successful content creation lies in focusing on users, not just Google, as User Experience (UX) is paramount. We all know Google values user signals significantly.

The Importance of User-Centric Content

The recent leak of Google’s internal documents has shed light on what the search giant prioritises. Interestingly, while demotions for keyword stuffing were evident, keywords themselves were not prominently featured in the API documentation. Instead, user-based attributes took centre stage, underscoring Google’s emphasis on user engagement and satisfaction.

Google’s Focus on User Signals

Google cares deeply about users interacting with your site and deriving value from it. In the SEO industry, we often discuss UX in terms of technical aspects like page loading times. Occasionally, we touch on UX issues related to intrusive ads or newsletter pop-ups. However, the essence of UX is ensuring that users get what they need from your content.

Key User Signals to Focus On

According to the leaked documents, Google tracks several user-based metrics, such as:

• Clicks to your site: This indicates initial user interest.

• Time on your site: This reflects user engagement and satisfaction.

• Longest time spent on a result from the SERPs: This shows content effectiveness and relevance.

These signals suggest that Google is more interested in how users interact with and benefit from your content than the mere presence of keywords.

Enhancing User Experience

To align with Google’s user-centric approach, bloggers and content creators should prioritise the following:

1. Deliver Valuable Content: Ensure your content is informative, relevant, and answers the user’s query effectively.

2. Improve Site Navigation: Make it easy for users to find what they’re looking for without frustration.

3. Enhance Readability: Use clear headings, concise paragraphs, and engaging visuals to keep users interested.

4. Optimise for Speed: Fast-loading pages reduce bounce rates and improve overall user satisfaction.

5. Minimize Intrusions: Avoid excessive ads and pop-ups that disrupt the user experience.

Speak to one of the team at Panoply to see how we can provide a UX audit for your website to make sure it’s hitting all the targets.