The Impact of Usability and User Experience
On search engine rankings
There are a limited number of variables that search engines can take into account directly, including keywords, links, and site structure. However, through linking patterns, user engagement metrics, and machine learning, the engines make a considerable number of intuitions about a given site. Usability and user experience are second order influences on search engine ranking success. They provide an indirect but measurable benefit to a site's external popularity, which the engines can then interpret as a signal of higher quality. This is called the "no one likes to link to a crummy site" phenomenon.Crafting a thoughtful, empathetic user experience helps ensure that visitors to your site perceive it positively, encouraging sharing, bookmarking, return visits, and inbound links—all signals that trickle down to the search engines and contribute to high rankings.
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