When it comes to search engine optimization, we spend a lot of time focusing on the content. We update blogs regularly, we make sure that we make clever posts on social media, we use the right wording to make sure our posts score well in terms of SEO.
We have been told over and over again that to impress search engines, we need to ensure that our content is high quality. But, are we missing something here? Something a lot simpler? There is no question that content is important, but what if no one decides to read it?
If your website’s bounce rate is higher than you would like, even though you have been working on improving the content, maybe it is time to rethink it from the ground up. What if it is not so much an issue of content as it is of layout?
Is the layout that you have chosen maximising user interest in your site? What do people see when they first land on the page? Here are some things that can help your page rank better Taken from a study by seotribunal.com. These things work because they can reduce the bounce rate.
Think of it this way – we have all at some stage been to an old junk shop, a place where things are stuffed into every corner. When you look at a shelf, it is full of clutter. Now, sometimes it can be fun to explore because you never know what you might find.
But, if you wanted to get something quickly, would you want to go and sift through everything on the shelf, or would you look for something more organized?
Not knowing what you might find can be adventurous in real life but tends to translate very badly online. Who wants to have to sift through piles of information to find the nuggets that they need? Who knows what is lurking in the shadows of a site that is really disorganized and cluttered.
With your site’s layout, white space is your friend. Keep the information broken up into manageable sized pieces and have it spaced out nicely. Use headings to organize the information. You can still have the same amount of info, but it won’t look as daunting this way.
“Above the fold” is a term used in the media industry. Basically, it is the information that would appear in the top half of the front page of a newspaper. This is prime real estate and where the most eye-catching headlines would be placed.
Speaking of web pages in general, this is the area that will show when the page opens without the user needing to scroll down or move across the page in any way. Take a tip from the media industry and put your best information in this area. Make sure that users will want to scroll down to read more.
Whitespace helps to break up the information on the page. Pictures do the same and can help you get your point across a lot more effectively. When you check out a site for a beach resort, do you land on a page that describes sandy, white beaches, or do you see pictures of those beaches?
Naturally, the pictures do a better job of setting the scene. There is one caveat with the pictures though. You want high quality images, but you also want to cut down the file size. You should optimize the photos for web use. It won’t make a noticeable difference to the photo, but will help reduce its overall size.
Your navigation structure is one of the most important parts of the layout. If people want to go straight to the products page, they should be able to easily see how to do so. Making sure that your site is easy to navigate helps to keep people engaged.
Having the right layout could be the most important tool at your disposal when it comes to search engine optimization. Choose a killer layout and people will spend more time on your site. That will serve you well when it comes to your site’s credibility with Google and other search engines.