Google has increasingly been talking about the importance of creating a good user experience.
Unfortunately for many webmasters, understanding how Google evaluates what a good user experience looks like as well as knowing if it will have the desired effect, can put them off making such changes. In this blog post, I look back at some work we did with a client to improve their UX (and specifically, their site architecture) that had a big impact on their rankings.
At the beginning of 2017, I started working with a bullion ecommerce site. They were Europe-based but had struggled to gain traction in the more profitable UK market, which is where we came in. It quickly became apparent to us that the site was difficult to navigate around and didn’t always highlight important pages to users, so we performed a review of their site architecture and made the following recommendations:
It was a pretty hefty project and took several months to complete these tasks, but the results were substantial.
In the UK, visibility increased by 184% YoY while Germany saw an increase of 495% over the same period. Spain and Italy also began overtaking the performance of the UK having started 2017 with practically no visibility at all.
Organic traffic increases over this period were also substantial with an increase of 119% YoY which led to a 207% growth in organic revenue.
User metrics also changed in a positive way over the course of this year. We found that Pages/Session were down 24% from 4.87 down to 3.71 while average session duration was also down 21% from 3:44 to 2:57. On face value, this might be viewed negatively but when we think about what this project was trying to achieve (e.g. helping users find the product they want as quickly as possible and in as few steps as possible), we realise that this data demonstrates that this is exactly what was accomplished.
Based on our learnings from this project (and others), as well as Google’s own guidelines, we’d recommend making the following considerations as you review your own site architecture:
We regularly come across clients who need to change their site architecture and find that once the right changes have been made, that performance across all channels is improved.
So, if you haven’t already, why not give your site architecture a good clean and transform your site from average to awesome?!