Beyond an Algorithm: Understanding the Searcher’s Experience

Search Engines. Keywords. Rankings. Traffic. Conversions.

Sometimes web professionals focus solely on these concepts without having a clear idea about who their searchers are, what they are trying to accomplish, and how your company’s website uniquely satisfies the intent of the user.

Shari Thurow, an advanced SEO professional, explains that many times people miss the point behind why a change is beneficial for the user by simply stating “It's good for the user experience.” In her article on the Searcher Experience, she describes a framework for understanding the ways in which we ascribe value to a given website’s content.

The criteria for quality content are the following:

• Is it Useful? Are we helping searchers achieve their goals?
• Is it Usable? Is the website easy to use with maximum efficiency?
• Is it Desirable? Is the website emotionally compelling to the user?
• Is it Findable? Can searchers find your website with minimal effort?
• Is it Accessible? Is the content accessible to bots? The blind and visually impaired?
• Is it Credible? Is the site reliable, trustworthy, and dependable?
• Is it Valuable? Does the website improve searcher satisfaction? 

Use these criteria to understand how searchers experience your website. To find out more about the intersection between UX and SEO, please contact our SEO professionals at Verndale.