As a business owner, you must have come across many marketing jargons, and you’ve probably noticed the term SERP. This article explains to you what SERP is and how it affects your business. The abbreviation SERP stands for Search Engine Results Page and it refers to the page generated by a search engine in response to a user’s query.

Search Engine Result Page displays a list of search links and pages relevant to the user’s query. Suitable web pages containing the keywords are ranked from most appropriate to the least. The pages ranked on top receive more impressions and traffic from the users searching on the search engine. Therefore, SERP positioning is crucial for your business growth and deserves as much attention.

Your SERP positioning on search engines can be improved and is highly affected by the UX/UI design of the website. Google and other search engines favor web pages that provide a better user experience. Websites need organic traffic and it can be enhanced by UX/UI web design. This is why it becomes important for you to understand how to stay relevant in Google’s search results.

There are four pillars of page experience which consist of loading, user annoyance, security, and privacy and accessibility. Here is how UX/UI helps in improving the ranking of your business page on Google.

1. Page Speed:

Loading signifies how fast or slow, the resources of the page are downloaded and displayed on the user’s browser. Research says that if the load time of a website surpasses 5 seconds, the bounce rate soars by 90%. The loading time of a website is a significant factor to consider for search engine algorithms. Search engines prefer web pages with fast loading time as it provides better user experience. Search engines want their users to access information hassle-free and hence ensuring better speed is crucial for your business web presence. For loading search engines use LCP (Largest Contentful Paint) and FID (First Input Delay) that reports the render time of the largest image or text block and measures the time from when the user first interacts with the page respectively. Page speed is not a cakewalk and therefore it is wise to allow professionals to interfere. Hiring a professional UX/UI web design agency can help you deliver quality results to your customers.

2. Visual Stability:

This quantifies some of the page behaviour that might get in the way of the user accomplishing a task. Visual stability is as important as the content on your web page. You probably would have encountered a few frustrating things while browsing a web page. Clicking on something you never intended to, external widgets, layout shifts, or pop-ups showcases the lack of visual stability in your website. Google terms this as No abusive interstitials and considers it to be an important factor that impacts the ranking of the page. This affects the bounce rate and makes the user jump to another platform.

This results in losing a prospect and pushes your website to the bottom. Search engines make use of CLS (cumulative Layout Shift) which measures the sum total of all the individual layout shift scores for every unexpected layout shift that occurs on the page. Visual stability is one of the core web vitals and helps measure the page experience. Therefore, it is important to improve visual stability through UX/UI design to boost page ranking on search engines.

3. Security and privacy:

Search engines ensure that the sites are delivered using the HTTPS protocol. Users should be able to confidently browse the internet without having to worry about their security. Safe browsing builds users' trust and also helps you rank better on search engines. Google also warns users when it detects that a user might be clicking on a potentially harmful site. Therefore, as a business, you need to ensure that your website is a good citizen on the internet.

4. Mobile-Friendly Website:

There is a huge population of people who access information through their phones. Search engines favours websites that are inclusive to all web users. There are a variety of mobile phones in the market of different sizes and shapes. This means that you cannot rely only on desktop-oriented sites and expect results. You need to have a site that is capable of serving user experience on all devices. Moreover, Google favors mobile-friendly websites which is why you should switch to responsive site designs.

The implementation of this update is soon to take place. We at Tentackles Design help you navigate through the best practices for better search ranking on the Google search engine. Tentackles is one of the top-ranked UX/UI design agency tailored to ensure you rank higher and better conversions. Contact us today to learn more about our services.