As you may know from our blog post about Google’s new Core Web Vitals, the search giant has announced it will soon start placing an even greater emphasis on User Experience (UX) in its ranking algorithm and provided the world with a new set of metrics regarding site speed and experience. For those of you with a habit of Google-watching, this UX SEO update may sound a little reminiscent of past algorithm updates such as PageSpeed and Mobilegeddon — and you’d be right. The world’s most dominant search engine has used a carrot and stick approach to move the web in a direction it thinks is better for users for some time now, and this is just a continuation down that path (which is totally in line with Google’s mission “to organize the world’s information and make it universally accessible and useful”).
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COMMUNICATING ABOUT UX SEO WITH YOUR CUSTOMERS
The coming Core Web Vitals update provides digital marketing agencies, SaaS companies and web professionals of all kinds with an outstanding opportunity to educate their customers about the importance of these new metrics and how they can keep their websites ahead of the UX SEO curve.
So with that in mind, here are a few things you’re probably wondering:
- How do you prepare to have the UX SEO conversation with your customers?
- How do you utilize Google’s Core Web Vitals announcement as an opportunity to differentiate your business?
- How do you use UX SEO to upsell a new, more modern website to your customers?
Below is a short UX SEO sales guide that will help prepare you to answer each of these questions.
Step #1: Research UX SEO
It’s critical to learn the ins and outs of Google’s new user experience signals, Core Web Vitals. Google provides some fantastic resources to help you prepare your sites for these updates and allows you to test websites now using Lighthouse, PageSpeed Insights and Search Console.
You will also want to make it a priority to meet with your team and decide who will ensure it is made a priority your websites are fully prepared for when the changes take effect. The early bird gets the worm, right?
Step #2: Inform Your Customer About UX SEO
Near the end of 2020, it would be a good idea to notify your customers and leads via all communication channels about the upcoming changes. Email customers, put out messages on social media and maybe even consider displaying the news as a banner at the top of your website when Google finally implements Core Web Vitals as ranking signals.
Big Google changes normally drive interest in websites and interest in websites can drive sales.
Step #3: Educate Your Customers About UX SEO
Now is the time to start planning out seminars and workshops for current and prospective customers around UX and SEO near the end of 2020. Sales decks, infographics, handouts, white papers, landing pages and more can all be useful in helping educate customers about the importance of having a website that improves its search ranking when it improves usability and page experiences.
Step #4: Sell Using UX SEO
Your sales team team should be well versed in Google’s latest UX SEO updates, as these offer great opportunities for conversations about improving the ROI of a customer’s website. Digital marketing agencies and SaaS companies should train their sales people team to utilize Google’s various testing tools when speaking to prospective customers. If you’re using nerDigital to build sites, you may also want to mention that your websites are consistently at the forefront of Google’s UX SEO updates and are built for maximum out-of-the-box visibility in search.