Die Bedeutung der Usability für das Google-Ranking

Abstract

The visibility of websites in Google searches is a decisive success factor for companies in digital competition. In recent years, the understanding of search engine optimization (SEO) has changed significantly - moving away from purely technical measures towards a usercentric evaluation. With the introduction of Core Web Vitals and the Page Experience Update, Google has explicitly incorporated usability factors into its algorithm. Nevertheless, there is often uncertainty in practice as to which specific measures improve usability and how strongly they actually influence ranking. This study is therefore dedicated to the central question of how the usability of websites influences the Google ranking and what optimization measures companies can take to specifically increase both their user-friendliness and their digital visibility. To answer the research question, a theoretical framework was first developed in which various usability factors were identified and their influence on Google ranking and their connection to search engine optimization were systematically analyzed. A specific distinction was made between technically measurable and perceptual aspects of usability, whose respective impact on visibility in the search results was worked out. Building on this theoretical basis, five guided interviews were conducted with experts from the fields of search engine optimization, web development and UI / UX design in the empirical part of the work. The aim was to gain practical assessments of the relationship between usability and ranking as well as concrete recommendations for action for companies. The interviews were evaluated using qualitative content analysis according to Mayring in order to systematically categorize central statements and identify thematic patterns. The results of the work show that usability influences the Google ranking on two levels: directly, via technically measurable factors such as loading time and mobile optimization, and indirectly, via user behaviour, which is positively influenced by a user-friendly design. Aspects such as dwell time, bounce rate or interactions - so-called user signals - are considered indicators of relevance and are included in the algorithmic evaluation. The experts emphasized the need for a holistic optimization approach in which SEO is already considered in the conception and design of a website. Key recommendations include a clear page structure, responsive design, reduced loading times and regular usability analyses using suitable tools. The work thus provides practical insights for companies and at the same time opens up starting points for further research at the interface of usability, user behavior and search engine algorithms

Date of Award	2025
Original language	German (Austria)
Supervisor	Armin Johann Schnürer (Supervisor)