Usability-Optimierung als Schlüssel zum besseren Suchmaschinenranking: Analyse und Empfehlungen für Unternehmen

Abstract

In the digital age, online presence is crucial for businesses. A central challenge is to appear high in search engine results to maximize visibility. Although the importance of website usability for user experience is well-known, its exact impact on search engine ranking is not yet fully understood. Thus, the question remains how exactly usability affects search engine ranking and what specific measures can be taken to improve organic search result rankings. To address the research question: "How does website usability influence organic search engine ranking and what recommendations can be made for companies to improve website usability?" theoretical foundations on the topics of usability and search engine ranking are first explained. Usability is defined as the user-friendliness of a website, determined by the efficiency, effectiveness, and satisfaction of users. Furthermore, the concept of usability is distinguished from related concepts such as user experience and accessibility. The components of usability and various measurement methods, including statistics, heatmaps, A/B tests, and user tests, are also discussed. Additionally, the requirements for usability for mobile and desktop devices are examined. Next, the concept of search engine ranking is further explained and its functioning described. Search engine ranking is influenced by factors such as loading times, navigation structure, and mobile adaptation. It is explained how search engines evaluate websites and what criteria are crucial for a good ranking. In the empirical part of the work, expert interviews were conducted to gain additional insights into which ranking factors can be identified from an expert's perspective. These interviews aim to provide practical insights and recommendations for improving website usability. The results of the interviews are analyzed and compared with the theoretical findings. Finally, the work provides concrete recommendations for businesses. These include analyzing the website from the user's perspective, identifying and prioritizing usability issues, and implementing and measuring improvements. The goal is to improve organic search engine ranking through optimized usability, thereby increasing the success of the website. In conclusion, the research question "How does website usability influence organic search engine ranking and what recommendations can be made for companies to improve website usability?" can be answered based on the findings from the literature review and expert interviews. Website usability and SERP (Search Engine Results Page) ranking are considered two separate areas, but good or poor usability does impact the ranking. A connection between these two topics is therefore established. Websites that are frequently clicked on by users, have a good dwell time, and are considered relevant tend to rank better. If a website's usability is optimized so that users can easily navigate, quickly achieve their desired goals, and encounter no problems using it, the bounce rate decreases. Users stay longer on the site, which Google recognizes as a positive signal. This leads to the website being rated as more relevant and ranked higher.

Date of Award	2024
Original language	German (Austria)
Supervisor	Gerald Petz (Supervisor)