Determining the impact of ergonomics and search engine optimization on site ranking factors

Abstract

The article is devoted to the analysis of search engine optimization of the site from the standpoint of ergonomics, the basics of usability, the basics of Internet marketing and key ranking factors. The task of determining the impact of UX design on the relevance of the site is implemented using Nielsen's heuristics, as well as using the French type of usability and a set of heuristics by Bastien and Scapin. The positive and negative sides of the adaptive layout are considered, the growth of the conversion rate is theoretically substantiated. The heuristic approach is based on the formation of records, categories and pages of a site built on CMS WordPress and on the construction of a classic semantic core. It has been theoretically studied that site ranking factors are signals that search engines use to sort search results according to their quality and relevance to a specific query. Each signal may or may not be used by Google for ranking purposes or may be slightly less or more important depending on the search query or search results.