Craig Campbell for Economy.bg: Why is user experience optimization important?

Craig Campbell, SEO coach and consultant at Craig Campbell Company, was among the keynote speakers at Serp Conf. In an interview with Economy.bg, he shared his views on the role of Artificial Intelligence (AI) in SEO, the main current trends and the future of the sector. One of the key themes Campbell stresses is the importance of user experience optimization.

The role of AI in SEO

Campbell notes that artificial intelligence already plays an important role in marketing and SEO. “We use AI 100%, especially for social media and outreach, because it makes processes so much faster,” he says. However, Campbell stresses that a human element is still needed to verify results as AI is not perfect and can make mistakes. “You have to check the content because sometimes AI can add random things that aren’t relevant.”

Major trends in SEO

One of the major trends right now is the integration of AI into SEO. According to Campbell, Google is becoming more sophisticated as time goes on, and content and semantic keywords remain key. He advises SEO professionals to upgrade and improve their work because competition in this sector is increasing. “SEO is evolving, and if you want to be at the top, you need to work harder and not be lazy,” he added.

Optimising the user experience

For Campbell, user experience optimization is one of the most important aspects of a successful SEO strategy. He believes that small changes to a website’s interface can lead to a significant increase in conversions. “A lot of people underestimate user experience. It’s important to make navigation as easy as possible for all users, including the older generation,” says Campbell. Sites that make it difficult for users risk losing a significant number of potential customers, he says.

Tips for SEO professionals

Campbell advises SEO professionals not to rely solely on organic traffic because the SEO market is volatile. “Don’t rely on SEO alone because it’s too uncertain. Invest in social media, email marketing and paid ads so you’re not entirely dependent on Google,” he says. Expanding the marketing mix is key to long-term success, he says.

The future of SEO

Campbell notes that despite predictions that SEO will disappear, the sector continues to evolve. AI will play an increasing role in SEO, he says, but organic traffic will continue to be important, even as Google gradually reduces the visibility of organic results. “We need to be realistic and expand our risks because Google will continue to place organic results lower and lower on search pages,” he concludes.

Watch the full interview with Craig Campbell in English: https://www.economy.bg/marketing/view/56489/Zashto-e-vazhna-optimizaciyata-na-potrebitelskoto-izzhivyavane