Search Engine Optimization practitioners won't like this, yet we believe there is too much emphasis and hype over SEO for the small and mid-size business segment. We love SEO and we know that achieving high ranking in your keyword segment can deliver real results for your company. Yet what is the value of a highly ranked web site that does not excite and motivate your human visitors?
We have working with small companies that demand high ranking. They hear the hype and want to be numbero uno in <name a highly competitive keyword>, yet their site is presented poorly - difficult to understand or navigate through. The visitor can, with one click, return to their search results and visit your competition. Click... gone....
We recommend developing our web site with SEO basic (title tag, h1/h2, strong content, meta tags...) while focusing on your site's usability. Present strong tight content and your visitors will come and do business! Keep in mind, the search engine spider never buys - unlike the human visitors you with to attract. Managing to both masters - SEO and site usability and your site will deliver real results for your business. This is how we recommend they spend their limited dollars - then circle back and increase their SEO focus to continue to increase their site's ranking.
I've been an SEO marketer for years and I totally agree with you. What's the use of having a number one ranking if your site doesn't convert due to poor usablity?
You may be interested in this article from Website Magazine that reviews usability tools http://bit.ly/32mqlQ
I am affiliated with http://www.usertesting.com but the article covers several others.
Amanda
Posted by: Amanda McNeill | November 20, 2009 at 05:20 AM