Website Usability and SEO

In a pervious e-newsletter we had a brief introduction to search engine optimisation (SEO) and how it will boast your website into the top 30 pages listed on a search engine's results page. (Highly desirable as a top 30 ranking or better, makes it much easier for potential clients to find your services and products). Regardless of who is to optimise your website there are several aspects of search engine optimisation that you should have cognisance of prior to redesigning your website. Lets have a brief look.

Content and Website Usability

Before going to all the time and effort (and cost) involved with search engine optimisation you should really review your existing website for its 'best' attributes. These attributes can then be incorporated into the redesigned website.

In this article we look at the topic of website usability. In other words when a visitor arrives at your website does it grab their attention? and they can readily find what they are looking for? There are several aspects that need consideration:

Clients and Customers. Let's take a look at your products and services pages, as these are the ones most likely to benefit from search engine optimisation. Review each page carefully. Is it clear who your target market is? Are you using their language? Make sure the benefits - "The what's in it for me?" - are obvious. The focus is on clients - benefits not features. If you look at some websites it seems to be all about what a wonderful company we are. Don't even think about it. Think clients, or customers, or members, or ....

Visual Impact. Again looking at you site, how does it appeal visually? Does it have a professional appearance? Now, do not go over board on the visuals. But .... ideally your website will match your brand image and hence other marketing collateral (e.g. business cards, signage, and so on)

Navigation. For the third time critically analyse your website. This time, ask yourself: Can people to the site for the first time readily find the information they are looking for? Are the menu items short but clear as to which pages they link to? Are text menus in use? (Search engines can read text but images are problematic).

PS There is nothing like asking outsiders to conduct the review for you. They have a fresh perspective and may look at things differently especially so if it's your clients being asked to review the site.

In another issue we will look at some of the external factors that affect search engine rankings and you ability to attract highly targeted prospects to your website.

NB Search engine optimisation is also known as website optimisation, website promotion, search engine marketing, and website marketing.

Website Usability and SEO

Content and Website Usability

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