Some Sites Need Usability Makeovers, Not SEO

Jan 25, 2008 • 9:22 am | comments (4) by twitter | Filed Under Web Usability & SEO
 

Stoney DeGeyter has written over at Search Engine Guide that not every client needs SEO. Sometimes the usability needs to be tackled first. Using an analogy, he explains that your website is like a restaurant. If the restaurant isn't accessible, people might not hang around. He drives the point home with:

By fixing usability issues you can sell more while without having to spend a lot of money always trying to bring in a lot of new traffic. A little goes a long way. Once you are able to increase your conversion rates, every dollar you spend on marketing and SEO will be more effective and have a much bigger impact on your profit margins.

This is important because not everyone is ready to embrace a search engine marketing campaign if they're not able to make their website more usable. This is true for PPC as well, as echoed on Sphinn:

Excellent point! I see the same problem (maybe even more of a problem) with those looking to do PPC. Companies want to advertise via Adwords but have a site that clearly will not work in paid search.

So here's the suggestion as proposed by Search Engine Guide: make a usable website first, and then focus on search marketing.

Forum discussion continues at Sphinn.

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Comments:

Michael Martinez

01/25/2008 06:10 pm

It's a good article. Usability is a major factor in building a successful site.

Aaron

01/26/2008 12:00 am

So true. Many times a site really does have decent "SEOness" and just needs someone to say, "hey those pages need to convert too." I say, "make a usable website first - THAT ALSO INCLUDES the best practices of search marketing."

Porter

01/27/2008 01:33 pm

Yes it's true, some sites need usabiblity makeovers,not SEO. First make a usable website...

CarrieHill

01/27/2008 05:50 pm

Our agency is starting to implement a "checklist" of sorts so certain "usability" and "Convertability" factors are met before we start marketing and promoting a site. You can drive a million visitors to a crappy site, and still not enjoy great conversions - usability and design are a major factor in the success of a site

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