While search engine optimisation (SEO) and web usability look like completely unrelated aspects of the online marketing spectrum, they’re actually more connected than you might think.
SEO mainly involves getting people to visit your website by helping it get to the first page of the search engine results pages (SERPs). Web usability on the other hand, affects the user experience of people who are actually in your site, the goal being to turn them into buying customers.
To cut the long story short, SEO happens even before a site’s target audience makes any click, while usability occurs after the user has ‘landed’ on the site. As different as both aspects of the marketing process are, both are required to click on all cylinders to ensure the success of a website.
However, accomplishing that is an entirely different story.
Common Points of Conflict between SEO and Usability
What normally happens in most websites you see on the Internet is that SEO usually flies in the face of usability. The best example of this problem would be keyword stuffing, a practice propelled by the belief that “more is better.” In the case of SEO, this is not quite the case.
Keyword stuffing only undermines the usability and user experience of a site, compromising content quality and making it difficult for users to read and understood what’s on your web pages. Likewise, the choice of words/vocabulary used on pages is a problem related to this same line of thought. Many SEOs make the mistake of using certain keywords that receive high amounts of queries on Google, even if it makes content difficult to understand by users in the process.
Enform knows the key here is to strike a balance and know which areas in your site are lagging. As much as you can, never compromise one aspect of lead generation for the other.