Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
The Secret Benefit Of Search Engine Optimisation: Increased Usability > NetSparsh - Viral Content you Love & Share

The Secret Benefit Of Search Engine Optimisation: Increased Usability

A higher search ranking is what many website owners dream of. What they don't realise is that by optimising their site for the search engines, if done correctly, they can also optimise it for their site visitors.

Ultimately this means more people finding your website and increased sales and lead generation. But are search engine optimisation and usability compatible? Aren't there trade-offs that need to be made between giving search engines what they want and giving people what they want? Read on and find out (although I'm sure you can guess the answer!)...

1. Keyword research carried out

Before you even begin building your website, you should carry out keyword research to identify which keyword phrases your site should target. Using publicly available tools such as Wordtracker (http://www.wordtracker.com), you can discover which keywords are searched for the most frequently and then specifically target those phrases.

Doing keyword research is also crucial for your site's usability. By using the same keywords in your website that web users are searching for in search engines, you'll literally be speaking the same language as your site visitors.

For example, you might decide to target the phrase, "sell toys", as your website does in fact sell toys. Keyword research would undoubtedly show you that web users are actually searching for, "buy toys" (think about it - have you ever searched using the word, "sell", when you want to buy something?). By placing the phrase, "buy toys" on to the pages on your website, you'll be using the same words as your site visitors and they'll be able to find what they're looking for more easily.

2. 200 word minimum per page

Quite simply, search engines love content - the more content there is on a page the easier it is for search engines to work out what the page is actually about. Search engines may struggle to work out the point of a web page with less than 200 words, ultimately penalising that page in the search rankings.

In terms of usability, it's also good to avoid pages with very little content. A page with less than 200 words is unlikely to contain a large amount of information, so site visitors will undoubtedly need to click elsewhere to find more detailed information. Don't be afraid to put a reasonably large amount of information on to a page. Web users generally don't mind scrolling down anymore, and provided the page provides mechanisms to aid scanning (such as employing sub-headings - see point 6 below) it shouldn't be too difficult for site visitors to locate the information that they're after.

3. 100kb maximum HMTL size

If 200 words is the minimum page content size, then 100kb is the maximum, at least in terms of HMTL file size. Anything more than this and search engines may give up on the page as it's simply too big for them.

A 100kb HMTL file will take 20 seconds to download on a 56k dial up modem, used by three in four UK web users as of March 2004 (source: http://www.statistics.gov.uk/pdfdir/intc0504.pdf). Add on the time it takes for all the other parts of the page to download, such as images and JavaScript files, and you're looking at a highly un-user-friendly download time!

4. CSS used for layout

The website of Juicy Studios (http://www.juicystudio.com) saw a six-fold increase in site visitors after switching from a table-based layout to a CSS layout. Search prefer CSS-based sites and are likely to score them higher in the search rankings because:

- The code is cleaner and therefore more accessible to search engines

- Important content can be placed at the top of the HTML document

- There is a greater density of content compared to coding

Using CSS for layout is also highly advantageous for usability, as it leads to significantly faster download times.

5. Meaningful page title

If you know anything about search engine optimisation you'll know that search engines place more importance on the page title than any other attribute on the page. If the title adequately describes the content of that page then search engines will be able to more accurately guess what that page is about.

A meaningful page title also helps site visitors work out where they are, both within the site and the web as a whole. The page title is the first thing that loads up, often quite a few seconds before the content, so a descriptive, keyword-rich page title can be a real aid to help users orientate themselves.

6. Headings and sub-headings used

Search engines assume that the text contained in heading tags is more important than the rest of the document text, as headings (in theory at least) summarise the content immediately below them.

Headings are also incredibly useful for your human site visitors, as they greatly aid scanning. Generally speaking, we don't read on the web, we scan, looking for the information that we're after. By breaking up page sections with sub-headings that effectively describe the content beneath them, scanning becomes significantly easier.

Do be sure not to abuse heading tags though. The more text you have contained in heading tags within the page, the less importance search engines assign to them.

7. Opening paragraph describes page content

We've already established that search engines love content, but they especially love the first 25 words or so on each page. By providing an opening paragraph that adequately describes the content of the rest of the page (or the site if it's the homepage), you should be able to include your important keyword phrases in this crucial area.

As web users, whenever we arrive at a web page the first thing we need to know is whether this page has the information that we're after. A great way to find this out is to scan through the first paragraph, which, if it sufficiently describes the page content, should help us out.

8. Descriptive link text

Search engines place a lot of importance on link text. They assume that link text will be descriptive of its destination and as such examine link text for all links pointing to any page. If all the links pointing to a page about widgets say 'click here', search engines can't gain any information about that page without visiting it. If on the other hand, all the links say, 'widgets' then search engines can easily guess what that page is about.

One of the best examples of this in action is for the search term, 'miserable failure'. So many people have linked to George Bush's bio using this phrase as the link text, that now when miserable failure is searched for in Google, George Bush's bio appears top of the search rankings!

As web users, we don't generally read web pages word-for-word - we scan them looking for the information that we're after. When you scan through text you can't take any meaning from the word 'click here'. Link text that effectively describes its destination is far easier to scan and you can understand the destination of the link without having to read its surrounding words.

9. Frames avoided

Frames are quite an old-school technique, and although aren't as commonplace as they once were, do still rear up their ugly head from time to time. Using frames is one of the worst possible things you could do for your search engine ranking, as most search engines can't follow links between frames.

Even if a search engine does index your pages and web users find you through a search engine, they'll be taken to one of the pages within the frame. This page will probably be a content page with no navigation (navigation is normally contained in a separate frame) and therefore no way to navigate to any other page on the site!

Frames are also disadvantageous for usability as they can cause problems with the back button, printing, history and bookmarking. Put simply, say no to frames!

10. Quality content provided

This may seem like a strange characteristic of a search engine optimised website, but it's actually crucial. Search engines, in addition to looking at page content, look at the number of links pointing in to web pages. The more inbound links a website has, all other things being equal, the higher in the search rankings it will appear.

By providing creative, unique and regularly updated content on your website, webmasters will want to link to you as doing so will add value to their site visitors. You will also be adding value to your site visitors.

Conclusion

Optimising your website for both search engines and people needn't be a trade-off. With this much overlap between the two areas, you should easily be able to have a website that web users can find in the search engines, and when they do find it, they can find what they're looking for quickly and efficiently.

This article was written by Trenton Moss. He's crazy about web usability and accessibility - so crazy that he went and started his own web usability and accessibility consultancy ( Webcredible - http://www.webcredible.co.uk ) to help make the Internet a better place for everyone.

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

Forbes

Four Reasons Why 'Position Zero' Shouldn't Be Your Main SEO Goal
Forbes
It's likely that your SEO goal used to be to reach the top ranking in the SERPs for as many pieces of content as possible. When Google introduced position zero, it's probable that reaching rank zero became your new goal. (Position zero is the snippet ...
5 Critical SEO Considerations When Optimizing News WebsitesSearch Engine Journal

all 5 news articles »

Telegraph.co.uk

Marketing guides
Telegraph.co.uk
It's a bit convoluted to say why this is important for your SEO strategy, and Google denies that it's the case outright, but it's a fair bet that if a SEO or PPC manager, or your company, are paying thousands of pounds for those adverts, there's going ...

and more »

Search Engine Journal

The Ultimate Guide to Seznam SEO
Search Engine Journal
The latest data puts it at around a 16 percent market share, with Google dominating the market at 79 percent. Seznam Search Homepage, September 2018. Seznam includes some SEO guidance through this Napoveda entry. Like other search engines, ...


Local SEO Can Empower Small Businesses To Outrank Bigger Players Convincingly
HostReview.com (press release) (blog)
In the early stages, SEO was much more generic because searches too were generic. As the search pattern evolved with time, it started becoming more specific and geo-centric as searchers started using search engines to gather information about sources ...

and more »

Search Engine Land

Is SEO table stakes? (Hint: No!)
Search Engine Land
Back in late 2006, the topic of the day was β€œIs SEO rocket science?” It wasn't, of course, unless you were referring to boosting your organic traffic to a rocket-like trajectory or trying to impress someone by spouting off the mathematical equation for ...
3 Ways PPC and SEO Teams Can CollaborateVertical Measures (blog)

all 19 news articles »

New Electrical Contractors SEO Services Announced By Chicago Website Design SEO Company
Digital Journal
Chicago Website Design SEO Company has recently launched new SEO and marketing services that are aimed at increasing the visibility of electrical contractors. The services specifically target the local search because this is what matters. Having a ...


Chicago Website Design SEO Company Announces New SEO and Marketing Services For Roofing Contractors
Digital Journal
Roofing contractors can now access professional SEO and marketing services designed for local businesses courtesy of Chicago Website Design SEO Company. The company has recently included specialized services that target local businesses. This is ...


Forbes

Try These Three SEO Strategies For Best Results
Forbes
What are the top techniques for SEO? originally appeared on Quora: the place to gain and share knowledge, empowering people to learn from others and better understand the world. Answer by Claire Perez, Director of Strategic Account Management at ...
How to recover from a negative SEO attack – Part 5Search Engine Land
SEO Is Back! But Was It Ever Really Gone?Search Engine Journal
SEO: Retaining Performance on Site MigrationsPractical Ecommerce
Business 2 Community
all 11 news articles »

Forbes

Local Reviews Can Help Your Business Rank Higher In Local SEO
Forbes
Many facets go into a marketing strategy, and that's what makes it so interesting. Marketers need to think about who their clients are and what their online search and shopping habits are. They also have to keep a keen eye on the competition, create ...

and more »
Google News

How To Design A Search Engine Friendly Website

There are many websites that fail to target their required... Read More

Beyond Hits!

Your Website visitor reports are a goldmine of information. If... Read More

HTML and Search Engine Optimization - What You Dont Know Can Kill You

When it comes to search engine optimization there is a... Read More

Promoting Home Business: Tips to Increase Web Site Sales

You've selected an appropriate Online Business Opportunity. That is not... Read More

Goofy Mistakes that Hurt Your Search Engine Rankings

One thing is for sure, you don't want to spend... Read More

Do Search Engines Scare You?

What do the words "Search Engine" make you think of?... Read More

The (Not So) Shocking Truth About Getting A High Search Engine Ranking

I have seen my site hit #3 at Google, and... Read More

Are You A Google Junkie

Google this, Google that, Google Google Google.......My name is Debbie... Read More

SEO #6: How TO GET Banned by Google!

Yesterday you should have read the fifth course out of... Read More

Search Engine Spiders Lost Without Guidance - Post This Sign!

The robots.txt file is an exclusion standard required by all... Read More

Website Copy-writing for Higher Sales and Higher Search Engine Ranking

Why, you ask? Mainly, because search engines want to provide... Read More

Search Engines The Masters Of The Internet Universe ? Part 2

"This is a continuation of the pervious part, split into... Read More

Going To Market: Keywords and Backlinks, Part 1

As I waded into the 'Make Money Online' waters on... Read More

The 3 Essential Components of a Search Engine Optimization Campaign

Everyday, the Search Engines average 300 MILLION searches. In a... Read More

How to Succeed with the Search Engines

The Cold Hard Facts?..One of the most important factors in... Read More

Search Engines from a Webmaster Perspective

By now, virtually every webmaster has heard or read that... Read More

SEO Made Easy!

Search engine optimization remains a minefield of old advice, outdated... Read More

Feed Those Hungry WIIFM Monsters, Get Them To Multiply

Everyone packs their website with keywords in order to feed... Read More

Click Click Boom: a Linking Strategy that will Blow Away Your Competition

Web marketers, do you hear what I hear?"Click-click BOOM"That's the... Read More

Diary of a Google Gazumpee

Back in November, when the Google Dance began, Barry Lloyd... Read More

3 Deadly Search Engine Marketing Sins

My inbox this week provided glaring examples of three all... Read More

Search Engine FAQ

Why shouldn't I use a submission service that submits my... Read More

Do the Robot!

Everyone should realize that the search engines (sponsored ads aside)are... Read More

The Two Most Important Things You Must Do For Google Top Ranking

Attaining a top ranking in Goggle or any other major... Read More

Beating the New Google AdWord Rules with Blogs and RSS

When Google Adwords first came on scene, it was not... Read More