In the world of website development, web design and search engine optimization (SEO) are critically important and it now abundantly cleat that they depend on each other. SEO strategies ensure an audience will see your site when they search online, while startup melbourne website design and usability ensures they can easily navigate your site to meet their needs. More than this, Google ranks each website based on their functionality and usability to ensure those that score well get a better SEO ranking So, how do marketing professionals maintain that careful balance between SEO and usability?
Functionality and Usability
Website design and Usability is a fundamental component of effective website development. If a user cannot learn how to use your site and enjoy the experience in just a few second, he or she may never come back, regardless of the site’s ranking in search engines. Furthermore search engines like google reward websites that are easy to use. Improving website design and usability enhances SEO strategies.
To improve usability, conduct user testing yourself or work with a professional website design agency to improve your website. These days there are a plethora of software that can help people conduct A/B testing on their website. VMO, Optimizely and Maxymiser all offer great value in respect of A/B testing. Having said that it is often better to consult website developers who have qualities in common with yourself and truly understand your direction. Do not interact with the users, but closely monitor their behaviours on the website.
Any web developer can use app design melbourne test groups to enhance usability, but many don’t. For success over time, consider adding usability tests to your company’s routine website activities. Without regular testing, you may find that commonly used SEO tactics wear down site usability over time.
Poor SEO Strategies Hurt Usability
Many SEO tactics are usability-centric but unfortunately a lot are not. Web developers that follow the old-school approach to SEO may hurt usability with keyword stuffed, irrelevant articles and poor link-building practices. This being said, the good news is that SEO algorithms used by popular search engines are starting to reward user-friendly factors, including strategic but minimal keyword inclusion, natural links, and site hierarchy.
Below are a couple of features that do not always work well with Google
• Infinite scrolling – Some web designers today love the sleek look of the infinite scroll website design. The idea behind the concept is that creating fewer barriers to content will enhance user experience. In practice, the technique can create too much scrolling for user-friendliness. Infinite scrolling completely changes a company’s ability to create an interconnected network of SEO-friendly landing pages. It also slows down the site’s overall speed, which automatically diminishes search engine visibility. In a large majority of cases, infinite scrolling is not the right approach to web design.
• Creating doorway pages – A black-hat SEO tactic, a doorway page is developed solely to generate keyword-driven optimization. The pages often offer little value to customers (reducing usability), and while they can trick a search engine for a while, the practice is not sustainable over long periods of time.
• Keyword stuffing – Many marketers recognize that keywords stuffing is not a best practice for SEO anymore, but some agencies still promote it. Keyword stuffing, reduces the efficacy of a piece of content. Today, web developers can create a much more sustainable SEO and usability keyword practice focused on a few optimized keywords.
• Spam-worthy link building – Link building is a “must” for any SEO strategy, but there is a right way and a wrong way to go about building them. Links should apply only to relevant phrases, and they should include a healthy mix of inbound and outbound pathways. If you highlight a search phrase “how to fix a tire” and link back to a blog on types of tires, it creates usability issues and can lead to search engine penalties.
• Putting SEO above content – SEO can be a good little earner, but it is not the end-goal. It’s a means to earn better online visibility and drive conversions. When companies focus too much on SEO, usability suffers. Focus instead on creating valuable content, and then optimize that content for search engines.
Balancing Usability and SEO for Better ROI
Website designers must constantly search for and maintain the balance between SEO, functionality and usability to reach their online goals. To get the best of both worlds, website developers and SEO professionals should regularly consume current information about search engine operations.