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Usability and SEO - Red Light, Green Light

Written by: Kim Krause Berg

Article Overview: Usability is misunderstood and therefore, not even considered a worthwhile investment until sales stop or worse, a lawsuit appears by someone unable to use the site.

Usability and SEO - Red Light, Green Light

Another article has appeared on the topic of SEO and Usability and how these two different skill sets benefit each other. The latest, Usability and SEO. Which comes First?, written for Search Engine Watch by Eric Enge, caught my eye because he wrote:

“What I want to emphasize here is one key point: Usability comes first, and SEO comes second.”

It’s funny to hear that statement coming from a professional SEO.

In the late 1990's, when I offered search engine optimization services, I didn’t get the call for help until the web site was launched and swimming for dear life in the search engine pool. In those days, there were lots of search engines. SEO came last, after the design and after people were intended to use it. If they ever found it, that is.

During the past ten years, acceptance by companies to work search engine marketing techniques into their web site pages has vastly improved. User centered, persuasive design, on the other hand, are still whispers in the wind. Will it take another ten years for usability and accessibility to be as justified as marketing a web site property?

What opened my eyes was working in user interface design and discovering that usability came last, AFTER SEO. It was always a pleasant surprise to hear someone on the design team inquire about image alt attributes or fuss over page title tags. Unfortunately, I realized they only knew these things mattered because some of my design team mates owned their own personal web site businesses on the side. It wasn’t something the company demanded for itself. They were just lucky the web site designers had their acts together.

User centered design still gets shoved around. As it makes its way into the world of search engine marketing, the experience reminds me of the game “Red Light, Green Light”. The caller yells, “Green light!” and everybody runs forward, willy nilly, confident, trying to get to the finish line first. Then, the caller shouts, “Red light!” and suddenly everyone stops. Frozen. They have to hold their position. They can’t breathe or giggle, as they wait for their next instruction.

Corporate Blinders

I was recently part of a conversation whereby a man was describing his company’s future plans. Presently, they sell products online locally and are now moving into a neighboring country. After this, they plan on going global.

As he describes it, they have no usability person in the entire company. They have search engine marketers. But, they have no idea how to sell online internationally. They don’t understand what browsers are popular outside the USA. They don’t know how to make forms usable for global customers. User behavior and habits vary by culture, even down to how web pages are read. They assume their present website will work everywhere. I see this constantly and wonder how some corporations survive with such tunnel vision.

Usability is misunderstood and therefore, not even considered a worthwhile investment until sales stop or worse, a lawsuit appears by someone unable to use the site.

It’s Not Who Goes First

Whenever I see phrases like “Usability is first, SEO is second” or “SEO is first, usability is second”, or “SEO doesn’t need usability”, I don’t agree with the competition this sets up.

Both disciplines are vital to the air your web site breathes. They are equal sides of the same lung.

Usability, accessibility and search engine marketing practices are united partners because they’re focused on the web site visitor. We can all walk up to these customers and shake their hand together.

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Article Tags: dear life, enge, engine optimization services, finish line, key point, marketing techniques, personal web site, search engine marketing, search engine optimization, search engine optimization services, search engine watch, search engines, seo, skill sets, team mates, title tags, user centered design, user interface design, web site designers, whispers in the wind



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