Services Include:

Search Engine Optimization

Local Search Optimization

Paid Search Advertising

Social Media Marketing

Website Analytics

SEO and UX are Married After All

wedding rings-SEO and UXFor many years people considered user experience (UX) and search engine optimization (SEO) to be at odds. But do they truly have conflicting goals? I don’t think so. Rather they work together to move a visitor to the chosen conversion(s).

You can have optimized website pages bringing you lots of traffic, but if your site is unappealing, difficult to read or navigate and contains poor content, visitors will leave without converting. On the other hand you can have easy to navigation and fantastic headlines, content and images, but if your website cannot be easily found you will have no traffic to read your great content and convert. Without both UX and SEO, you will have low conversion rates, and that isn’t good for business.

Creating a compelling experience yet optimized website is possible. The key is balance. In fact, the two disciplines often reference each other. For example, Google Webmaster state, “Make pages primarily for users, not search engines.” Here are some steps you can take to optimize user experience and search engine optimization on your website.

Site Speed

Many studies report that visitors expect a site to load within two seconds and will abandon it after three or four seconds. Make sure your site is designed to load quickly. Tied to that is a limitation on the use of Flash and JavaScript. As more people search via mobile phones, this issue becomes more important because not operating systems support Flash, such as iOS.

Easily Understandable

The primary purpose of the site should be easily understood by a visitor. Keep the design and purpose simple instead of overwhelmingly complicated. Clearly explain your product or service and incorporate primary keyword phrases in a way that is natural. Use bullets and bold headings instead of large blocks of text along with proper semantic markup with an H1 tag and subsequent H2 tags for sections containing keyword phrase variations.

Do not be afraid to directly ask a visitor to subscribe to a newsletter, download an eBook or whatever other action you want a visitor to take. Visitors need to know what you want them to do next.

Easily Accessible

Use a clear page hierarchy and navigation structure. Visitors need to easily move around the site and find what they need with a minimal number of clicks. They should not have to guess about where information can be found because they will go elsewhere for their answers. Search indices need to have a crawlable link structure to find all the pages and properly index them.

Anticipate Visitors’ Frequently Answered Questions (FAQs)

When creating a website bear in mind why visitors are on your website and what type of information they are looking for. Make sure the information they most need is available, easily found and of high quality. By doing so, you help both visitors and search engines.

Match Conversion Paths to Buyer Persona(s) and Sales Process

Although it is easy to find the paths people take on your website, the more important issue is why they take certain paths. Collect data about your visitors’ website behavior and create your conversion paths based on it. Sending them on an unnatural path will only frustrate them and lower your conversion rates.

By knowing your visitors’ behavior, you can also incorporate your sales process into the web design. Identify potential problem areas and design the site to prevent them. If you do have a sudden conversion drop, find the most common drop-off points and analyze further. Modify the site based on your new understanding.

These basic steps will help you optimize your website for both UX and SEO. Will there be compromises at times? Sure. However, if you stay focused on your business goals, you will best utilize user experience and search engine optimization in the end.