SEO has changed a lot over the years. Many marketers these days aren’t sure what’s outdated, what’s important, what will actually move the needle and what’s simply wasted effort. Part of that is due to several SEO myths out there. Fortunately, we’ve been debunking several of them with a series of blog posts. This one will cover Myth #16: SEO is not a usability issue. Once we’ve debunked that, we’ll show you how we embrace reality.
SEO has evolved from simply getting found to improving how users engage with your content. SEO is so much more than optimizing for search engines. You need to optimize for users first and foremost, so they actually click through your listing to your website and — once they click through — stay there.
To keep visitors on your site, ensure you’re publishing content that’s personalized and relevant. You should also make sure your website is intuitive and easy to browse (in other words, accessible by both crawlers and users).
Also, don’t make visitors look for what they need. Provide clear calls-to-action, and you’ll convert those visitors into contacts, leads, and — eventually — customers.
SEO should really stand for “search experience optimization.”
How Mojo Embraces Reality
Several of our clients have had issues with SEO, high bounce rates and low conversions. After careful evaluation, we found website usability to be a big reason why. By helping them redesign their website to one that’s more user-friendly and optimized for conversions, they saw an immediate uptick in visits and, more importantly, leads. Here’s a recent example: one of our clients saw a 76 percent increase in contacts from April to May of this year after their new website went live. Why? Better usability.
We’re also constantly looking at our own website for SEO improvement opportunities and usability issues, which is why we make a point to analyze and optimize it on a regular basis. For some tips on how we go about accomplishing this, check out this HubSpot blog post: 10 Tips That Can Drastically Improve Your Website's User Experience.
In the end, SEO is definitely a usability issue — so consider this myth debunked. Be sure to stay tuned to our blog for the final myth we tackle, Myth #17: SEO and inbound marketing don’t mix.