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Optmizing your website for the search engines isn’t enough. Although search engine optimization can help you raise your rankings in the search engines and get more traffic, there is another factor you need to consider: website usability.
Search engines don’t buy products and services. People do. When you are optimizing your website for the search engines, you need to consider your reader.
The attention span of the average web surfer is only a few seconds. If your visitor can’t quickly find what he/she is looking for, that visitor will click away. Your chance to capture the email, or better, make a sale, is gone.
When designing your website, your menu is crucial. Pages shouldn’t go more than two to three levels deep. Although the anchor text of your menu links is important in search engine optimization, it’s more important that your visitor finds what he/she is looking for.
It’s basically a tradeoff. You may lose a little in search engine optimization, but if you can make the sale, the money from that sale is more important than what you may lose in search engine optimization.
Consider your reader. Ultimately, this person may be your customer.
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Jinger
