Seo Search Engine Optimization Or Website Usability Optimization: Which Should Come First

t, lets define the difference between search engine optimization and website usability optimization.

Search Engine Optimization promotes visibility of your website to your target audiences on search engines which is critical to EVERY business today.


Website Usability Optimization promotes your website's ability to greet and promote visitor interactivity toward a desired outcome such as a response or sale.


So,where should you start? Consider the approach you may take when you are preparing for an open house or when VIPs are coming to visit your office. If you aren't ready to receive company, don't send out the invitation. For this reason, we recommend that you


Optimize your website first.



Here's why:

The time, money and resources you invest in getting people to your site is wasted if your site is not capable of promoting a response from that visitor.

You got them there...now what will you do with them?


Perhaps you have already:


optimized your website for page #1 natural search engine rankings of search engines like Google, Yahoo, MSN, etc.

invested many thousands of dollars to launch an integrated on and offline marketing campaign.

invested many hours and a significant budget for internet marketing PPC programs like Google Adwords or yahoo marketing.

launched email marketing campaigns to drive traffic to your website.


All of this was for nothing if once they go to your website, you can't close the deal. After all, your website is essentially your 24/7 receptionist, salesperson and customer service agent.



So, how can an optimized website achieve your goals?



Enhancing your site's usability promotes interactivity and value to your audience.


Implementation of best practices promotes familiarity and relevance that encourages your audience to dig deeper into your site.


Properly managing content and placement of calls-to-action produce measurable results.


Strategically positioning or benchmarketing against competitors gains trust and promotes brand recognition, market share and sales.


Converting website visitors to customers improves the bottom line. (regardless of how you measure a customer, whether it be a member, consumer, client, affiliate, etc.)


Measure, monitor and react to Statistics and reporting. This is critical to your success. Without website statistics you are essentially working blind...really.


Ready to get started, but need more to go on? Here are some recommendations:

1. Identify who your target customer is. It is imperative that your site achieve the following for your specific audience.

2. Define your intended outcome from each website visitor.

3. Put metrics in place. Set your goals and track your progress.

4. Be prepared for success !Nothing is more sad than to see a company achieve their goals, only to be unprepared to support the business they are trying to generate.

5. Be ready to make frequent changes. As your audience becomes more savvy, so must your online experience.



Best practices for website usability performance optimization:

Make your website:



easy to navigate: the easier it is for the user to manage their own experience on your site, the greater chance you have of keeping them on the site, increasing liklihood they will become a customer.

attractive to your target demographics: Take the time to get inside the head of your audience. If the site is for teens it should look and feel differently than it would if it were for professional executives.

differentiate you from your competition: Define your value proposition and help website visitors to understand why they should do business with you.

User-tested. Take the time to monitor usability. Ideally with people (in your target audience) that have never seen the site before. Make adjustments according to the way they respond to your website.


If you view your website as the vital, interactive extension of your business that it really is, you are sure to realize success in getting website visitors there...and converting them to customers.