Back in November of 2006, I wrote about World Usability Day and specifically focused on User Oriented Design (UOD), also referred to as User-Centered Design (UCD) by other experts.
User-Centered Design is a very important component of Search Engine Optimization, in my opinion, it is the most influential aspect of SEO, I will explain further.
What are some components of User-Centered Design?
UCD starts with the structure of your website.
If a user was placed on any page within your website and was given a task to complete, information retrieval, newsletter sign up, purchase or whatever the purpose of your website, could they find what they are looking for while completing what you want them to complete? In other words, can they find the perfect pair of shoes and actually purchase them (if you have a online shoe store)? This has everything to do with navigation and is reinforced by interlinking with related areas within the content on a page.
Let’s move on to the content of your site.
Do you have short descriptions of the different types of shoes or do you only offer stock photos? The content on a given page will let the user (and the search engines) know what a page is about. If your competitors are using the same content provided by manufactures, what are you doing differently to stand out from the crowd?
Of course, the title, description and keyword meta tags should not be overlooked, but what about unique content that reinforces the over-abused meta tags?
Now, about direct usability.
When a user lands on the main index of your shoe department or shoe website, are you offering the user the ability to find something as simple as a color, brand, type or unique features that different shoes offer?
What if they are in the garment area of your site, can they easily find their way to the shoes? Similar to a brick and mortar store, you have to make sure that they know where to find the product they are looking for from anywhere in your store. Unlike a brick and mortar, it is very easy for someone to leave if they can’t easily find it. It won’t take them 10 minutes to get to your competitor online, they are no more than a few clicks away!
Now, let’s tie it in with SEO.
You have unique pages that are easily accessed by users and search engine crawlers with text links, bread crumb navigation and a sitemap that pints out each page within your site. Great!
You have unique meta tags and content that allows the user and the engines to know what each page is about.
Now, how are your users finding you?
Have you studied your log files?
What keywords are you ranking for in the SERPs?
What keywords are you working to be visible for?
Using the site: query (site:www.yoururl.com keyword), what ranks higher for the keywords that you are trying to rank for?
Knowing what pages are ranking the highest for the keywords that you are targeting is important, it can give you insight into what the optimal keyword density that is working and other things that you may have missed.
One thing that many of us overlook, do you offer your visitors an easy way to give you feedback? And, do you listen?
Knowing your target audience is important, but what about the others that are finding you. Are you looking for a niche or do you offer something for everyone. By knowing the search behaviors of users you may find a new group of users that you can convert into buyers. Are you casting your line or throwing a net?
This is not the answer to User-Centered Design, rather, it is just the start. Looking at your website from the keyboards of your potential visitors is the first step in a successful website. Develop a strategy, then figure out how to accomplish it!
Your comments are always welcome and if you would like more information about UCD, please visit User-Centered Design and SEO by Shari Thurow.
Happy fishing!
Related Posts >>
- Happy World Usability Day!
- Users or Engines? 4 Tips from Google for Webmasters
- about pittfall
- Social Optimization for Real People
- SEO Politics
{ 2 comments… read them below or add one }
I’m a little late to the party (just found this article while browsing your site) so pardon me for commenting on an older article.
I agree with most of what you’re saying here; the importance of UCD to conversion, satisfaction, and – yes, even SEO – can’t be overstated.
As a usability consultant I’m constantly amazed at how many websites I come across that seem to have been designed without much clear thought given to exactly what users are trying to accomplish. And lest you think that this problem is exclusive to small operations that “don’t have the money” for UCD, some of the worst usability problems I’ve seen have been the result of some of the biggest-dollar projects (7 and 8 figures in some cases).
We need more voices out there pointing out that the most certain path to online success lies in understanding who the customers are and what they want to do - then building websites that help them accomplish those goals.
I agree with most of what you’re saying here; the importance of UCD to conversion, satisfaction, and – yes, even SEO – can’t be overstated.