SEO is one of the most cost effective methods that marketers/ businessmen use to promote their products in Search Engine listings. The success criteria lay in the fact that your website/ page should appear in the results page when a related product or service was searched for in the Search Engine. This ensured traffic, but did it really guarantee conversion??. Well no if the content wasn’t genuine, the navigation improper & if the visual appeal was missing the user was left guessing for what we actually visited the site for. To put it in leyman’s terms Internet marketing consists of simple basic marketing strategies that is implemented over the web. Ever since their inception the major Search Engines have always tried promoting pages that would satisfy the user. The logic was purely business; get more user to use their Search Function.

The Search Engines job is easily cut out. Promote pages that are user friendly. In order to be relevant to the object being searched for you must first be relevant to a user of your Website. Usability answers to major questions traffic & conversions. This also helps to brand build your website. Usability strikes a balance between satisfying users and meeting business goals. Information architecture precedes building the interface of a web site. Interface architecture consists of linking & navigation which encourages more site usage & lower bounce rates. This is backed up by a design that is visually appealing followed up by relevant content. An HTML sitemap is of high importance. Incase of a user gets stuck while navigating through a large website he/she could refer to the sitemap to jump to a page that was actually being searched for.

URL structure is part of the interface. Hyphens are better than an underscore. URL structure does not affect ranking, but it does affect accessibility. A website should be accessible to any body through any browser. Moving on to major landing pages that define your business, should provide exactly what the consumer is looking for. SEO is still in its nascent stages (An average professional must have 5 years of experience at most), and with passing time as ranking criteria’s start evolving usability will become even more important & the most complete websites will be rewarded by ranking high in the listings. Proper SEO gets you listed & brings in traffic. Complement this with good usability & you start getting conversions at no costs.

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Tags: organic Search, SEO - Search Engine Optimization, usability, web-design, web-development