Combining Usability with SEO

We all know how important SEO is- this is what makes your website visible in search engine result pages (SERPs), and this is how you attract users to your site. But what happens when a user reaches your site and can't use it? They go to your competitors, and you lose conversions, ROI, and repeat traffic.

So what are some ways you can avoid falling into usability error traps and keep your conversions and traffic?

Dynamic URLs- Studies have shown that users are less likely to click on a dynamic link than a static, recognizable one for several reasons. Static URLs, especially keyword rich ones are more recognizable and memorable and are less likely to contain a malware or spyware threat. Keyword rich URLs are also SEO-effective and can lend more weight to the page from a bot's perspective.

Domain Name- When choosing your domain name, think carefully. Use a – or _ to separate words rather than allowing them to run together to make your domain name more distinctive and memorable. Try to make your domain keyword rich if possible. Don't just list your name, include a descriptive term. Make sure to purchase and redirect as many variations of your domain name as well in order to prevent cyber squatting.

Robots.txt File- The robots.txt file is instrumental in telling search engines what to display or leave out. This helps prevent test environments, dated or duplicate content, or sensitive material from falling in the hands of the public. Another advantage of the robots.txt file is you can use it to assign sitemaps that spiders can use to more easily and efficiently crawl your site.

Clean Code- Using tables and cells to code your layout, leaving out a declared DocType or character encoding, or using a CMS that generates heavy, dirty code all causes issues. While your site's code does not necessarily need to be absolutely perfect, it is important to remember that the more code on your site the longer it takes your site to load- and users will leave a slow-loading site in favor of a competitor, especially if your viewer uses dial-up. In these times slow-loading is a matter of seconds, not minutes.

Another issue is as browsers become increasingly stern about meeting the code type set in your Doctype, your site has a greater chance of breaking across different browsers, depriving your users of important information or the ability to navigate all areas of your site (and I have seen this happen, especially with IE8).

301 Redirects- When changing the URL of a page or changing your site's structure, a 301 permanent redirect tells search engines and browsers that your old page no longer exists and a new one has taken its place. This avoids confusion with users who have bookmarked the old URL, users who click on the old link from a SERP that has not indexed the new site changes, and transfers the old page's Page Rank value to the new page.

Flash/Splash Pages- Google made huge strides in its ability to read Flash, but it still cannot read JavaScript (yet). Unfortunately in order to embed Flash in such a way that it does not break on Internet Explorer, JavaScript is necessary, so Google cannot access Flash pages, content or links. When using Flash for your site make sure any Flash links are recreated using "breadcrumb" navigation (typically seen at the bottom of the pages) that is coded in HTML, and submit an xml sitemap.

To make content visible, use <noscript> tags to include any content that might be embedded in the Flash. <noscript> tags, as long as they are not keyword stuffed, are considered an acceptable and highly recommended alternative when using JavaScript or Flash to include content. In addition, screen readers can read the content inside a <noscript> tag- important for meeting ADA compliance, and the content is still visible to users who have turned JavaScript or Flash off on their browsers.

Embedded JavaScript and CSS- Whenever possible use external scripts and stylesheets for JavaScript and CSS. Not only does this create cleaner code which decreases the page load time, but it allows you to make necessary modifications to scripts or your site's look and feel in one place instead of having to touch every page.

Footer Links- Sometimes you may have pages such as a sitemap, privacy policy, or about us page that does not have a logical place in the main navigation hierarchy. Or you may have a longer page that requires scrolling. Footer links are a great place to put links to pages you still need to have visible but don't want cluttering up your main navigation. They also make it easier for users to find pages they want to visit after scrolling through several page views to the bottom of the page.

Logo and Branding- Make sure your brand is on every page, even on pop outs. Cementing who you are with the message your site is trying to send is imperative to building brand recognition and bringing users back to you. Link your logo to your home page- a number of users use the logo to try to find their way back to the beginning.

Sitemaps- HTML and XML sitemaps are important for your users. Many users turn to the HTML sitemap when they can't locate what they're looking for, and the XML sitemap is fed directly to search engines to identify your pages, rank their importance, and specify how frequently spiders should crawl your site.

Custom 404 Error Page- When a user can't find what they are looking for, there are few things more frustrating than being fed the generic Google error page or being redirected to the home page with no explanation. Your 404 error page lets users know that the page they wanted does not exist and can give options such as links to the sitemap or common pages.

Cross-Browser Compatibility Testing- don't fall into the trap of coding and designing for one browser. Firefox for Windows and Mac, Internet Explorers 6-8, and Safari are the most commonly used browsers. Even Google Chrome is building in popularity. Your site should have a consistent look and feel across all of these platforms. If a necessary functionality does not work in Internet Explorer 6 such as CSS drop down menus, make sure a work around is in place.