What are the best practices for optimized website design and user experience? How can you design an attractive, user-friendly website that maximizes your ability to be found in the Search Engine Results Pages and drives conversions? Read our expert tips for optimized design and user experience, compelling aesthetic design, website architecture, usability and more.
The task of keyword targeting your website for natural search results can be a daunting task and if done incorrectly can actually hurt the performance of your site in the search engines. One way keyword targeting can go horribly wrong is when you try to target a laundry list of keywords to one page (many times it’s the homepage) in hopes of getting good positions in the search results. Jamming multiple keyword phrases on one page is called keyword dilution and can cause your site to drop rank in the search engines.
What many people don’t realize is that a major factor that determines the number of keywords that can be targeted on a website is the size of the website. What it boils down to is that you should only be targeting 1 to 2 unique keyword phrases per page. So if your site only has ten pages then the maximum number of unique keyword phrases it can support is 20. And it may even be less then that depending on the competitiveness of the keyword phrase. For example if a keyword phrase that you want your site to show up highly for in the search engines is very competitive, then you will want it to be the only keyword phrase targeted on a single page, at about a 4% keyword density.
But what if there are different variations of a keyword phrase that’s really important to the website? Which variation do you choose? The answer is in finding the balance between popularity and competition of the keywords. That’s were keyword research comes into play. Find out what version of the keyword phrase users are searching for. From there, decide which keyword phrase your site has the best chance of ranking highly for based on the competitiveness of the keyword. Then, according to the number of pages you have on your site choose the number of keywords you will target. If you want to increase that list of keywords, then you will have to create new pages with unique content.
Everyone could benefit from making their site more visitor-friendly. User experience matters. Here are a few examples to illustrate why.
Scenario #1a: Users can’t find what they’re looking for on your site. The content on your site should be quickly found by your visitors and without a hassle. You don’t want your visitors spending half of their time on your site looking for content because they may then spend less time absorbing that information and more time remembering that they had a bad experience. Consequently, navigation or organizational frustrations will likely cloud their perceived value of your site.
Now consider scenario #1b: A particular visitor read and enjoyed some content in a section of your website. He left your site without bookmarking the section’s main page because he didn’t have the time to do so. (This happens to me. I don’t bookmark every informative page I find, and even if I did, I may not want to spend the time to search my bookmarks for that page.) Upon returning to your site, the visitor uses your site navigation to quickly find the section he is looking for. The process used to find that page was fast because your site’s navigation was clear and well though out. The user didn’t have to think about the various ways information on your site could be organized, choose the one that made most sense to him and then try to navigate through the site accordingly – a hit or miss option, to say the least. Instead, a logical organization scheme (information architecture) was provided and the user’s navigation was seamless — and therefore positive.
If the site owner wanted to know whether the returning visitor came from another site, a search engine or directly (i.e. clicking a bookmark in their browser or typing the web page’s address in their browser), Google Analytics and/or cookies could easily help.
Scenario #2: Your on-site search functionality doesn’t return accurate/comprehensive results. Imagine that a visitor to your site, after reading and enjoying your content on a particular topic, returns to your site in search of a specific paragraph on a specific page. The visitor does not remember how she found that particular page or article, and tries to use your on-site search functionality (the search box usually on the top right of the pages) to locate the content only to become annoyed and frustrated when that search functionality returns no relevant or close results. There are many reasons why your site’s search functionality failed, maybe you’ve embedded that content in a picture or in an Adobe Flash file – so it’s not crawl-able by external search engines or your site’s internal search functionality. Or maybe the search-feature itself is a poor one and its keyword search and retrieval capabilities are weak.
In addition to your site’s search functionality, the user could have attempted to use the browser’s own search functionality which will only search the page that the user is currently on. (The browser’s search functionality can usually be invoked by the Find command in the Edit menu.)
If you are using Google Analytics, and SiteSearch is configured, you can see reports of everything that visitors search for (and analyze the bounce rate for each search phrase). Google Analytics, by itself, cannot report when visitors employ the browser’s search functionality.
Hopefully these scenarios will tempt you to consider UXO (user experience optimization), and its benefits to your visitors and your word-of-mouth advertising reach.
The hardest parts of a website re-design or improvement are the aspects of the site that are not immediately visible. We can all form a quick opinion on the look and feel of a site, but critical aspects, like usability, navigation and user experience, are harder to assess. The way a visitor can and does move through a site shapes their experience on that site in a significant way. It is not enough to make a site clean, informative and aesthetically pleasing, the controls and navigation must be intuitive and clear as well. Page organization under category topics must be logical and functional. Once the user has found the desired information, they must be able to easily navigate back to the start, or onto related pages.
It is often difficult for designers and developers to assess the usability of a site, as they tend to be over-familiar with the design and the back-end, and have never been a true user of the site. When implementing a re-design or new navigation, have colleagues and associates test the site for these navigational and usability issues, and take their feedback seriously. Watch how they navigate through the menu, and how they use features of the site to find desired information. Then, if you must, give up some design high ground, and modify your structure to give your visitors the smoothest possible experience!