SEO is about improving our website’s visibility on the web while usability is about giving valuable and useful service to the website visitors. By definition usability is the ease with which people can employ a particular tool or other human-made object in order to achieve a particular goal. Thus we find that websites have to be primarily useful. Quite often we do come across a website that may be good looking but don’t really serve any purpose and the visitors do not find it useful. Such sites do not get repeat visitors. Some times visitors are seen exiting a website as soon as they enter the website. These are sites known to have a high bounce rate.
After being able to attract traffic into your website you should be able to retain the incoming traffic and also motivate the visitor to take the required action (Clicks etc) and thereby fulfill the website’s objective of increasing the conversion rates.
Thus we see that websites basically need to be well designed, be usable enough and also be optimized for the major search engines. It is also essentially necessary to make a testing and study its usability. There are many types of websites but how does one measure the usability of our website? One must find out if our site visitors are really happy with the website and do find it useful. Answers for such questions can be had with the help of a professional web analytics software / service. One can also study the traffic log files of the website to know details of visitors and their behavior on the website.
Following are some of the factors that do matter while studying a web site’s usability.
- Pages per visit
- Time on the website
- Bounce rate
- Trouble pages
- Exit pages
- Conversion rates
Similar to usability, search engine optimization is another aspect of a website that determines how many incoming visitors or unique visitors enter our website. Without a good SEO campaign the best of usable websites would remain hidden from the majority of the online visitors. An integrated approach with regards to web designing, website/page usability and search engine optimization would really go a long way in achieving the objectives and goals of the website.