HOW MANY TIMES HAVE YOU been approached to perform search engine optimization (SEO) magic on a website?

SEO and Effective Web Design – It would seem that a bit of content density adjustment, a dash of linking strategy, and an H1 tag makeover are all that is needed to give a Website That spark. Sales will undoubtedly follow. I need SEO! When I hear this, my first instinct is to take a step back and review the person’s website. Often, it is apparent that the answer to that question is, well, no. It will take more than SEO to drive sales.

Is SEO important?

A resounding yes, of course it is. For many Web properties, it’s a critical element for a site’s overall success. However, it is not the only element for a successful online experience. Absolutely, a well-optimized site, under the right keyword(s), delivers enhanced branding, establishes credibility, and ultimately secures the coveted “free” clicks. However, what some website owners fail to realize is that a well-crafted title tag is just one factor for success.

When discussing SEO, I first explain what SEO can do and then step back to view the complete online marketing landscape. An analogy often works best:

Think of effective SEO as an advertisement for your coffee shop, well-placed at a train station.

Your sign for fresh-brewed coffee is the first one a commuter sees, and it’s enticing enough that all other coffee shop advertising is bypassed. However, when visitors arrive at your store, they can’t easily find your selection of coffees and are distracted by signs for lunch specials. Not to mention, there is no one at the cash register.

In other words, effectiveness doesn’t come just from having a No. 1 ranking. It also takes an effective destination.

To create an effective website, marketers should, at a minimum:

Create a well-integrated and seamless experience from the search phrase entered by the visitor to the first message they see when the site is displayed. Imagine the coffee shop now, with a large sign indicating the available coffees and the smell of fresh-roasted coffee.

Establish credibility and provide basic information on the main Web page. It’s like having the local newspaper do a great review of your coffee shop prominently posted on the walls.

Provide easy and intuitive navigation, making it easy for your visitors to find what they’re looking for.

A clearly defined area where you can learn more about the available coffees and someone who can answer your questions.

Establish a strong call-to-action that is well-positioned on the webpage. Make it easy for your well-motivated, caffeine-starved consumer to purchase that fresh cup of coffee.
SEO and a poor website experience are like buying a cup of stale coffee.

Of course, an effective SEO strategy dictates the effective use of content, but it doesn’t necessarily require intuitive navigation and a strong call-to-action. Furthermore, some SEO practitioners focus on behind-the-scenes or black-hat methods, which do not contribute to a quality user experience. High ranking, perhaps, but what about the conversion?

Combining effective search optimization with a well-designed website creates a strong synergy that may well deliver the sales the site owner is ultimately seeking. Online marketers can use SEO to create a better overall experience and relationship with the client by subtly pointing out that a high ranking is nice, but selling more coffee is even better.

# SEO and Effective Web Design