At first glance, search engine optimization (SEO) and usability seem to be quite distinct topics:

  • SEO是的attracting people to your site首先,通过确保它在搜索查询中显示出来。
  • 可用性是关于人的到达后的行为在您的网站上,主要目标是提高转换率。

基本上,SEO发生在第一次点击次数之前,可用性从那里接管。两者都需要为一个网站成功而有好处。拥有伟大的SEO但糟糕的可用性意味着您将获得大量的流量,但游客不会转化为客户。相反,一个具有巨大可用性但浪费SEO的网站根本不会得到很多访客,所以它并不重要。

虽然他们专注于铅发电漏斗的不同阶段,但有很多方法SEO和usability support彼此和几种方式冲突

SEO比你想象的更重要

SEO的基本重要性产生了大多数用户展示强烈的事实search dominance- 也就是说,搜索是人们在互联网上的主要方式。更重要,搜索是main resource discovery strategyfor most people.

是,社交媒体还支持资源发现,但此类服务偏见有利于轻浮的内容,从而对更多的“严重”网站相比,更强大B2B.,金融服务,医疗/制药和政府网站

电子邮件通讯诱使人们回到您的网站时肯定是无与伦比的 - 但是search is usually how they found the site in the first place

搜索远远超出简单地“在谷歌中放置”(或者未来领先的搜索引擎是什么):

  • Intranets。Just because employees are using an internal company information space doesn't mean they change their main information-seeking behaviors. Indeed, our research with intranet users shows the immense importance of内联网搜索。可悲的是,该研究还表明,即使应该更容易搜索较小的空间,Intranet搜索往往比网上搜索往往差。
  • 电子商务产品搜索。第一届电子商务法则?如果客户不能find然后是客户不能购买产品。有很多特别的usability guidelines for product search,这应该比目前提供的更复杂。
  • 现场搜索对于主流网站。一旦用户到达您的网站,他们经常将其特定于站点的搜索引擎转向快捷方式导航。然而,再次,网站搜索通常令人震惊,我们经常听到测试用户发出可怕的单词:"I'll give up on this search and go to Google instead."

在所有这些情况下,如果Intranet或网站采用基本SEO技术,可以大大增强可用性,以确保与用户查询相关的最重要的页面在搜索列表中显示出高。

Long-Term SEO = Well-Served Users

搜索引擎的最终目标是帮助用户找到最佳解决方案to their problems.搜索引擎真的是答案引擎- 答案是目标,查询是实现它的手段。

This again means that high SERP placement will eventually be determined by how well each site supports users in performing their tasks. Search engines currently must猜测在每个站点的质量使用间接信号,例如其他网站链接到它。但由于搜索引擎公司越来越窥探用户行为,搜索结果越来越多地将基于可用性标准。收集更有效的质量信号的能力肯定是大型搜索引擎,以扩展其利润中心并提供损失领先的服务。

在今天的环境中,您仍然可以通过播放到搜索引擎算法并试图游戏评分系统来获得一些SERP等级。然而,这是一个失去的命题,因为算法不断变化。专注于提供高质量的服务更有可能产生可持续的高级排名。

Short-Term SEO Mostly Implies Good Design

虽然使用短期技巧欺骗搜索算法是一个坏主意,但它肯定是设计网站(和内部网等)与当今的搜索引擎一起使用。但是这样做的主要指导方针就是你应该做的真正的事情:

  • 提供稳定的URL.so other sites can link directly to each key piece of content. (Although it's been 14 years since I first warned againstlinkrot那it's still common and definitely kills a site's chance in the search game.) Permalinks should be permanent.
  • Speak the user's languagein page titles, headlines, and body text. As long as search is mainly based on keyword matching, it's essential to write in the same vocabulary that people use in their queries. Again, there's nothing new here: beingplain-spokenavoiding "cute" headlines要么制作词长期以来一直是为网络写作的主要准则。
  • 无障碍。我曾经用过Googlebot“世界上最富有的盲人用户”,因为它只能理解文本,看不到图像。随着搜索引擎利用更多AI技术和模式识别,它们正在获得对图形信息的基本了解,但纯文本仍然是获得索引的最安全的方法。
  • 提供清晰的信息架构(IA)。The IA should have a designated main page for each item of interest and a clear navigation system that points to these pages so that search engines can deduce their central status.
  • Attract incoming links and social chatterby presenting compelling content and frequent updates.

Following these dual usability/SEO guidelines will increase your SERP rankings. But more important, it will also increase your clickthroughs (and thus your business). Users have a strongtendency to click the #1搜索命中,但并不总是这样做。为什么不?通常是因为第一个列表的页面标题或描述不遵循可用性指南,而是可爱,概括或误导。人们不要用穷人点击链接信息香味

SEO与可用性之间的冲突

主要是,SEO和可用性互相加强。但有时是两个冲突。例如,关键字填充肯定会破坏用户体验,并使页面更难读取。

Vocabulary choicecan also present conflicts: the keywords that are entered most often in queries can sometimes be more difficult to understand — particularly for low-literacy users — than simpler terms.

作为另一个例子,fat footerscan greatly increase usability for people who arrive at the end of a page without finding what they want. Fat footers also strengthen structural SEO by guiding link juice to the site's best pages about each key topic. All for the good; in fact, fat footers have now become so common that we've moved our discussion of them from our用于网页设计的新兴图案课程到我们的研讨会验证网页设计的最佳实践

可悲的是,有些人不能单独放松一件好事,我们开始看到了肥胖的页脚that stuff every link known to humankind into the page bottoms. The theory? It's good for SEO to feed the search engines an abundance of keyword-rich links. The reality? It's bad for users when you offer a link collection so big that it's impossible to scan quickly.

There are two general approaches for handling conflicts between SEO and usability:

  • 短期:制造交易在更多traffic(从更好的SEO)和更高转换税率(from better usability). The decision should come down to where you suffer the most — and thus need to improve the most.
  • 长期:正如上面所讨论的,你会最终get more search traffic from better usability, even if you don't squeeze every last drop from the SEO-trick lemon.