One of the easiest things to do in business is forget what it is like to be a potential customer approaching your business for the first time. We become so familiar with the setup that information is assumed and the newbie gets lost or frustrated. With the options available, a confused or frustrated customer can easily find alternatives, so it’s pretty important that all the public aspects of the business are easy to navigate. Part of that public aspect is your website.
Is It Easy To Find?
Search engine optimization is more than figuring out a magic formula to make an algorithm like you. It’s clear from research like the 2014 Local Search Ranking Factors that “From year to year, the only thing you can count on in local search results is change.” (Moz blog)
The fact that ranking factors keep changing to give the humans what they are searching for is actually reassuring to me. That’s because I strongly feel that if you are working to make your online efforts easy to find for people, the easy-to-find-for-computers part is a natural progression. Links are important, for instance, because when the person clicks on the link it should work right. If it works right, there’s a good chance it works right for the search engines.
The art of SEO is a lot like the art of gardening. It takes maintenance, planting the right seeds, providing the right conditions, and pulling a lot of weeds to get a harvest.
Is It Easy To Use?
Once someone is on the site, their experience will determine if they stay there. Can someone who has a slower connection still find what they need? What about being responsive to the challenges of the smaller screens that mobile devices use? It’s a good idea to periodically get feedback from both the tech-savvy and the tech-phobic users and take their comments seriously.
The expert isn’t the one you need here. You want the input from the non-experts because they will be able to tell you what is needed to make your website easy to use.