Just Because Search Engines See Content Doesn’t Mean Users Will

So you’ve tuned your pages to consistently turn up in top ten results. Or you’ve got the budget and determination to buy your way to the top of sponsored links. Congratulations! But what happens once users actually click through to the pages you’ve worked so hard to make attractive? Are people actually seeing the important marketing messages or calls to action on your pages? Are they converting at an optimal rate, or are they not finding what they’re looking for and clicking elsewhere?

Today’s SearchDay article, Lessons Learned from Eye Tracking Studies, takes a look at a new blog that focuses on this narrow but very important aspect of web site usability testing. Based on a number of studies with pages from major web sites, creating search engine friendly web sites isn’t enough. It’s also important to make sure your pages are designed so that once users arrive on your site via a search engine they see and do what you want them to. The research described in the Eyetools blog offers great research-based insights on how to do that.

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A 404 error page from South West trains, with a miniature train going round the track in the shape of the numbers 404. The text at the top reads: OOPS! Looks like you got off at the wrong stop
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