How Your Website’s Usability and Shareability Affects Your SEO

SEO is an ongoing process of connecting with, and increasing, visitor traffic on your website. It is one of the most cost-effective ways to initiate connection, generate leads, and increase brand awareness.

An easy-to-use, easy-to-share website design builds traffic by rewarding visitors with the answers they were searching for and inviting them to share their experience with others.

The key to usability is to put yourself in your visitor’s mindset both before searching and after finding your website.  Think about how visitors might search to find your site and then how they will find what they are looking for once on your site.

If you think about it, Internet searches generally fall into three main categories:

  1. Transactional searches such as looking for a specific item to buy or use
  2. Informational searches looking for who is doing or making something, who are my competitors, who are the leaders in xyz, what is the history of abc.
  3. Navigational searches where on the Internet is xyz.

Designing your website so that when a visitor finds it, they will quickly be able to find the answer to those three types of searches is the key to making your site easy-to-use and easy-to-navigate.

If they’ve already made a purchase decision and just want to buy what you are selling, make it easy for them to get to the purchase page. If they are looking to learn more about the industry or service you are in, have a blog that discusses current developments in that industry and offers industry-leading perspective. If they are just looking for how to contact you, make it easy for them to call or email.

While these all seem obvious, too often they get lost in the latest web design technology that makes a visitor wait through a video or slide show that at best distracts them from their original search query or at worst makes it difficult to get to what they are looking for.

This is not to say that video and slide shows aren’t useful for telling your story in a compelling, dynamic way, but make sure the presentation helps visitors answer the search question that got them to your page, and make sure the presentation does not get between your visitor and the answers they are looking for quickly, with a minimum of clicks.

Along with usability, comes “shareability.” It doesn’t do any good to present a compelling story that wows a visitor into wanting to share what they’ve found with a colleague but they can’t find an easy way to share it.

If the page URL emailed to a colleague sends them to a landing page, not the page the visitor wanted to share, or social media buttons are hard to find or non-existent, you risk losing not one, but two visitors, not to mention the additional traffic each of them might have generated among their friends or colleagues.

Finally, make sure your website is mobile friendly. More than half of your site’s visitors will be visiting from a mobile phone during down times when viewers are most likely to want to share. If your pages aren’t easily viewed and shared on mobile platform, you could be missing half your audience and half of the potential sharing opportunities.

If you are contemplating redesigning your website, check out MedTech Momentum’s free website planner template. If offers a roadmap for making your site more usable and shareable. If you want help, we have the designers, web technology, and content providers that can tell your story in a more compelling, and shareable way.