Written by Nicholas Beeson, Marketing Associate at Buzzwords Manchester
It is generally accepted that online marketing revolves around having a web presence. Accessibility, communication, credibility, understanding, appearance, availability – these are all vital to successful websites. To maximise their potential, they need to work in conjunction with other online and offline marketing strategies.
Usability and accessibility are key elements for a successful website. They enable a site to be accessed by the widest possible audience and provide consumers with information and functionality they’re comfortable with. Usability is all about how easy it is for a visitor to achieve their objectives when visiting the site.
A website that provides good usability can pay dividends. If a user can accomplish their goals efficiently and effectively, it can increase website traffic, repeat visits and increase sales. The term “accessibility” in relation to the Internet, refers to the process of designing a website that is equally accessible to everyone. An accessible site enables a larger cross-section of the target audience to visit the site, thus increasing visits and sales.
For any website to reach its full potential, consumers have to be able to find the site. The majority of consumers today use search engines to find new websites. 80 percent of Internet users find new websites by typing a query into one of the major search engines. This emphasises the importance of the Internet search engines. As a result, the practice of SEO (Search Engine Optimization) has been developed.
SEO is all about making a site attractive to search engine robots by presenting its code and content in such a way that its pages will achieve high rankings in response to keywords typed in to make an online search. Matt Cutts, the head of the quality team at Google was asked in an interview with wired.com “Does search engine optimization work?” – to which he replied:
“It does to some degree. Think of it this way: When you put a CV forward, you want it to be as clean as possible. If the CV is sloppy, you’re not going to get an interview for the job. SEO is sort of like tweaking your CV”.
SEO is becoming ever more important, and will continue to do so as long as the Internet continues to grow. In an online study commissioned by Google, it was found SEO could increase brand recall, increase purchase intent and brand affinity.