When Search Meets Web Usability
This book delivers a proactive approach to building an effective Web site that is search engine friendly and will result in better search rankings. It outlines the steps needed to bridge the gap between a Google search and a Web site, and also improve the users' experience once they get to the site. By understanding the wide variety of information-seeking strategies and the individual behaviors associated with them, this book helps information architects, Web designers/developers, SEOs/SEMs, and usability professionals build better interfaces and functionality into Web sites. Creating a satisfying user experience is the key to maximizing search effectiveness and getting conversions.
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The Scent of Information and Web Search Engines
Navigational SearchesWhere Can I Go?
Informational SearchesWhat Can I Learn?
Transactional SearchesWhat Can I Do?
The Scent of Information and Landing Pages
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Add to cart annual revenue average page views bounce rate brand button call to action CHAPTER commercial search engines commercial web search conversion ratio cost of calls customer service desired content error message example expect FAQs goals Google help users increase information architecture information scent informational queries Institute’s intranet iPod keyword phrases landing page locate meta-tag description Monthly revenue monthly unique visits National Cancer Institute navigational intent navigational queries pancreatic cancer percent pogo-sticking query words reverse card sort scent of information search engine marketers search engine optimization search engine results Search Engine Visibility search listing search queries search results search usability searchers want SERP SERP listing shown in Figure site’s test participants title tag traffic transactional intent transactional queries usability professionals usability tests user experience view to conversion visitors web analytics web usability website owners website usability