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Chapter 2: Building an SEO-Friendly Site > Balancing Usability and Conversion

Balancing Usability and Conversion

This chapter is all about building an SEO-friendly site. However, we aren’t recommending that you design a web site just for the search engines. Your SEO goal must be balanced with the need to create a user-friendly site. Unless you balance SEO-friendliness (to help people find your site) with user-friendliness (to make people want to stay there), you won’t be able to achieve your true objective, which is conversion.

Conversion refers to whatever action you want your site visitors to take. That may be buying something, joining a group, signing up for a newsletter, registering for a seminar, filling out a survey, or just visiting more pages. Whatever your definition is for conversion, your real goal involves more than just generating traffic to your site’s front door. When those people arrive, you want them to do something: That “something” is your point of conversion.


  

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