Search Engine Optimization and Online Marketing Help by Duane Forrester

SEO, IA and UX – the plot thickens

Posted on | June 21, 2010 | Comments Off on SEO, IA and UX – the plot thickens

You know, it’s not every day you see the right conversations happening. A recent post by Adam Audette (here) spoke on the tri-mixed topics of Information Architecture (IA), User Experience (UX) and Search Engine Optimization (SEO).

For years many in the SEO industry have been blindly focusing on “simply seo”. To be fair, it’s tough to fault anyone for doing this. To get even the most modest of SEO programs running and delivering results is no small feat. Truly, it was a time of walk before we run in the industry. More recently, however, some industry folks have been modifying their suggestions to be more inclusive. To better encompass the entirety of what a website truly needs to make it in today’s online world.

Shari Thurow’s Search Engine Land article (clicky) is an excellent primer on the topic. I think Adam’s addition to this line of thought is likewise, excellent. Mostly, I just like that this concept as a “baked whole” is getting airplay more prominently. I long ago stopped giving “SEO advice” when folks approached me. Instead, I began asking slightly invasive question to better understand their landscape. Were they treating SEO as a stand alone item? What else across their site were they investing in? How are they managing conversion optimization, etc.?

Gone are the days of SEO being a stand alone discipline. Today’s SEO needs to manage search, social, conversion optimization, content selection and creation, site architecture, design, technology implmentation and more. It’s not the “simple” career choice it was 7 or 8 years ago…LOL

That said, I, like many in the industry, readily welcome this change in focus. More to the point, it’s about time this coming together of factors was viewed as a single approach. You want Best Practices for SEO? Don’t forget the site, the users and the conversion when doing SEO work. How’s that for “best practice”?


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