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How can you create a culture of search engine usability in your organization?

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Search engine usability is the practice of designing and optimizing websites and web pages to meet the needs and expectations of users and search engines. It is not only about ranking high on search results, but also about providing a satisfying and engaging experience for visitors. Creating a culture of search engine usability in your organization can help you improve your online visibility, reputation, and conversions. Here are some tips on how to do it.

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Ozgur Taskaya

Global Head of B2C Business & Brand at Schneider Electric | ex-Skyscanner | Growth Marketing

1 Define your goals and metrics

Before you start working on your website's usability, you need to have a clear idea of what you want to achieve and how you will measure it. What are your target keywords, audiences, and competitors? What are your desired outcomes, such as traffic, leads, sales, or retention? How will you track and analyze your performance, such as using Google Analytics, Search Console, or other tools? Having a well-defined strategy and objectives will help you align your efforts and evaluate your results.

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Ozgur Taskaya

Global Head of B2C Business & Brand at Schneider Electric | ex-Skyscanner | Growth Marketing
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Emphasizing the importance of both user experience and search engine optimization is key to a successful online presence. By first establishing clear goals and measurement tools, businesses can ensure they're targeting the right audience and delivering a valuable experience, all while optimizing for search engine visibility. It's a holistic approach that maximizes both engagement and discoverability.

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2 Follow the best practices and standards

Search engine usability is not a one-time project, but a continuous process of improvement and adaptation. To ensure that your website meets the expectations of both users and search engines, you need to follow the best practices and standards for web design, development, and content. For example, you should ensure that your website is fast, secure, responsive, accessible, and easy to navigate. You should also create relevant, informative, and engaging content that matches the user intent and follows the SEO guidelines.

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Ozgur Taskaya

Global Head of B2C Business & Brand at Schneider Electric | ex-Skyscanner | Growth Marketing
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Furthermore, by ensuring content aligns with Google's E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) principles, websites can build credibility, foster trust among visitors, and enhance their standing in search engine results. It's more than just SEO; it's about delivering reliable and quality information to users, which in turn strengthens a site's reputation and authority in its niche. Adhering to E-A-T-T is a must for any serious webmaster or content creator.

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3 Test and optimize your website

One of the best ways to create a culture of search engine usability in your organization is to test and optimize your website regularly. You can use various methods and tools to assess and improve your website's usability, such as user feedback, surveys, heatmaps, A/B testing, or SEO audits. Testing and optimizing your website will help you identify and fix any issues or errors that might affect your user experience and search engine performance. It will also help you discover new opportunities and trends that you can leverage.

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4 Educate and involve your team

Another important aspect of creating a culture of search engine usability in your organization is to educate and involve your team. You need to make sure that everyone in your organization understands the value and benefits of search engine usability and how it relates to their roles and responsibilities. You also need to encourage collaboration and communication among different departments and stakeholders, such as designers, developers, writers, marketers, or managers. By educating and involving your team, you can foster a shared vision and commitment to search engine usability.

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5 Learn from the experts and peers

Finally, you can create a culture of search engine usability in your organization by learning from the experts and peers in your field. You can follow the latest news, trends, and updates from the search engines, such as Google, Bing, or DuckDuckGo. You can also read blogs, books, podcasts, or courses from reputable sources and experts on search engine usability, such as Nielsen Norman Group, Moz, or Search Engine Journal. You can also network and exchange ideas with other professionals and organizations that share your interest and passion for search engine usability.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you create a culture of search engine usability in your organization?

1

2

3

4

5

6

1 Define your goals and metrics

2 Follow the best practices and standards

3 Test and optimize your website

4 Educate and involve your team

5 Learn from the experts and peers

6 Here’s what else to consider

Search Engines

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How can you create a culture of search engine usability in your organization?

1

2

3

4

5

6

1 Define your goals and metrics

2 Follow the best practices and standards

3 Test and optimize your website

4 Educate and involve your team

5 Learn from the experts and peers

6 Here’s what else to consider

Search Engines

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