SEO and stickiness: in search of successful fusion in website design.
Visser, E.B. & Weideman, M.
Poster in Proceedings of the 10th annual Conference on WWW Applications. 3-5 September. Cape Town, South Africa.
Visser, E.B. & Weideman, M. 2008. SEO and stickiness: in search of successful fusion in website design. Poster in Proceedings of the 10th annual Conference on WWW Applications. 3-5 September. Cape Town, South Africa. Online: http://web-visibility.co.za/website-visibility-digital-library-seo/
A variety of research projects have been done on some aspect of Search Engine Optimisation (SEO) and on website usability. At the same time the literature has indicated that SEO is crucial as a marketing channel to exploit the Internet's commercial potential. In addition, it has been discovered that website stickiness is just as important as SEO. However, both concepts are seldom addressed simultaneously, since they sometimes are in conflict with each other. One reason for this fact appears to be that designers do not consider the needs of the both the human user and the search engine crawler. Another reason could be that often only one concept is applied and in the future an attempt is made to address the second concept, resulting in degradation of service.
Depending on the outcome of the usefulness measurement, a middle ground should be found whereby the element (SEO or website usability) could still be applied to a certain extent.