- Provide and maintain a consistent scent of information to help your site rank well
- Understand what makes users click on a search listing
- Determine the effectiveness of your site’s information architecture with simple usability tests
It's not an accident we turned to Shari Thurow when we wanted to talk about how to optimize a site's usability to produce great search results. She's the leading expert on what it takes to make a web site be search-engine friendly, enhancing the user's experience. Since 1995, she's been helping clients all over the world get top rankings AND improve their business objectives. As Founder and SEO Director at Omni Marketing Interactive she's worked with organizations like AOL, ABC News, Expedia, HSBC, Microsoft, Yahoo, WebMD, and the National Cancer Institute—not an easy group to impress, but she's done it.
It doesn't hurt that we fell in love with her new book, When Search Meets Web Usability, which she co-wrote with Nick Musica. Her previous book, Search Engine Visibility, is also a favorite on our bookshelf. (And not only ours, since it's been translated into French, Japanese, Korean, Polish, and Russian—people all over the world have made this their go-to book for down-to-earth SEO techniques.)