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SEO vs USEO

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SEO may not be “dead”, but it has ceded its spotlight in the web marketing world to User Site Experience Optimization – USEO for short.

Google’s search engine has drastically improved at interpreting what you really want when you type a query into its search engine, and it’s getting better every day. If you search “bike store” chances are very good that you are going to get listings of bike stores near you, along with hours, customer ratings, and other info. This means that if you run a bike store in Baltimore, you don’t need to stuff your site with artificial and dumb-sounding keywords like “bicycle bike store Seattle WA” so that Google knows what you are about.

Since there’s less worry about getting visitors to your web page, importance has shifted to making sure visitors stay there, converting them into leads and those leads into customers.

This is accomplished by:

  • Easy to use navigation
  • Intuitive layouts (akin to what car designers call ergonomics)
  • Engaging interactivity
  • Unique, sharable content
  • Captivating messaging
  • Clear paths toward information, resources and products
  • Social proof

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