The Hierarchy of (Web) Needs

Being a web professional at a university can be difficult. Department chairs say things like “I want a website that looks different from everyone else.” A liaison says “I want the newest, craziest, most different website that you can make.” Everyone wants ‘cutting edge,’ although they don’t know what that means or why they are asking for it.

Those who don’t work in the web profession get lost in flashy designs, zany animations, and sparkles. They rarely analyze how many clicks it takes to get to the real information, how accessible a website is to those with disabilities, or how user-friendly a website is on an iPhone. They just want to be ‘wowed.’ Does their audience really want to be wowed, though?

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Search Engine Optimization and Usability

Over the past month, 60% of our web traffic has come via some search engine. That number has hovered around 60% for months now. What does that mean? In a world where users automatically go to Google to find a website, it is increasing important that we optimize our websites for search engines (commonly referred to as SEO).

A number of the same principles for optimizing our websites (using headings, linking keywords, providing rich content) also create a website that is very user friendly. A good website follows usability best practices and SEO best practices.

To help our campus web liaisons, we have produced a guide about SEO and usability best practices.