When you look at a search engine results page, you normally look at incredibly long lists of links, most likely in the millions. Most people take a few moments to run their eyes down the list of the first page before they decide to click on the link they feel is most appropriate. On average this takes between thirty and forty five seconds. So the question is what reasons would a searcher have to specifically choose your link to click on?

Why should any searcher treat your site differently from the way they treat any other site? What does your website present them with that draws their eyes straight away? What gives them incentive to click on your link and keeps them interested enough to want to see more?

Find answers

Many questions yes, but very important ones. The answer to these questions is a perfect page. A perfect page does not just happen, it is all about strategy. The creation of a perfect page takes a lot more than just aesthetics. The typical internet searcher is in a hurry to find answers to the reasons they are searching. If the information your web page is offering them is not presented in a clear and easily accessible manner, they will simply exit and move on to the next website. It is simply far too easy to exit than spend time hunting around for information.

People have no time to spend trying to hunt around on a web page that is poorly designed. It comes down to that all important factor; navigation. If they cannot navigate through your website fast and easily, they are out of it within seconds. There are many ways that website owners use to make their site attention grabbing. Streaming video, flashing text and bold graphics have become the norm. Everyone tries to make their websites look like the proverbial peacock to be as eye-catching as possible.

Lost goal

Lots of content and many advertisements abound, as everyone tries to bring in extra money. In this frenetic bid to keep visitors on their websites, too many people forget that they must have an eye-pleasing balance. The whole must be held together by the most fluid navigation. When your page is filled with jarring distractions it will annoy your visitors into leaving.

They would rather take a few moments to find a website that will immediately give them the answers they want. People have grown used to being able to navigate across web pages with a single click. They demand it, or they will become frustrated and go find what they want elsewhere.

Damage control

So what does this have to do with search engine optimisation? It means you have failed in your goal, all your optimisation has been in vain and you have lost a potential customer. You have spent time and money to gain a ranking position good enough to attract visitors and because of flawed website design you lost out.

If any of this rings a bell, sit back and have another ultra critical look at your website. You have some serious problems that must be addressed.

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