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06.23.10

Hire Designers Trained In Search Engine Marketing

By Kimberly Krause Berg

Last week I conducted a web site usability audit for a famous brand corporate web site. It never fails to amaze me why these companies don't hire designers trained in search engine marketing and user experience design.

I won't divulge who they were. I never do that with client work because for starters, they had the brains to find me and get help. But what I found illustrated what I often find on corporate, famous brand web sites. There seems to be this arrogance that says, "We have the brand. We don't need to optimize. Who cares if people come."

Fashionistas

Certain brands have an interesting way letting you know that you don't meet their user standards. Take Prada for example. Unless you have Flash loaded and your computer has speakers, their web site is completely useless.

This is what it looks like without Flash installed.

This is what it looks like if you have Flash, JavaScript and sound.

It's really cool. It loads a video with catwalk music, which immediately shows their new line being modeled. This is different than images with click to enlarge. Prada wants to create an environment. A vibe. A la-te-da. It does this beautifully. However, this is what Yahoo cached:

If I could afford a Prada shoe versus the ones I get at Famous Footwear for under $20, I would search Google with my perfectly manicured pink fingernails for "prada shoes". And this is what I would get:

Continue reading this article.

About the Author:
Usability Consultant, Kimberly Krause Berg, is the owner of UsabilityEffect.com, Cre8pc.com, and Cre8asiteForums. Her background in organic search engine optimization, combined with web site usability consulting, offers unique insight into web site development.

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