Website Usability is important in website design. If your visitor experiences cognitive overload (has to think too much about navigation or what to do next) then your Information Arhictecture may need re-evaluating.

Search Engine Optimisation is not just about getting a search to clickthrough to your landing page. Once they reach your page you have a maximum of 10 seconds to engage them or they will leave. If they are not ready to buy from you right now then you must give them a reason to come back. A timely offer maybe? Or a newsletter signup.

Here are 3 ways to prevent your website from losing ranking in major search engines:
1) Keep adding fresh content – this includes new pages and inbound links.
2) Keep analysing your competition. See what they are doing right (and wrong).
3) Always have a long term strategy in mind. For example, you’ve ranked successfully for keywords A, B and C. You need to keep the ranking for those but think about where your business is going and how to get there.