Authors:
Andreas Auinger
1
;
Patrick Brandtner
1
;
Petra Großdeßner
2
and
Andreas Holzinger
3
Affiliations:
1
Upper Austria University of Applied Sciences, Austria
;
2
BMD System Software, Austria
;
3
Research Unit Human-Computer Interaction, Austria
Keyword(s):
Search Engine Optimization, Usability, ISO Criteria, Eye Tracking, Usability Evaluation.
Related
Ontology
Subjects/Areas/Topics:
Cloud Computing
;
Collaboration and e-Services
;
Data Communication Networking
;
e-Business
;
Enterprise Information Systems
;
Platforms and Applications
;
Social Networks
;
Telecommunications
;
Usability
;
Usability and Ergonomics
;
Web Information Systems and Technologies
;
Web Interfaces and Applications
Abstract:
What can not be found, can not be used. Consequently, the success of a Website depends, apart from its content, on two main criteria: its top-listing by search engines and its usability. Hence, Website usability and search engine optimization (SEO) are two topics of great relevance. This paper focusses on analysing the extent that selected SEO-criteria, which were experimentally applied to a Website, affect the website’s usability, measured by DIN EN ISO 9241-110 criteria. Our approach followed (i) a theory-based comparison of usability-recommendations and SEO-measures and (ii) a scenario- and questionnaire-based usability evaluation study combined with an eye-tracking analysis. The findings clearly show that Website usability and SEO are closely connected and compatible to a wide extent. The theory-based measures for SEO and Web Usability could be confirmed by the results of the conducted usability evaluation study and a positive correlation between search engine optimization and We
bsite usability could be demonstrated.
(More)