Expert: SEO keywords may not be best for usability

Website owners need to consider whether the keywords they use in their search engine optimisation(SEO) campaigns are the best terms for the user experience.

This is according to web design expert Gerry McGovern, who cited recent research findings by digital agency CDA suggesting that the search queries web users utilise are not always the same as the copy they respond the best to when browsing a website.

For example, one web user who wanted a high-interest instant access savings account made an actual search for 'best instant access savings', he explained.

Furthermore, while 'hotel deals' is a significantly more popular search query than 'hotel special offers', web page testing showed that web users respond better to copy containing 'special offers' than that using the term 'deals'.

"Some words bring you to a website and it's very important to understand what they are," Mr McGovern commented, adding that a new set of keywords he dubs 'carewords' then kick in.

"Search words tend to be brutal, short, precise, cheap. Carewords are softer and more subtle."

Keyword tools available for those looking to research the best terms to use in their SEO campaigns include Wordtracker, the Google AdWords Keyword Tool and KeywordSpy.

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