Appearance, usage, accessibility and speed. Four qualities which should be incredibly important to any website owner and doubly so for users. If a site isn’t appealing to the eye, easy to use, have intuitive navigation and is slow to browse, it’s almost certain to be skipped over by users first and search engines later.
The qualitites came to mind over a conversation with a friend, they’d lamented that the coroporate side had changed the website and made it unfriendly to use. Previously their site was css based, very little code written on page, and had a good deal of content to be indexed relevant to their rather competitive niche. The new look and layout for their site, abandoned CSS in favor of Java, Ajax and active scroll over elements on the page.
The new site is visually more appealing than the old one, the effects that were added with all of the new coding however, was unecessary. Dropping indexable, search engine friend CSS for Java and Ajax was a half step backwards though in the search wars. While the coding offers a great deal of flexibility in what your website can look like and do, it’s basically entirely skipped over by search engines. The website in question has been running a brief survey on the new look and feel, and so far the consistent response has been that past consistent users, have begun to use other portals to meet their needs. Their new site, while more appealing to look at, was too slow, difficult to navigate and wasn’t easy to understand at all.
It’s a good example of the addage, “If it isn’t broken, don’t fix it”