In some recent task-testing it was found that a whopping seventy percent started their task by clicking on a link while the remaining thirty percent used search. What this tells all website owners is that while it will always be important to have great search engine optimization, the underlying navigation could be even more critical. If you are someone who almost always types your search query in—like me—you may wonder who out there is using links instead. Well, the fact is that it is both easier and faster to click on a link than it is to type in your own search query. And so long as you have a page of links that appears well-organized and reasonably named, then clicking on a link makes sense. Unfortunately, there are scores of links that are just downright confusingly named.
When Links Fail
For instance if you were looking for a specific type of keyboard you might not be too inclined to click on a link labeled “electronics.” In fact, that’s exactly where you would want to go if you wanted to look for that keyboard on Amazon. With most of us, the more words you see in the link which correspond to those floating around in your head, the more apt you are to click the link. After all, we as a society are incredibly busy and want what we want in the quickest way possible—including information. What does this mean for you and your legal website? Well, just because Google exists, you can’t take it for granted that it will bring your users directly to your site, particularly if you have a site which is poorly organized. The question that must be answered is whether web users will even bother to go to homepages and attempt to decipher each site’s navigation or will they simply rely more and more on Google to tell them where they want to go.
Making Each Page Count
Think about this—when users arrive at whatever page on your site Google sends them to, their impression and belief is that this page fully encompasses everything on your site. In other words, when users land on a page within your site, they have usually been directed there through a search query or because someone else has told them to read something specific on your site. What this should tell you immediately is that every single page of your website must be stellar—you can’t simply have a great homepage, then let the rest of your site slide into the mediocre category.
You must look at every single page as though this is the only page your readers will see then ask yourself how those readers will view your law firm after looking at that particular page. Further, if you want your users to see your other stellar pages, you must ensure your site has extremely clear menus and links which allow them to easily navigate throughout your website. Unless you’ve provided the type of navigation and content features such as related articles and comments, you have limited the ability of your readers to access more content on your site. And let’s face it—those readers who are unable to easily find more great content will likely move on to other sites.
Navigation and Search Must Work Together
In the end, navigation and search are impossibly intertwined and your goal is to ensure they are both the absolute best they can be. To become more visible via a search query, concentrate on highly effective titles for your content which can greatly boost your ability to be found. Think of the search engines like a giant library index and it will make much more sense when you are titling articles. Work hard to provide fresh, original content often that others will naturally link to and provide your users with multiple search access points within each article and you will be on your way to improving your PageRank and helping users find your site—then stay there.
