Pouria Parhizkar

Software Engineer

E-commerce Expert

Pouria Parhizkar

Software Engineer

E-commerce Expert

Blog Post

The Art of Balancing SEO and Human Eye Optimization to Create Websites

25 October 2023 E-commerce
The Art of Balancing SEO and Human Eye Optimization to Create Websites

Imagine you’re an artist. You’ve spent countless hours laboring over a masterpiece. Every brush stroke, an intricate detail. The final product is breathtaking. Now, the challenge is to get people to the gallery to see it. That’s where SEO comes into play.

But, what if the gallery is hard to navigate? Or what if the lighting doesn’t do your art justice? That’s where human eye optimization comes in. Creating a user-friendly website is the perfect blend of both.

SEO: The Map to Your Masterpiece

Search Engine Optimization (SEO) is like the GPS directions to your gallery. It’s how potential visitors (or in this case, users) find your website. SEO involves using keywords, link building, metadata, and other techniques to make your site more visible to search engines.

Let’s take the example of an online store selling handmade candles. You’d want to use keywords like “handmade candles,” “natural candles,” “eco-friendly candles,” etc. Using these words throughout your site, especially in headings and titles, increases the likelihood that your website will show up when someone searches for these terms.

Human Eye Optimization: Setting the Stage

Human Eye Optimization (HEO), on the other hand, is about making the gallery (your website) appealing and easy to navigate once your visitors arrive. It’s about creating a user-friendly design that keeps visitors engaged and encourages them to take action.

Back to our candle store example. It’s not enough that your site shows up in search results. Once potential customers click through, they need to find an attractive, easy-to-navigate site. High-quality images, clear product descriptions, and an intuitive layout are all part of human eye optimization.

The Delicate Balancing Act

The art here lies in achieving a balance between SEO and HEO. If you focus too much on SEO, your site might end up feeling like a keyword-stuffed sales brochure rather than a user-friendly platform. Conversely, a site focused solely on HEO might look fantastic but will struggle to attract organic traffic because search engines can’t find it.

Remember, search engines are designed to serve users, not websites. They’re continually evolving to provide results that are not only relevant but also user-friendly. This means that SEO and HEO are increasingly intertwined.

Real-World Examples

A great example of a balanced website is Airbnb. They strike a perfect balance between SEO and HEO. Their homepage title “Vacation Rentals, Homes, Experiences & Places – Airbnb” is packed with keywords, yet it’s still human-friendly.

Once on the site, users find high-quality pictures of potential stays, intuitive search options, and easy navigation. The site is designed to be eye-catching and user-friendly, keeping visitors engaged and increasing the likelihood of bookings.

Another example is the e-commerce giant, Amazon. Amazon’s product pages are a masterclass in balancing SEO and HEO. The titles are keyword-rich for SEO purposes, but the site layout, with its easy navigation, clear product descriptions and user reviews, ensures a great user experience.

Strategies for the Perfect Balance

Here are some strategies to help you strike the perfect balance:

1. Know your audience: Understand what your target audience is looking for and use that to guide your keyword strategy and site design.

2. Quality content: Create content that is valuable to your users. This not only improves user experience but also boosts SEO as search engines favor high-quality, relevant content.

3. Mobile optimization: Ensure your site looks good and functions well on mobile devices. This is crucial for both SEO and HEO as a significant proportion of web browsing is done on mobile.

4. Page speed: Slow-loading pages are a turn-off for users and search engines alike. Optimizing your site’s load speed is critical.

5. Clear and intuitive navigation: Make it easy for your visitors to find what they’re looking for. This enhances user experience and helps search engines understand your site.

Creating a user-friendly website is indeed an art. It requires a careful balance of SEO and Human Eye Optimization. When done right, it can lead not only to increased traffic but also to a better user experience, higher engagement, and ultimately, more conversions. As in art, the beauty lies in the balance. And achieving that balance is the key to creating a masterpiece.