Not including SEO while designing your website: As mentioned earlier in the chapter, SEO and user experience (UX) go hand in hand. Implementing SEO in a project after the website has been designed may lead to discouraging results. While building the website, you need to consider factors important for SEO and UX design. For example, on an e-commerce website, it is imperative that the checkout facility is clearly visible, because some users just select an item and then want to check out. If the user cannot locate the checkout facility easily, it results in inefficient navigation, leading to a poor UX. Users will not visit a website again if they have difficulty navigating it. • Heavy-duty sites: Cramming your website with as many features as possible or too much content can affect the UX significantly. Heavy-duty sites lead to excessive page-load times, and studies have suggested that users abandon searches if page-load times are not optimal. Less is more. Proper utilization of whitespace, efficient site architecture, and user-friendly design, along with relevant content, will streamline the UX, prompting users to return. An excellent example is the Google home page, www.google.com . There is a search box in the middle of the screen; users, on visiting the page, enter search terms in the box. Most users end up doing what Google expects them to do: search for information. There are no distractions on the page. This approach works because there is no bulk or clutter to waylay users when they visit the site. • Defective products: Customers are the most important thing for businesses, and their feedback and recommendations are vital. If the quality of your products is not up to the mark, it is likely that users will not return, regardless of your website content. Apologies do not matter in the case of a flawed product or bad customer experience. Hence, the quality of your showcased products as well as efficient issue resolution are essential in generating user traffic to your website.

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