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Otimizando sites para obter resultados

14/01/2008 - 10:07

Por Erick Beltrami Formaggio

Erick Beltrami Formaggio - Colunista do SEMBrasil

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SEO tem que dar resultados e, para isso, não basta apenas ser o primeiro, questões como usabilidade e acessibilidade são hoje conceitos totalmente ligados à otimização de sites. Saiba quais são os aspectos que formam o Search Engine Optimization.

Faz um tempo que venho falando que otimizar sites não é simplesmente posicioná-lo na primeira página do Google, e sim, fazer com que humanos também possam navegar tranqüilamente por suas páginas. SEO tem que dar resultados e, para isso, não basta apenas ser o primeiro, questões como usabilidade e acessibilidade são hoje conceitos totalmente ligados à otimização de sites. Não basta mais ter um bom posicionamento, é preciso ter um site fácil de usar, para obter os resultados esperados.

Faça um exame de consciência (início do ano é ótimo para isso): quantos sites você descarta quando procura por alguma coisa no Google? 3,4,5? Eu descarto muitos, pois fico frustrado ao entrar em alguns deles e não encontrar realmente o que quero e, na maioria das vezes, eu sei que o que eu quero está lá. Fico me perguntando: "De que adiantou estar em primeiro?".

Não me surpreendi quando li um dos livros do Nielsen e encontrei capítulos relacionados a interfaces de busca e, nesses, alguns diretamente relacionados ao SEO.

Otimização de sites na visão "Nielsen"

Em seu livro "Usabilidade na Web" Nielsen classifica o assunto em quatro partes, onde na primeira parte dá uma introdução ao tema e em seguida fala sobre:

  • SEO linguística
  • SEO arquitetônica
  • Reputação da SEO

    Um ponto importante nessa classificação de lingüística e arquitetura é quando o autor fala do conteúdo que se refere ao primeiro item. Como eu, Nielsen acredita que o usuário procura no conteúdo aquilo que "buscou", tanto na página de resultados dos mecanismos de busca como no próprio conteúdo da página:

    "Há duas razões por que você também deve redigir títulos claros que incluam essas palavras-chave. Primeiro, os sistemas de pesquisa tendem a atribuir peso extra às palavras nos títulos das páginas e em outros locais de destaque; segundo, os usuários varrem as listagens de pesquisa e freqüentemente só olham os títulos. Se as palavras que os usuários digitam quando fazem uma consulta aparecem no título do seu site, há mais chances de eles prestarem mais atenção à sua listagem".

    Em "SEO arquitetônica" Nielsen fala muito da estrutura de links, da dificuldade dos "spiders" com relação aos conteúdos gráficos e da indexação de texto real. A estrutura de links é vital e o autor coloca muito bem essa visão, quando afirma que os sistemas de pesquisa descobrem as páginas de um website seguindo seus links.

    Outro ponto importante sobre SEO nessa análise é quando o autor relata a importância da ligação com outros websites. Ou seja, aquele trabalho estratégico de popularidade para divulgação do site em outros do mesmo assunto, listas de discussão, redes de relacionamento, entre outras fontes colaborativas.

    Otimização de sites com usabilidade na visão Erick Formaggio

    Tenho publicado em meu blog (www.erickformaggio.com) uma série de artigos sobre usabilidade e SEO, onde, através de análises heurísticas de sites populares, pude perceber que muitos estão otimizados mas cometem algumas falhas básicas. O que acontece: o cara encontra o site no Google lá no topo da primeira página, vê que é aquilo que quer, entra e não consegue usar.

    A meta começa na hora da escolha da palavra-chave. O usuário: digita, busca, encontra e usa. Se nesses quatro passos o site for 100%, o sucesso é garantido. Caso um desses passos não seja executado de forma eficiente, ocorrerá a seguinte situação exposta no livro do Nielsen onde um usuário fez o seguinte comentário:

    "Não consigo encontrar. Eu visitaria um outro Website. Iria para o Google".

    Eu faço muito isso, quando vou procurar alguma coisa na Wikipédia. Tenho uma dificuldade extrema em encontrar as coisas lá, então volto para o Google para encontrar algo dentro da Wikipédia, mas já passei por essa situação em diversos outros sites.

    Conclusão sobre Otimização de Sites com Usabilidade

    Profissionais de usabilidade e otimização de sites já se conscientizaram sobre a relação entre suas áreas. Tenho visto em cursos, eventos e reuniões que estes já aceitam isso de uma forma tranqüila, porém neste ano pouca gente falou disso.

    Algumas recomendações básicas:

  • Pense no trabalho com uma visão macro;
  • A meta começa no mecanismo de busca. Procure imaginar se você se interessaria pelas descrições e títulos que fez para as suas páginas;
  • Destaque as palavras importantes do seu site em títulos, links, etc;
  • Links com nomes "bonitinhos" não são bons para usabilidade nem para SEO, mas links com palavras-chave são bons para os dois, porque são objetivos e mostram ao usuário aquilo que ele procura.

    Espero que em 2008 essa questão relacionada à usabilidade esteja mais presente na otimização de sites, pois a união desses dois conceitos proporcionará bons resultados aos seus clientes.

    Abraço a todos que me acompanham, ótimo 2008!

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