The term “search usability” is widely misunderstood throughout a variety of industries: Web design/development, search engine marketing (SEM), online advertising, information sciences, human-computer interface (HCI), and usability industries. Even the term “usability” is misunderstood by search professionals.
Web site usability is task oriented, meaning that usability testing measures the efficiency of how users (who fit a specific persona or profile) complete a desired task. Testing is done one person at a time, not as a group, and each participant’s behavior and actions are carefully observed and recorded.
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Great article, always think twice when hiring SEM experts. Or any expert for that matter. Do your research first, don’t let their gibberish fool you.