Web site usability is defined as the ease of use exhibited by a web site. Web site accessibility addresses the same concern, but focuses on those users who have impairments such as limited vision or hearing. The search engine marketer can analogize usability and accessibility as "user optimization".
Having a web site that ranks well is paramount. But the search engine is only one of the consumers of a web site's contents, and your users must also appreciate your web site once they arrive. Developers especially tend to ignore this factor, and they often cower in fear when they hear words like "usability" and "accessibility".
As a hybrid developer and search engine marketer, you must have a wiser reaction. The implementation of a web site must incorporate search engine optimization concern, as well as usability and accessibility concern. Where interests conflict, a careful compromise must be struck. "User optimization" must not be forgotten.
Sometimes search engine optimization and usability concerns coincide; other times they hopelessly clash. Ultimately, your users will appreciate attention to usability and accessibility in the form of more conversions.
