Is usability mainly for sites or can it be used to make marketing campaigns more effective?
Because usability and accessibility are often the extra benefits of search engine optimisation, it can be used to get better results from marketing campaigns as an integrated process. For example, if you use SEO to drive traffic to a site from the search engines, the site is re-engineered in such a way as to make it inherently faster, smarter and easier to use, as well as busier. This applies to any site used as the fulfilment process, whether it's the home page, a dedicated area on the home site or a campaign-specific micro-site.
In other words, done right, SEO can address the next stage in the visitor lifecycle, that of the on-site experience, which reduces the cost of customer acquisition, encourages return visitors and enhances revenues.
