Usability is a term that refers to how user-friendly a website is. In practice, it is about the ease and intuitiveness of navigation and the convenience of its other elements. All of these affect the user’s perception of the site, often being modifiers of the conversion rate or rejection rate. If visitors have problems finding the information they are interested in, it usually means that the portal is not useful.

In SEM activities, usability means first and foremost a consistency of actions that leads to an optimised ROI. This applies to both the clarity of the content of the results generated in the search engine and the quality of the landing page. Creating a portal according to the principles of usability often means cooperation between webmasters and SEO specialists.

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