I like this. In Seven Building Blocks of a Destination Website: #2 Usability on the Search Engine Guide blog, the author says that in projects aimed at improving your website's performance in search engines, if you don't address usability problems on your site as part of the exercise, it's "like running radio and TV promos to drive people to a store that is unfinished. The traffic being driven may not be a total loss, but you certainly aren't getting the full value out of each customer. Many won't find what they are looking for, others will be frustrated trying to check out, and some may turn around the moment they walk in the door. Usability addresses those issues to ensure each customer has a good experience on your website."
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