A study on web usability and Search Engine Optimisation : evaluation of an interface on awebsite

We live in the fourth generation (4G) of wireless and mobile communications, and for the next generation (5G) we can expect greater flexibility and increased network speed. This will likely contribute to an increased demand for functioning mobile web applications, and it is therefore beneficial for companies to comply with society's technological development. This study aims to investigate how users experience Södra’s website in a mobile interface with focus on the system’s usability, and to identify potential problems on the website regarding Search Engine Optimization (SEO). The research is based on both quantitative and qualitative methods, and the methods that are used in this study are usability testing and web analysis. The findings highlight usability and Search Engine Optimization issues on the website. The fundamental problems the participants had was difficulty using the internal search engine on the website, and locating information caused by intense scrolling. The data gathered through the web analysis shows that keywords are not strategically used in the HTML document, and that the meta descriptions tend to include too many characters. This paper suggests solutions and improvements to these issues found on the website