If you are ever doing any research around SEO, a principle that you will soon not forget is “content is king.” This phrase must reside on every SEO related article/website known to mankind. In its defense, the phrase is absolutely correct. Having good content on your website is more important than anything else. Craigslist may not have the most beautiful website design, but it certainly has no shortage of useful content for its users.

With that said, the next main focus on getting users these days is advertising.
Here is one recipe for a cluttered inbox in minutes.

1 cup Google Adwords
2 cups Behavioral Targeted Advertising
1/2 cup Facebook advertising
2 tablespoons MySpace Advertising
and 3 cups Water (can substitute w/Milk)
Mix into Google Alerts
Leave out for 5-10 minuets.

Now sit back and watch your creation grow to the max capacity of your inbox.

To be fair, advertising is a great way to grab your customers. This I will not deny. However, Navigation deserves more attention than it gets. It may not be as easy as simply increasing your Adwords spend from $80 to $120, but the impact could be more profound. A mainstream example of navigation at its best can be found in the hypePhone iPhone. Trying to trace the source of all the hype for the iPhone is tough, so I won’t even attempt to do it, but the navigation is what really sets it apart from the competition. It was certainly not the advertising or the 2 megapixel camera.

The same can be said for a good website. Getting information to your users easily and quickly is every bit as important as advertising. In The Web Developer’s Journal navigation is listed as “one of the most critical aspects of Web site design - arguably the most important.” This information may seem shockingly obvious, but when the checkbook comes out often the easiest problems to solve are fixed first, i.e. increase ad spend.

Additionally, what’s better advertising than word of mouth from satisfied customers? I’m not sure what the exact conversion rate is for WOM marketing(I’ll have to check with Baynote’s mad scientist, Scott Brave), but its high, and its free. Check out this post for specific information on how improving the user experience can improve your site’s performance.

OK, Now What?

There are many different ways to address navigation issues. Landing Page Optimization is one, and our recommendation services is another. Navigation is hot and there will be more to come. Stay tuned.