Web site usability focuses on what happens after users arrive on a Web site with research and work on the browsing and scanning processes. Now usability experts must put as much time and effort into the querying process. Querying is an active process, something search marketers have known for years. People actively searching for a product or service are a great target audience because they’re pre-qualified prospects. In other words, active searchers are more likely to make a purchase.
Furthermore, many SEO experts need to begin focusing on web site usability. They need to shift from focusing solely on what happens before visitors arrive on a site, to focusing on both the before and after process. Combining usability and SEO skills will keep both experts ahead of the game.