Summary
Optimizing a site for good rankings within natural search engine results need not disrupt the user experience of the site. In fact, the fundamentals of Scenario Design correspond well to the elements search engine Web crawlers seek when cataloging and ranking sites: goal-related content, simple navigation, and a site experience that is worth sharing. Smart search marketers will build their SEO efforts off the basics of good site design, including using personas, collaborative planning between marketing and Web development, and seeking small fixes before mandating a site overhaul.
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