THE EFFECT OF SEARCH ENGINE OPTIMIZATION (SEO) ON WEBSITE USABILITY

Can better search results make a better website? This dissertation explores the relationship between Search Engine Optimization (SEO) techniques and website usability. While SEO is typically pursued to improve visibility and attract traffic, this research investigates whether such optimizations also enhance the user experience for visitors arriving via search engines. The study centers on a real-world case: the redesign of telefonok.hu, a Hungarian mobile phone portal.

Using a before-and-after survey methodology, the research evaluates how selected SEO interventions—such as clean URLs, rich snippets, structured metadata, and page titles—impact perceived usability and visitor satisfaction. Technical refactorings, like a custom-built front controller and caching layers, were also introduced to ensure that performance improvements aligned with usability goals. The outcome is not just an SEO playbook, but a measured argument for integrating usability thinking into every search result.

By bridging information technology with human-centric design, this dissertation offers insight into the overlooked interplay between how websites are found and how they are experienced. It invites researchers, developers, and digital marketers alike to consider SEO as not just a traffic strategy, but a tool for genuine interface improvement and user satisfaction.