At the recent Search Engine Strategies Conference in San Jose, Joe Whyte interviewed me and Bill Slawski for the Search Marketing Standard magazine. The interview is out now and it illustrates Bill’s brilliance.

Joe did a taped interview, which is harder to do, I think. I’ve done one that way and it requires going back and finding the parts of the conversation where you stayed on track. You need to edit out the off topic sections and giggles. The giggles are nearly always my trademark, I’m afraid.

We were outside on the sunny patio, just off the floor where sessions were being held. It was a favorite casual spot for meeting friends, getting some quick sunshine, or calling someone with some privacy. Joe sat with Bill and I and asked questions on search engine marketing and usability.

The transcribed interview is ready for reading at SES Interviews: Kim Krause Berg and Bill Slawski on Supplemental Index and Usability

I remember the moment when Bill said,

Flash has a tendency to be used in a way that ignores the medium it’s being used upon. The Web isn’t TV. If Flash is being used as one long animation, then they are trying to use the website as a television station. It’s much more than that. It can be used in many more ways. To ignore the fact that you have machines coming to your site to index your pages (or to do other things) is to ignore the medium.

When he said, “The web is not TV”, he said it with such passion and determination that I did a double take. Those five words really nail our responsibility to our web site visitors and the clients who hire us to build and market their web site properties.

It’s our job to know our medium better than they do and help them use all the different technologies available to them in ways that justify their usage.

As for me, I didn’t say anything smart like Bill did. I did, however, tap into the theme I wrote about today in Cre8asite’s Blog, Usability and SEO – Red Light, Green Light, when I told Joe,

My job is to make sure that all the work that an SEO does or a PPC person does pays off as soon as somebody clicks onto the page. If nothing happens when they click, then all that money is down the drain – which is why we need to work together.

And then I giggled, I’m sure.

Related item written by Miriam Ellis of Solas Web Design, called “Good SEO/Bad SEO, Good Designer/ Bad Designer – A Generalization Problem

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Kim Krause Berg’s long background in web design, SEO and usability includes software application functional and user interface testing, accessibility, information architecture and persuasive design. She shared her passion for Usability and SEO through her site and private consulting at Cre8pc for 17 years. Kim founded Cre8asiteforums in 1998. In the fall of 2012 she sold her forums to Internet Marketing Ninjas and retired from private consulting to join their Executive Management team where she continues her work in usability testing, customer experience and conversions design.

My Online Course: Web Site Usability 101


American Society for Information Science and Technology (ASIS&T)

Information Architecture Institute

Usability Professionals Association (UPA)