Discussion on Usability and Optimization Issues in Overseas University Websites: A British University as an Example

According to the reality that visitor´s expectations for search quality are far beyond what today´s overseas university websites actually deliver, the paper discusses some usability and optimization issues in the overseas university websites. Taking a British university-Bournemouth University as an example, the paper makes a detailed analysis by identifying the usability issues, evaluating the language used and the effect of the email system, and analyzing problems about a degree scheme “landing page” with regard to Search Engine Optimization. Then some website optimization suggestions are proposed in order to further improve the presentation effectiveness of the university website.