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Confidential. Intellectual property of Noble Studios.
SEO + UX: Everything You Need To Know But Were Afraid To Ask
Noble Studios
Confidential. Intellectual property of Noble Studios.
Today’s Speakers
Erik NewtonBrightEdge, VP of Marketing Demand
Generation
Michael ThomasNoble Studios, CMO
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“I invented the term because I thought human interface and usability were too narrow. I wanted to cover all aspects of the person’s experience with the system including industrial design, graphics, the interface, the physical interaction, and the manual.”
—Don Norman, while VP at Apple, 1993
Where did it come from?
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The risks are great
• Lost customers
• Non-renewals
• Inflated bounce rate
• Poor conversion
• Marketing failure
We can’t ignore UX
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UX is about achieving a business objective by meeting the needs of the customer, with simplicity.
UX: A New Definition
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Source: www.uxbooth.com
UserObjectives
BusinessObjectives
UX
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• Focus on driving business impact
• Impact means creating more conversions
• UX excellence improves conversion rates
• Modest conversion rate optimization (CRO) leads to big impact
SEO needs a script rewrite
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A little improvement goes a long way
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400,000
Avg. Monthly Visitors
10,000
Avg. Monthly WebsiteConversions
$100
Avg. Conversion Value
Slight (5%)
Expected Lift (Improvement)
= 1,500 additional conversions a year = $600,000
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How UX impacts SEO
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• Ranking signals
• Search is a visual medium
• Schema & markup excellence
• Users demand quality experience.
• SEO contains the data that UX needs. UX has the design framework SEO needs.
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Google also says it’s important
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UX was announced in 2015 as one of the main SEO ranking factors.
“Landing page experience refers to how good we think someone’s experience will be when they get to your landing page.”
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Quality for Google means
• Useful and informative
• More valuable than other sites
• Credible
• Engaging
In other words, great UX.
Google created a course
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Source: https://support.google.com/webmasters/answer/6001093?hl=en
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Websites with a lower average bounce rate received higher organic rankings
Low bounce rates correlate to rankings
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Users are finicky
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Source: Google Consumers in the Micro-Moment https://www.thinkwithgoogle.com/articles/speed-is-key-optimize-your-mobile-experience.html
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1. Good content, usability and design serve the purposes of both UX and SEO.
2. Properly structured sites are attractive to both search engines and users at the same time.
SEO + UX = There’s more in common than you think
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Source: Peter Morville http://semanticstudios.com/user_experience_design/
valuable
useful
desirable
accessible
credible
findable
usable
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3 Ways To Nail ThisGetting SEO+UX to gel
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Easy wins
Carrying out intent-based search
Creating collaboration between SEO and UX teams
Nailing It
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Ensuring site speed
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It’s well documented that this makes a difference:
Easy Wins
47% of consumers expect a web page to load in 2
seconds or less.
40% abandon a website that takes more than 3
seconds to load.
A 1 second delay decreases customer satisfaction by about
16%.
47% 40% 16%
Source: https://www.dynatrace.com/ and https://www.akamai.com/
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Use free tools like:
Google’s PageSpeed Insights
Ensuring site speed
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Easy Wins
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Ensuring site speed
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Easy Wins
• Image compression and optimization
• Quality code
• Great servers
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Realize UX is your job
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Easy Wins
• Test your site as if you’re a user
• Understand the basics of UX measurements
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Realize UX is your job
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Easy Wins
GA UX measurement basics
• Bounce rate
• Exit rate
• Avg. time on page
• Performance by device
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Realize UX is your job
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Easy Wins
Advanced testing concepts
• Advanced analytics
• Heat mapping
• A/B testing
• User testing
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Schema and SERP is UX
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Sometimes you can gain clicks with a lower page ranking.
Make sure that your search listing captures the visitor’s attention while using language that encourages them to click your result rather than another.
Easy Wins
Identify primary topics and questions that people are looking to answer when searching for a specific term, then creating content that addresses the user’s needs.
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Get into the mind of your audience.
Anticipate their needs based on terminology and how they asked the question.
The UX of intent-based search
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Carrying out intent-based search
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Identify Topics
• Audience needs
• Trends
• Keyword gaps
• Competitors
Determine Motivation
• Why are they searching
• What do they need
Content Objective
• Inform
• Inspire
• Action
Content Type
• Text
• Graphic
• Q&A
• Listicle
• Video
• Tool
Map Keywords
• 2-3 keywords per page
• Consider variations for same intent
Create
• Tone
• Length
• Linking
• Channels
• Promotion
Measure
• Determine impact
• Measure conversions both macro and micro
The process
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Carrying out intent-based search
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Using The Datacube to Find Intent Based Keywords
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Choose overall or mobile specific keywords
Apply intent-based keywords (why, who, what, how, need, buy, get)
Choose which keywords are going to be most valuable and realistic for you to focus on
Carrying out intent-based search
Choose experience
Apply Filters
Analyze Keywords
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Categorize Intent Based Keyword Phrases
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Carrying out intent-based search
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Data Cube organizes the effort
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Use Data Cube to unlock and categorize organic search by intent
Carrying out intent-based search
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Your job isn’t done
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Creating collaboration between UX & SEO teams
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Figure out a way to speak the same language
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Creating collaboration between UX & SEO teams
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BrightEdge Campaigns
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Source: http://www.brightedge.com/products/optimize-content/ignite-campaigns
Creating collaboration between UX & SEO teams
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Create common goals
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Creating collaboration between UX & SEO teams
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In SummaryTitle
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Lead with data not opinion
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Individual consumption not advised
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SEO and UX should be a smooth blend
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Avoid the epic fail
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Google’s mission is all about the user experience
Focus on the user and all else will follow
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To get a copy of today’s presentation please go to www.noblestudios.com/SEO-UX
Also available right now for instant download is an exclusive free checklist on SEO + UX
Special Offer
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Join Us
Oct. 24-26, 2016 Westin St. Francis | San Francisco
http://www.brightedge.com/resources/events/share/16/