seo & ux: fitting them into the design process
Post on 21-Apr-2017
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SEO & UXFITTING THEM INTOTHE DESIGN PROCESS
Andrea Pernici
CTO at gt idea@andreapernici
UX WHAT WE KNOW ABOUT IT?
UX IS A BUZZWORD
THE TERM UXIS OVERUSED
PEOPLE CONFUSE UXWITH THE TECHOLOGYUSED TO MAKE A WEBSITE
UXWHAT WE DON’T GETABOUT IT?
USERS EXPERIENCE
OUR BRANDEVEN OUTSIDEOUR PROPERTIES
NEGATIVE UXIS NOT NECESSARILY BAD
UX CAN BEAPPROPRIATE
EVEN IF NOTCOOL OR WOW
UX EXISTS ALSO OUTSIDE
THE DIGITAL SPACE
SEO WHAT WE KNOW ABOUT IT?
SEO IS DEAD
SEO
REPRESENTATION BY ENRICO ALTAVILLA
& IS INEXORABLY GROWING MORE COMPLEX
IS COMPLEX
WHAT WE DON’T GETABOUT IT?
SEO
SEO IS A LOT ABOUT
(DIGITAL/SOFTWARE)
DESIGN
SEO IS ABOUT BEING ABLETO CHOOSE WHAT IS BETTER
IN EACH SITUATION
UX
WHICH IS THERELATIONSHIPBETWEEN THEM?
SEO
SEOs ALWAYS
CONSIDEREDUX FUNDAMENTALFAR BEFORE THE BUZZ
UX DESIGNERS
KNOW THATSEARCH IS A CRITICAL PARTOF THE CUSTOMER JOURNEY
UX SEO
THE USER EXPERIENCEHONEYCOMBPeter Morville
REPRESENTATION THANKS TO
UX SEO
THE USER EXPERIENCEHONEYCOMBPeter Morville
Representation thanks to
A POSSIBLE UXD METHOD
UX SEO
UX SEO
THE USER EXPERIENCEHONEYCOMBPeter Morville
Representation thanks to
A POSSIBLE UXD METHOD
UX SEO
SEO ACTIVITIES
RINSE REPEAT
2BIGWE HAVE ONLY
PROBLEMS HERE
2BIGWE HAVE ONLY
PROBLEMS HERE
PERCEIVED BUDGET EFFORT
CUSTOMER COMMITMENT
YOU CAN DO GREAT SEOAND YOU CAN DESIGN
PERFECTLY FINE UXUSING DIFFERENT
APPROACHES
THE GOOD NEWS
IT DEPENDS ON WHO YOU ARE
A FREELANCE CONSULTANTAN AGENCY WORKING FOR CLIENTS
AN IN HOUSE PROFESSIONAL….
THERE’S NO ONE SIZEFITS ALL SOLUTION
ONEI
Formal Definition of Designhttp://link.springer.com/chapter/10.1007%2F978-3-540-92966-6_6
OUR PARTICULAR ENVIRONMENT
NEED
YOU THEM
TO REACH
THIS
NEED
YOU THEM
TO REACH
THIS
THINK ABOUT IT
AS A USER WITH
LIMITED
CAPABILITIES
YOU NEED TO DESIGN FOR
TO LET HIM HELP YOU WITH
requirements, subject to constraints
OUR PARTICULAR ENVIRONMENT
object specification goal
requirements, subject to constraints
object specification goal
goooooal
OUR PARTICULAR ENVIRONMENT
Formal Definition of Design
DESIGN
SEOOFTEN
IS ABOUT FIXINGPOORLYDESIGNEDSOFTWARE
SEO
UNFORGETTABLEEXPERIENCESFOR SURE
THE DIFFICULT PARTIS TO MAKE THECUSTOMER ENJOYSTHEM TWICE.
Just an example:
Just an example:
Just an example:
Just an example:
Just an example:
IS FUNCTIONAL TO
UX
SEOSEARCH ENGINESATISFACTION
SEARCH ENGINEUSER SATISFACTION
THE COMMON SCENARIO WHEN YOU EXCLUDE SEO FROM THE REDESIGN PROCESS
ORGANIC TRAFFIC REPORT
THERE WON’T BE ANY GREAT UX/CONTENT/MARKETING THAT WILL SAVE YOU
Engineering design is the process of devising a system, component, or
process to meet desired needs. It is a decision-making process (often
iterative), in which the basic science and mathematics and engineering
sciences are applied to convert resources optimally to meet a stated objective.
Among the fundamental elements of the design process are the establishment
of objectives and criteria, synthesis, analysis, construction, testing and
evaluation. The engineering design component of a curriculum must include
most of the following features: development of student creativity, use of open-
ended problems, development and use of modern design theory and
methodology, formulation of design problem statements and specification,
consideration of alternative solutions, feasibility considerations, production
processes, concurrent engineering design, and detailed system description.
Further it is essential to include a variety of realistic constraints, such as
economic factors, safety, reliability, aesthetics, ethics and social impact.
“
ABET DEFINITION OF DESIGN
VISUAL
ANALYSIS
CONTENT
DEV
THE SCENTIFICMETHODE AS ANONGOING PROCESShttps://en.wikipedia.org/wiki/Scientific_method
UX
SEO
CONTENTDEVANALYSIS VISUAL
SCENARIO 1recovering ranking loss
UX SEO
BEFORE 2012
FROM 2012 TO 2015
from the goldenage of animated gif
between tests,ranking lossand the reborn
BEFORE 2012
FROM 2012 TO 2015
STARTING THE
CHALLENGE
from the goldenage of animated gif
between tests,ranking lossand the reborn
BENCHMARKINGunderstanding the SERP
ITERATIVE TWEAKINGunderstanding the SERP
AN INDEX TO HELP THE USER
NAVIGATE DIRECTLY TO THE
INTERNAL RELEVANT SUBSECTION
NEW SET OF IMAGES COVERING
RECENT TOPICS AND TRENDS
NEW SET OF IMAGES MATCHING THE USER NEEDS
WHY NOT AN EXTERNAL LINK
IF SATISFIES THE USER NEEDS?
A BIG IMAGE TO BE AN ANSWER ALSO FOR IMAGE SEARCH
A BIG IMAGE TO BE SEXY ON A SOCIAL SHARE ACTION
NEW SET OF RELATED CONTENTS MATCHING THE USER NEEDS
DIFFERENT KINDS OF CONTENTS
TO MATCH DIFFERENT KIND OF NEEDS
BEFORE 2012
FROM 2012 TO 2015
STARTING THE
CHALLENGE
from the goldenage of animated gif
between tests,ranking lossand the reborn
ITERATING IMPROVEMENT
SCENARIO 2big opportunities fornever ranked pages
CONTENTDEVANALYSIS VISUAL UX SEO
SCENARIO 2:
SPOTTING OPPORTUNITIES ON ALREADY RELEVANT PAGES (NOT RANKING WELL)
FROM 0 TO 100
EXAMPLES:
HIGHLY SEARCHED KEYWORD SETS WITHLOW CTR OR RANKING
EXTRACTED FROM WEBARCHIVE – 8 DECEMBER 2014: https://web.archive.org/web/20141208155039/http://www.giorgiotave.it/immagini-divertenti/
BENCHMARKINGunderstanding the SERP
VISUALIZINGCOMPETITORS
1
432
5 6 7 8
image grid mixedtematic blog blog post
EXTRACTED FROM WEBARCHIVE – 8 DECEMBER 2014: https://web.archive.org/web/20141208155039/http://www.giorgiotave.it/immagini-divertenti/
MICRO INFORMATION ARCHITECTURE
GIVE CREDITS (LINK OUT)
BE RELEVANT FOR A BROAD
SET OF SIMILAR TERMS
CREATE YOUR OWN
ORIGINAL SET
REAL SEO IS ABOUT BEING RELEVANT, USEFUL, FUNCTIONAL…NOT TARGETING A SINGLE KEYWORD.
TOTAL CLICKS
TOTAL IMPRESSIONS
AVERAGE CTR
AVERAGE POSITION NUMBER OF QUERIESGENERATING TRAFFIC
Peter Lewis – NY Times
SCENARIO 3create linkable andshareable assets
CONTENTDEVANALYSIS VISUAL UX SEO
Dieter Rams
SCENARIO 4build trust
be memorable
CONTENTDEVANALYSIS VISUAL UX SEO
DO YOU SEE A PATTERN?
DO YOU SEE A PATTERN?
DO YOU SEE A PATTERN?
http://seoblog.giorgiotave.it/seo/wordpress
BECOME THE CONNECTIONBETWEEN A NEEDS AND ITS SOLUTION
Steve Jobs
http://seoblog.giorgiotave.it/seo/wordpress
BECOME THE CONNECTIONBETWEEN A NEEDS AND ITS SOLUTION
IS FUNCTIONAL TO
UX
SEOSEARCH ENGINESATISFACTION
SEARCH ENGINEUSER SATISFACTION
SCENARIO 5so you want to rank?
CONTENTDEVANALYSIS VISUAL UX SEO
THE COMMON SCENARIO WHEN YOU EXCLUDE UXD/VISUAL/UI FROM THE PROCESS
THERE WON’T BE ANY TECHNICAL SEO THAT WILL SAVE YOU
IS FUNCTIONAL TO
UX
SEOSEARCH ENGINESATISFACTION
SEARCH ENGINEUSER SATISFACTION
IS FUNCTIONAL TO
UX
SEOSEARCH ENGINESATISFACTION
SEARCH ENGINEUSER SATISFACTION
…
……
…
SUCCESFUL
DIGITAL DESIGN
DEV
CONTENT
UX SEO
PUT DEVELOPERS, ANALYSTS, UX DESIGNERS, WEB DESIGNERS, SEOs, SYSADMINS, COPYWRITERS, INFORMATION ARCHITECTS, CONTENT STRATEGISTS…ALL IN THE SAME ROOM.
main takeaway:
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