Download - The Marriage of SEO & UX
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THE MARRIAGE OF SEO & UX Jake & Alisha Truemper Present
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VS.
User Experience and Organic Search are rumored to be enemies.
WHY? REALLY?
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…WHEN PEOPLE HEAR “SEARCH ENGINE OPTIMIZATION”
UX & SEO: A Love Story Mark Oleszczak User Experience Designer Usabilla
They think of shady people keyword stuffing…
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In the beginning…
SEO WAS ABOUT GAMING THE SYSTEM ...but, SEO matured, with the algorithms
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Search engines seek to evaluate quality.
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...while UX experts sought the same.
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They developed common interests.
OH.
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“DON’T BE EVIL.” Google’s Motto
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Source: UX Myths that Hurt SEO, start: 07:19; stop 8:43.448
RAND FISHKIN ON UX & SEO
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“UX & SEO: A LOVE STORY” Mark Oleszczak, Usabilla
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“WHEN SEO, IA, AND UX WORK TOGETHER, HUMAN USERS ARE
THE ULTIMATE WINNERS” “UX is the New SEO” Marianne Sweeny,
Sr. SEO Strategist
Portent
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“SEO IS UX FOR ROBOTS” ^
says John Goad, SEO, AddThree.com
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SEARCH ENGINE OPTIMIZATION
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USER EXPERIENCE
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We are both mediators between the
human and the computer.
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SEO’S ROLE UX’S ROLE
● Connect searchers with what they are looking for on your site
● Help users achieve their goals on the site
● Improve effectiveness of off and on-site findability
● Test and tailor experiences to appeal to target personas
● Improve quality of traffic ● Turn traffic into conversions
● Target keywords searched by desired personas
● Turn visitors into return visitors ● Turn searchers into visitors
● Increase off-site findability by expanding web visibility
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SEOS WILL OFTEN USE UX TO INFORM
DECISIONS AND BACK UP SUGGESTED
ACTIONS.
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UX DOES THE SAME WITH SEO DATA.
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SEO CAN’T FUNCTION INSIDE OF SILOS.
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NEITHER CAN UX
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Think of me as a
SEARCH EXPERIENCE ARCHITECT
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Google’s Mission Statement
“TO ORGANIZE THE WORLD’S INFORMATION
AND MAKE IT UNIVERSALLY ACCESSIBLE
AND USEFUL”
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Pre-Campaign
• What’s trending? • How do they search for it?
• What are the related search
terms?
• What’s the intent of search? • What’s the desired landing experience?
• What’s the desired visitor behavior?
• What are good success metrics
and target numbers?
Post
• Did we deliver on searchers’
expectations?
• Where did they come from?
• Where did they go after?
• Cannibalization handling
• Redirect Handling
• Did content earn backlinks?
• Did we reach our target numbers?
• How did this content affect other
pages ranking and traffic earning?
Ask Your SEO
CONTENT STRATEGY
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Why UX Loves SEO
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Improving accessibility usually improves crawlability
ACCESSIBLE
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SEOs assess and earn site authority.
UX assesses and earns credibility.
CREDIBLE
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UX directs on-site traffic
SEOs direct off-site traffic
FINDABLE
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SEOs analyze results.
UX analyzes actions.
DESIRABLE
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SEOs evaluate “intent of search.” UX manages expectation.
USEFUL
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USABLE SEO needs a site to be usable to encourage
return visits. UX wants the user to complete the
desired task.
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VALUABLE To earn SEOs’ desired trust and freshness metrics,
the site needs to fulfill the searchers’ needs.
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UX will help improve crawlability
UX provides insight into visitor behavior
UX helps align search intent with expectation
UX assists in ushering traffic toward conversion
WHY SEO LOVES UX
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HUMANS FIRST SEO and UX professionals agree
And then bots
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W. Edwards Deming
“THE RESULT OF LONG-TERM RELATIONSHIPS IS BETTER AND BETTER
QUALITY AND LOWER AND LOWER COSTS.”
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THE END
Jake UX, Manifest Digital @Trump29 [email protected]
Alisha SEO, Scottrade @AlishaTruemper [email protected]