seo & ux

SEO & UX

What’s the deal with these things?

SEO

• Search Engine Optimization• Helping your pages rank better in search

results• Massaging content, links, HTML elements, etc.

to improve your pages’ ability to rank for key terms

Portent Inc. - www.portent.com


UX

• User Experience• The way a person feels about a process or

experience on your pages• Massaging the design, imagery, colors, and

layout of your pages to cater to the sophisticated web user

Doesn’t mix with others


• All SEO focuses on is traffic, ranking, revenue, and web presence

• SEO is just getting links any way you can

SEO & UX are like Oil & Water

SEO

• Everything is about what’s on the site• UX is so focused on the experience that

they ignore that the first step for many users is a search engine

UX


Windows Start ButtonThe one and only way to stop running your computer

Examples of Bad UX


Busy sites can confuse your user

• Tons of actions • Drop down shopping list on the left• Promos for the Kindle Fire• Spring’s Most Wanted

• Camera & Photo shop• On page ad• Deal of the Day

Examples of Bad UX


Flash, full image sites, and too much interaction• Site that is difficult to use• Difficult to see• Offers no real direction• Way too much interaction for a user to really take in• Don’t retain visitors

Examples of Bad UX

Clean & Clear• Make it easy for the user to interact with your site

• easy to use navigation • an obvious reminder to where the user is on the site• a clear call to action.

• The proper use of white space, imagery, and buttons goes a long way towards getting users to interact with your site the way you want them to.

Examples of Good UX


Options without the Confusion• In the world of B2B, sometimes you cater to multiple user types. It’s not easy to figure out what a new

customer, current customer, or potential partner want to see first when they visit your site.• In this example, all 3 are catered to without experiencing alienation in the design.

Examples of Good UX



SEO & UX

• Focused on details• Content is King• Links! Links! Links!• Code

• Get visitors • Generate leads, sales,

etc.

• Focused on the user• Pleasing layouts• Color schemes• Menu options

• Keep visitors• Generate leads, sales,

etc.

An integrated purpose


SEO within UX

• Focus the design using principles of SEO– Content for the user & the engine– Pushing for H1 & H2 tags– Working with link equity, menu functionality,

menu names– Navigation labels– Product descriptions and names– Application user instruction


SEO within UX

• Personas & User Paths– Creating different experiences for different users

opens up different keywords, content, links for SEO

• Action Items– “Buy now,” “download,” “learn more” – lead to

content and page elements for the SEO– Order [product name] Today!


Search Engines Taking Cues from UX

Google has been shifting focus away from links and keywords for the last few years. Their new focus: qualityWhat’s included in “quality?”

• Page Speed• Ease of Navigation• Internal Link Structure• No Duplicate Content• Relevant and descriptive Content• Page Layout

https://developers.google.com/pagespeed/

Make it Work


What Your Website Should Be

• Useable• Understandable• Conversion oriented• Ranking well• Generating revenue


How?

• Useable– Clear design

• Understandable– Action items

• Conversion oriented– Personas, calls to action

• Ranking well– Content & keyword optimization

• Generating revenue– Conversion optimization


Thank You!

Josh PatricePortent SEO Team Leademail – [email protected] – @syzlaklinkedin – http://www.linkedin.com/in/joshpatrice

Portent Inc.www.portent.com

mailto:[email protected]

seo & ux

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