Afraid To Ask Confidential. Intellectual property of Noble Studios. - - PowerPoint PPT Presentation

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Afraid To Ask Confidential. Intellectual property of Noble Studios. - - PowerPoint PPT Presentation

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Noble Studios SEO + UX: Everything You Need To Know But Were Afraid To Ask Confidential. Intellectual property of Noble Studios. Todays Speakers Erik Newton Michael Thomas BrightEdge, VP of Marketing Demand Noble Studios, CMO Generation

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  • Confidential. Intellectual property of Noble Studios.

SEO + UX: Everything You Need To Know But Were Afraid To Ask

Noble Studios

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Today’s Speakers

Erik Newton

BrightEdge, VP of Marketing Demand Generation

Michael Thomas

Noble 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

User Objectives Business Objectives 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 Website

Conversions

$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.”

—Google

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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

  • rganic 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 This

Getting 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 Summary

Title

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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

Oc Oct. . 24 24-26, 2016 2016 Wes estin St.

  • St. Fr

Francis s | | San San Fr Francisco http://www.brightedge.com/resources/events/share/16/