Published on March 19, 2014
THE MARRIAGE OF SEO & UX Jake & Alisha Truemper Present
VS. User Experience and Organic Search are rumored to be enemies. WHY?REALLY?
…WHEN PEOPLE HEAR “SEARCH ENGINE OPTIMIZATION” UX & SEO: A Love Story Mark Oleszczak User Experience Designer Usabilla They think of shady people keyword stuffing…
In the beginning… SEO WAS ABOUT GAMING THE SYSTEM ...but, SEO matured, with the algorithms
Search engines seek to evaluate quality.
...while UX experts sought the same.
They developed common interests. OH.
“DON’T BE EVIL.” Google’s Motto
Source: UX Myths that Hurt SEO, start: 07:19; stop 8:43.448 RAND FISHKIN ON UX & SEO
“UX & SEO: A LOVE STORY”Mark Oleszczak, Usabilla
“WHEN SEO, IA, AND UX WORK TOGETHER, HUMAN USERS ARE THE ULTIMATE WINNERS” “UX is the New SEO” Marianne Sweeny, Sr. SEO Strategist Portent
“SEO IS UX FOR ROBOTS”^says John Goad, SEO, AddThree.com
SEARCH ENGINE OPTIMIZATION
We are both mediators between the human and the computer.
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
SEOS WILL OFTEN USE UX TO INFORM DECISIONS AND BACK UP SUGGESTED ACTIONS.
UX DOES THE SAME WITH SEO DATA.
SEO CAN’T FUNCTION INSIDE OF SILOS.
NEITHER CAN UX
Think of me as a SEARCH EXPERIENCE ARCHITECT
Google’s Mission Statement “TO ORGANIZE THE WORLD’S INFORMATION AND MAKE IT UNIVERSALLY ACCESSIBLE AND USEFUL”
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
Why UX Loves SEO
Improving accessibility usually improves crawlability ACCESSIBLE
SEOs assess and earn site authority. UX assesses and earns credibility. CREDIBLE
UX directs on-site traffic SEOs direct off-site traffic FINDABLE
SEOs analyze results. UX analyzes actions. DESIRABLE
SEOs evaluate “intent of search.” UX manages expectation. USEFUL
USABLE SEO needs a site to be usable to encourage return visits. UX wants the user to complete the desired task.
VALUABLE To earn SEOs’ desired trust and freshness metrics, the site needs to fulfill the searchers’ needs.
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
HUMANS FIRST SEO and UX professionals agree And then bots
W. Edwards Deming “THE RESULT OF LONG-TERM RELATIONSHIPS IS BETTER AND BETTER QUALITY AND LOWER AND LOWER COSTS.”
THE END Jake UX, Manifest Digital @Trump29 email@example.com Alisha SEO, Scottrade @AlishaTruemper firstname.lastname@example.org
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