The Marriage of SEO and UX

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Information about The Marriage of SEO and UX
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Published on March 19, 2014

Author: AlishaTruemper

Source: slideshare.net

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Husband and wife, Jake and Alisha Truemper co-present on the relationship of Search Engine Optimization (SEO) and User Experience (UX). Jake is UX Director at Manifest Digital, and Alisha is the SEO at Scottrade.

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

USER EXPERIENCE

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 truemper@gmail.com Alisha SEO, Scottrade @AlishaTruemper ablu272@yahoo.com

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