Noble Studios SEO + UX: Everything You Need To Know But ...€¦ · Confidential. Intellectual property of Noble Studios. 1. Good content, usability and design serve the purposes

Confidential. Intellectual property of Noble Studios.

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

Noble Studios


Today’s Speakers

Erik NewtonBrightEdge, VP of Marketing Demand

Generation

Michael ThomasNoble 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


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

UserObjectives

BusinessObjectives

UX

http://www.uxbooth.com/

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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


A little improvement goes a long way

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400,000

Avg. Monthly Visitors

10,000

Avg. Monthly WebsiteConversions

$100

Avg. Conversion Value

Slight (5%)

Expected Lift (Improvement)

= 1,500 additional conversions a year = $600,000


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.


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


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


Websites with a lower average bounce rate received higher organic 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

https://www.thinkwithgoogle.com/articles/speed-is-key-optimize-your-mobile-experience.html


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

http://semanticstudios.com/user_experience_design/


3 Ways To Nail ThisGetting SEO+UX to gel


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/

https://www.dynatrace.com/

https://www.akamai.com/


Use free tools like:

Google’s PageSpeed Insights

Ensuring site speed

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Easy Wins

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


Ensuring site speed

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Easy Wins

• Image compression and optimization

• Quality code

• Great servers


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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Easy Wins

GA UX measurement basics

• Bounce rate

• Exit rate

• Avg. time on page

• Performance by device



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Easy Wins

Advanced testing concepts

• Advanced analytics

• Heat mapping

• A/B testing

• User testing


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.


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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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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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


Choose experience

Apply Filters

Analyze Keywords


Categorize Intent Based Keyword Phrases

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Data Cube organizes the effort

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Use Data Cube to unlock and categorize organic search by intent



Your job isn’t done

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Creating collaboration between UX & SEO teams


Figure out a way to speak the same language

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BrightEdge Campaigns

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Source: http://www.brightedge.com/products/optimize-content/ignite-campaigns



Create common goals

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In SummaryTitle


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


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

http://www.noblestudios.com/SEO-UX


Join Us

Oct. 24-26, 2016 Westin St. Francis | San Francisco

http://www.brightedge.com/resources/events/share/16/

http://www.brightedge.com/resources/events/share/16/

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Noble Studios SEO + UX: Everything You Need To Know But ...€¦ · Confidential. Intellectual property of Noble Studios. 1. Good content, usability and design serve the purposes