Seo & UX
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Learn tactics to improve your site's ability to both rank well and be user friendly
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Seo & UX
- 1. SEO & UX What’s the deal with these things?
- 2. 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
- 3. 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 Portent Inc. - www.portent.com
- 4. Doesn’t mix with others
- 5. SEO & UX are like Oil & Water • All SEO focuses on is traffic, ranking, revenue, and web presence • SEO is just getting links any way you can • 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 Portent Inc. - www.portent.com
- 6. Examples of Bad UX Windows Start Button The one and only way to stop running your computer Portent Inc. - www.portent.com
- 7. Examples of Bad UX Busy sites can confuse your user • Tons of actions • Drop down shopping list on the left • Camera & Photo shop • Promos for the Kindle Fire • On page ad • Spring’s Most Wanted • Deal of the Day Portent Inc. - www.portent.com
- 8. 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 Portent Inc. - www.portent.com
- 9. Examples of Good 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. Portent Inc. - www.portent.com
- 10. 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. Portent Inc. - www.portent.com
- 11. SEO & UX • Focused on details • Focused on the user • Content is King • Pleasing layouts • Links! Links! Links! • Color schemes • Code • Menu options • Get visitors • Keep visitors • Generate • Generate leads, sales, leads, sales, etc. etc. Portent Inc. - www.portent.com
- 13. 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 Portent Inc. - www.portent.com
- 14. 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! Portent Inc. - www.portent.com
- 15. Search Engines Taking Cues from UX Google has been shifting focus away from links and keywords for the last few years. Their new focus: quality What’s included in “quality?” • Page Speed • Ease of Navigation • Internal Link Structure • No Duplicate Content • Relevant and descriptive Content • Page Layout Portent Inc. - www.portent.com
- 16. Make it Work
- 17. What Your Website Should Be • Useable • Understandable • Conversion oriented • Ranking well • Generating revenue Portent Inc. - www.portent.com
- 18. How? • Useable – Clear design • Understandable – Action items • Conversion oriented – Personas, calls to action • Ranking well – Content & keyword optimization • Generating revenue – Conversion optimization Portent Inc. - www.portent.com
- 19. Thank You! Josh Patrice Portent SEO Team Lead email – josh@portent.com twitter – @syzlak linkedin – http://www.linkedin.com/in/joshpatrice Portent Inc. www.portent.com Portent Inc. - www.portent.com
Notas do Editor
- Amazon has long been a staple of how to do things right, but of late, they’ve become a worse example of user experience. On this page, there are a lot of actions that the user is shown, from the drop down shopping list on the left, to the promos for the Kindle Fire, Spring’s Most Wanted, the Camera & Photo shop, the on page ad, the Deal of the Day, and the various other options that await the user.All of these are roadblocks to user interaction with your site.
- While the example here isn’t the worst for the site’s demographic, it’s a good example of a site that is difficult to use, difficult to see, offers no real direction, and way too much interaction for a user to really take in.Many sites opt for the big visuals, to really draw their users’ eyes. However, more often than not, these sites don’t retain visitors for multiple reasons – some users don’t have Flash, some users get overwhelmed, etc.