The Alignment ofSEO and Usability2/8/2010Thanh NguyenDirector, User Experience, BusinessOnline@bolteamuRay ComstockDirecto...
Agenda• Current state of SEO and Usability• Top Usability + SEO Alignments• Q&A
Thanh Nguyen         Director, User         Experience         Education             •     Degree in Cognitive Science Spe...
Ray Comstock         Director, SEO         Experience            •   13 Years of SEO Experience            •   Blog Syndic...
Current State of SEO andUsability
“You say we need less text             on the homepage and to use             bullets.             Our SEO firm says we ne...
Our Answer:“If your SEO team is telling you tocompromise Usability for the SearchEngines…              your SEO team needs...
Real Answer• Off page factors are becoming more crucial  – Social media  – Web 2.0• Spiders follow user behaviors  – Seman...
Discovery
Keyword ResearchSEO – Focusing on the               UX – Using keywords                                     that resonate ...
On-page
Page TitlesSEO                                 UX– Single most important  on-page element                   – When users h...
Headings (H1, H2, etc.)SEO                                 UX                                    – Break up information in...
Put Most Important Content Above The Fold                                   UXSEO                                – Inverte...
Images Have Keyword Focused, Descriptive Alt TagsSEO                                  UX– Allows the search               ...
Provide Updated / New ContentSEO– Provides new opportunities                                        UX  to target new keyw...
Sitewide
Make All PDF’s Available in HTML FormatSEO                                  UX– More pages on your  website               ...
Site Navigation Not Built With Java Script or FlashSEO                                  UX                                ...
Off-page
Embed Keywords Into LinksSEO                                  UX– Increases internal link            – No need to read  re...
Keyword Focused Breadcrumb NavigationSEO                                 UX– Automatically creates             – Users see...
HTML SitemapSEO                                  UX– HTML Sitemaps                      – HTML Sitemaps allow  normalize t...
Related Products LinksSEO                                  UX– Establishing additional            – Improves conversion  c...
Social Media
Link to Social Media Profiles on All PagesSEO                                   UX- Increases the likelihood            - ...
Keyword Focused Tag NavigationSEO                                  UX                                     - Keyword focuse...
Questions?
Thank You            Ray Comstock            Director, SEO, BusinessOnline            ray.comstock@businessol.com         ...
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Aligning SEO and User Experience

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SEO and User Experience are often thought of as being at odds with one another. But in reality, especially with the recent developments of 2010, they have never been more intertwined. We will explain why, and give you some cutting edge tactics that will help you optimize your online presence from a SEO and Usability perspective at the same time.

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Aligning SEO and User Experience

  1. 1. The Alignment ofSEO and Usability2/8/2010Thanh NguyenDirector, User Experience, BusinessOnline@bolteamuRay ComstockDirector, SEO, BusinessOnline@seocatfish
  2. 2. Agenda• Current state of SEO and Usability• Top Usability + SEO Alignments• Q&A
  3. 3. Thanh Nguyen Director, User Experience Education • Degree in Cognitive Science Specializing in Human Computer Interaction • Computer Science Degree • HFI Certified – Featured C.U.A of the Month for April Clients • Watkins, Zodiac, RailEurope, American Red Cross, Sybase, Workday, PlayStation, ISBN, American Council on Exercise, Masco
  4. 4. Ray Comstock Director, SEO Experience • 13 Years of SEO Experience • Blog Syndicated by WebProNews.com • Writer for SearchEngineWatch.com • Speaker at OMS, SES, Pubcon Clients • Cisco, Sybase, Workday, Watkins, Emerson, Masco, Lithium
  5. 5. Current State of SEO andUsability
  6. 6. “You say we need less text on the homepage and to use bullets. Our SEO firm says we need more text on the homepage. Who do we believe? How do we find the compromise between the two?”Mr. Client
  7. 7. Our Answer:“If your SEO team is telling you tocompromise Usability for the SearchEngines… your SEO team needs to be replaced.” just kidding sorta…
  8. 8. Real Answer• Off page factors are becoming more crucial – Social media – Web 2.0• Spiders follow user behaviors – Semantic latent indexing• Good SEO seldom compromises usability
  9. 9. Discovery
  10. 10. Keyword ResearchSEO – Focusing on the UX – Using keywords that resonate with your most important audience improves keywords from a user conversion, perspective drives the comprehension and is most revenue from more likely to resonate with those users who search rankings are scanning copy Spider User (screaming in horror at the (pretend it’s a search usability on your website) engine)
  11. 11. On-page
  12. 12. Page TitlesSEO UX– Single most important on-page element – When users have because keywords that windows open, need to appear in these fields know which is which are thought to be good indicators of overall – Especially important for content relevance accessibility Spider User (screaming in horror at the (pretend it’s a search usability on your website) engine)
  13. 13. Headings (H1, H2, etc.)SEO UX – Break up information into– Second most important meaningful chunks of on-page criteria information– More weight – Speed scanning – Searching and scanning– Used to summarize behavior is exponential, blocks of content not linear Spider User (screaming in horror at the (pretend it’s a search usability on your website) engine)
  14. 14. Put Most Important Content Above The Fold UXSEO – Inverted pyramid writing style– Some spiders have an – Conclusion first, then 1st supporting topic, 2nd indexing limitation supporting topic – Users scan from top to bottom– Text at top of page – Increase chances of being given more weight scanned by user Spider User (screaming in horror at the (pretend it’s a search usability on your website) engine)
  15. 15. Images Have Keyword Focused, Descriptive Alt TagsSEO UX– Allows the search – Allows users without image viewing engine to understand capability to what keyword phrases understand what the link is relevant for content the link points to Spider User (screaming in horror at the (pretend it’s a search usability on your website) engine)
  16. 16. Provide Updated / New ContentSEO– Provides new opportunities UX to target new keywords – Users have a reason to– Extra page of internal links come back to website to boost internal link popularity – Open up more– Crawlers come back more communication often channels with users Spider User (screaming in horror at the (pretend it’s a search usability on your website) engine)
  17. 17. Sitewide
  18. 18. Make All PDF’s Available in HTML FormatSEO UX– More pages on your website – Users have a reason to– Spiders currently cannot come back to website parse all content within – Open up more PDF’s communication– Losing link popularity channels with users Spider User (screaming in horror at the (pretend it’s a search usability on your website) engine)
  19. 19. Site Navigation Not Built With Java Script or FlashSEO UX – Ensures that people who do– Ensures that link not have these technologies metrics can be assigned enabled in their browser will correctly to each page still be able to navigate the of the Web site and that site and understand what the all pages on the Web navigation is communicating site will be indexed Spider User (screaming in horror at the (pretend it’s a search usability on your website) engine)
  20. 20. Off-page
  21. 21. Embed Keywords Into LinksSEO UX– Increases internal link – No need to read relevancy contextual information above or below link to obtain meaning – Good for accessibility Spider User (screaming in horror at the (pretend it’s a search usability on your website) engine)
  22. 22. Keyword Focused Breadcrumb NavigationSEO UX– Automatically creates – Users see hierarchy keyword focused of information internal link to each page on Web site – Serves as orienting tool Spider User (screaming in horror at the (pretend it’s a search usability on your website) engine)
  23. 23. HTML SitemapSEO UX– HTML Sitemaps – HTML Sitemaps allow normalize the flow of users an additional Page Rank through the navigation system which site and establish some users prefer additional link relevance Spider User (screaming in horror at the (pretend it’s a search usability on your website) engine)
  24. 24. Related Products LinksSEO UX– Establishing additional – Improves conversion cross links at the rates and up-sell product level augments potential by helping SEO performance for customers understand those pages purchasing options Spider User (screaming in horror at the (pretend it’s a search usability on your website) engine)
  25. 25. Social Media
  26. 26. Link to Social Media Profiles on All PagesSEO UX- Increases the likelihood - Allows users to find that these sites will rank social media profiles for brand related terms easily regardless of (reputation first entry page management) Spider User (screaming in horror at the (pretend it’s a search usability on your website) engine)
  27. 27. Keyword Focused Tag NavigationSEO UX - Keyword focused tags- Keyword focused provide additional navigation tags navigation that is centered around the establish additional words that are most keyword focused likely to resonate with internal linking users Spider User (screaming in horror at the (pretend it’s a search usability on your website) engine)
  28. 28. Questions?
  29. 29. Thank You Ray Comstock Director, SEO, BusinessOnline ray.comstock@businessol.com @seocatfish www.linkedin.com/in/profile Thanh Nguyen Director, User Experience, BusinessOnline thanh.nguyen@businessol.com @bolteamu http://www.linkedin.com/pub/thanh-nguyen/3/bab/443 Don’t Forget to Sign Up for Our Complimentary SEO and Usability Labs www.businessOL.com/labs
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