User Experience and SEO

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  • 1. User Experience in SEO ROB OUSBEY @RobOusbey
  • 2. Rob Ousbey - @RobOusbey “Focus on the users, not the search engines.” SEO advice, circa 2002
  • 3. Rob Ousbey - @RobOusbey “Screw that, I’m optimizing pages & building links.” SEOs, for the last decade
  • 4. Rob Ousbey - @RobOusbey UX as a Ranking Factor
  • 5. Rob Ousbey - @RobOusbey
  • 6. Rob Ousbey - @RobOusbey http://www.youtube.com/watch?v=J5RZOU6vK4Q
  • 7. Rob Ousbey - @RobOusbey Freshness Update! Keep track at: http://www.seomoz.org/google-algorithm-change
  • 8. Rob Ousbey - @RobOusbeyPanda’s Biggest Victims Sites with low quality content Sites with too much advertising Sites which seem un-trustworthy
  • 9. Rob Ousbey - @RobOusbeyPanda’s Biggest Victims BetterMedicine.com does not give a lot of trust signals
  • 10. Rob Ousbey - @RobOusbeyPanda’s Biggest Victims Starpulse.com often has so many adverts that real content is pushed below the fold. The ‘Page Layout Algorithm’ specifically targeted pages that were ‘top heavy’ with ads. http://insidesearch.blogspot.com/2011/08/new-snippets-for-list-pages.html
  • 11. Rob Ousbey - @RobOusbeyGoogle Data Sources Watching user activity & signals Apply machine learning to this data set
  • 12. Rob Ousbey - @RobOusbey EXPLORE BACK TO SERPS Users bouncing back to the SERP are a strong signal of dissatisfaction in the landing page
  • 13. Rob Ousbey - @RobOusbey Track Page Data ‘Lazy pages’ will hurt you. Actively monitor them and remove URLS from the index. http://www.flickr.com/photos/ggunson/21535407/sizes/z/in/photostream/
  • 14. Rob Ousbey - @RobOusbey Track Page Quality Export GA data about organic landing pages to Excel Extract the first-level folder Pivot Table the data Look for sections contributing to high bounce-rate or low time-on-site
  • 15. Rob Ousbey - @RobOusbey Track Page Quality
  • 16. Rob Ousbey - @RobOusbey Track Page Quality _gaq.push([_setCustomVar,1,‘Reviews,‘4,3]); Official Docs: https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingCustomVariables Background: http://www.analyticsmarket.com/blog/multiple-custom-variables Distilled Posts: http://www.distilled.net/blog/web-analytics/using-custom-variables-to-make-google-analytics-work-for-you/ http://www.distilled.net/blog/miscellaneous/6-cool-things-you-can-do-with-google-analytics-custom-variables/
  • 17. Rob Ousbey - @RobOusbey Track Page Quality
  • 18. Rob Ousbey - @RobOusbeyGoogle’s Data Sources Through Quality Rater Surveys http://searchenginewatch.com/article/2118334/How-Googles-Human-Search-Quality-Raters-Assign-a-URL-Rating
  • 19. Rob Ousbey - @RobOusbey Track Page Quality http://www.distilled.net/blog/seo/replicate-googles-panda-questionnaire-processing/ http://www.seomoz.org/blog/replicate-googles-panda-questionnaire-whiteboard-friday
  • 20. Rob Ousbey - @RobOusbey Increasing Brand Weight
  • 21. Rob Ousbey - @RobOusbey
  • 22. Rob Ousbey - @RobOusbey Wait: Google Knows Brands?
  • 23. Rob Ousbey - @RobOusbey Search volume data
  • 24. Rob Ousbey - @RobOusbey Mentions on blog post / fresh web content
  • 25. Rob Ousbey - @RobOusbey Mentions on social media
  • 26. Rob Ousbey - @RobOusbey Google’s UX
  • 27. Rob Ousbey - @RobOusbey http://googlewebmastercentral.blogspot.com/2011/06/authorship-markup-and-web-search.html
  • 28. Rob Ousbey - @RobOusbey http://googlewebmastercentral.blogspot.com/2011/06/authorship-markup-and-web-search.html Affected 35% of searches; affected 6-10% of searches ‘significantly’
  • 29. Rob Ousbey - @RobOusbey http://schema.org/ http://searchengineland.com/schema-org-google-bing-yahoo-unite-79554
  • 30. Rob Ousbey - @RobOusbey http://schema.org/ http://searchengineland.com/schema-org-google-bing-yahoo-unite-79554
  • 31. Rob Ousbey - @RobOusbey UX as the Product
  • 32. Rob Ousbey - @RobOusbey www.hipmunk.com
  • 33. Rob Ousbey - @RobOusbey www.mixcloud.com
  • 34. Rob Ousbey - @RobOusbey www.case-mate.com custom.case-mate.com
  • 35. Rob Ousbey - @RobOusbey www.instagram.com
  • 36. Rob Ousbey - @RobOusbey Rob Ousbey - VP Operations www.distilled.net rob.ousbey@distilled.net @RobOusbey slideshare.net/RobOusbey
  • 37. User Experience in SEO ROB OUSBEY @RobOusbey