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User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
User Experience and SEO
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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

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