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User Experience and SEO

User Experience and SEO






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    User Experience and SEO User Experience and SEO Presentation Transcript

    • User Experience in SEO ROB OUSBEY @RobOusbey
    • Rob Ousbey - @RobOusbey “Focus on the users, not the search engines.” SEO advice, circa 2002
    • Rob Ousbey - @RobOusbey “Screw that, I’m optimizing pages & building links.” SEOs, for the last decade
    • Rob Ousbey - @RobOusbey UX as a Ranking Factor
    • Rob Ousbey - @RobOusbey
    • Rob Ousbey - @RobOusbey http://www.youtube.com/watch?v=J5RZOU6vK4Q
    • Rob Ousbey - @RobOusbey Freshness Update! Keep track at: http://www.seomoz.org/google-algorithm-change
    • Rob Ousbey - @RobOusbeyPanda’s Biggest Victims Sites with low quality content Sites with too much advertising Sites which seem un-trustworthy
    • Rob Ousbey - @RobOusbeyPanda’s Biggest Victims BetterMedicine.com does not give a lot of trust signals
    • 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
    • Rob Ousbey - @RobOusbeyGoogle Data Sources Watching user activity & signals Apply machine learning to this data set
    • Rob Ousbey - @RobOusbey EXPLORE BACK TO SERPS Users bouncing back to the SERP are a strong signal of dissatisfaction in the landing page
    • 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/
    • 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
    • Rob Ousbey - @RobOusbey Track Page Quality
    • 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/
    • Rob Ousbey - @RobOusbey Track Page Quality
    • 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
    • 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
    • Rob Ousbey - @RobOusbey Increasing Brand Weight
    • Rob Ousbey - @RobOusbey
    • Rob Ousbey - @RobOusbey Wait: Google Knows Brands?
    • Rob Ousbey - @RobOusbey Search volume data
    • Rob Ousbey - @RobOusbey Mentions on blog post / fresh web content
    • Rob Ousbey - @RobOusbey Mentions on social media
    • Rob Ousbey - @RobOusbey Google’s UX
    • Rob Ousbey - @RobOusbey http://googlewebmastercentral.blogspot.com/2011/06/authorship-markup-and-web-search.html
    • 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’
    • Rob Ousbey - @RobOusbey http://schema.org/ http://searchengineland.com/schema-org-google-bing-yahoo-unite-79554
    • Rob Ousbey - @RobOusbey http://schema.org/ http://searchengineland.com/schema-org-google-bing-yahoo-unite-79554
    • Rob Ousbey - @RobOusbey UX as the Product
    • Rob Ousbey - @RobOusbey www.hipmunk.com
    • Rob Ousbey - @RobOusbey www.mixcloud.com
    • Rob Ousbey - @RobOusbey www.case-mate.com custom.case-mate.com
    • Rob Ousbey - @RobOusbey www.instagram.com
    • Rob Ousbey - @RobOusbey Rob Ousbey - VP Operations www.distilled.net rob.ousbey@distilled.net @RobOusbey slideshare.net/RobOusbey
    • User Experience in SEO ROB OUSBEY @RobOusbey