SEO & User Experience: Like Peanut Butter & Chocolate
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SEO & User Experience: Like Peanut Butter & Chocolate

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Presentation by Ben Lloyd of Amplify Interactive for the Seattle Interactive Conference 2011. Covers how SEO & Usability work together.

Presentation by Ben Lloyd of Amplify Interactive for the Seattle Interactive Conference 2011. Covers how SEO & Usability work together.

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  • Jam study:Tested displaying & offering samples: 24 jars of jam vs 6 jars of jamMore people stopped by the large display & sampled jam, BUT more people bought from the smaller display (30% purchased from small display, 3% purchased from large display)

Transcript

  • 1. SEO & User Experience:Like Peanut Butter & Chocolate Navigation, Links & SEO How Much is Too Much? Presented By: Ben Lloyd - @blizzle www.amplify-interactive.com
  • 2. Thoughts“I like having a selection, I just dont likemaking a choice” -Carrie Renee Mathews Jam Study: “The presence of choice might be appealing in theory… in reality, people might find more & more choice debilitating” -Professor Sheena Iyengar, Columbia University
  • 3. Choices Ever try to pick a paint color? Did you know there were THAT MANY shades of white? How about order from a restaurant menu that’s 5 pages long?
  • 4. Links•SEO Says: “Too many on-page links”•Designer should hear: “The Navigation is Overwhelming”•Site Owner/Client freaks out about cutting down user options- SEO Benefit: Improved spidering = more pages available for search- Design & U/X Benefit: Contextual navigation = improved usability- Site Benefit: more visitors, better usability = ROI
  • 5. Case Study
  • 6. InternalLinks 1. Major duplicate content issue resolved 2. Nav change to news 3. Nav change to events 4. Nav change to posts 5. Minor duplicate content issue resolved
  • 7. TemplateChanges Example: Simple Template Changes  Sidebar links  Number of posts
  • 8. DirectoryChanges Example: Simple Template Changes  Cut down on columns  Sidebar links are contextual
  • 9. PostChanges Example: Post-Level Changes  Keep the links contextual Links to related posts
  • 10. OrganicSearch URLs Receiving Entrances from Search Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Gains in page yield outstrip the number of posts added to the site. This means that more pages are getting indexed.
  • 11. OrganicSearch 1. Major duplicate content issue resolved 2. Nav change to news 3. Nav change to events 4. Nav change to posts 5. Minor duplicate content issue resolved
  • 12. SEO & UX?Go together like peanut butter & chocolate