Kimkrauseberg Smxeast Usabilityseo Day3


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How to Add Usability Heuristics to Your SEO Audit

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  • Kimkrauseberg Smxeast Usabilityseo Day3

    1. 1. SMX EAST October 8, 2008 How to Add Usability Heuristics Into Your SEO Audit Kim Krause Berg Usability Consultant to SEO’s
    2. 2. Why Usability? 1. Everyone assumes the web site will work. 2. Your Marketing Department assumes the web site will sell. 3. SEO’s assume that by the time Management remember search engines, the web site works. 4. Your Employer hired you to perform miracles, i.e. they expect the web site to work. Why usability? Because things don’t work.
    3. 3. Goals For This Talk <ul><li>We will explore the relationship between Findability (Search) and Engagability (Persuasive Design) </li></ul><ul><li>You will be presented with a small list of Usability Checkpoints for Understandability today to start off with. </li></ul><ul><li>You’ll be so inspired you’ll race out of here wanting to make things work . </li></ul>
    4. 4. Definition of Heuristics <ul><li>What they are – Rules of Thumb </li></ul><ul><li>“Discount Usability” </li></ul><ul><li>Cognitive Walkthrough </li></ul><ul><li>More than a Checklist </li></ul><ul><li>Used to create test plans </li></ul>
    5. 5. Requirements Gathering and Traceability <ul><ul><li>Business = BR </li></ul></ul><ul><ul><li>Functional = FR </li></ul></ul><ul><ul><li>Marketing = MR (SEO/M, SM, Off-Site) </li></ul></ul><ul><ul><li>User Interface = UIR (Web site design) </li></ul></ul><ul><ul><li>** Every element placed on a web site MUST be traced back to a Parent Requirement. </li></ul></ul><ul><ul><li>Use Requirements Document to write web site Guidelines and Heuristics for usability testing. </li></ul></ul>
    6. 6. Conversions and SEO Heuristics Grab your pen and paper or laptop. Here we go… <ul><li>Who, What, Where, Why, When, How </li></ul><ul><li>Location: Homepage </li></ul><ul><li>Heuristic: Understandability & User Experience </li></ul><ul><li>Why? Satisfy searcher response; conversions; customer satisfaction </li></ul>
    7. 7. Who? <ul><li>Who are you (who is the “we”, “my”) </li></ul><ul><li>Who is company? Logo is not enough. </li></ul><ul><li>Who are your targeting? Investors, young people, global, one gender, age, buyers, sellers </li></ul><ul><li>Put info in text, alt attributes, anchor text, footers, link labels </li></ul>
    8. 8. What? <ul><li>What do you offer? </li></ul><ul><li>What kind of specials? </li></ul><ul><li>What’s in it for me? (Value proposition) </li></ul><ul><li>What awards have you won? </li></ul><ul><li>What is your next event? </li></ul><ul><li>(Do you have a text, keyword oriented tagline with the “What” answered?) </li></ul>
    9. 9. Where? <ul><li>Where is your company located? (Local search!, Link to directions) </li></ul><ul><li>Where are the specials? (Are they in the keyword keyword section?) </li></ul><ul><li>Where is your newsletter registration? </li></ul><ul><li>Where is the bookings application? (“Book your keyword trip to keyword today”) </li></ul><ul><li>Where is customer service? </li></ul>
    10. 10. Why? <ul><li>Why is your keyword better than the competitor? </li></ul><ul><li>Why are keyword prices higher or lower? </li></ul><ul><li>Why do you sell that product with those materials? (Those keyword materials.) </li></ul><ul><li>Why should I enroll now? </li></ul><ul><li>Why are you the expert on keywords? </li></ul><ul><li>Why is your keyword service vital? </li></ul>
    11. 11. When? <ul><li>When can I order my keyword? </li></ul><ul><li>When is the next deadline to subscribe to keyword? </li></ul><ul><li>When is student registration deadline for keyword school? </li></ul><ul><li>When are office hours for keyword company? </li></ul><ul><li>When is the next sale for keywords? </li></ul><ul><li>When is the next release for keywords ??? </li></ul>
    12. 12. How? <ul><li>How do I register for keyword? </li></ul><ul><li>How long is the sale for keyword? </li></ul><ul><li>How long has the keyword company been in business? </li></ul><ul><li>How long does the keyword order process take? </li></ul><ul><li>How do I contact you (is your name a brand)? </li></ul><ul><li>How will your keyword service help me? (Value propostion) </li></ul>
    13. 13. Combine With SEO, You Say? <ul><li>Asking these questions helps generate fresh content. </li></ul><ul><li>Helps to better define anchor text. (Better definition increases user confidence.) </li></ul><ul><li>Provides new ideas for navigation text link labels (and offers incentive to click.) </li></ul><ul><li>You’re increasing understandability for humans, search engines and those using assistive technology to interact with site. </li></ul>
    14. 14. Examples of Layout <ul><li>Test plans </li></ul><ul><li>Checklists </li></ul><ul><li>Tasks </li></ul><ul><li>Search on “usability heuristics” rather than “usability test plans”. They bring back different results. Test plans tend to be for user testing. </li></ul><ul><li>Custom design your own. </li></ul>
    15. 15. Audit Example <ul><li>User experience covers ease of use, learnability, consistency, understandability, information architecture and authenticity. Emphasis is on the homepage. </li></ul><ul><li>Desirability reviews the emotional user connection (aka Kansei), persuasiveness, clarity, and customer satisfaction elements. </li></ul><ul><li>Forms inspects the user interface, click path, steps, logic, and notes known common abandonment issues </li></ul><ul><li>Conversions inspects call to action paths and links, logical follow through of topics, and uses of media in marketing </li></ul>
    16. 17. How to Include Usability Heuristics into Your SEO Audit <ul><li>For when your company is small…checklists are fine. </li></ul><ul><li>SEO testing and usability (conversions) testing can be done together. </li></ul><ul><li>Write up user interface guidelines from the Requirements Document. </li></ul><ul><li>Task based scenarios </li></ul><ul><li>Outsource </li></ul>
    17. 18. SEO Without Usability Case in Point
    18. 20. RESOURCES <ul><li>Free Usability Resources Document for Session Attendees Available – </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Thank you! </li></ul>