Usability in a Search-driven World

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  • 1. You Can’t Go Home Again: Usability in a Search-driven World Dr. Peter J. Meyers • February 24, 2009
  • 2.
    • Usability in a Search-driven World:
      • I. Evolution of The Visitor Path
      • II. Analyzing Midstream Visitors
      • III. Creating Midstream Usability
      • IV. Driving Midstream Traffic
    Overview
  • 3.
    • I. You Can’t Go Home Again
    • The Evolution of the Home-page
    Section I
  • 4.
    • 1. Word-of-Mouth  Home Page
    The Good Old Days
  • 5.
    • 2. Search  Home Page
    The Google Days
  • 6. Searchers Get Savvy
  • 7.
    • 4. Search  Refine  Product  Refine…
    The Ugly Truth
  • 8.
    • 1. You’re Losing Customers
        • To the competition
      • To cumulative frustration
    • 2. Search Saves You Steps
        • Bypass internal search
        • Pre-qualify buyers
    • 3. The UX Begins At Google
        • Search behavior reveals visitor intent
      • This process is controllable
    Why Should You Care?
  • 9.
    • II. What Is The Midstream?
    • Analyzing Midstream Visitors
    Section II
  • 10.
    • Some Metrics to Consider:
    • 1. Entrance Pages
    • 2. Bounce Rate
    • 3. Traffic Sources
    • 4. Keywords (long-tail)
    Analyzing Midstream Visitors
  • 11.
    • Where Did Visitors Land?
    Entrance Pages
  • 12.
    • Did They Land & Leave?
    Bounce Rates
  • 13.
    • Where Did They Come From?
    Traffic Sources
  • 14.
    • What Were They Looking For?
    Search Keywords
  • 15.
    • III. The Good Stuff
    • Creating Midstream Usability
    Section III
  • 16.
    • What Is Usability? Usability is the science of making technology work for people. The job of website usability is to create sites that help people accomplish their goals.
    • What Is Midstream Usability?
    • Midstream usability is the art of orienting and motivating visitors who arrive in the middle of your website.
    Midstream Usability
  • 17.
    • Questions You Need to Answer:
    • 1. “Who are you?” (“What do you do?”)
    • 2. “Where am I?”
    • 3. “Why should I trust you?”
    • 4. “What do I do now?”
    Creating Midstream Usability
  • 18.
    • 1. Identity & Branding
    Who Are You?
  • 19.
    • 2. Place & Paths
    Where Am I?
  • 20.
    • 3. Trust & Assurances
    Why Should I Trust You?
  • 21.
    • 4. Calls to Action
    What Do I Do Now?
  • 22.
    • Summary Mantra:
    • “ Every page is a landing page.”
    Midstream Usability
  • 23.
    • IV. More Good Stuff
    • Driving Midstream Traffic
    Section IV
  • 24.
    • SEO Strategies & Tactics:
    • 1. Internal Linking
    • 2. Flat Architecture I. Discovery
    • 3. Site Maps (XML)
    • 4. De-dupe Content
    • 5. Promote Deep Links II. Ranking
    • 6. Focus Return Visits
    Targeting Deep Links
  • 25.
    • Build A Spider-friendly Site:
    Internal Linking
  • 26.
    • Shorten Path from A to B:
    Flat Architecture
  • 27.
    • Mimic A Flat Architecture:
    • <?xml version=“1.0”>
    • <urlset>
    • <url> www.yoursite.com </url>
        • <url> www.yoursite.com/ about </url>
        • <url> www.yoursite.com/ contact </url>
        • <url> www.yoursite.com/ product-1 </url>
        • <url> www.yoursite.com/ product-2 </url>
        • <url> www.yoursite.com/ product-3 </url>
        • <url> www.yoursite.com/ product-4 </url>
        • <url> www.yoursite.com/ product-5 </url>
        • </urlset>
    Site Maps (XML)
  • 28.
    • Duplication Wastes Link Juice:
    • www.yoursite.com/product-1
    • www.yoursite.com/product.php?id=1
    • www.yoursite.com/product.php?id=1&print=1
    • www.yoursite.com/product.php?id=1&topic=6&print=1
    • www.yoursite.com/product-1
    • www.yoursite.com/product.php?id=1
    • www.yoursite.com/product.php?id=1&print=1
    • www.yoursite.com/product.php?id=1&topic=6&print=1
    De-dupe Content
  • 29.
    • 1. Send Unique Signals
        • Use unique page <TITLE>’s
      • Use unique <META> descriptions
      • Keep duplicate copy to a minimum
    • 2. De-index Useless Pages
        • Block with robots.txt
        • No-follow unimportant links
    • 3. Define Canonical URLs
        • Create a clean XML site map
      • 301 redirect duplicate pages
      • Use new tag: <link rel=“canonical”>
    De-duping Tactics
  • 30.
    • 1. Link-building Campaigns
        • Deep links = Targeted content
      • Segment content to add relevance
    • 2. Pay-Per-Click Campaigns
        • Deep links are more relevant
        • Create effective landing pages
    • 3. Social Media
        • Deep links = More effective link-bait
      • Create vanity URLs for deep links
    Promote Deep Links
  • 31.
    • Encourage Visitors to Deep Link:
    • 1. Target email, print, bookmark functions
    • 2. Target social media tagging
    • 3. Use unique product names
    • 4. Create unique product IDs
    Focus Return Visits
  • 32.
    • Key Takeaways:
      • I. The Visitor Path Is Evolving
      • II. Midstream Visits Tell A Story
      • III. Every Page Is A Landing Page
      • IV. Deep Links Build The Midstream
    Summary
  • 33.
    • Q&A
    • www.usereffect.com
    • [email_address]
    • @dr_pete
    Thank You!