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Usability in a Search-driven World

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  • Transcript

    • 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!