You Can’t Go Home Again: Usability in a Search-driven World Dr. Peter J. Meyers • February 24, 2009

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

Usability in a Search-driven World:

I. Evolution of The Visitor Path

II. Analyzing Midstream Visitors

III. Creating Midstream Usability

IV. Driving Midstream Traffic

I. You Can’t Go Home Again The Evolution of the Home-page Section I

I. You Can’t Go Home Again

The Evolution of the Home-page

1. Word-of-Mouth  Home Page The Good Old Days

1. Word-of-Mouth  Home Page

2. Search  Home Page The Google Days

2. Search  Home Page

Searchers Get Savvy

4. Search  Refine  Product  Refine… The Ugly Truth

4. Search  Refine  Product  Refine…

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?

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

II. What Is The Midstream? Analyzing Midstream Visitors Section II

II. What Is The Midstream?

Analyzing Midstream Visitors

Some Metrics to Consider: 1. Entrance Pages 2. Bounce Rate 3. Traffic Sources 4. Keywords (long-tail) Analyzing Midstream Visitors

Some Metrics to Consider:

1. Entrance Pages

2. Bounce Rate

3. Traffic Sources

4. Keywords (long-tail)

Where Did Visitors Land? Entrance Pages

Where Did Visitors Land?

Did They Land & Leave? Bounce Rates

Did They Land & Leave?

Where Did They Come From? Traffic Sources

Where Did They Come From?

What Were They Looking For? Search Keywords

What Were They Looking For?

III. The Good Stuff Creating Midstream Usability Section III

III. The Good Stuff

Creating Midstream Usability

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

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.

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

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?”

1. Identity & Branding Who Are You?

1. Identity & Branding

2. Place & Paths Where Am I?

2. Place & Paths

3. Trust & Assurances Why Should I Trust You?

3. Trust & Assurances

4. Calls to Action What Do I Do Now?

4. Calls to Action

Summary Mantra: “ Every page is a landing page.” Midstream Usability

Summary Mantra:

“ Every page is a landing page.”

IV. More Good Stuff Driving Midstream Traffic Section IV

IV. More Good Stuff

Driving Midstream Traffic

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

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

Build A Spider-friendly Site: Internal Linking

Build A Spider-friendly Site:

Shorten Path from A to B: Flat Architecture

Shorten Path from A to B:

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)

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>

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

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

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

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”>

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

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

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

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

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

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

Q&A www.usereffect.com [email_address] @dr_pete Thank You!

Q&A

www.usereffect.com

[email_address]

@dr_pete