Content UsabilityAll contents © Copyright 2013 Experience Dynamics1Content UsabilityAn Experience Dynamics trainingWEB SEM...
About Your SpeakerFrank SpillersMasters Cognitive Science15 years User Centered Design experienceFounder, Experience Dynam...
AgendaOn the web, content is the "killer app". Content influences the direction of a users path, where they go, whatthey s...
Purpose of Content• Educate• Inform• EntertainAll contents © Copyright 2013 Experience Dynamics• Generate a Response
1. Principles of content andusability on the WebAll contents © Copyright 2013 Experience Dynamicsusability on the Web
Please Don’t EverCLICK HEREAll contents © Copyright 2013 Experience Dynamics6
Copy Basics• Skim ability• Scan ability• Read abilityAll contents © Copyright 2013 Experience Dynamics• Read abilityHighli...
Quiz• What 3 things increase scan-ability?• Large font• BulletsAll contents © Copyright 2013 Experience Dynamics• Bullets•...
All contents © Copyright 2013 Experience Dynamics9
Writing for the web is different…• 79% of users scan the page instead ofreading word-for-word• Reading from computer scree...
All contents © Copyright 2013 Experience Dynamics11Users read ~20% of copy per page.
Print ≠ Electronic• Font– Sans Serif (Verdana, Arial)– 9 pt lowest (12-14 for 60+)• ContrastAll contents © Copyright 2013 ...
Conduct a Content Usability AuditAll contents © Copyright 2013 Experience Dynamics
2. The Psychology of DesignAll contents © Copyright 2013 Experience Dynamics
The Psychology of Design• Visual System– Perceptive– ReactiveDon’t Mis-Match Me!All contents © Copyright 2013 Experience D...
All contents © Copyright 2013 Experience Dynamics16
All contents © Copyright 2013 Experience Dynamics17
iPad, iPhone influencing Web copyAll contents © Copyright 2013 Experience Dynamics18
All contents © Copyright 2013 Experience Dynamics19
Common problems with Content• Badly written copy• Segmenting visitors• Padding it with fluff (“marketese”)All contents © C...
Quiz- what are characteristics ofbadly written?• Grammar mistakes• Not connecting with audience• NounsAll contents © Copyr...
BAD EXAMPLEAll contents © Copyright 2013 Experience Dynamics22
GOOD EXAMPLEAll contents © Copyright 2013 Experience Dynamics23
And Specifically…LayoutProximity of Content to ActionsSemanticsMeaningful, Compelling, EmotionalAll contents © Copyright 2...
All contents © Copyright 2013 Experience Dynamics25
All contents © Copyright 2013 Experience Dynamics26
BeforeAll contents © Copyright 2013 Experience Dynamics
AfterAll contents © Copyright 2013 Experience Dynamics
3. New data: The role of communityand reputation building: UserAll contents © Copyright 2013 Experience Dynamicsand reputa...
UGC is gainingAll contents © Copyright 2013 Experience Dynamics30
UGC is gainingAll contents © Copyright 2013 Experience Dynamics31By 2013, almost 52% of U.S. Internet users will be conten...
Consumers will not pay for ContentAll contents © Copyright 2013 Experience Dynamics32
4. Five Golden Keys to Writing forthe WebAll contents © Copyright 2013 Experience Dynamicsthe Web
5 Golden Keys to Writing for the Web1. Be powerfully explicit2. Create emotional impact3. Write good SEO friendly meta-con...
1. Be powerfully explicit• Sell with Content• Clarify value propositions• PersuadeAll contents © Copyright 2013 Experience...
GOODEXAMPLEAll contents © Copyright 2013 Experience Dynamics36
BADEXAMPLEAll contents © Copyright 2013 Experience Dynamics37
GOODEXAMPLEAll contents © Copyright 2013 Experience Dynamics38
2. Create emotional impact• Meet and Exceed expectations• Make tone reliable (partner)All contents © Copyright 2013 Experi...
GOODEXAMPLEAll contents © Copyright 2013 Experience Dynamics40
2.1 Create emotional impactAll contents © Copyright 2013 Experience Dynamics
2.2 Create emotional impactAll contents © Copyright 2013 Experience Dynamics
2.3 Create emotional impactAll contents © Copyright 2013 Experience Dynamics
2.4 Create emotional impactAll contents © Copyright 2013 Experience Dynamics
• Title Tag (65 char with spaces) with30%-70% density• Meta Description Tag (not Meta3. Write good SEO friendlymeta-conten...
SEO friendly copy• 1 inter-page link with keywordphrase (for link juice)• Use live HTML for importanttext, phrases and key...
• Claim errors (fatal error)• State privacy policy• Shorten legal roller coasters4. Use good manners forprivacy, trust, cr...
GOODEXAMPLEAll contents © Copyright 2013 Experience Dynamics48
GOODEXAMPLEAll contents © Copyright 2013 Experience Dynamics
• Allow tasks to structure content• Support user decision making• Offer related information5. Align copy with tasksAll con...
GOODEXAMPLEAll contents © Copyright 2013 Experience Dynamics51
GOODEXAMPLEAll contents © Copyright 2013 Experience Dynamics
GOODEXAMPLEAll contents © Copyright 2013 Experience Dynamics
BADEXAMPLEAll contents © Copyright 2013 Experience Dynamics54
5. The anonymous user: SEO(Search Engine Optimization)All contents © Copyright 2013 Experience Dynamics(Search Engine Opti...
Writing for Google bot• Focus a page on 1 keywordphrase• Use phrase in Title tag• Keep the entire focus onthe keyword phra...
Think Like a Machine• Reads Title Text• Use H1, H2, H3• Use Comment Tags• Reads Top to BottomAll contents © Copyright 2013...
ALT tags• Semantically tuned• No machine descript• Stuff ‘em within reasonAll contents © Copyright 2013 Experience Dynamics
Keyword Research• Competitor keywords-what do they use• Keyword phrases- stick toa theme• Keyword Density- 1%-3%All conten...
Content StrategiesFinish sentences with keyword phrases.All contents © Copyright 2013 Experience DynamicsSource: Karen Tha...
Content Strategies• Quality Content• Blogs/ Social (photos/video)for search ranking• Keep it fresh (amtAll contents © Copy...
Use Fat Footers• Internallinking• Long tail SEO• UXAll contents © Copyright 2013 Experience Dynamics62• UX
thank you!All contents © Copyright 2013 Experience Dynamics63thank you!1-800-978-9183www.experiencedynamics.comFrank Spill...
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Content Usability

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Content Usability web seminar by Experience Dynamics
http://www.experiencedynamics.com

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Content Usability

  1. 1. Content UsabilityAll contents © Copyright 2013 Experience Dynamics1Content UsabilityAn Experience Dynamics trainingWEB SEMINARWith Frank Spillers, MS
  2. 2. About Your SpeakerFrank SpillersMasters Cognitive Science15 years User Centered Design experienceFounder, Experience Dynamics- leading User Experience consultingWorks with Logitech, Nike, Microsoft, Intel, IBM, HP and more.All contents © Copyright 2013 Experience Dynamics2Works with Logitech, Nike, Microsoft, Intel, IBM, HP and more.
  3. 3. AgendaOn the web, content is the "killer app". Content influences the direction of a users path, where they go, whatthey see and what they decide to do with the experience. Content usability looks at what elements youshould be aware of when designing content for different web contexts: web sites, intranets, portals, webapplications and even mobile devices. We will explore the users path from findability to content usability andlearn how to write content that is friendly to both users and search bots.1. Principles of content and usability on the Web2. The Psychology of DesignAll contents © Copyright 2013 Experience Dynamics2. The Psychology of Design3. New data: The role of community and reputation building: Usercontributed content4. Five Golden Keys to Writing for the Web5. The anonymous user: SEO (Search Engine Optimization) friendly-copy6. Q & A
  4. 4. Purpose of Content• Educate• Inform• EntertainAll contents © Copyright 2013 Experience Dynamics• Generate a Response
  5. 5. 1. Principles of content andusability on the WebAll contents © Copyright 2013 Experience Dynamicsusability on the Web
  6. 6. Please Don’t EverCLICK HEREAll contents © Copyright 2013 Experience Dynamics6
  7. 7. Copy Basics• Skim ability• Scan ability• Read abilityAll contents © Copyright 2013 Experience Dynamics• Read abilityHighlight keywords; use bulleted lists; start with the conclusion.
  8. 8. Quiz• What 3 things increase scan-ability?• Large font• BulletsAll contents © Copyright 2013 Experience Dynamics• Bullets• Headers• Main point at top• Less scrolling8
  9. 9. All contents © Copyright 2013 Experience Dynamics9
  10. 10. Writing for the web is different…• 79% of users scan the page instead ofreading word-for-word• Reading from computer screens is 25%slower than from paper (iPad 6%/KindleAll contents © Copyright 2013 Experience Dynamicsslower than from paper (iPad 6%/Kindle11% slower)• Web content should have 50% of the wordcount of its paper equivalent
  11. 11. All contents © Copyright 2013 Experience Dynamics11Users read ~20% of copy per page.
  12. 12. Print ≠ Electronic• Font– Sans Serif (Verdana, Arial)– 9 pt lowest (12-14 for 60+)• ContrastAll contents © Copyright 2013 Experience Dynamics• Contrast– White on Black– Light on Dark• Clutter– Group meaningfully– Reduce visual occlusion
  13. 13. Conduct a Content Usability AuditAll contents © Copyright 2013 Experience Dynamics
  14. 14. 2. The Psychology of DesignAll contents © Copyright 2013 Experience Dynamics
  15. 15. The Psychology of Design• Visual System– Perceptive– ReactiveDon’t Mis-Match Me!All contents © Copyright 2013 Experience Dynamics• Cognitive System– Interactive– ReflectiveDon’t Mis-Match Me!Don’t Make Me Think!
  16. 16. All contents © Copyright 2013 Experience Dynamics16
  17. 17. All contents © Copyright 2013 Experience Dynamics17
  18. 18. iPad, iPhone influencing Web copyAll contents © Copyright 2013 Experience Dynamics18
  19. 19. All contents © Copyright 2013 Experience Dynamics19
  20. 20. Common problems with Content• Badly written copy• Segmenting visitors• Padding it with fluff (“marketese”)All contents © Copyright 2013 Experience Dynamics• Padding it with fluff (“marketese”)• Jargon• Using offline tactics online (sales letters, adcopy, brochure-ware)
  21. 21. Quiz- what are characteristics ofbadly written?• Grammar mistakes• Not connecting with audience• NounsAll contents © Copyright 2013 Experience Dynamics• Nouns• Tone• Appropriateness to task21
  22. 22. BAD EXAMPLEAll contents © Copyright 2013 Experience Dynamics22
  23. 23. GOOD EXAMPLEAll contents © Copyright 2013 Experience Dynamics23
  24. 24. And Specifically…LayoutProximity of Content to ActionsSemanticsMeaningful, Compelling, EmotionalAll contents © Copyright 2013 Experience DynamicsScan-abilityKeyword RelevancyClarityPlain-English and User-centric
  25. 25. All contents © Copyright 2013 Experience Dynamics25
  26. 26. All contents © Copyright 2013 Experience Dynamics26
  27. 27. BeforeAll contents © Copyright 2013 Experience Dynamics
  28. 28. AfterAll contents © Copyright 2013 Experience Dynamics
  29. 29. 3. New data: The role of communityand reputation building: UserAll contents © Copyright 2013 Experience Dynamicsand reputation building: Usercontributed content
  30. 30. UGC is gainingAll contents © Copyright 2013 Experience Dynamics30
  31. 31. UGC is gainingAll contents © Copyright 2013 Experience Dynamics31By 2013, almost 52% of U.S. Internet users will be content creators as well(eMarketer 2008).
  32. 32. Consumers will not pay for ContentAll contents © Copyright 2013 Experience Dynamics32
  33. 33. 4. Five Golden Keys to Writing forthe WebAll contents © Copyright 2013 Experience Dynamicsthe Web
  34. 34. 5 Golden Keys to Writing for the Web1. Be powerfully explicit2. Create emotional impact3. Write good SEO friendly meta-contentAll contents © Copyright 2013 Experience Dynamics3. Write good SEO friendly meta-content4. Use Manners for Privacy, Trust, Credibility5. Align copy with tasks
  35. 35. 1. Be powerfully explicit• Sell with Content• Clarify value propositions• PersuadeAll contents © Copyright 2013 Experience Dynamics• Persuade• Call to action
  36. 36. GOODEXAMPLEAll contents © Copyright 2013 Experience Dynamics36
  37. 37. BADEXAMPLEAll contents © Copyright 2013 Experience Dynamics37
  38. 38. GOODEXAMPLEAll contents © Copyright 2013 Experience Dynamics38
  39. 39. 2. Create emotional impact• Meet and Exceed expectations• Make tone reliable (partner)All contents © Copyright 2013 Experience Dynamics• Generate excitement• Deliver on the promises
  40. 40. GOODEXAMPLEAll contents © Copyright 2013 Experience Dynamics40
  41. 41. 2.1 Create emotional impactAll contents © Copyright 2013 Experience Dynamics
  42. 42. 2.2 Create emotional impactAll contents © Copyright 2013 Experience Dynamics
  43. 43. 2.3 Create emotional impactAll contents © Copyright 2013 Experience Dynamics
  44. 44. 2.4 Create emotional impactAll contents © Copyright 2013 Experience Dynamics
  45. 45. • Title Tag (65 char with spaces) with30%-70% density• Meta Description Tag (not Meta3. Write good SEO friendlymeta-contentAll contents © Copyright 2013 Experience Dynamics• Meta Description Tag (not MetaKeywords)• Headings (H1,H2,H3)• Italics and Strong Tags• Keyword phrase laden copy
  46. 46. SEO friendly copy• 1 inter-page link with keywordphrase (for link juice)• Use live HTML for importanttext, phrases and keywordsAll contents © Copyright 2013 Experience Dynamicstext, phrases and keywords(CSS images/hovers)• Descriptive ALT tags• Duplicate navigation links atbottom of page (if usingimages)
  47. 47. • Claim errors (fatal error)• State privacy policy• Shorten legal roller coasters4. Use good manners forprivacy, trust, credibilityAll contents © Copyright 2013 Experience Dynamics• Shorten legal roller coasters• Open disclosure (shipping)
  48. 48. GOODEXAMPLEAll contents © Copyright 2013 Experience Dynamics48
  49. 49. GOODEXAMPLEAll contents © Copyright 2013 Experience Dynamics
  50. 50. • Allow tasks to structure content• Support user decision making• Offer related information5. Align copy with tasksAll contents © Copyright 2013 Experience Dynamics• Offer related information• Make call to action (s) clear
  51. 51. GOODEXAMPLEAll contents © Copyright 2013 Experience Dynamics51
  52. 52. GOODEXAMPLEAll contents © Copyright 2013 Experience Dynamics
  53. 53. GOODEXAMPLEAll contents © Copyright 2013 Experience Dynamics
  54. 54. BADEXAMPLEAll contents © Copyright 2013 Experience Dynamics54
  55. 55. 5. The anonymous user: SEO(Search Engine Optimization)All contents © Copyright 2013 Experience Dynamics(Search Engine Optimization)friendly-copy
  56. 56. Writing for Google bot• Focus a page on 1 keywordphrase• Use phrase in Title tag• Keep the entire focus onthe keyword phraseAll contents © Copyright 2013 Experience Dynamicsthe keyword phrase• Use the phrase throughoutbody text• Name pages after keywordphrases (URL)
  57. 57. Think Like a Machine• Reads Title Text• Use H1, H2, H3• Use Comment Tags• Reads Top to BottomAll contents © Copyright 2013 Experience Dynamics• Reads Left to Right• Reads Images• Relevancy to UX (Googlebot agenda)
  58. 58. ALT tags• Semantically tuned• No machine descript• Stuff ‘em within reasonAll contents © Copyright 2013 Experience Dynamics
  59. 59. Keyword Research• Competitor keywords-what do they use• Keyword phrases- stick toa theme• Keyword Density- 1%-3%All contents © Copyright 2013 Experience Dynamics• Keyword Density- 1%-3%• Keyword Prominence- topof page; start of sentence
  60. 60. Content StrategiesFinish sentences with keyword phrases.All contents © Copyright 2013 Experience DynamicsSource: Karen Thackston
  61. 61. Content Strategies• Quality Content• Blogs/ Social (photos/video)for search ranking• Keep it fresh (amtAll contents © Copyright 2013 Experience Dynamics• Keep it fresh (amtchange/often/newpage/importance…) *• 400+ words min per page =gets rankedHow Google ranks freshness:http://moz.com/blog/google-fresh-factor
  62. 62. Use Fat Footers• Internallinking• Long tail SEO• UXAll contents © Copyright 2013 Experience Dynamics62• UX
  63. 63. thank you!All contents © Copyright 2013 Experience Dynamics63thank you!1-800-978-9183www.experiencedynamics.comFrank Spillers, MSFrank.Spillers@experiencedynamics.com

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