Photo © Flickr user LVCHEN, flickr.com/photos/yungyeh
I’m a UX Designer – and I’m an SEO:  Working Together to Heal the Rift    Between Customers and the     Marketers Who Love...
Let’s learn about youwith a quick survey…                        Photo © Flickr user omarhabayeb, flickr.com/photos/omarha...
Our question: Can UX andSEO be like chocolate and     peanut butter?                            Photo © Flickr user jamiea...
Top 5 UX design myths      about SEO                  Photo © Flickr user LVCHEN, flickr.com/photos/yungyeh
Myth: SEO is SPAM.          Photo © Flickr user OCReactive, flickr.com/photos/ocreactive
Reality: SEO isrelevancy marketing.                       Photo © Flickr user jmsvuk, flickr.com/photos/jmsvuk
Yep, it’s this one.                      It’s just one tool                         in your belt.                         ...
High search rank correlates with  high traffic and conversion.                    Source: The Atlas Rank Report: How Searc...
Myth: Design is forpeople, not robots.                      Photo © Flickr user mringseis, flickr.com/photos/mringseis
Reality: Search engines areconsumers of your content, too.               Photo © Flickr user H Brown, flickr.com/photos/he...
…and people rely on robots  as wayfinding agents.                       Tip: We prefer City O’ City                       ...
Myth: SEO seemsfilled with secrets  and mysteries.                      Photo © Flickr user JK Mallory, flickr.com/photos/...
Reality: So is any discipline…when seen from the outside.                  Photo © Flickr user Alegrya, flickr.com/photos/...
SEOs are not gurus; they’rejust practitioners. Like you!                           Photo © Flickr user mrbenjamin, flickr....
…and SEO works best whenit’s built-in to the experience.                Photo © Flickr user Jonesemyr, flickr.com/photos/4...
Myth: SEO is abouttext, not design or IA.          Photo © Flickr user jcolman, flickr.com/photos/jcolman
Let’s look at aproduct page…
Text is clearly animportant part of  the experience for humans and search engines.
…but how did they           find that product?Design and architecture affect humans and search engines.
Reality: SEO is all about IA, taxonomy, ops,analytics, infrastructure, relationships… UX!                          Photo ©...
Myth: I can rely onadvertising for traffic.                           Photo © Flickr user s.urich, flickr.com/photos/urichsj
Reality: Paid Search CPCincreases ≈30% each year.  Does your ad budget?
Reality: If SEO isn’t at least 50%of your traffic, it’s still growing.
Top 5 SEO mythsabout UX design                  Photo © Flickr user LVCHEN, flickr.com/photos/yungyeh
Myth: You can’t trulymeasure “experience”.                        Photo © Flickr user undoneclothing, flickr.com/photos/un...
Reality: UX has manytools for measurement.       Photo © Flickr user Winter Bicycles, flickr.com/photos/22538785@N05
Myth: You can’ttie UX to profits. Photo © Flickr user mickwatson, flickr.com/photos/mickwatson
Reality: Oh yes you can!                                                                                                  ...
Myth: Search solves allyour navigation issues.            Photo © Flickr user refmo, flickr.com/photos/refmo
Reality: Users often don’tknow what they don’t know.                    And that’s OK!                        Photo © Flic...
…which is why we…because learning and refining                                                 need to support            ...
Myth: I alreadyknow our customers!             Photo © Flickr user coblat, flickr.com/photos/coblat
OK, so which one am I?                Reality: You don’t know Jack.               Or Jill! Until you talk to Jill. And    ...
Myth: The user’sfeelings don’t matter.       Photo © Flickr user wishardofoz, flickr.com/photos/wishardofoz
Which one of thesepeople will come back? Or recommend you?              Reality: Satisfied customers                  are ...
Actually, the user doesn’t matter.                     Photo © Flickr user yubyungman, flickr.com/photos/yubyungman
Reality: Search engines can’t  buy anything from you.           Photo © Flickr user largeprime, flickr.com/photos/largepri...
Group exercise:Can UX and SEOwork together?     Photo © Flickr user usnavynvns, flickr.com/photos/usnavynvns
Scenario: This is a product userslike. REI ranks well for its name.       And it drives traffic.
When customers clickon the search result, they get a “Product Unavailable” page.
Guess what? We have a newerversion of this product in stock!         But it’s located at a different URL         that does...
What would YOU do?                 Split into two teams…        Team UX:                       Team SEO:What would you do ...
Nice work!This stormtrooperdemands that you    hug it out.Photo © Flickr user balkov, flickr.com/photos/balakov
So... Can we make UX and SEO belike chocolate and peanut butter?                          Photo © Flickr user jamieanne, f...
Photo © Flickr user let5ch, flickr.com/photos/letscher
Photo © Flickr user Rajiv Patel, flickr.com/photos/23679420@N00
Want more SEO/UX tools?Get 90+ hand-curated articles and resources at:                       _  www.delicious.com/seo_ux  ...
Erin Hawk:                   UX @ REI                   Twitter @erinhawk                   Jonathon Colman:              ...
SEO and UX Working Together Are Like Chocolate and Peanut Butter
SEO and UX Working Together Are Like Chocolate and Peanut Butter
Upcoming SlideShare
Loading in...5
×

SEO and UX Working Together Are Like Chocolate and Peanut Butter

11,306

Published on

By re-imagining the classic "I’m a Mac... and I’m a PC" commercials, Jonathon Colman and Erin Hawk from REI help attendees learn how two individual disciplines -- User Experience design (UX) and Search Engine Optimization (SEO) -- can work together to help customers succeed in their goals and, in so doing, redevelop their relationship while growing their business.

Using real-world examples, lots of humor, and group collaboration with the audience, this presentation will “Make It Better” by helping these two disciplines re-focus their strengths, approaches, and goals to support not only one another, but the customer as well.

Would you like to know more about the intersections of SEO and UX design? Check out additional resources at http://www.delicious.com/seo_ux

You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

Published in: Technology, Sports
3 Comments
24 Likes
Statistics
Notes
No Downloads
Views
Total Views
11,306
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
95
Comments
3
Likes
24
Embeds 0
No embeds

No notes for slide

SEO and UX Working Together Are Like Chocolate and Peanut Butter

  1. 1. Photo © Flickr user LVCHEN, flickr.com/photos/yungyeh
  2. 2. I’m a UX Designer – and I’m an SEO: Working Together to Heal the Rift Between Customers and the Marketers Who Love Them Erin Hawk (Team UX at REI): @erinhawk Jonathon Colman (Team SEO at REI): @jcolman Slideshow available for download: http://slidesha.re/ux-seo
  3. 3. Let’s learn about youwith a quick survey… Photo © Flickr user omarhabayeb, flickr.com/photos/omarhabayeb
  4. 4. Our question: Can UX andSEO be like chocolate and peanut butter? Photo © Flickr user jamieanne, flickr.com/photos/jamieanne
  5. 5. Top 5 UX design myths about SEO Photo © Flickr user LVCHEN, flickr.com/photos/yungyeh
  6. 6. Myth: SEO is SPAM. Photo © Flickr user OCReactive, flickr.com/photos/ocreactive
  7. 7. Reality: SEO isrelevancy marketing. Photo © Flickr user jmsvuk, flickr.com/photos/jmsvuk
  8. 8. Yep, it’s this one. It’s just one tool in your belt. Photo © Flickr user herzogbr, flickr.com/photos/herzogbr
  9. 9. High search rank correlates with high traffic and conversion. Source: The Atlas Rank Report: How Search Engine Rank Impacts Traffic
  10. 10. Myth: Design is forpeople, not robots. Photo © Flickr user mringseis, flickr.com/photos/mringseis
  11. 11. Reality: Search engines areconsumers of your content, too. Photo © Flickr user H Brown, flickr.com/photos/heathercbrown
  12. 12. …and people rely on robots as wayfinding agents. Tip: We prefer City O’ City coffee at 206 E. 13th Ave. Photo © Flickr user ebatty, flickr.com/photos/ebatty
  13. 13. Myth: SEO seemsfilled with secrets and mysteries. Photo © Flickr user JK Mallory, flickr.com/photos/41499497@N06
  14. 14. Reality: So is any discipline…when seen from the outside. Photo © Flickr user Alegrya, flickr.com/photos/alegrya
  15. 15. SEOs are not gurus; they’rejust practitioners. Like you! Photo © Flickr user mrbenjamin, flickr.com/photos/25199042@N06
  16. 16. …and SEO works best whenit’s built-in to the experience. Photo © Flickr user Jonesemyr, flickr.com/photos/47557199@N03
  17. 17. Myth: SEO is abouttext, not design or IA. Photo © Flickr user jcolman, flickr.com/photos/jcolman
  18. 18. Let’s look at aproduct page…
  19. 19. Text is clearly animportant part of the experience for humans and search engines.
  20. 20. …but how did they find that product?Design and architecture affect humans and search engines.
  21. 21. Reality: SEO is all about IA, taxonomy, ops,analytics, infrastructure, relationships… UX! Photo © Flickr user temposmodernos, flickr.com/photos/50806803@N08
  22. 22. Myth: I can rely onadvertising for traffic. Photo © Flickr user s.urich, flickr.com/photos/urichsj
  23. 23. Reality: Paid Search CPCincreases ≈30% each year. Does your ad budget?
  24. 24. Reality: If SEO isn’t at least 50%of your traffic, it’s still growing.
  25. 25. Top 5 SEO mythsabout UX design Photo © Flickr user LVCHEN, flickr.com/photos/yungyeh
  26. 26. Myth: You can’t trulymeasure “experience”. Photo © Flickr user undoneclothing, flickr.com/photos/undoneclothing
  27. 27. Reality: UX has manytools for measurement. Photo © Flickr user Winter Bicycles, flickr.com/photos/22538785@N05
  28. 28. Myth: You can’ttie UX to profits. Photo © Flickr user mickwatson, flickr.com/photos/mickwatson
  29. 29. Reality: Oh yes you can! 40 (Roughly $76,000/month!) Image by Dr. Susan Weinschenk © Human Factors International, Inc., http://www.humanfactors.com/ROIposter.asp Video: http://www.youtube.com/watch?v=O94kYyzqvTc
  30. 30. Myth: Search solves allyour navigation issues. Photo © Flickr user refmo, flickr.com/photos/refmo
  31. 31. Reality: Users often don’tknow what they don’t know. And that’s OK! Photo © Flickr user zert.sonstige_2008, flickr.com/photos/32552054@N04
  32. 32. …which is why we…because learning and refining need to support both browsing is part of their experience. and searching. Marcia J. Bates: The Design of Browsing and Berrypicking Techniques for the Online Search Interface http://gseis.ucla.edu/faculty/bates/berrypicking.html
  33. 33. Myth: I alreadyknow our customers! Photo © Flickr user coblat, flickr.com/photos/coblat
  34. 34. OK, so which one am I? Reality: You don’t know Jack. Or Jill! Until you talk to Jill. And other Jills who are like her. Photo © Flickr user MeFind, flickr.com/photos/mefind
  35. 35. Myth: The user’sfeelings don’t matter. Photo © Flickr user wishardofoz, flickr.com/photos/wishardofoz
  36. 36. Which one of thesepeople will come back? Or recommend you? Reality: Satisfied customers are loyal, long-term shoppers and referrers. Photo © Flickr user lunaciel, flickr.com/photos/lunaciel
  37. 37. Actually, the user doesn’t matter. Photo © Flickr user yubyungman, flickr.com/photos/yubyungman
  38. 38. Reality: Search engines can’t buy anything from you. Photo © Flickr user largeprime, flickr.com/photos/largeprimenumber
  39. 39. Group exercise:Can UX and SEOwork together? Photo © Flickr user usnavynvns, flickr.com/photos/usnavynvns
  40. 40. Scenario: This is a product userslike. REI ranks well for its name. And it drives traffic.
  41. 41. When customers clickon the search result, they get a “Product Unavailable” page.
  42. 42. Guess what? We have a newerversion of this product in stock! But it’s located at a different URL that does not rank well in search.
  43. 43. What would YOU do? Split into two teams… Team UX: Team SEO:What would you do to reduce What would you do tobounce rate on the old jacket improve findability and drive and improve conversion for traffic to the new version of the new version? the jacket? Photo © Flickr user Colin_K, flickr.com/photos/colinkinner
  44. 44. Nice work!This stormtrooperdemands that you hug it out.Photo © Flickr user balkov, flickr.com/photos/balakov
  45. 45. So... Can we make UX and SEO belike chocolate and peanut butter? Photo © Flickr user jamieanne, flickr.com/photos/jamieanne
  46. 46. Photo © Flickr user let5ch, flickr.com/photos/letscher
  47. 47. Photo © Flickr user Rajiv Patel, flickr.com/photos/23679420@N00
  48. 48. Want more SEO/UX tools?Get 90+ hand-curated articles and resources at: _ www.delicious.com/seo_ux Photo © Flickr user Noel C. Hankamer, flickr.com/photos/nhankamer
  49. 49. Erin Hawk: UX @ REI Twitter @erinhawk Jonathon Colman: SEO @ REI Twitter @jcolmanGraphic © Flickr user Jesse Fletcher, flickr.com/photos/jaxsilver
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×