SEO and UX Working Together Are Like Chocolate and Peanut Butter

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 Them Erin Hawk (Team UX at REI): @erinhawk Jonathon Colman (Team SEO at REI): @jcolman Slideshow available for download: http://slidesha.re/ux-seo

Let’s learn about youwith a quick survey… Photo © Flickr user omarhabayeb, flickr.com/photos/omarhabayeb

Our question: Can UX andSEO be like chocolate and peanut butter? Photo © Flickr user jamieanne, flickr.com/photos/jamieanne

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. Photo © Flickr user herzogbr, flickr.com/photos/herzogbr

High search rank correlates with high traffic and conversion. Source: The Atlas Rank Report: How Search Engine Rank Impacts Traffic

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/heathercbrown

…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

Myth: SEO seemsfilled with secrets and mysteries. Photo © Flickr user JK Mallory, flickr.com/photos/41499497@N06

Reality: So is any discipline…when seen from the outside. Photo © Flickr user Alegrya, flickr.com/photos/alegrya

SEOs are not gurus; they’rejust practitioners. Like you! Photo © Flickr user mrbenjamin, flickr.com/photos/25199042@N06

…and SEO works best whenit’s built-in to the experience. Photo © Flickr user Jonesemyr, flickr.com/photos/47557199@N03

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 © Flickr user temposmodernos, flickr.com/photos/50806803@N08

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/undoneclothing

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! 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

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 © Flickr user zert.sonstige_2008, flickr.com/photos/32552054@N04

…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

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 other Jills who are like her. Photo © Flickr user MeFind, flickr.com/photos/mefind

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

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 not rank well in search.

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

So... Can we make UX and SEO belike chocolate and peanut butter? Photo © Flickr user jamieanne, flickr.com/photos/jamieanne

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

Erin Hawk: UX @ REI Twitter @erinhawk Jonathon Colman: SEO @ REI Twitter @jcolmanGraphic © Flickr user Jesse Fletcher, flickr.com/photos/jaxsilver

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SEO and UX Working Together Are Like Chocolate and Peanut Butter

by Jonathon Colman @jcolman

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SEO and UX Working Together Are Like Chocolate and Peanut Butter Webinar Transcript