Seo & UX

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Learn tactics to improve your site's ability to both rank well and be user friendly

Learn tactics to improve your site's ability to both rank well and be user friendly

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  • Amazon has long been a staple of how to do things right, but of late, they’ve become a worse example of user experience. On this page, there are a lot of actions that the user is shown, from the drop down shopping list on the left, to the promos for the Kindle Fire, Spring’s Most Wanted, the Camera & Photo shop, the on page ad, the Deal of the Day, and the various other options that await the user.All of these are roadblocks to user interaction with your site.
  • While the example here isn’t the worst for the site’s demographic, it’s a good example of a site that is difficult to use, difficult to see, offers no real direction, and way too much interaction for a user to really take in.Many sites opt for the big visuals, to really draw their users’ eyes. However, more often than not, these sites don’t retain visitors for multiple reasons – some users don’t have Flash, some users get overwhelmed, etc.

Transcript

  • 1. SEO & UXWhat’s the deal with these things?
  • 2. SEO• Search Engine Optimization• Helping your pages rank better in search results• Massaging content, links, HTML elements, etc. to improve your pages’ ability to rank for key terms Portent Inc. - www.portent.com
  • 3. UX• User Experience• The way a person feels about a process or experience on your pages• Massaging the design, imagery, colors, and layout of your pages to cater to the sophisticated web user Portent Inc. - www.portent.com
  • 4. Doesn’t mix with others
  • 5. SEO & UX are like Oil & Water • All SEO focuses on is traffic, ranking, revenue, and web presence • SEO is just getting links any way you can • Everything is about what’s on the site • UX is so focused on the experience that they ignore that the first step for many users is a search engine Portent Inc. - www.portent.com
  • 6. Examples of Bad UXWindows Start ButtonThe one and only way to stop running your computer Portent Inc. - www.portent.com
  • 7. Examples of Bad UX Busy sites can confuse your user• Tons of actions • Drop down shopping list on the left • Camera & Photo shop • Promos for the Kindle Fire • On page ad • Spring’s Most Wanted • Deal of the Day Portent Inc. - www.portent.com
  • 8. Examples of Bad UX Flash, full image sites, and too much interaction• Site that is difficult to use• Difficult to see• Offers no real direction• Way too much interaction for a user to really take in• Don’t retain visitors Portent Inc. - www.portent.com
  • 9. Examples of Good UX Clean & Clear• Make it easy for the user to interact with your site • easy to use navigation • an obvious reminder to where the user is on the site • a clear call to action.• The proper use of white space, imagery, and buttons goes a long way towards getting users to interact with your site the way you want them to. Portent Inc. - www.portent.com
  • 10. Examples of Good UX Options without the Confusion• In the world of B2B, sometimes you cater to multiple user types. It’s not easy to figure out what a new customer, current customer, or potential partner want to see first when they visit your site.• In this example, all 3 are catered to without experiencing alienation in the design. Portent Inc. - www.portent.com
  • 11. SEO & UX• Focused on details • Focused on the user• Content is King • Pleasing layouts• Links! Links! Links! • Color schemes• Code • Menu options• Get visitors • Keep visitors• Generate • Generate leads, sales, leads, sales, etc. etc. Portent Inc. - www.portent.com
  • 12. An integrated purpose
  • 13. SEO within UX• Focus the design using principles of SEO – Content for the user & the engine – Pushing for H1 & H2 tags – Working with link equity, menu functionality, menu names – Navigation labels – Product descriptions and names – Application user instruction Portent Inc. - www.portent.com
  • 14. SEO within UX• Personas & User Paths – Creating different experiences for different users opens up different keywords, content, links for SEO• Action Items – “Buy now,” “download,” “learn more” – lead to content and page elements for the SEO – Order [product name] Today! Portent Inc. - www.portent.com
  • 15. Search Engines Taking Cues from UXGoogle has been shifting focus away from links and keywords forthe last few years.Their new focus: qualityWhat’s included in “quality?”• Page Speed• Ease of Navigation• Internal Link Structure• No Duplicate Content• Relevant and descriptive Content• Page Layout Portent Inc. - www.portent.com
  • 16. Make it Work
  • 17. What Your Website Should Be• Useable• Understandable• Conversion oriented• Ranking well• Generating revenue Portent Inc. - www.portent.com
  • 18. How?• Useable – Clear design• Understandable – Action items• Conversion oriented – Personas, calls to action• Ranking well – Content & keyword optimization• Generating revenue – Conversion optimization Portent Inc. - www.portent.com
  • 19. Thank You!Josh PatricePortent SEO Team Leademail – josh@portent.comtwitter – @syzlaklinkedin – http://www.linkedin.com/in/joshpatrice Portent Inc. www.portent.com Portent Inc. - www.portent.com