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BrightonSEO 2015: How good UX can improve SEO

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This talk is about how usability, hierarchy of information and good page design can improve SEO. By improving how users find the content and navigate on your website, you’re improving their overall user experience as well as improving SEO. But what makes a good web page design? From a UX designer’s perspective, you’ll learn practical techniques to help improve the UX of your websites to engage your target users.

© Mariana Morris

Published in: Design
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BrightonSEO 2015: How good UX can improve SEO

  1. 1. @MarianaMota • UX Designer - 12 years • Head of design at Oxford Computer Consultants • Co-founder of UX Oxford and TalkingDesign About me
  2. 2. @MarianaMota Users find the url Users find what they are looking for Search page Landing page Off-site On-site Get user’s attention Retain users SEO & UX
  3. 3. @MarianaMota “SEO is about attracting people to your site (…)
 Usability is about people's behavior after they arrive on your site” Jakob Nielsen http://www.nngroup.com/articles/seo-and-usability/
  4. 4. @MarianaMota Conversion @MarianaMota
  5. 5. @MarianaMota 1.Useful content 2.Ease of navigate 3.Trust Improving landing page experience https://support.google.com/adwords/answer/2404197?hl=en-GB
  6. 6. @MarianaMota Landing page
  7. 7. @MarianaMota 1. Useful content | User groups @MarianaMota
  8. 8. @MarianaMota 1. Useful content | User groups Personas • Keep to small number • Main user groups • Validate!
  9. 9. @MarianaMota 1. Useful content | Triggers @MarianaMota
  10. 10. @MarianaMota 1. Useful content | Triggers
  11. 11. @MarianaMota 1. Useful content | Triggers
  12. 12. @MarianaMota 2. Easy to navigate | User groups Persona 1 Scenarios Triggers Persona 2 Scenarios Triggers Persona 3 Scenarios Triggers
  13. 13. @MarianaMota@MarianaMota 2. Easy to navigate | User flow
  14. 14. @MarianaMota@MarianaMota 2. Easy to navigate | User flow
  15. 15. @MarianaMota@MarianaMota 2. Easy to navigate | User research on the whiteboard Oxford Computer Consultants
  16. 16. @MarianaMota 2. Easy to navigate | Web conventions
  17. 17. @MarianaMota Clear tagline Clear call to action Credibility More details about the product 2. Easy to navigate | Clear structure
  18. 18. @MarianaMota Clear tagline Clear call to action More details about the product 2. Easy to navigate | Clear structure
  19. 19. @MarianaMota http://land-book.com/ 2. Easy to navigate | Clear structure
  20. 20. @MarianaMota • Branding: Visual consistency • Language and tone of voice Avoid jargons, image stock • Clean interfaces • Logos (credibility) 2. Trust
  21. 21. @MarianaMota Eric Ries’s Build-Measure-Learn feedback loop and the Think-Make-Check UX cycle. http://www.smashingmagazine.com/2012/10/10/lean-startup-is-great-ux-packaging/ Test it!
  22. 22. @MarianaMota Meet your users early and often.
  23. 23. @MarianaMota@MarianaMota Test it! : Contextual research Oxford Computer Consultants running usability testing for National Grid
  24. 24. @MarianaMota@MarianaMota Test it! : Interview and Usability testing Oxford Computer Consultants running usability testing at Bath & North East Somerset Council
  25. 25. @MarianaMota http://www.uxmatters.com/mt/archives/2011/06/images/iaresearch_fig1.jpghttp://notlaura.com/wordpress/wp-content/uploads/2013/03/url1.jpeg Test it! : Card sorting @MarianaMota
  26. 26. @MarianaMota Test it! : Analytics & Heat maps http://blog.econnectemail.com/wp-content/uploads/2012/04/heat-map.jpg
  27. 27. @MarianaMota usabilityhub.com Test it! : 5 second test
  28. 28. @MarianaMota Any questions? @MarianaMota www.marianamota.com Thank you!

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