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How to SEO a Terrific - and Profitable - User Experience


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Tune in for Portent SEO Marianne Sweeny’s January webinar: “How to SEO a Terrific – and Profitable – User Experience.” Learn how search engine algorithms are now incorporating IA, UX and content strategy, as well as methods for directing Google, Bing & Co. to perform better for your users.

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How to SEO a Terrific - and Profitable - User Experience

  1. 1. How to SEO a Terrific &Profitable User Experience The Portent Webinar Series Marianne Sweeny @msweeny
  2. 2. #PORTENTU
  3. 3. PORTENT.CO/WUDS77 (Yes, use .co, not .com)
  4. 4. What We’ll Cover TodayLocked in Technology • Information Retrieval model • Term frequencySearch Engine Optimization • Algorithms • User dependencySearch engine retaliation • Panda • PenguinUser Experience and SEO • Interaction Design • Site Structure • Navigation • Content • LinksBs of New SEOKey takeaways
  5. 5. Locked in Technology
  6. 6. IR is Locked-in TechnologyDigital Maoism: Pandafocuses on abstractionmore than real peopleComputational-ism:Penguin sees a world thatcan be understood bycomputer processes withhumans as sub-processes 6
  7. 7. Traditional IR Model System User Acquisition Problem documents, objects information need Representation Representation indexing, ... question File organization Queryindexed documents search formulation feedba Matching ck searching Retrieved objects 7
  8. 8. Search Engine Optimization
  9. 9. Term Frequency/Document Frequencyt = how many times the query appears in a documentT = total number of terms in a documentD = set of all documentsd = number of documents with that termPick the document with the highest
  10. 10. All Time Algorithm Hits The sounds ofcrying and teethgrinding inspire me… 10
  11. 11. Hilltop Algorithm• Quality of links more important than quantity of links• Segmentation of corpus into broad topics• Selection of authority sources within these topic areas
  12. 12. Topic-Sensitive PageRankPre-query calculation of factors based onsubset of corpus • Context of term use in document • Context of term use in history of queries • Context of term use by user submitting queryConsolidation of Hypertext Induced TopicSelection [HITS] and PageRank
  13. 13. WE HAVE A NEW& BETTER WAY 13
  14. 14. Search Engine Dependency
  15. 15. Search Engine Retaliation
  16. 16. No one manipulatessearch results but US!!!!
  17. 17. A Year in the Life of Panda UpdatesFebruary 2012 June/ July 2012 • Expanded image results (ALT text) • New improved ranking function (NS) • More accurate detection “official • Improved image search (on topic) pages” • Improved safe search (NS) • Improved safe search (NS) • Find more high quality content from • Freshness (3) trusted sources (2) • Non-custom 404 detection • Freshness improvements • Use of Web history for refinement • Data refresh for Panda high quality • Demote link analysis (NS) sites algorithm • Page quality: help finding high qualityMarch 2012 pages with unique content • Panda launch Japan/Korea• Symbol indexing • Freshness bug fix• Google+ profile indexing• Speed up offline Panda processing• High quality sites algorithm update (NS)• IMG search refinements• Anchor text refinement (Penguin preview)• Freshness (video, “stale results”• Synonyms update• Site quality detection update (Panda)
  18. 18. More Search Updates 2012August/September 2012 October/November 2012• Find more high quality content from • Related query refinements trusted sources • Parked domain detection algorithm• Term proximity scoring • Deeper indexing (more “long-tail”• Handling stale content – more granular documents) based on document age • Wider auto-complete suggestions• <title> and content semantic match (search suggest) improvement • Fresher, more complete blog search• Bug fix to way links are used in ranking results (Penguin) • Duplicate content detection• Panda high quality sites data refresh refinement (better original content (2) signals)• Improved video indexing (NS) • Better image freshness determination• Improved cursor aware predictions (CN, (news queries) JPN, KO) • Top Results code refinements: not too• PDF optimization many from same site, e.g. host• Results based on document freshness crowding, easier to maintain (and quicker to change)
  19. 19. Shut up and stop thinking kid. Talk like that can get you de- indexed. Sarge, this link war doesn’t make sense? Hey, how comeyou’re not wearing pants?
  20. 20. Penguin BasicsSpam detection update/algorithmTargets “over optimization” • Anchor text distribution • Inbound link distribution • Cluster analysisGood links are (according to Google) • From respected sites/brands/people • Exist on popular pages • Provide value to user • Are contained in the page text (not sidebar components) • Are not duplicated too many times throughout linking site
  21. 21. So, what areyou going todo about it? 21
  23. 23. Interaction Design: Orientation
  24. 24. Interaction Design: Site Search
  25. 25. Interaction Design: User Controls
  26. 26. Interaction Design: User Assistance
  27. 27. Site Structure• Distance reflects relevance• Page structure now a factor• URLs are guides
  28. 28. Navigation• Users lose orientation on the site• They suffer “navigational blindness”
  29. 29. Content• Intersection of what you have/do with how customers look for what you have/do• Use online tools to mine customer search behavior around offerings• Check to see if you have relevant content and fill gaps
  30. 30. Content: Relational Content Modeling• Guided Tours: built on analysis of other user pathways and knowledge of corpus• Produced Views: page of assembled content items focused on a single subject• Task List Drop Downs: “I Want To…” links to pages of assembled content focused on single common task
  31. 31. Content: Relational Content Modeling• Related Links: related as in “next steps” not what Marketing wants to be a next step• Best Bets: editorially assigned result that may not be chosen by the search engine
  32. 32. LinksLinks are intended as a human-mediatedrelationship between sites (not a one night stand)Source and destination must share contextualrelationshipCreate a positive experience with links toinformation users may not find, may not knowthey needBuild link-based relationship model of relevance • Create or find Authority resources (on and off site) • Connect to HUBS
  33. 33. Bs of NEW SEO
  34. 34. Be Focused• Be realistic about where you can place visibly• Let every page be about some “thing”• Focus the user attention• Maximize the real estate to maximize user focus
  35. 35. Be SocialGoogle+ & Google LocalOther Social channels (FB, Twitter, Linkedin)
  36. 36. Be Connected• Connect to related content on and off the site• Make it easy for users to connect to you • RSS feed/subscription • Alerts • Social channels• Link building is out, link “earning” is in• Keep them engaged and on the site• Make sure site search works
  37. 37. Be AwareSearch engine Webmaster accounts to look at • Indexing profile • link to the siteCompetitive Landscape • Review competitors placement for certain phrases • Use SEMrush or Majestic SEO to review key pages against yoursEmerging Authorities • Look at the SERP for your phrases, who holds the top spots, those are the authorities to the search engineCustomer behavior • Site analytics • Google Trends & Yahoo Clues
  38. 38. Key Takeaways• Search engines are not smart• Search engine companies have an agenda• User Experience was an early influencer of relevance• User Experience is a recent influencer of relevance• Search is a user experience• Creating an optimal user experience is the new SEO
  39. 39. PORTENT.CO/WUDS77 (Yes, use .co, not .com)
  40. 40. Q&A#PORTENTU
  41. 41. Me:@msweeny
  42. 42. February Webinar
  43. 43. 30 Tricks forPresentationsThat Don’t Suck
  44. 44. Ian Lurie, CEO