In this session, Rob will help to reconcile the sometime conflicting advice about UX and SEO. He'll cover the UX factors that can help boost your SEO performance, and bring words of warning about the UX best practices that might be damaging your rankings.
This was presented at the Ingeniux User Conference 2017.
6. business economics salary statistics
URL PageRank
http://study.com/articles/Sal... 3.5
http://business.ku.edu/emp... 3.8
http://www.allbusinessscho... 5.3
http://www.theglobeandmai... 4.8
http://naceweb.org/salary-re... 1.6
http://www.indeed.com/q-... 9.4
When a user performs a web search
@Distilled @RobOusbey
7. business economics salary statistics
URL PageRank
http://study.com/articles/Sal... 3.5
http://business.ku.edu/emp... 3.8
http://www.allbusinessscho... 5.3
http://www.theglobeandmai... 4.8
http://naceweb.org/salary-re... 1.6
http://www.indeed.com/q-... 9.4
When a user performs a web search
@Distilled @RobOusbey
SERP:
Search engine results page
i
14. Malware & viruses
Paywall / registration-wall on landing page
Out of stock products
Out of date information
Pages that make it hard to find information
Pages that are full of advertising
Bad User Experiences
@Distilled @RobOusbey
25. (This isn’t real data. I’m just illustrating a point.)
2017 Ranking Factors
Links
On Page Optimization
Site Features
Social Metrics
User Metrics
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26. If this were true,
we’d see correlations between
rankings & some of these factors…
27. Larry Kim’s research into click-through-rate’s influence on rankings:
moz.com/blog/higher-organic-click-through-conversion-rates-rankings
2017 Ranking Factors
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28. 2017 Ranking Factors
Brian Dean’s conclusions about the impact of bounce rate on rankings:
backlinko.com/search-engine-ranking
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29. 2017 Ranking Factors
Searchmetrics’ analysis of time on site’s correlation with rankings:
www.searchmetrics.com/ranking-factors
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30. SERP Click Through Rate
Does it seem desirable?
Is it credible?
Bounce Rate
Is it useable?
Is it accessible?
Time on Site
Is it useful?
Is it valuable?
2017 Ranking Factors
@Distilled @RobOusbey
31. SERP Click Through Rate
Does it seem desirable?
Is it credible?
Bounce Rate
Is it useable?
Is it accessible?
Time on Site
Is it useful?
Is it valuable?
2017 Ranking Factors
@Distilled @RobOusbey
Peter Morville’s User Experience Honeycomb
http://semanticstudios.com/user_experience_design/
http://intertwingled.org/user-experience-honeycomb/
32. Malware & viruses
Paywall / registration-wall on landing page
Out of stock products
Out of date information
Pages that make it hard to find information
Pages that are full of advertising
Bad User Experiences
@Distilled @RobOusbey
43. Remember to:
keep the images lightweight
•
monitor your site speed
•
consider using alt tags for crawlers & accessibility
Images
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65. www.itailor.com/slim-fit/
slim fit shirts
blue checked shirt
french cuff dress shirt
www.itailor.com/checked/blue
www.itailor.com/dress-shirt/french-cuffs
Slim-fit shirts
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean
commodo ligula eget dolor. Aenean massa. Cum sociis natoque.
● penatibus et magnis
● dis parturient montes
● nascetur ridiculus mus.
Checked shirts in blue
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean
commodo ligula eget dolor. Aenean massa. Cum sociis natoque.
● penatibus et magnis
● dis parturient montes
● nascetur ridiculus mus.
Dress shirt with french cuffs
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean
commodo ligula eget dolor. Aenean massa. Cum sociis natoque.
● penatibus et magnis
● dis parturient montes
● nascetur ridiculus mus.
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Web Apps
67. www.ipsum.com/recruiting/
All About Recruiting
Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque.
● penatibus et magnis
● dis parturient montes
● nascetur ridiculus mus.
College Recruitment
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean
commodo ligula eget dolor. Aenean massa. Cum sociis natoque.
Hiring Veterans
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean
commodo ligula eget dolor. Aenean massa. Cum sociis natoque.
Inclusive Practices
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean
commodo ligula eget dolor. Aenean massa. Cum sociis natoque.
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Consolidated Pages
68. www.ipsum.com/recruiting/
Recruitment Hub
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean
commodo ligula eget dolor. Aenean massa. Cum sociis natoqu
Graduate Recruitment
Hiring Veterans
Inclusive Hiring Practices
www.ipsum.com/college-recruitment/
www.ipsum.com/hiring-veterans/
www.ipsum.com/includsive-practices/
Graduate Recruitment
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean
commodo ligula eget dolor. Aenean massa. Cum sociis natoque.
● penatibus et magnis
● dis parturient montes
● nascetur ridiculus mus.
Hiring Veterans
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean
commodo ligula eget dolor. Aenean massa. Cum sociis natoque.
● penatibus et magnis
● dis parturient montes
● nascetur ridiculus mus.
Inclusive Hiring Practices
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean
commodo ligula eget dolor. Aenean massa. Cum sociis natoque.
● penatibus et magnis
● dis parturient montes
● nascetur ridiculus mus.
@Distilled @RobOusbey
Consolidated Pages
69. We can make them work for SEO, with the caveats:
You must be aiming to create the”best page on the internet”
•
You should have some chance at ranking for the head term
•
Treat it like a topic hub if necessary
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Long Landing Pages
74. www.ecom.com/category/lbd/
Black Dresses
Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque..
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Infinite Scroll Pages
75. www.ecom.com/category/lbd/
Black Dresses
Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque..
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Infinite Scroll Pages
76. www.ecom.com/category/lbd/
Black Dresses
Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque..
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Infinite Scroll Pages
77. www.ecom.com/category/lbd/
Black Dresses
Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque..
These
products are
discoverable &
indexable
All these other
products could
have problems.
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Infinite Scroll Pages
78. We can make them acceptable for SEO
Make it a ‘progressive enhancement’
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Infinite Scroll Pages
79. www.ecom.com/category/lbd/
Black Dresses
Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque..
Page 1 Page 2 Page 3
1
Show Google the
version with
pagination links
Page 4
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Infinite Scroll Pages
80. www.ecom.com/category/lbd/
Black Dresses
Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque..
Page 1 Page 2 Page 3
1
Show Google the
version with
pagination links
2
Mark these up with
rel = prev/next,
and use canonical
tags
Page 4
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Infinite Scroll Pages
81. www.ecom.com/category/lbd/
Black Dresses
Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque..
Page 1 Page 2 Page 3
1
Show Google the
version with
pagination links
2
Mark these up with
rel = prev/next,
and use canonical
tags
Page 4
3
Allow capable
browsers to replaces
the pagination
buttons with the
infinite scrolling effect
@Distilled @RobOusbey
Infinite Scroll Pages
82. www.ecom.com/category/lbd/
Black Dresses
Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque..
Page 1 Page 2 Page 3
1
Show Google the
version with
pagination links
2
Mark these up with
rel = prev/next,
and use canonical
tags
Page 4
3
Allow capable
browsers to replaces
the pagination
buttons with the
infinite scrolling effect
4
Don’t overlook the
power of sitemaps
for discovery &
indexation as well
@Distilled @RobOusbey
Infinite Scroll Pages
https://support.google.com/webmasters/answer/1663744
85. Encourages crawlers to
discover / index lots of pages.
Strong control over
internal anchor text.
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Mega Navigation
86. But it creates a very flat architecture.
Are all these pages equally valuable?
Are users really going to
explore this far?
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Mega Navigation
87. The ideal main nav will:
Be as complex as it needs to be, but no more
•
Show which pages really are most important
•
Help users find the best pages, on-site and in search
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Mega Navigation
89. The Gizmo 5000
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit. Aenean commodo ligula eget
dolor. Aenean massa. Cum sociis natoque..
A popular alternative to the the Gadget 900
Pellentesque maximus lorem nec convallis
lobortis. Aliquam Gizmo 5000 cursus elit nec
metus eleifend, eget consectetur velit commodo.
★★★★☆ based on 42 reviews
www.techstore.com/product/gizmo-5000
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Markup & Targeting
90. The Gizmo 5000
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit. Aenean commodo ligula eget
dolor. Aenean massa. Cum sociis natoque..
A popular alternative to the the Gadget 900
Pellentesque maximus lorem nec convallis
lobortis. Aliquam Gizmo 5000 cursus elit nec
metus eleifend, eget consectetur velit commodo.
★★★★☆ based on 42 reviews
www.techstore.com/product/gizmo-5000
Things that impact
the user experience:
Keywords in headings
•
Images
•
Keywords in body copy
•
Ratings & Reviews
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Markup & Targeting
91. The Gizmo 5000
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit. Aenean commodo ligula eget
dolor. Aenean massa. Cum sociis natoque..
A popular alternative to the the Gadget 900
Pellentesque maximus lorem nec convallis
lobortis. Aliquam Gizmo 5000 cursus elit nec
metus eleifend, eget consectetur velit commodo.
★★★★☆ based on 42 reviews
www.techstore.com/product/gizmo-5000
Things that impact
the user experience:
Keywords in headings
•
Images
•
Keywords in body copy
•
Ratings & Reviews
Things that the
users can’t see:
Keywords in title tag
•
Keywords in URL
•
Meta description
•
OG Tags
•
Image alt tags
•
Schema markup
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Markup & Targeting
94. Title tag ‘BreadcrumbList’
Markup
‘Offer’ Schema
Meta description
Table formatting
‘Name’ Markup
in json-ld
‘AggregateRating’
schema
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Markup & Targeting
95. www.google.com/search?q=college+rankings
Lists, tables and paragraphs can
all appear here, but rely on
appropriate markup on your site.
(Among other things)
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Markup & Targeting
https://getstat.com/blog/featured-snippets/
https://moz.com/blog/featured-snippets-from-start-to-finish
98. Ranking Problem Algo change
Read some
article
Typical SEO Process
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99. Ranking Problem Algo change
Read some
article
Make a proposal for SEO changes
Typical SEO Process
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100. Ranking Problem Algo change
Read some
article
Make a proposal for SEO changes
Debate it for a while
Typical SEO Process
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101. Ranking Problem Algo change
Read some
article
Make a proposal for SEO changes
Debate it for a while
Get asked to justify changes and estimate improvements
Typical SEO Process
@Distilled @RobOusbey
102. Ranking Problem Algo change
Read some
article
Make a proposal for SEO changes
Debate it for a while
Get asked to justify changes and estimate improvements
Typical SEO Process
@Distilled @RobOusbey
103. Ranking Problem Algo change
Read some
article
Make a proposal for SEO changes
Debate it for a while
Get asked to justify changes and estimate improvements
Proposed changes added to development queue
Typical SEO Process
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104.
105. Ranking Problem Algo change
Read some
article
Make a proposal for SEO changes
Debate it for a while
Get asked to justify changes and estimate improvements
Proposed changes added to development queue
Changes implemented
Typical SEO Process
@Distilled @RobOusbey
106. “You don't use science
to show that you're right.
You use science to become right.”
Randall Munroe