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SEO & User Experience:
Finding the Balance
Rob Ousbey
rob.ousbey@distilled.net
@RobOusbey
Never has UX been more
intertwined with SEO.
The Fastest
Guide To SEO,
Ever
When a website publishes content:
@Distilled @RobOusbey
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
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
Ranking Factors
2005 Ranking Factors
@Distilled @RobOusbey
https://moz.com/blog/ranking-factors-version-2-released
2005 Ranking Factors
Is the page relevant to
the term?
Is the page/site
authoritative?
@Distilled @RobOusbey
Relevancy
via: page content analysis + external factors
Authority
via: external signals
@Distilled @RobOusbey
Google Search Quality Team
@Distilled @RobOusbey
Google’s Goal:
Portal to the Internet
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Out of date information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
SERP Quality Assessment
http://www.thesempost.com/google-rewrites-quality-rating-guide-seos-need-know/
Quality Rater Surveys
@Distilled @RobOusbey
In-Result Surveys
@Distilled @RobOusbey
User Behaviour Tracking
User Behaviour Tracking: Data Sources
@Distilled @RobOusbey
User Behaviour Tracking: Data Sources
@Distilled @RobOusbey
User Behaviour Tracking: CTR
@Distilled @RobOusbey
User Behaviour Tracking: CTR
@Distilled @RobOusbey
User Behaviour Tracking: Pogo Sticking
@Distilled @RobOusbey
User Behaviour Tracking: Refinement
@Distilled @RobOusbey
(This isn’t real data. I’m just illustrating a point.)
2017 Ranking Factors
Links
On Page Optimization
Site Features
Social Metrics
User Metrics
@Distilled @RobOusbey
If this were true,
we’d see correlations between
rankings & some of these factors…
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
@Distilled @RobOusbey
2017 Ranking Factors
Brian Dean’s conclusions about the impact of bounce rate on rankings:
backlinko.com/search-engine-ranking
@Distilled @RobOusbey
2017 Ranking Factors
Searchmetrics’ analysis of time on site’s correlation with rankings:
www.searchmetrics.com/ranking-factors
@Distilled @RobOusbey
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
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/
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
EG: Ad-heavy Webpages
@Distilled @RobOusbey
EG: Ad-heavy Webpages
@Distilled @RobOusbey
2017 Ranking Factors
@Distilled @RobOusbey
Peter Morville’s User Experience Honeycomb
http://semanticstudios.com/user_experience_design/
http://intertwingled.org/user-experience-honeycomb/
Some uncontroversial,
well-aligned tactics
Site Speed
@Distilled @RobOusbey
👍
Lower bounce rate
👍
Longer time on site
👍
More conversions
Site Speed
@Distilled @RobOusbey
Images
@Distilled @RobOusbey
Images
http://newyorkpersonalshopper.com/
@Distilled @RobOusbey
Images
https://www.amandasanders.com/
@Distilled @RobOusbey
Images
https://www.yourfitz.com/
@Distilled @RobOusbey
Remember to:
keep the images lightweight
•
monitor your site speed
•
consider using alt tags for crawlers & accessibility
Images
@Distilled @RobOusbey
Internal Links
@Distilled @RobOusbey
Breadcrumbs, Related Products
shop.nordstrom.com/s/converse-chuck-taylor-shoreline-women/3367581
@Distilled @RobOusbey
Breadcrumbs, Related Products
shop.nordstrom.com/s/converse-chuck-taylor-shoreline-women/3367581
@Distilled @RobOusbey
Breadcrumbs, Related Products
shop.nordstrom.com/s/converse-chuck-taylor-shoreline-women/3367581
@Distilled @RobOusbey
Breadcrumbs, Related Products
shop.nordstrom.com/s/converse-chuck-taylor-shoreline-women/3367581
@Distilled @RobOusbey
Mobile Considerations
@Distilled @RobOusbey
Responsive Design
@Distilled @RobOusbey
Mobile Friendliness
@Distilled @RobOusbey
Mobile-first Index
bit.ly/Mobile-first-indexing
App Indexation
bit.ly/app-indexation
Progressive Web Apps
bit.ly/progressive-web-apps
Other Mobile Considerations
@Distilled @RobOusbey
Page Structure
@Distilled @RobOusbey
Content Above / Below the Fold
http://www.virginatlantic.com/us/en/destinations/uk/london.html
@Distilled @RobOusbey
Keyword Research
@Distilled @RobOusbey
The process of aligning your offering with searcher intent
•
Learn what the user is expecting to experience
Keyword Research
@Distilled @RobOusbey
Keyword Research
@Distilled @RobOusbey
Keyword Research
@Distilled @RobOusbey
Keyword Research
@Distilled @RobOusbey
Let’s get to some more
troublesome parts
Web Apps
@Distilled @RobOusbey
Web Apps
https://www.itailor.com/designshirts
@Distilled @RobOusbey
Web Apps
www.itailor.com/designshirts
custom shirts
design a dress shirt
@Distilled @RobOusbey
www.itailor.com/designshirts
custom shirts
design a dress shirt
slim fit shirts
blue checked shirt
french cuff dress shirt
?
www.itailor.com/??
@Distilled @RobOusbey
Web Apps
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.
@Distilled @RobOusbey
Web Apps
Big Landing Pages
@Distilled @RobOusbey
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.
@Distilled @RobOusbey
Consolidated Pages
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
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
@Distilled @RobOusbey
Long Landing Pages
Long Landing Pages
@Distilled @RobOusbey
Long Landing Pages
Number of unique linking domains over time.
Data via: Majestic.com
@Distilled @RobOusbey
Long Landing Pages
Infinite Scroll Webpages
@Distilled @RobOusbey
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..
@Distilled @RobOusbey
Infinite Scroll Pages
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..
@Distilled @RobOusbey
Infinite Scroll Pages
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..
@Distilled @RobOusbey
Infinite Scroll Pages
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.
@Distilled @RobOusbey
Infinite Scroll Pages
We can make them acceptable for SEO
Make it a ‘progressive enhancement’
@Distilled @RobOusbey
Infinite Scroll Pages
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
@Distilled @RobOusbey
Infinite Scroll Pages
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
@Distilled @RobOusbey
Infinite Scroll Pages
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
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
Mega Navigation
@Distilled @RobOusbey
@Distilled @RobOusbey
Mega Navigation
Encourages crawlers to
discover / index lots of pages.
Strong control over
internal anchor text.
@Distilled @RobOusbey
Mega Navigation
But it creates a very flat architecture.
Are all these pages equally valuable?
Are users really going to
explore this far?
@Distilled @RobOusbey
Mega Navigation
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
@Distilled @RobOusbey
Mega Navigation
On Page Markup & Targeting
@Distilled @RobOusbey
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
@Distilled @RobOusbey
Markup & Targeting
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
@Distilled @RobOusbey
Markup & Targeting
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
@Distilled @RobOusbey
Markup & Targeting
@Distilled @RobOusbey
Markup & Targeting
@Distilled @RobOusbey
Markup & Targeting
Title tag ‘BreadcrumbList’
Markup
‘Offer’ Schema
Meta description
Table formatting
‘Name’ Markup
in json-ld
‘AggregateRating’
schema
@Distilled @RobOusbey
Markup & Targeting
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)
@Distilled @RobOusbey
Markup & Targeting
https://getstat.com/blog/featured-snippets/
https://moz.com/blog/featured-snippets-from-start-to-finish
@Distilled @RobOusbey
Markup & Targeting
https://getstat.com/blog/featured-snippets/
https://moz.com/blog/featured-snippets-from-start-to-finish
www.economist.com/blogs/graphicdetail/2015/10/value-un...
Testing
Ranking Problem Algo change
Read some
article
Typical SEO Process
@Distilled @RobOusbey
Ranking Problem Algo change
Read some
article
Make a proposal for SEO changes
Typical SEO Process
@Distilled @RobOusbey
Ranking Problem Algo change
Read some
article
Make a proposal for SEO changes
Debate it for a while
Typical SEO Process
@Distilled @RobOusbey
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
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
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
@Distilled @RobOusbey
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
“You don't use science
to show that you're right.
You use science to become right.”
Randall Munroe
A New Approach
@Distilled @RobOusbey
A New Approach
@Distilled @RobOusbey
A New Approach
@Distilled @RobOusbey
A New Approach
@Distilled @RobOusbey
A New Approach
@Distilled @RobOusbey
A New Approach
@Distilled @RobOusbey
A New Approach
@Distilled @RobOusbey
A New Approach
@Distilled @RobOusbey
A New Approach
@Distilled @RobOusbey
A New Approach
@Distilled @RobOusbey
This is the graph we really care about
@Distilled @RobOusbey
The ‘fans’ show margin of error
@Distilled @RobOusbey
The test is significant when the fan crosses zero
@Distilled @RobOusbey
In this case, it happened here:
@Distilled @RobOusbey
1. Adding ALT tags
2. Removing SEO category text
3. Using JS to show content
4. Adding structured data
1.Adding ALT tags
2. Removing SEO category text
3. Using JS to show content
4. Adding structured data
“ALT tags on images are good for SEO” - Established Wisdom
@Distilled @RobOusbey
We found adding ALT tags to images had no effect
@Distilled @RobOusbey
1. Adding ALT tags
2.Removing SEO category text
3. Using JS to show content
4. Adding structured data
How does SEO text on category pages perform?
@Distilled @RobOusbey
E-commerce site #1 - No effect
@Distilled @RobOusbey
E-commerce site #2: 3.1% increase in organic sessions
@Distilled @RobOusbey
1. Adding ALT tags
2. Removing SEO category text
3.Using JS to show content
4. Adding structured data
“We can render Javascript!” - Google
@Distilled @RobOusbey
Javascript DisabledJavascript Enabled
What happens if your content is only visible with Javascript?
@Distilled @RobOusbey
Making the content visible increased organic sessions by 6.2%
@Distilled @RobOusbey
1. Adding ALT tags
2. Removing SEO category text
3. Using JS to show content
4.Adding structured data
These category pages had lots of images and not much text
@Distilled @RobOusbey
Add structured data to the category pages
@Distilled @RobOusbey
Organic sessions increased by 11%
@Distilled @RobOusbey
DistilledODN.com
@Distilled @RobOusbey
Thank you!
distilled.net/blog
distilled.net/odn
bit.ly/RobIGX
Rob Ousbey
rob.ousbey@distilled.net
@RobOusbey
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