SEO and UX principles are not so different, as both aim to satisfy users. The document discusses several cognitive biases that can be applied to content strategies and the user experience. These include the peak-end rule, where users remember peaks of emotion and the end of an experience; the Zeigarnik effect, where interrupted tasks are better remembered than completed ones; and the goal-gradient effect, where motivation increases as a goal nears completion. The document advocates considering the full user journey, addressing points of friction, and gamifying content to keep users engaged and motivated to completion.

1. Integrating UX
Principles Into Your SEO
& Content Strategies
Sam Torres @GrayDotCo
Outranking Summit

2. ● SEO for 12 years
● Agency side for 9 years
● Front-end developer
● Data nerd
● Overall nerd
SamTorresATL

3. SEO & UX Aren’t All That Different
Satisfy
Users
SEO UX
Keyword Research
SERP Analysis
People Also Ask
Content Trends
Structured Data
Focus Groups
Usability Testing
Accessibility Testing
A/B Testing
Journey Mapping

4. Peak-End Rule
● When creating memories, we are more
likely to remember the peaks of emotion
during the journey and the very end
● Example: Grocery shopping
○ The item that was out of stock
○ Your favorite produce was on sale
○ Checking out

5. Peak-End Rule Takeaways
● Consider the entire journey of that user — not just
your piece of content
○ Content should not live in a vacuum
○ Means multiple user journeys considering audience,
topic, your end goal
● Correct anticipated or found areas of friction
● Set user expectations to reduce the friction OR
increase energy in other areas

6. Zeigarnik Effect
● We are more likely to remember tasks
that get interrupted over completed
tasks
● We’re also more motivated to complete
the incomplete task vs. those that we
haven’t even started
● Examples:
○ Cliffhangers
○ Every procrastinator you know

7. Zeigarnik Effect Takeaways
● Consider breaking up long-form
content into bite-sized pieces
○ Let your users know how many pieces
there are in relation to their own
progress
○ Especially powerful when trying to
convey many points
The average person
can only retain /
evaluate 7 items at once

8. Goal-Gradient Effect
● The closer you are to completing a goal,
the more motivated you are to see that
task to completion
● Example: Rewards programs

9. Goal-Gradient Effect Takeaways
● Gamify your content
● Let users know how close they
are to completion

10. Coming together for something amazing...

11. Always comes back to
thinking about the user and
their needs.

12. Thank You!