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How to Design Websites for People Who Use Search Engines By Shari Thurow

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Search Engine Friendly Web Design. PRESENTATION: How to Design Websites for People Who Use Search Engines - Given by Shari Thurow, @sharithurow - Omni Marketing Interactive, Founder & SEO Director. #SMX #14D

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How to Design Websites for People Who Use Search Engines By Shari Thurow

  1. 1. #SMX #14D @sharithurow How to Design Websites for People Who Use Search Engines SEARCH ENGINE FRIENDLY WEB DESIGN
  2. 2. #SMX #14D @sharithurow §  Founder and SEO Director at Omni Marketing Interactive. §  Author of Search Engine Visibility and co-author of When Search Meets Web Usability. §  Columnist for Marketing Land and Search Engine Land. §  SEO professional since 1995, pioneering search-engine friendly website design. §  Web designer/developer since 1995. §  Website usability and UX professional since 2002. §  Information architect/scientist since 1989. Introductions:
  3. 3. #SMX #14D @sharithurow •  User Experience Professionals Association (UXPA) Board Member Formerly the Usability Professionals Association •  Information Architecture Institute (IAI) Board Member and Advisory Board •  ASLIB Journal of Information Management Editorial Advisory Board •  Bing Ads Accredited Professional Advisory Board
  4. 4. #SMX #14D @sharithurow §  What is Search-Engine Friendly? §  SEO & User Experience (UX) §  Universal Rules of Search-Engine Friendly Design §  SEO Principles §  Home Pages §  Questions & Answers §  Lists of Tools & Resources Session Goals:
  5. 5. #SMX #14D @sharithurow If you check out some of the sample web pages used in this presentation, they are likely to look different. The principles & guidelines that these screenshots illustrate are relevant long after a site has changed.
  6. 6. #SMX #14D @sharithurow WHAT IS SEARCH-ENGINE FRIENDLY?
  7. 7. #SMX #14D @sharithurow
  8. 8. #SMX #14D @sharithurow
  9. 9. #SMX #14D @sharithurow
  10. 10. #SMX #14D @sharithurow
  11. 11. #SMX #14D @sharithurow Search engine friendly design is not about… …optimizing or designing a website for search engines ONLY. spam technology-centered design
  12. 12. #SMX #14D @sharithurow SEARCH- ENGINE FRIENDLY DESIGN Search engine friendly design is about … …optimizing or designing for people who use search engines. technology-centered design user-centered design
  13. 13. #SMX #14D @sharithurow …a user-friendly website design that enables websites and content to be easily found via the crawler-based search engines, other types of search engines, and industry-related websites. In other words, it is a website that is made for users (searchers) but also accommodates search engines. Search engine friendly design is: 1 2
  14. 14. #SMX #14D @sharithurow Importance of website design: § Primary: End users/site visitors/searchers/target audience § Secondary: Crawler-based search engines/technologies Niche and industry-related sites
  15. 15. #SMX #14D @sharithurow To remember about SEO: § SEO is optimizing for people who use search engines. § You communicate important content to search engines based on how words (copy), graphic images, and multimedia files are: –  Labeled –  Formatted –  Placed
  16. 16. #SMX #14D @sharithurow SEO & USER EXPERIENCE (UX)
  17. 17. #SMX #14D @sharithurow UX Hierarchy of Needs @UXHow on Twitter Elements of User Experience http://www.jjg.net/elements/pdf/elements.pdf
  18. 18. #SMX #14D @sharithurow The first law of e-commerce is that if users cannot find the product, they cannot buy it either. ” - Dr. Jakob Nielsen, Usability Guru and Author http://www.nngroup.com/articles/usability-101-introduction-to-usability/ “
  19. 19. #SMX #14D @sharithurow Findability precedes usability. In the alphabet and on the Web. You can’t use what you can't find. - Peter Morville, Information Architect Author of Search Patterns & Intertwingled “ “
  20. 20. #SMX #14D @sharithurow Peter Morville’s User Experience Honeycomb findable desirable useful valuable accessible credible usable http://semanticstudios.com/user_experience_design/ findable
  21. 21. #SMX #14D @sharithurow Browse:
  22. 22. #SMX #14D @sharithurow Search: SearchKeyword(s) Results (SERP)
  23. 23. #SMX #14D @sharithurow Ask: ?
  24. 24. #SMX #14D @sharithurow STAGE DESIGN/BUSINESS GOAL ROLE OF DESIGNER - Interested User - Sign Up - Acquisition - Selling - Trial/Beta User - Positive First Experience - Teaching - Conversion -  Customer -  Passionate Customer - Engagement Over Time - Enable & Support - Satisfaction Adapted from Designing for Social Traction http://bokardo.com/talks/designing-for-social-traction.pdf
  25. 25. #SMX #14D @sharithurow Inceptor’s Pyramid: When searchers arrive on a website from a commercial web search engine, such as Google, they usually land on a page in the middle of the site, not the home page. TIP: Treat most pages on your website as a point of entry.
  26. 26. #SMX #14D @sharithurow To remember about SEO & UX: § A great user experience includes findability. –  People can’t use what they can’t find. –  Make sure your teams do not overlook or dismiss this facet of UX. § When implementing user-centered SEO, treat most pages on your website as a point of entry.
  27. 27. #SMX #14D @sharithurow Search-engine algorithms change all of the time. Therefore, you should update your website to be search-engine friendly all of the time.
  28. 28. #SMX #14D @sharithurow 5 UNIVERSAL RULES OF SEARCH-ENGINE FRIENDLY DESIGN
  29. 29. #SMX #14D @sharithurow 5 Universal Rules of Search-Engine Friendly Design: 1.  Easy to read 2.  Easy to navigate 3.  Easy to find 4.  Consistency and clarity in layout, design, interaction, and labeling 5.  Quick to download
  30. 30. #SMX #14D @sharithurow 1.  Easy to read 2.  Easy to navigate 3.  Easy to find 4.  Consistency and clarity 5.  Quick to download 5 Universal Rules of Search-Engine Friendly Design: IMPORTANT: All of these rules ARE ranking factors or directly AFFECT ranking factors.
  31. 31. #SMX #14D @sharithurow §  Legible §  Readable §  Scannable §  Understandable §  Text makes sense in search listings 1. Easy to read:
  32. 32. #SMX #14D @sharithurow §  Techniques & Relevancy Factors http://searchengineland.com/bing-mobile-ranking-techniques-relevancy-factors-209418 §  Google Quality Guidelines https://support.google.com/webmasters/answer/66353 Readability is a ranking factor!
  33. 33. #SMX #14D @sharithurow §  Legible §  Readable §  Scannable §  Understandable §  Text makes sense in search listings 1. Easy to read: Legibility refers to how easy it is to distinguish one letter from another in a typeface. Readability refers to how easy it is to read /comprehend words, phrases, and blocks of text.
  34. 34. #SMX #14D @sharithurow Google’s Mobile Friendly Test: https://www.google.com/webmasters/tools/mobile-friendly/
  35. 35. #SMX #14D @sharithurow §  Readers with limited vision §  Tiny screens §  Glare and poor lighting §  Low-quality monitors Be aware of:
  36. 36. #SMX #14D @sharithurow Is this text easy to read? …to scan? Search Engine Optimization is an important part of any search engine marketing initiative. Some people believe that submitting the site to search engines alone is sufficient in getting top-10 rankings. This is not true. Search engine submission only announces your site's existence to the search engines. To get a good search engine ranking, it is important that you carry out title tag optimization, meta tags optimization, and anchor text optimization of your website amongst other SEO techniques. You'll need to optimize the visible text of your site through SEO copywriting after extensive keyword phrase search. It is also important to boost your Google PageRank in order to get a good website ranking. You can increase PageRank of your site by building your site's link popularity through a link building campaign. A link exchange campaign with good industry relevant sites is the simplest way to get several incoming links to promotion. Remember, search engine positioning is a powerful media for your website promotion. While the above example seems like overkill, this is just to illustrate how you can accommodate your important keyword phrases by carefully rewording the text of your web pages. If you feel that the standard blue, underlined hyperlinks appear ugly on your website, then you can reformat its HTML markup code to change color of the text and get rid of the underline without losing the power of the anchor texts. Search Engine Optimization is an important part of any search engine marketing initiative. Some people believe that submitting the site to search engines alone is sufficient in getting top-10 rankings. This is not true. Search engine submission only announces your site's existence to the search engines. To get a good search engine ranking, it is important that you carry out title tag optimization, meta tags optimization, and anchor text optimization of your website amongst other SEO techniques. You'll need to optimize the visible text of your site through SEO copywriting after extensive keyword phrase search. It is also important to boost your Google PageRank in order to get a good website ranking. You can increase PageRank of your site by building your site's link popularity through a link building campaign. A link exchange campaign with good industry relevant sites is the simplest way to get several incoming links to promotion. Remember, search engine positioning is a powerful media for your website promotion. While the above example seems like overkill, this is just to illustrate how you can accommodate your important keyword phrases by carefully rewording the text of your web pages. If you feel that the standard blue, underlined hyperlinks appear ugly on your website, then you can reformat its HTML markup code to change color of the text and get rid of the underline without losing the power of the anchor texts. Search Engine Optimization is an important part of any search engine marketing initiative. Some people believe that submitting the site to search engines alone is sufficient in getting top-10 rankings. This is not true. Search engine submission only announces your site's existence to the search engines. To get a good search engine ranking, it is important that you carry out title tag optimization, meta tags optimization, and anchor text optimization of your website amongst other SEO techniques. You'll need to optimize the visible text of your site through SEO copywriting after extensive keyword phrase search. It is also important to boost your Google PageRank in order to get a good website ranking. You can increase PageRank of your site by building your site's link popularity through a link building campaign. A link exchange campaign with good industry relevant sites is the simplest way to get several incoming links to promotion. Remember, search engine positioning is a powerful media for your website promotion. While the above example seems like overkill, this is just to illustrate how you can accommodate your important keyword phrases by carefully rewording the text of your web pages. If you feel that the standard blue, underlined hyperlinks appear ugly on your website, then you can reformat its HTML markup code to change color of the text and get rid of the underline without losing the power of the anchor texts.
  37. 37. #SMX #14D @sharithurow How about this fat footer?
  38. 38. #SMX #14D @sharithurow §  Clickable/tappable §  Distinguishable §  Scannable §  Predictable §  Consistent 2. Easy to navigate:
  39. 39. #SMX #14D @sharithurow Navigation usage is higher on mobile devices: Mobile first is NOT mobile only https://www.nngroup.com/articles/mobile-first-not- mobile-only/
  40. 40. #SMX #14D @sharithurow Google’s Mobile Friendly Test: https://www.google.com/webmasters/tools/mobile-friendly/
  41. 41. #SMX #14D @sharithurow “Small children like minesweeping (passing the mouse around the screen to see what's hidden)…
  42. 42. #SMX #14D @sharithurow “…but teenagers don’t like it…”
  43. 43. #SMX #14D @sharithurow “…and adults hate it.” Jakob Nielsen, Principal http://www.nngroup.com/articles/top-10-ia-mistakes/
  44. 44. #SMX #14D @sharithurow §  Before users arrive (information scent) §  After they arrive (orientation/placemaking) 3. Easy to find:
  45. 45. #SMX #14D @sharithurow 1 2
  46. 46. #SMX #14D @sharithurow 1 2
  47. 47. #SMX #14D @sharithurow Content should be accessible within 3 clicks or less from the home page.
  48. 48. #SMX #14D @sharithurow If this rule were true: ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ Site Map Content Content ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ Home Site Map Content
  49. 49. #SMX #14D @sharithurow §  Go directly to the relevant page §  Within 7-8 clicks, preferably less, as long as… §  Please see: –  Testing the 3-Click Rule http://www.uie.com/articles/three_click_rule/ –  User Experience Myth Or Truth: The Three-Click (Or Tap) Rule http://marketingland.com/user-experience-myth-truth- three-click-tap-rule-104760 Easy to find after arriving:
  50. 50. #SMX #14D @sharithurow Before: After: Frequently Asked Questions:
  51. 51. #SMX #14D @sharithurow Accordions:
  52. 52. #SMX #14D @sharithurow …one thing holds true: well-designed, easy-to-use navigation is important in establishing credibility, authority, and trust. ” - James Kalbach From Designing Web Navigation “
  53. 53. #SMX #14D @sharithurow §  Design/formatting §  Interaction §  Layout/placement §  Labels 4. Consistency & clarity:
  54. 54. #SMX #14D @sharithurow Peter Morville’s User Experience Honeycomb findable desirable useful valuable accessible credible usable http://semanticstudios.com/user_experience_design/
  55. 55. #SMX #14D @sharithurow §  Actual download time – machine speed §  Perceived download time – human speed 5. Quick to download:
  56. 56. #SMX #14D @sharithurow What Google measures:
  57. 57. #SMX #14D @sharithurow 1.  Easy to read 2.  Easy to navigate 3.  Easy to find 4.  Consistency and clarity in layout, design, interaction, and labels 5.  Quick to download 5 Universal Rules of Website Design To remember:
  58. 58. #SMX #14D @sharithurow 4 SEO PRINCIPLES
  59. 59. #SMX #14D @sharithurow All search engines: } All crawlers 1.  Index text 2.  Follow links 3.  Measure popularity 4.  Accommodate searcher goals & behaviors
  60. 60. #SMX #14D @sharithurow All search engines: } Ranking factors 1.  Index text 2.  Follow links 3.  Measure popularity 4.  Accommodate searcher goals & behaviors
  61. 61. #SMX #14D @sharithurow http://searchengineland.com/seotable Periodic table of SEO factors:
  62. 62. #SMX #14D @sharithurow Let’s simplify this: Keywords, Content, & Labels Accessibility & Navigation Searcher Goals & Behaviors Link Development & Social Signals
  63. 63. #SMX #14D @sharithurow KEYWORDS, CONTENT, & LABELS SEO Principles
  64. 64. #SMX #14D @sharithurow What kind of text? § The words your target audience is typing into search queries are called keywords or query words. § Your website should have a consistent labeling system that clearly communicates “aboutness” to both humans and technology.
  65. 65. #SMX #14D @sharithurow Types of labels: § Content § Navigation § Document
  66. 66. #SMX #14D @sharithurow
  67. 67. #SMX #14D @sharithurow
  68. 68. #SMX #14D @sharithurow Content heading: § People use the H1 heading to: –  Get a sense of the page’s main topic –  Validate information scent
  69. 69. #SMX #14D @sharithurow
  70. 70. #SMX #14D @sharithurow
  71. 71. #SMX #14D @sharithurow
  72. 72. #SMX #14D @sharithurow Mobile first is NOT mobile only. ” - Raluca Budiu & Kara Pernice https://www.nngroup.com/articles/mobile-first-not-mobile-only/ “
  73. 73. #SMX #14D @sharithurow
  74. 74. #SMX #14D @sharithurow
  75. 75. #SMX #14D @sharithurow An image’s file name is a label: http://www.mayoclinic.org/~/media/kcms/gbs/patient%20consumer/images/ 2013/11/15/17/37/ds00050_%20my00164_im01229_mcdc7_cataracts2_jpg.png
  76. 76. #SMX #14D @sharithurow Primary text Secondary text §  Title tags §  Visible <body> copy §  Text at the top of a web page §  In and around hypertext links §  Domain and file names (accessibility & searcher goals) For text-based documents: §  Meta-tag content §  Alternative text §  Domain and file names (descriptive)
  77. 77. #SMX #14D @sharithurow To remember about keywords, labels, & copywriting: §  Make sure you place your keywords in titles, visible body text, anchor text, meta tags, and alternative text. §  Remember to focus most of your efforts on primary text, not secondary text. §  Create a clear and consistent labeling system. §  Place your keywords prominently on your pages. §  Use keywords frequently enough on your pages so that content appears focused, but don’t overdo it. Hint: Use the 5-Second Usability Test https://articles.uie.com/five_second_test/
  78. 78. #SMX #14D @sharithurow ACCESSIBILITY, ARCHITECTURE, & NAVIGATION SEO Principles
  79. 79. #SMX #14D @sharithurow Peter Morville’s User Experience Honeycomb findable desirable useful valuable accessible credible usable accessible http://semanticstudios.com/user_experience_design/
  80. 80. #SMX #14D @sharithurow Accessibility: §  Human users, as well as technology, should have user-friendly access to your website’s content. –  URL structure –  Website navigation §  Websites should be accessible to people with disabilities (more than 10% of the population).
  81. 81. #SMX #14D @sharithurow Web search engines follow links: §  Search engine follow links from one web document to another. §  How your web documents link to each other communicates (to both humans and technology) how important you believe your content is. §  In other words, site navigation matters! §  Search engines and searchers look at: –  Information architecture –  Site navigation (universal, global, local, contextual, supplemental) –  Technical architecture –  URL structure
  82. 82. #SMX #14D @sharithurow SEO jargon: Internal links = Site navigation
  83. 83. #SMX #14D @sharithurow The navigation elements of your website provide [both humans and technology] an understanding of your organization and give them a sense of where they are within the site structure. - Luke Wroblewski Product Director, Google Adapted from Site-Seeing: A Visual Approach to Web Usability “ “
  84. 84. #SMX #14D @sharithurow Global Utilities Contextual Local Supplemental Where am I? Need help? What’s related to this content? What’snearby? Site map Types of website navigation:
  85. 85. #SMX #14D @sharithurow Purpose of site navigation: §  The purpose of site navigation is to enable task completion (a) effectively and (b) efficiently for both human users and technology. §  Answers the questions: –  Where am I? (orientation/placemaking) –  Am I in the right place? (arrival) –  Where can I go? (information scent) –  How can I get there?
  86. 86. #SMX #14D @sharithurow Includes responsive & adaptive design menus:
  87. 87. #SMX #14D @sharithurow Menus as global & local navigation:
  88. 88. #SMX #14D @sharithurow §  Too many navigation options? Users won’t read all of the options. §  Too few? Errors in selection because navigation labels are less informative and specific. Be careful with complex menus:
  89. 89. #SMX #14D @sharithurow Adapted from Brown, D. (2011). Principles of Information Architecture. UIE Virtual Seminars presentation. Available at: https://aycl.uie.com/virtual_seminars/5_simple_principles_to_improve_your_information_architecture Schwartz, B. (2005). The Paradox of Choice: Why More is Less. New York: HarperCollins. Principle of choices:
  90. 90. #SMX #14D @sharithurow
  91. 91. #SMX #14D @sharithurow Global navigation – fat footers: §  If your website largely consists of pages with short content, then a fat footer is not necessary. §  If your website largely consists of pages with long content, then a fat footer is highly recommended.
  92. 92. #SMX #14D @sharithurow Search Featured States Alabama Real Estate Alaska Real Estate Arizona Real Estate View More States Search Popular Metros Atlanta Homes for Sale Chicago Homes for Sale Dallas Homes for Sale View More Popular Metros Search Popular Cities Atlanta Homes for Sale Boston Homes for Sale Charlotte Homes for Sale View More Popular Cities Reasons why this is a footer DON’T:
  93. 93. #SMX #14D @sharithurow Contextual navigation: §  Complement the existing navigation systems by adding flexibility and increased time on site. §  When used excessively, contextual navigation can create clutter and confusion. §  Let’s look at some examples….
  94. 94. #SMX #14D @sharithurow Sibling Sibling Contextual links example #1: Cousin Cousin
  95. 95. #SMX #14D @sharithurow Contextual links example #2:
  96. 96. #SMX #14D @sharithurow One point of contextual linking is to avoid orphans & silos: X Alignment One of the principles of design, alignment refers to lining up the top, bottom, sides, or middle of text or graphic elements on a page. Horizontal alignment includes: • flush-left (also called left-justified or ragged right), • flush-right (also called right-justified or ragged left), • centered, and • fully justified.
  97. 97. #SMX #14D @sharithurow
  98. 98. #SMX #14D @sharithurow Supplemental navigation: §  Site map §  Site index §  Guides §  Site search TIP: Well-written, formatted guides provide context and can be a link- development asset.
  99. 99. #SMX #14D @sharithurow
  100. 100. #SMX #14D @sharithurow Types of website navigation formats: §  Text links §  Navigation buttons §  Image maps §  Menus –  Dropdown –  Flyout –  Expanding/collapsing §  Flash §  Sliders §  Carousels §  Parallax
  101. 101. #SMX #14D @sharithurow If a site navigation scheme is not search-engine friendly, you should avoid using it in your site design.
  102. 102. #SMX #14D @sharithurow
  103. 103. #SMX #14D @sharithurow Types of text-based navigation: §  Formal navigation (global + local) §  Location-based breadcrumb links §  “Inline” or embedded text links §  Site map or site index (supplemental)
  104. 104. #SMX #14D @sharithurow For details, please read: http://marketingland.com/breadcrumb-links-good-user- experience-yes-97848 Parent Child
  105. 105. #SMX #14D @sharithurow Spool, Jared. (2006). “Why Good Content Must Suck: Designing for the Scent of Information.” Available at: https://www.uie.com/brainsparks/2006/09/26/webmaster-jam-presentation-online/ Inline or embedded text links provide context and scent:
  106. 106. #SMX #14D @sharithurow Before:
  107. 107. #SMX #14D @sharithurow After:
  108. 108. #SMX #14D @sharithurow Don’t do this: Search Engine Optimization is an important part of any search engine marketing initiative. Some people believe that submitting the site to search engines alone is sufficient in getting top-10 rankings. This is not true. Search engine submission only announces your site's existence to the search engines. To get a good search engine ranking, it is important that you carry out title tag optimization, meta tags optimization, and anchor text optimization of your website amongst other SEO techniques. You'll need to optimize the visible text of your site through SEO copywriting after extensive keyword phrase search. It is also important to boost your Google PageRank in order to get a good website ranking. You can increase PageRank of your site by building your site's link popularity through a link building campaign. A link exchange campaign with good industry relevant sites is the simplest way to get several incoming links to promotion. Remember, search engine positioning is a powerful media for your website promotion. While the above example seems like overkill, this is just to illustrate how you can accommodate your important keyword phrases by carefully rewording the text of your web pages. If you feel that the standard blue, underlined hyperlinks appear ugly on your website, then you can reformat its HTML markup code to change color of the text and get rid of the underline without losing the power of the anchor texts.
  109. 109. #SMX #14D @sharithurow To remember about accessibility & navigation: §  Always use at least two forms of navigation on your website: one for your site visitors (humans) and one for search engines (technology). §  Know when and how to use text links effectively: –  Type/format –  Placement –  Selection §  Don’t assume…test. §  Try to make the URLs to your most popular pages as human-friendly and technology- friendly as possible. §  Usability counts!
  110. 110. #SMX #14D @sharithurow LINK DEVELOPMENT & SOCIAL SIGNALS SEO Principles
  111. 111. #SMX #14D @sharithurow Peter Morville’s User Experience Honeycomb findable desirable useful valuable accessible credible usable http://semanticstudios.com/user_experience_design/ useful valuable
  112. 112. #SMX #14D @sharithurow § Number of links § Quality of links § Number of times people click on links to your site § How long end users visit your site § How often people return to your site What is popularity? } Link popularity
  113. 113. #SMX #14D @sharithurow § Signal = maybe § Directive = absolutely § One goal is to get more followers / build an audience (qualitative) § In terms of SEO, links can be a by-product of great social campaigns Social media optimization (SMO):
  114. 114. #SMX #14D @sharithurow § Substantial and unique content (is content linkworthy?) § How other sites are linked to your site (anchor text) § Social signals § Website usability –  Organization & placement of content assets –  Clear labels –  Placement to support task completion Factors that can affect link development:
  115. 115. #SMX #14D @sharithurow §  Reference §  FAQs, Q&As §  Coupons §  Articles §  Checklists §  Fact sheets §  Guides Types of digital content assets: §  Quizzes §  Comparisons §  White papers §  Tools §  Infographics §  Slideshows §  Videos §  Audio files §  Spreadsheets §  Presentations §  Links & resources §  Humor
  116. 116. #SMX #14D @sharithurow To remember about link development & SMO: §  Quality trumps quantity. §  Link development = directive. Social media = signal. §  Your website should contain user-friendly digital content assets that are not orphaned or siloed. §  Learn to optimize each digital asset! –  Labels –  Link prospecting and outreach –  Social sharing §  Link development is ongoing (iterative).
  117. 117. #SMX #14D @sharithurow SEARCHER GOALS & BEHAVIORS SEO Principles
  118. 118. #SMX #14D @sharithurow Remember – Go, Know, Do: §  Go (Navigational) Searchers want to go directly to a website, or go to a specific page on a website. §  Know (Informational) Searchers want to know or learn more about a topic. §  Do (Transactional) Searchers want to do or perform some web-mediated activity.
  119. 119. #SMX #14D @sharithurow HOME PAGES
  120. 120. #SMX #14D @sharithurow §  Keyword-focused text (when possible) §  At least one spider-friendly navigation scheme §  Links to the most important sections on your site §  Visible link to a site map or site index §  Recommended reading: http://www.nngroup.com/articles/113-design-guidelines-homepage-usability/ Items that should appear on a home page:
  121. 121. #SMX #14D @sharithurow 5 Rules of Search-Friendly Design 4 SEO Principles §  Easy to read §  Easy to navigate §  Easy to find §  Consistent and clear in layout, design, interaction, & labels §  Quick to download In summary: §  Keywords & labels §  Accessibility & navigation §  High-quality link development §  Accommodate searcher goals & behaviors
  122. 122. #SMX #14D @sharithurow Content is King. Context is the Kingdom.
  123. 123. #SMX #14D @sharithurow Questions? Shari Thurow, Founder and SEO Director Omni Marketing Interactive sthurow@search-usability.com
  124. 124. #SMX #14D @sharithurow LISTS OF TOOLS & RESOURCES
  125. 125. #SMX #14D @sharithurow §  113 Design Guidelines for Homepage Usability Jakob Nielsen https://www.nngroup.com/articles/113-design-guidelines-homepage-usability/ §  Multi-Device Layout Patterns Luke Wroblewski http://www.lukew.com/ff/entry.asp?1514 §  Search Patterns Library: Design for Discovery Peter Morville http://searchpatterns.org/library.php §  Yahoo Design Pattern Library https://developer.yahoo.com/ypatterns/ Online pattern libraries:
  126. 126. #SMX #14D @sharithurow Recommended design books:
  127. 127. #SMX #14D @sharithurow (Web) design book citations: Brinck, T., Gergle, D., & Wood, S. D. (2001). Usability for the Web: Designing Web Sites That Work. San Francisco, CA: Morgan Kaufmann. Cooper, A., Reimann, R., & Cronin, D. (2007). About Face 3: The Essentials of Interaction Design. Indianapolis, IN: Wiley Publishing, Inc. Hinman, R. (2012). The Mobile Frontier: A Guide for Designing Mobile Experiences. Brooklyn, NY: Rosenfeld Media. Kalbach, J. (2007). Designing Web Navigation: Optimizing the User Experience. Sebastopol, CA: O'Reilly Media, Inc. Lidwell, W., Holden, K., & Butler, J. (2010). Universal Principles of Design, Revised and Updated: 125 Ways to Enhance Usability, Influence Perception, Increase Appeal, Make Better Design Decisions, and Teach Through Design. Gloucester, MA: Macmillan.
  128. 128. #SMX #14D @sharithurow (Web) design book citations: Mullet, K., & Sano, D. (1994). Designing Visual Interfaces: Communication Oriented Techniques. Mountain View, CA: Prentice Hall. Nielsen, J., & Pernice, K. (2010). Eyetracking Web Usability. Berkeley, CA: Peachpit Press. Porter, J. (2010). Designing for the Social Web. Berkeley, CA: Peachpit Press.
  129. 129. #SMX #14D @sharithurow Recommended search books:
  130. 130. #SMX #14D @sharithurow Search book citations: Enge, E., et al. (2012). The Art of SEO. Sebastopol, CA: O'Reilly Media, Inc. Hearst, M. (2009). Search User Interfaces. New York, NY: Cambridge University Press. Morville, P., & Callender, J. (2010). Search Patterns: Design for Discovery. Indianapolis, IN: Wiley Publishing, Inc. Pirolli, P. (2007). Information Foraging Theory: Adaptive Interaction with Information. Oxford University Press. Rosenfeld, L. (2011). Search Analytics for Your Site: Conversations With Your Customers. Brooklyn, NY: Rosenfeld Media. Thurow, S., & Musica, N. (2009). When Search Meets Web Usability. Berkeley, CA: Peachpit Press. White, R. , & Roth, R. (2009). Exploratory Search: Beyond the Query-Response Paradigm (Synthesis Lectures on Information Concepts, Retrieval & Services). San Rafael, CA: Morgan and Claypool Publishers.
  131. 131. #SMX #14D @sharithurow SEE YOU AT THE NEXT #SMX THANK YOU!

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