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Search Engine Friendly Web Design By Shari Thurow

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From the SMX East Conference in New York City,Oct 24-26, 2017. SESSION: Search Engine Friendly Web Design. PRESENTATION: Search Engine Friendly Web Design - Given by Shari Thurow, @sharithurow - Omni Marketing Interactive, Founder and SEO Director. #SMX #14D

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Search Engine Friendly Web Design 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 How to Design Websites for People Who Use Search Engines SEARCH ENGINE FRIENDLY WEB DESIGN
  3. 3. #SMX #14D @sharithurow • Founder & SEO Director at Omni Marketing Interactive. • Co-author of When Search Meets Web Usability & author of Search Engine Visibility. • Columnist for Marketing Land & Search Engine Land. • SEO professional since 1995, pioneering search-engine friendly website design. • Web designer/developer since 1995. • Website usability & UX professional since 2002. • Information architect/scientist since 1989. Introductions:
  4. 4. #SMX #14D @sharithurow • User Experience Professionals Association (UXPA) Board Member Formerly the Usability Professionals Association • Information Architecture Institute (IAI) Board Member &Advisory Board • ASLIB Journal of Information Management Editorial Advisory Board • Bing Ads Accredited Professional Advisory Board
  5. 5. #SMX #14D @sharithurow • What is Search-Engine Friendly? • SEO & User Experience (UX) • Universal Rules of Search-Engine Friendly Design • SEO Principles - Keywords, content, & labels - Accessibility & navigation • Home Pages • Questions & Answers • Lists of Tools & Resources Session Goals:
  6. 6. #SMX #14D @sharithurow Before we begin….
  7. 7. #SMX #14D @sharithurow This is a good idea, or this website implemented a best practice. Some symbols: This is a bad idea; don’t do this; or this website did not implement a best practice well. This is a good idea, or this website implemented a best practice. Use this tool (or these tools) to help identify & fix any SEO/UX issues.
  8. 8. #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.
  9. 9. #SMX #14D @sharithurow Computing is evolving again.We're moving from mobile first to AI-first….” - Sundar Pichai, Google CEO http://www.zdnet.com/article/google-bets-on-ai-first-as-computer-vision-voice-recognition-machine-learning- improve/ “
  10. 10. #SMX #14D @sharithurow Algorithms
  11. 11. #SMX #14D @sharithurow Mobile First Index: Google will create & rank its search listings based on the mobile version of content, even for listings that are shown to desktop users.
  12. 12. #SMX #14D @sharithurow WHAT IS SEARCH-ENGINE FRIENDLY?
  13. 13. #SMX #14D @sharithurow
  14. 14. #SMX #14D @sharithurow
  15. 15. #SMX #14D @sharithurow
  16. 16. #SMX #14D @sharithurow
  17. 17. #SMX #14D @sharithurow
  18. 18. #SMX #14D @sharithurow Search engine friendly design is not about… …optimizing or designing a website for search engines ONLY. spam technology-centered design
  19. 19. #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
  20. 20. #SMX #14D @sharithurow …a user-friendly website design that enables websites & content to be easily found via the crawler-based web search engines, other types of search engines, & industry- related websites. In other words, a search-engine friendly website is one that is made primarily for users (searchers) but also accommodates search engines. Search engine friendly design is: 2 1
  21. 21. #SMX #14D @sharithurow Importance of website design & architecture: • Primary: End users/site visitors/searchers/target audience • Secondary: Crawler-based search engines/technologies Niche & industry-related sites
  22. 22. #SMX #14D @sharithurow Importance of content design & layout: You communicate important content to search-engine technology based on how words (copy), graphic images, & multimedia files are: • Labeled • Placed • Formatted
  23. 23. #SMX #14D @sharithurow To remember about SEO: • SEO is optimizing for people who use search engines. • You communicate important content to search-engine technology based on how words (copy), graphic images, & multimedia files are: – Labeled – Placed – Formatted
  24. 24. #SMX #14D @sharithurow SEO & USER EXPERIENCE (UX)
  25. 25. #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 & Author http://www.nngroup.com/articles/usability-101-introduction-to-usability/ “
  26. 26. #SMX #14D @sharithurow Peter Morville’s User Experience Honeycomb findable desirable useful valuable accessible credible usable http://semanticstudios.com/user_experience_design/ findable
  27. 27. #SMX #14D @sharithurow Browse/navigate:
  28. 28. #SMX #14D @sharithurow Search/retrieval: SearchKeyword(s) Results (SERP)
  29. 29. #SMX #14D @sharithurow Ask: ?
  30. 30. #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.
  31. 31. #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 technical, design, marketing, & usability teams do not dismiss or overlook this UX facet. • When implementing user-centered SEO, treat most pages on your website as a point of entry.
  32. 32. #SMX #14D @sharithurow 5 UNIVERSAL RULES OF SEARCH-ENGINE FRIENDLY DESIGN
  33. 33. #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 & clarity in layout, design, interaction, & labeling 5. Quick to download
  34. 34. #SMX #14D @sharithurow 1. Easy to read 2. Easy to navigate 3. Easy to find 4. Consistency & 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.
  35. 35. #SMX #14D @sharithurow • Legible • Readable • Understandable • Scannable • Text makes sense in search listings 1. Easy to read: IMPORTANT: Readability is a ranking factor!
  36. 36. #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 citations:
  37. 37. #SMX #14D @sharithurow • Legible • Readable • Understandable • Scannable • 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, & blocks of text.
  38. 38. #SMX #14D @sharithurow https://www.google.com/webmasters/tools/mobile-friendly/ Google’s Mobile Friendly Test:
  39. 39. #SMX #14D @sharithurow https://www.bing.com/webmaster/tools/mobile-friendliness Bing’s Mobile Friendly Test:
  40. 40. #SMX #14D @sharithurow https://varvy.com/mobile/ Varvy mobile-friendliness tool:
  41. 41. #SMX #14D @sharithurow • Readers with limited vision • Small or tiny screens • Glare & poor lighting • Low-quality monitors Be aware of:
  42. 42. #SMX #14D @sharithurow http://wave.webaim.org
  43. 43. #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, & 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 & 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, & 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 & 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, & 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 & get rid of the underline without losing the power of the anchor texts.
  44. 44. #SMX #14D @sharithurow 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 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 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 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
  45. 45. #SMX #14D @sharithurow • Clickable/tappable • Distinguishable • Scannable • Predictable • Consistent & clear 2. Easy to navigate:
  46. 46. #SMX #14D @sharithurow Navigation usage is higher on mobile devices: Mobile first is NOT mobile onlyhttps://www.nngroup.com/articles/mobile-first-not-mobile-only/
  47. 47. #SMX #14D @sharithurow Test mobile-navigation formatting on Google:
  48. 48. #SMX #14D @sharithurow Test mobile-navigation formatting on Bing…
  49. 49. #SMX #14D @sharithurow …and Varvy :
  50. 50. #SMX #14D @sharithurow Conradi, J., Busch, O., & Alexander,T. (2015). Optimal touch button size for the use of mobile devices while walking. Procedia Manufacturing, 3, 387-394. Touch target size – between 42x42 and 53x53 pixels: ERROR COUNT & BUTTON SIZE Standing Walking
  51. 51. #SMX #14D @sharithurow • Before users arrive (information scent) • After they arrive (orientation/placemaking) 3. Easy to find:
  52. 52. #SMX #14D @sharithurow 1 2
  53. 53. #SMX #14D @sharithurow 3
  54. 54. #SMX #14D @sharithurow 4
  55. 55. #SMX #14D @sharithurow Content should be accessible within 3 clicks/taps or less from the home page. True False
  56. 56. #SMX #14D @sharithurow If this rule were true: ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ Site Map ContentContent ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ Home Site Map Content
  57. 57. #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 https://articles.uie.com/three_click_rule/ – User Experience Myth Or Truth: The Three-Click (Or Tap) Rule https://marketingland.com/user-experience-myth-truth-three- click-tap-rule-104760 Content should be easy to find after arriving on site:
  58. 58. #SMX #14D @sharithurow Frequently Asked Questions: Before: After:
  59. 59. #SMX #14D @sharithurow Accordions: • Increase the readability & legibility of text content. • Increase the effectiveness of click/tap signifiers. • Add location-based breadcrumb trail. • Add intro paragraph and/or content tagline. • Add the links Expand All | Collapse All.
  60. 60. #SMX #14D @sharithurow …one thing holds true: well-designed, easy-to-use navigation is important in establishing credibility, authority, & trust. ” - James Kalbach From DesigningWeb Navigation “
  61. 61. #SMX #14D @sharithurow findable desirable useful valuable accessible credible usable In the UX Honeycomb:
  62. 62. #SMX #14D @sharithurow • Design/formatting • Interaction • Layout/placement • Labels – Document labels – Content labels – Navigation labels 4. Consistency & clarity:
  63. 63. #SMX #14D @sharithurow KISS Keep it simple stupid. KICK Keep it clear kids.
  64. 64. #SMX #14D @sharithurow CLARITYTRUMPS CONSISTENCY. If you can make something significantly clearer by making it slightly inconsistent, choose in favor of clarity.” - Steve Krug Author, Don’t Make MeThink Revisited “
  65. 65. #SMX #14D @sharithurow • Actual download time – machine speed • Perceived download time – human speed 5. Quick to download:
  66. 66. #SMX #14D @sharithurow https://developers.google.com/speed/pagespeed/insights/ What search engines measure: https://search.google.com/test/mobile-friendly
  67. 67. #SMX #14D @sharithurow https://www.bing.com/webmaster/tools/mobile-friendliness What search engines measure:
  68. 68. #SMX #14D @sharithurow 1. Easy to read 2. Easy to navigate 3. Easy to find 4. Consistency & clarity in layout, design, interaction, & labels 5. Quick to download 5 Universal Rules of Search-Engine Friendly Design To remember:
  69. 69. #SMX #14D @sharithurow 4 SEO PRINCIPLES
  70. 70. #SMX #14D @sharithurow All web search engines: }All crawlers 1. Index text 2. Follow links 3. Measure popularity 4. Accommodate searcher goals & behaviors
  71. 71. #SMX #14D @sharithurow All web search engines: }Ranking factors 1. Index text 2. Follow links 3. Measure popularity 4. Accommodate searcher goals & behaviors
  72. 72. #SMX #14D @sharithurow https://searchengineland.com/seotable Periodic table of SEO factors:
  73. 73. #SMX #14D @sharithurow Let’s simplify this: Keywords, Content, & Labels Accessibility & Navigation Searcher Goals & Behaviors Link Development & Social Signals
  74. 74. #SMX #14D @sharithurow On-page criteria Keywords, Content, & Labels Accessibility & Navigation Searcher Goals & Behaviors Link Development & Social Signals
  75. 75. #SMX #14D @sharithurow Off-page criteria Keywords, Content, & Labels Accessibility & Navigation Searcher Goals & Behaviors Link Development & Social Signals
  76. 76. #SMX #14D @sharithurow We will focus on: On-page criteria Keywords, Content, & Labels Accessibility & Navigation Searcher Goals & Behaviors Link Development & Social Signals
  77. 77. #SMX #14D @sharithurow To remember about SEO principles: • 4 building blocks - Keywords, content, & labels - Accessibility & navigation - Searcher goals & behaviors - Link development (earning) • When on-page criteria & off-page criteria reinforce each other, long- term SEO should improve.
  78. 78. #SMX #14D @sharithurow KEYWORDS, CONTENT, & LABELS SEO Principles
  79. 79. #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 & technology.
  80. 80. #SMX #14D @sharithurow Types of labels: • Content • Navigation • Document
  81. 81. #SMX #14D @sharithurow
  82. 82. #SMX #14D @sharithurow
  83. 83. #SMX #14D @sharithurow Content heading: • People use the H1-formatted heading to: – Get a sense of the page’s main topic – Validate information scent
  84. 84. #SMX #14D @sharithurow The mobile version:
  85. 85. #SMX #14D @sharithurow
  86. 86. #SMX #14D @sharithurow Moving keywords to the front of titles [headings] increases the likelihood that they get noticed. ” - Dr. Jakob Nielsen, Usability Guru & Author http://www.nngroup.com/articles/headings-pickup-lines/ “
  87. 87. #SMX #14D @sharithurow
  88. 88. #SMX #14D @sharithurow
  89. 89. #SMX #14D @sharithurow
  90. 90. #SMX #14D @sharithurow
  91. 91. #SMX #14D @sharithurow An image’s file name is a label: http://www.mayoclinic.org/-/media/kcms/gbs/patient- consumer/images/2013/11/15/17/37/ds00050_- my00164_im01229_mcdc7_cataracts2_jpg.jpg
  92. 92. #SMX #14D @sharithurow In the UX Honeycomb, labels should be: findable desirable useful valuable accessible credible usable accessiblefindable usable credible desirable
  93. 93. #SMX #14D @sharithurow Make sure your site has link-worthy content! • Reference • FAQs, Q&As • Coupons • Articles • Checklists • Fact sheets • Guides • Videos • Audio files • Spreadsheets • Presentations • Blog • Links & resources • Humor • Quizzes • Comparisons • White papers • E-books • Tools • Infographics • Slideshows
  94. 94. #SMX #14D @sharithurow In the UX Honeycomb, content assets are: findable desirable useful valuable accessible credible usable credible desirable useful valuable
  95. 95. #SMX #14D @sharithurow PRIMARY TEXT SECONDARY TEXT • Title tags • Visible <body> copy • Text at the top of a web page • In & around hypertext links • Domain & file names (accessibility & searcher goals) For text-based documents: • Meta-tag content • Alternative text • Domain & file names (descriptive)
  96. 96. #SMX #14D @sharithurow To visualize aboutness (quantitative):
  97. 97. #SMX #14D @sharithurow This is a page on a healthcare website. Can you tell what the page’s topic is?
  98. 98. #SMX #14D @sharithurow To test aboutness (qualitative): • 5-Second Tests: Measuring Your Site’s Content Pages https://articles.uie.com/five_second_test/
  99. 99. #SMX #14D @sharithurow To remember about keywords, content, & labels: • Remember to focus most of your efforts on primary text, not secondary text. • Create a clear & consistent labeling system − KICK! • Ensure that your site has desirable content assets. • Place keyword phrases prominently on your pages. • Use keywords frequently enough on your pages so that content appears focused, but don’t overdo it. - Qualitative data - Quantitative data
  100. 100. #SMX #14D @sharithurow Web search engines measure keyword density as part of their algorithms (i.e. keyword density is a ranking factor). True False
  101. 101. #SMX #14D @sharithurow ACCESSIBILITY, ARCHITECTURE, & NAVIGATION SEO Principles
  102. 102. #SMX #14D @sharithurow In the UX Honeycomb: findable desirable useful valuable accessible credible usable accessiblefindable usable credible
  103. 103. #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).
  104. 104. #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 & technology) how important you believe your content is. • In other words, site navigation matters!
  105. 105. #SMX #14D @sharithurow SEO jargon: Internal links = Site navigation
  106. 106. #SMX #14D @sharithurow Global Utilities Contextual Local Supplemental Where am I? Need help? What’s related to this content? What’snearby? Types of website navigation: Site map
  107. 107. #SMX #14D @sharithurow Utilities Contextual Supplemental MENU LOGO Utilities Contextual MENU LOGO Utilities Contextual Site Map
  108. 108. #SMX #14D @sharithurow Purpose of site navigation: • The purpose of site navigation is to enable efficient task completion for both human users & technology. • Answers the questions: – Where am I? – Am I in the right place? (arrival) – Where can I go? (information scent) – How can I get there? (tap/click signifiers)
  109. 109. #SMX #14D @sharithurow Menus as global & local navigation:
  110. 110. #SMX #14D @sharithurow
  111. 111. #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 & specific. Be careful with complex menus:
  112. 112. #SMX #14D @sharithurow
  113. 113. #SMX #14D @sharithurow
  114. 114. #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.
  115. 115. #SMX #14D @sharithurow What we want to avoid or minimize: • Orphaned or nearly orphaned pages • Content silos
  116. 116. #SMX #14D @sharithurow Orphans & silos communicate: IMPORTANT
  117. 117. #SMX #14D @sharithurow
  118. 118. #SMX #14D @sharithurow
  119. 119. #SMX #14D @sharithurow
  120. 120. #SMX #14D @sharithurow
  121. 121. #SMX #14D @sharithurow To identify orphans & near orphans:
  122. 122. #SMX #14D @sharithurow
  123. 123. #SMX #14D @sharithurow Content silos: • In information systems (IS), a silo is an isolated point or section in a system where data is kept & segregated from other parts of the architecture. • Content silos make content more difficult to find.
  124. 124. #SMX #14D @sharithurow How to fix silos & orphans: • Contextual navigation – Some examples include alternatives, upsells, & shortcuts. – Curated navigation carries more ‘weight’ than aggregated navigation. – When used excessively, contextual navigation can create clutter & confusion. • Supplemental navigation – All websites should include a (wayfinder) site map or site index. – As a site gets larger, guides can be very useful.
  125. 125. #SMX #14D @sharithurow
  126. 126. #SMX #14D @sharithurow
  127. 127. #SMX #14D @sharithurow Shortcuts: • The goal of shortcuts is to help users find information more easily & rapidly.
  128. 128. #SMX #14D @sharithurow
  129. 129. #SMX #14D @sharithurow Supplemental navigation: • Site map • Site index • Guides • Site search TIP: Well-written, formatted guides provide context & can be a digital content asset…one that is useful for link outreach.
  130. 130. #SMX #14D @sharithurow
  131. 131. #SMX #14D @sharithurow TIP: ALWAYS communicate visited & unvisited link status in your site map &/or site index.
  132. 132. #SMX #14D @sharithurow Website navigation formats: • Text links • Navigation buttons • Image maps • Menus – Dropdown – Flyout – Expanding/collapsing • Flash • Sliders • Carousels • Parallax
  133. 133. #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)
  134. 134. #SMX #14D @sharithurow For details, please read: https://marketingland.com/breadcrumb-links-good-user-experience- yes-97848 Home > Category > Subcategory > Article
  135. 135. #SMX #14D @sharithurow
  136. 136. #SMX #14D @sharithurow
  137. 137. #SMX #14D @sharithurow Spool, Jared. (2006). “Why Good Content Must Suck: Designing for the Scent of Information.” Slides available at: https://www.uie.com/handouts/UIE_ScentOfInformation.pdf Inline or embedded text links provide context & scent:
  138. 138. #SMX #14D @sharithurow Press release − before:
  139. 139. #SMX #14D @sharithurow Press release − after:
  140. 140. #SMX #14D @sharithurow To remember about accessibility & navigation: • Include 5 types of website navigation on your site to ensure findability. • Know when & how to use text links effectively. • Avoid or minimize orphans, near orphans, & content silos. • Try to make the URLs to your content as human-friendly & technology-friendly as possible.
  141. 141. #SMX #14D @sharithurow HOME PAGES
  142. 142. #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: https://www.nngroup.com/articles/113-design-guidelines-homepage-usability/ Items that should appear on a home page:
  143. 143. #SMX #14D @sharithurow 5 Rules of Search-Friendly Design 4 SEO Principles • Easy to read • Easy to navigate • Easy to find • Consistent & clear in layout, design, interaction, & labels • Quick to download In summary: • Keywords, content, & labels • Accessibility & navigation • High-quality link development (earning) • Accommodate searcher goals & behaviors
  144. 144. #SMX #14D @sharithurow Questions? ShariThurow, Founder & SEO Director Omni Marketing Interactive sthurow@search-usability.com
  145. 145. #SMX #14D @sharithurow LISTS OF TOOLS & RESOURCES
  146. 146. #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:
  147. 147. #SMX #14D @sharithurow Recommended design books:
  148. 148. #SMX #14D @sharithurow (Web) design book citations: Brinck,T., Gergle, D., &Wood, S. D. (2001). Usability for theWeb: DesigningWeb SitesThatWork. San Francisco, CA: Morgan Kaufmann. Cooper, A., et al. (2014). About Face:The Essentials of Interaction Design, 4th Edition. Indianapolis, IN:Wiley Publishing, Inc. Hinman, R. (2012). The Mobile Frontier: A Guide for Designing Mobile Experiences. Brooklyn, NY: Rosenfeld Media. Kalbach, J. (2007). DesigningWeb Navigation: Optimizing the User Experience. Sebastopol, CA: O'Reilly Media, Inc. Lidwell,W., Holden, K., & Butler, J. (2010). Universal Principles of Design, Revised & Updated: 125Ways to Enhance Usability, Influence Perception, Increase Appeal, Make Better Design Decisions, &TeachThrough Design. Gloucester, MA: Macmillan.
  149. 149. #SMX #14D @sharithurow (Web) design book citations: Mullet, K., & Sano, D. (1994). DesigningVisual Interfaces: Communication OrientedTechniques. Mountain View, CA: Prentice Hall. Nielsen, J., & Pernice, K. (2010). EyetrackingWeb Usability. Berkeley, CA: Peachpit Press. Porter, J. (2010). Designing for the SocialWeb. Berkeley, CA: Peachpit Press.
  150. 150. #SMX #14D @sharithurow Recommended search books:
  151. 151. #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. NewYork, NY: Cambridge University Press. Morville, P., & Callender, J. (2010). Search Patterns: Design for Discovery. Indianapolis, IN:Wiley Publishing, Inc. Pirolli, P. (2007). Information ForagingTheory: Adaptive Interaction with Information. Oxford University Press. Rosenfeld, L. (2011). Search Analytics forYour Site: ConversationsWithYour Customers. Brooklyn, NY: Rosenfeld Media. Thurow, S., & Musica, N. (2009). When Search MeetsWeb Usability. Berkeley, CA: Peachpit Press.
  152. 152. #SMX #14D @sharithurow Search book citations (cont’d): White, R. , & Roth, R. (2009). Exploratory Search: Beyond the Query-Response Paradigm (Synthesis Lectures on Information Concepts, Retrieval & Services). San Rafael, CA: Morgan & Claypool Publishers. White, R.W. (2016). Interactions with Search Systems. Cambridge University Press.
  153. 153. #SMX #14D @sharithurow SEE YOU AT THE NEXT #SMX THANK YOU!

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