Turning consumer context into conversions presented by Jill Quick and Dawn Anderson

1. 1
#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
UX and SEO:
Learn about the love 💕match that turns consumer context into conversions
Jill Quick
Co Founder of
The Coloring in
Department
Dawn Anderson
Digital Marketing & SEO
Consultant
Move It Marketing

2. 2
Source: ADI – leading US retailers
The importance of organic search

3. 3

4. 4
New in SEO toolkit

5. 5
Agenda
• What does marketing have to do with UX?
• How to use the Consumer Cross Stitch Model ©
• Using Stages of Awareness and Keyword Modifiers
• How to apply principles of IA & user behaviour in
information foraging theory in your sites UX and SEO

6. 6
Before we start…
• A recording for the webinar will be sent via Email
• Slides will be available via Smart Insights Slideshare
• Do ask questions at any point via the Questions panel
• Q&A will be at the end

7. 7

8. 8
<Paste partner logo here via View, Master>
Let’s think about UX
And the love match

9. 9

10. 10

11. 11
<Paste partner logo here via View, Master>
And your users?
What of them?

12. 12

13. 13

14. 14

15. 15

16. 16

17. 17

18. 18

19. 19

20. 20

21. 21
URLS
company.com/what-is-microphone-looks-fluffy

22. 22
URLS
company.com/types-camera-lights-video

23. 23
URLS
company.com/4163-star-63-tripod

24. 24
URLS
company.com/mefoto-tripod-vs-globetrotter

25. 25
<Paste partner logo here via View, Master>
What about information architecture?
How is your website organised?

26. 26
Which of these better illustrates your site?

27. 27
Importance emphasis

28. 28
Objects Choices Disclosure
Exemplars Front doors
Multiple
classifications
Focused
navigation
Tabular data Growth
8 principles of information architecture (Brown)

29. 29
8 principles of information architecture (Brown)
1. Objects – Based on object-oriented programming
2. Choices – Pages with meaningful task based choices
3. Disclosure – Iceberg theory leads to digging deeper
4. Exemplars – Show examples of categories / teasers
5. Front doors– Traffic arrives from many doorways
6. Multiple classification – Use many classification
schemes to navigate to content via (NAVIGATIONAL
SYSTEMS)
7. Focused navigation – Avoid mixing apples & pears
8. Growth – Assume huge growth of content

30. 30
XML
Sitemap(s)
Visual
Sitemap(s)
All parties
informed &
educated
on
importance
Front facing
HTML
sitemap(s)
Trio of sitemaps
BOTS
HUMAN
VISITO
RS
SEO /
DEVS /
CONTE
NT
TEAM

31. 31
Take a bird’s eye view

32. 32

33. 33
<Paste partner logo here via View, Master>
Disambiguate with structure & data strengthening
Turn blurb into organised logic with things, not string & order

34. 34
Unstructured
data (text)
Semi-
structured
data
Relational
databases
Structured
data
XML
sitemaps
Ordered lists
Unordered
lists
Tabular data Data Feeds

35. 35
Schema All The Things
X 3
implementation
YoY

36. 36
Product Schema

37. 37
IsRelatedTo Schema

38. 38
<Paste partner logo here via View, Master>
Humans are informavores
We forage for information… with an evolving informational need / task

39. 39

40. 40
Many subtasks towards a major task

41. 41
Map Different
Question
Answering
Content To
Informational
Needs
Informational
Navigational
Transactional
Guides, FAQs, Quick Answers,
How to, Articles, Video
transcript
Directions, Branch
locations, Meet the Team,
About
Case Studies, Product Reviews,
Testimonials, Product videos, 360
images, specs

42. 42
Do the bear… Using hints, scents & patches –
Optimal foraging theory (Pirolli & card)
Tasks != sessions

43. 43
<Paste partner logo here via View, Master>
Which way next?
Satisfy the information scent. Lead the way with hints

44. 44
Navigation is a major one of the ‘Kings’

45. 45
Internal Link Navigation
• Audience defined
• Chronological
• Alphabetical
• Step-driven
• Task & sub-task driven
• Industry conceptual
• Categories & subcategories
EVERY SINGLE
MENU ON YOUR
SITE

46. 46
Breadcrumbs
• Global
• Sectional (micro)
• Think ‘Hansel & Gretel’

47. 47
Internal link visualisation

48. 48
<Paste partner logo here via View, Master>
Don’t confuse search engines
Consistency of signalling

49. 49
Align ALL signals
• Canonicals
• Internal links
• XML sitemap inclusions
• Reciprocal href-lang tags
• Click-path shorteners
• Jump pages
• Help centre importance

50. 50
<Paste partner logo here via View, Master>
Think mobile-first
Of course

51. 51
Increasingly so on mobile
• Iceberg theory
• Iceberg syndrome
• Reasonable surfer
• Random walk
• What lies beneath
• Sneak a peek

52. 52
<Paste partner logo here via View, Master>
Be fast… fast
We are in an attention economy. Users won’t wait

53. 53
Google speed ranking boost is coming in
July

54. 54
Your questions please!
• Thank you for listening!
• Please ask questions via the Questions tab
• Include contact details

55. 55
<Paste partner logo here via View, Master>
References & Sources
Further reading materials & credits

56. 56
References & further reading
• Broder, A., 2002, September. A taxonomy of web search. In ACM Sigir forum (Vol. 36,
No. 2, pp. 3-10). ACM.
• Broder, A., 2018, February. A Call to Arms: Embrace Assistive AI Systems!.
In Proceedings of the Eleventh ACM International Conference on Web Search and Data
Mining (pp. 1-1). ACM.
• Brown, D., 2010. Eight principles of information architecture. Bulletin of the American
Society for Information Science and Technology, 36(6), pp.30-34.
• Chi, E.H., Pirolli, P., Chen, K. and Pitkow, J., 2001, March. Using information scent to
model user information needs and actions and the Web. In Proceedings of the SIGCHI
conference on Human factors in computing systems (pp. 490-497). ACM.
• Crestani, F., Mizzaro, S. and Scagnetto, I., 2017. Mobile Information Retrieval. Springer.

57. 57
References & further reading
• Heck, L.P., Chinthakunta, M., Mitby, D. and Stifelman, L., Microsoft Technology
Licensing LLC, 2018. Personalization of queries, conversations, and searches. U.S. Patent
9,858,343.
• Hua, W., Song, Y., Wang, H. and Zhou, X., 2013, February. Identifying users' topical
tasks in web search. In Proceedings of the sixth ACM international conference on Web
search and data mining (pp. 93-102). ACM.
• Maxwell, D. and Azzopardi, L., 2018, March. Information Scent, Searching and Stopping.
In European Conference on Information Retrieval (pp. 210-222). Springer, Cham.
• Nogueira, R. and Cho, K., 2017. Task-oriented query reformulation with reinforcement
learning. arXiv preprint arXiv:1704.04572.

58. 58
References & further reading
• Official Google Webmaster Central Blog. 2018. Official Google Webmaster Central Blog:
Using page speed in mobile search ranking . [ONLINE] Available
at: https://webmasters.googleblog.com/2018/01/using-page-speed-in-mobile-
search.html. [Accessed 19 June 2018].
• Ong, K., Järvelin, K., Sanderson, M. and Scholer, F., 2017, August. Using information
scent to understand mobile and desktop web search behavior. In Proceedings of the
40th International ACM SIGIR Conference on Research and Development in Information
Retrieval (pp. 295-304). ACM.
• Pirolli, P. and Card, S., 1999. Information foraging. Psychological review, 106(4), p.643.
• Rosenfeld, L. and Morville, P., 2002. Information architecture for the world wide web. "
O'Reilly Media, Inc.".
• Russell-Rose, T. and Tate, T., 2012. Designing the search experience: The information
architecture of discovery. Newnes.

59. 59
References & further reading
• Think with Google. 2018. Discover the car-buying path to purchase - Think with Google.
[ONLINE] Available at: https://www.thinkwithgoogle.com/consumer-
insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/.
[Accessed 19 June 2018].
• UX courses. 2018. Web User Behaviour Directed by Information Scent | Interaction
Design Foundation. [ONLINE] Available at: https://www.interaction-
design.org/literature/article/web-user-behaviour-directed-by-information-scent.
[Accessed 19 June 2018].