1. A Happy Marriage That Won’t End in an Ugly Divorce
iGB Affiliate Amsterdam, July 17 2019
UX & SEO

2. Why listen to me?

3. Who am I?

4. • In-house SEO 2006 – 2009
Who am I?

5. • In-house SEO
• Ran a digital marketing agency
2006 – 2009
2009 – 2015
Who am I?

6. • In-house SEO
• Ran a digital marketing agency
• VP of Community at ContentKing
2006 – 2009
2009 – 2015
2015 – now
Who am I?

7. • In-house SEO
• Ran a digital marketing agency
• VP of Community at ContentKing
2006 – 2009
2009 – 2015
2015 – now
Who am I?

8. Real-time SEO Auditing and Content Tracking

9. UX & SEO
A trip down memory lane

10. UX & SEO: 10 years ago

11. UX & SEO: 10 years ago
± 10 years ago UX and SEO goals were divergent

15. UX & SEO: why were their goals divergent?

16. UX & SEO: why were their goals divergent?
Because these SEO *hacks* worked.

17. UX & SEO: now

18. UX & SEO: now
UX and SEO goals are convergent.

19. UX & SEO: now
UX and SEO goals are convergent.
This makes having a happy marriage much easier!

20. UX & SEO: now
UX and SEO goals are convergent.
This makes having a happy marriage much easier!
Make love, not war ✌

21. UX & SEO: how to make it a happy marriage?

22. UX & SEO: how to make it a happy marriage?
Show appreciation and respect.

23. UX & SEO: how to make it a happy marriage?
Show appreciation and respect.
Aim to achieve common goals.

24. UX & SEO: how to make it a happy marriage?
Show appreciation and respect.
Aim to achieve common goals.
Together.

25. What is UX?

26. What is UX?

27. What is UX?
“In commerce, user experience (UX) refers to a person's
emotions and attitudes about using a
particular product, system or service.”
https://en.wikipedia.org/wiki/User_experience

28. What does that mean in the context of the web?

29. What does that mean in the context of the web?
A user wants a satisfying answer to their question.

30. What does that mean in the context of the web?
A user wants a satisfying answer to their question.
They want it fast.

31. What does that mean in the context of the web?
A user wants a satisfying answer to their question.
They want it fast.
On a site that’s easy to use on any device.

32. Why is UX important?

33. Why is UX important?
A better user experience leads to:

34. Why is UX important?
A better user experience leads to:
1. More sales "

35. Why is UX important?
A better user experience leads to:
1. More sales "
2. More organic traffic #

36. Why is UX important?
A better user experience leads to:
1. More sales "
2. More organic traffic #
3. Happier customers $

37. How important is UX to SEO in 2019?

38. How important is UX to SEO in 2019?
Very.

39. How important is UX to SEO in 2019?
Very.
And it’s only going to become more important.

40. How important is UX to SEO in 2019?
Very.
And it’s only going to become more important.
That’s good news for your marriage!

41. Recap: UX within the context of the web means

42. Recap: UX within the context of the web means
A user wants a satisfying answer to their question.

43. Recap: UX within the context of the web means
A user wants a satisfying answer to their question.
They want it fast.

44. Recap: UX within the context of the web means
A user wants a satisfying answer to their question.
They want it fast.
On a site that’s easy to use on any device.

45. Satisfying answers
Hitting search intent

46. Satisfying answers: hitting search intent

47. Satisfying answers: hitting search intent
If you were searching for [best cbd oil],
what would be the most satisfying result?

48. Satisfying answers: hitting search intent
If you were searching for [best cbd oil],
what would be the most satisfying result?
A site that’s reviewed and compared lots of CBD oils
or a site that claims to sell just one – the best?

49. Satisfying answers: hitting search intent
If you were searching for [best cbd oil],
what would be the most satisfying result?
A site that’s reviewed and compared lots of CBD oils
or a site that claims to sell just one – the best?
Hitting search intent is the key to your users’ –
and search engines’ –hearts.

50. Satisfying answers: hitting search intent

51. Satisfying answers: hitting search intent
If you fail at hitting the search intent, you’ve failed at the
first phase of the user experience already.

52. Satisfying answers: hitting search intent

53. Satisfying answers: hitting search intent
Google’s Search Quality Rater Guidelines (SQRG)
Sections 2.2, 12 and 15.

54. Satisfying answers: hitting search intent
[how to make pancakes]

55. Satisfying answers: hitting search intent

56. Satisfying answers: hitting search intent
Satisfying answers
Pages with recipes, videos
and Schema markup.

57. Satisfying answers: hitting search intent
[kit harington picture]

58. Satisfying answers: hitting search intent

59. Satisfying answers: hitting search intent
Satisfying answers
Pages with Kit Harington’s
pictures (and biography).

60. Satisfying answers: hitting search intent
[mortgage how much]

61. Satisfying answers: hitting search intent

62. Satisfying answers: hitting search intent
Satisfying answers
Pages that explain how
mortgage limits work and
include a calculator.

63. Satisfying answers: hitting search intent
[robots.txt guide]

64. Satisfying answers: hitting search intent

65. Satisfying answers: hitting search intent
Satisfying answers
Pages that thoroughly explain
the concepts behind robots.txt.

66. Satisfying answers: word count

67. Satisfying answers: word count
A satisfying answer can be really short.

68. Satisfying answers: word count
A satisfying answer can be really short.
Don’t try to answer an easy question with a 3,000 word
article. That’s how you miss search intent.

69. Satisfying answers: word count
A satisfying answer can be really short.
Don’t try to answer an easy question with a 3,000 word
article. That’s how you miss search intent.
Example: [why is grass green]

70. Satisfying answers: word count

71. Summary

72. Summary
Choose the best content type to match search intent.

73. Summary
Choose the best content type to match search intent.
Give visitors exactly what they were looking for.

74. Summary
Choose the best content type to match search intent.
Give visitors exactly what they were looking for.
Make the content as long or short as you need to.

75. Satisfying answers
Winning the click

76. Satisfying answers: winning the click

77. Satisfying answers: winning the click
Title
• “10 Best CBD Oils”
• “Anxiety, Pain Relief & Stress”

78. Satisfying answers: winning the click
Title
• “10 Best CBD Oils”
• “Anxiety, Pain Relief & Stress”
URL
Mediocre

79. Satisfying answers: winning the click
Title
• “10 Best CBD Oils”
• “Anxiety, Pain Relief & Stress”
URL
Mediocre
Stars
Credibility and extra visibility

80. Satisfying answers: winning the click
Title
• “10 Best CBD Oils”
• “Anxiety, Pain Relief & Stress”
URL
Mediocre
Stars
Credibility and extra visibility
Description
• “reviewed hundreds of CBD oils”
• “simple list”

81. Satisfying answers
Trust and credibility

82. Satisfying answers: trust and credibility

83. Satisfying answers: trust and credibility
In today’s day and age,
we need to talk about trust and credibility too.

84. Satisfying answers: trust and credibility
In today’s day and age,
we need to talk about trust and credibility too.
Would you submit your income records over HTTP?

85. Satisfying answers: trust and credibility
In today’s day and age,
we need to talk about trust and credibility too.
Would you submit your income records over HTTP?
Or take medical advice from a
complete stranger with no medical background?

86. Satisfying answers: trust and credibility

87. Satisfying answers: trust and credibility
Is your site served over SSL?

88. Satisfying answers: trust and credibility
Is your site served over SSL?
Do you have customer reviews?

89. Satisfying answers: trust and credibility
Is your site served over SSL?
Do you have customer reviews?
Are your articles backed up with authoritative sources
and fact checked by experts?

90. Satisfying answers: trust and credibility
Is your site served over SSL?
Do you have customer reviews?
Are your articles backed up with authoritative sources
and fact checked by experts?
Did experts co-author (“approve of”) your articles?

91. Satisfying answers: trust and credibility

92. Satisfying answers: trust and credibility
Google’s Search Quality Rater Guidelines (SQRG) sections 3.2

93. Satisfying answers: trust and credibility
Google’s Search Quality Rater Guidelines (SQRG) sections 3.2

94. Satisfying answers: trust and credibility
Google’s Search Quality Rater Guidelines (SQRG) sections 3.2

95. Fast answers
Beating the user’s expectations

96. Fast answers

97. Fast answers
“53% of mobile site visits leave a page that takes longer
than three seconds to load”

98. Fast answers
“53% of mobile site visits leave a page that takes longer
than three seconds to load”
The competitive landscape has
already defined expectations.

99. Fast answers
“53% of mobile site visits leave a page that takes longer
than three seconds to load”
The competitive landscape has
already defined expectations.
Be faster.

100. Fast answers

101. Fast answers
What matters to your users is how soon
your page is usable: Time to Interactive (TTI).
https://developers.google.com/web/tools/lighthouse/audits/time-to-interactive

102. Fast answers

103. Fast answers
• Content Delivery Network (CDN)

104. Fast answers
• Content Delivery Network (CDN)
• Caching, file compression, and minifying JS and CSS

105. Fast answers
• Content Delivery Network (CDN)
• Caching, file compression, and minifying JS and CSS
• Avoid render-blocking resources

106. Fast answers
• Content Delivery Network (CDN)
• Caching, file compression, and minifying JS and CSS
• Avoid render-blocking resources
• Lazy-loading images and serving responsive images

107. Fast answers
https://developers.google.com/web/tools/lighthouse/audits/blocking-resources
• Content Delivery Network (CDN)
• Caching, file compression, and minifying JS and CSS
• Avoid render-blocking resources
• Lazy-loading images and serving responsive images
• Using image types smartly (notably webP and SVG)

108. Fast answers – tools to help you

109. Fast answers – tools to help you
• https://webspeedtest.cloudinary.com/

110. Fast answers – tools to help you
• https://webspeedtest.cloudinary.com/
• https://developers.google.com/web/tools/lighthouse/#devtools

111. Fast answers – tools to help you
• https://webspeedtest.cloudinary.com/
• https://developers.google.com/web/tools/lighthouse/#devtools
• https://gtmetrix.com/

112. Summary

113. Summary
Be faster than your competition.

114. Summary
Be faster than your competition.
Focus on quick TTI.

115. Summary
Be faster than your competition.
Focus on quick TTI.
Apply best practices.

116. Summary
Be faster than your competition.
Focus on quick TTI.
Apply best practices.
Use tools to help you, but also
perform real tests rather than just relying on tooling.

117. Sites that are easy to use
Site structure, usability, and mobile-friendliness

118. Easy to find the answer

119. Easy to find the answer
A user wants to easily find the answer to their question,
regardless of the device they’re on.

120. Easy to find the answer
A user wants to easily find the answer to their question,
regardless of the device they’re on.
Make sure your site is clear,
mobile-friendly, and easy to use.

121. Easy to find the answer: site structure

122. Easy to find the answer: site structure
• Clear navigation (also within the page)

123. Easy to find the answer: site structure
• Clear navigation (also within the page)
• Proper heading structure (h1-h6)

124. Easy to find the answer: clear navigation

125. Easy to find the answer: clear navigation

126. Easy to find the answer: proper heading structure

127. Easy to find the answer: usability

128. Easy to find the answer: usability
• Content structured using the inverted pyramid

129. Easy to find the answer: usability
• Content structured using the inverted pyramid
• Readable text; don’t overload users with information

130. Easy to find the answer: usability
• Content structured using the inverted pyramid
• Readable text; don’t overload users with information
• Downloads such as PDF version to read later, or cheatsheets

131. Easy to find the answer: usability
• Content structured using the inverted pyramid
• Readable text; don’t overload users with information
• Downloads such as PDF version to read later, or cheatsheets
• Text with no distractions (i.e. ads, see SQRG section 6.4)

132. Easy to find the answer: the inverted pyramid

133. Easy to find the answer: the inverted pyramid
https://en.wikipedia.org/wiki/Inverted_pyramid_(journalism)

134. Easy to find the answer: readability (gaps.com)

135. Easy to find the answer: offer downloads

136. Easy to find the answer: avoid distractions

137. Easy to find the answer: avoid distractions

138. Easy to find the answer: mobile friendliness

139. Easy to find the answer: mobile friendliness
• Readable text size

140. Easy to find the answer: mobile friendliness
• Readable text size
• Content not wider than screen

141. Easy to find the answer: mobile friendliness
• Readable text size
• Content not wider than screen
• Enough room between clickable elements

142. Easy to find the answer: mobile friendliness
https://support.google.com/webmasters/answer/6352293?hl=en
• Readable text size
• Content not wider than screen
• Enough room between clickable elements
• Setting viewport

143. Easy to find the answer: localization (BONUS)

144. Easy to find the answer: localization (BONUS)
Pricing using the right currency

145. Easy to find the answer: localization (BONUS)
Pricing using the right currency
Size using the right measurement system

146. Easy to find the answer: localization (BONUS)
Pricing using the right currency
Size using the right measurement system
Dates and times using the right format

147. Easy to find the answer: localization (BONUS)
Pricing using the right currency
Size using the right measurement system
Dates and times using the right format
Approach using the visitor’s language and
cultural context

148. Summary

149. UX & SEO: making it a happy marriage

150. UX & SEO: making it a happy marriage
UX and SEO goals are converging %

151. UX & SEO: making it a happy marriage
UX and SEO goals are converging %
Show appreciation and respect.

152. UX & SEO: making it a happy marriage
UX and SEO goals are converging %
Show appreciation and respect.
Aim to achieve common goals.

153. UX & SEO: making it a happy marriage
UX and SEO goals are converging %
Show appreciation and respect.
Aim to achieve common goals.
Do it together.

154. Recap: UX within the context of the web means

155. Recap: UX within the context of the web means
A user wants a satisfying answer to their question.

156. Recap: UX within the context of the web means
A user wants a satisfying answer to their question.
They want it fast.

157. Recap: UX within the context of the web means
A user wants a satisfying answer to their question.
They want it fast.
On a site that’s easy to use on any device.

158. Satisfying answers: keeping the click

159. Satisfying answers: keeping the click
Failing at any stage of the User Experience
will cost you the click.

160. Summary

161. Summary
Hitting search intent helps you rank.

162. Summary
Hitting search intent helps you rank.
Having an appealing snippet gets you the click.

163. Summary
Hitting search intent helps you rank.
Having an appealing snippet gets you the click.
And ticking the other checkboxes keeps users from
leaving your site and visiting another one.

164. Summary

165. Summary
SERP data (CTR, pogo-sticking etc.) may not be used as a
direct ranking factor, but I believe it’s part of the
checking mechanism to validate hypotheses.

166. Why is UX important?

167. Why is UX important?
A better user experience leads to:

168. Why is UX important?
A better user experience leads to:
1. More sales "

169. Why is UX important?
A better user experience leads to:
1. More sales "
2. More organic traffic #

170. Why is UX important?
A better user experience leads to:
1. More sales "
2. More organic traffic #
3. Happier customers $

171. Thank you for your attention
Steven van Vessum
VP of Community at ContentKing
stevenvvessum
linkedin.com/in/stevenvanvessum
steven.land

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