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ContentKing - iGB Affiliate Amsterdam - UX & SEO: Making it a Happy Marriage

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SEO has massively changed over the last 10 years.

Nowadays, UX and SEO goals are often aligned. Work efficiently together for more sales, increased organic traffic and happier customers.

More information about iGB Affiliate Amsterdam, see: https://www.igblive.com/igb-affiliate-amsterdam-agenda-programme.

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ContentKing - iGB Affiliate Amsterdam - UX & SEO: Making it a Happy Marriage

  1. 1. A Happy Marriage That Won’t End in an Ugly Divorce iGB Affiliate Amsterdam, July 17 2019 UX & SEO
  2. 2. Why listen to me?
  3. 3. Who am I?
  4. 4. • In-house SEO 2006 – 2009 Who am I?
  5. 5. • In-house SEO • Ran a digital marketing agency 2006 – 2009 2009 – 2015 Who am I?
  6. 6. • In-house SEO • Ran a digital marketing agency • VP of Community at ContentKing 2006 – 2009 2009 – 2015 2015 – now Who am I?
  7. 7. • In-house SEO • Ran a digital marketing agency • VP of Community at ContentKing 2006 – 2009 2009 – 2015 2015 – now Who am I?
  8. 8. Real-time SEO Auditing and Content Tracking
  9. 9. UX & SEO A trip down memory lane
  10. 10. UX & SEO: 10 years ago
  11. 11. UX & SEO: 10 years ago ± 10 years ago UX and SEO goals were divergent
  12. 12. UX & SEO: why were their goals divergent?
  13. 13. UX & SEO: why were their goals divergent? Because these SEO *hacks* worked.
  14. 14. UX & SEO: now
  15. 15. UX & SEO: now UX and SEO goals are convergent.
  16. 16. UX & SEO: now UX and SEO goals are convergent. This makes having a happy marriage much easier!
  17. 17. UX & SEO: now UX and SEO goals are convergent. This makes having a happy marriage much easier! Make love, not war ✌
  18. 18. UX & SEO: how to make it a happy marriage?
  19. 19. UX & SEO: how to make it a happy marriage? Show appreciation and respect.
  20. 20. UX & SEO: how to make it a happy marriage? Show appreciation and respect. Aim to achieve common goals.
  21. 21. UX & SEO: how to make it a happy marriage? Show appreciation and respect. Aim to achieve common goals. Together.
  22. 22. What is UX?
  23. 23. What is UX?
  24. 24. 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
  25. 25. What does that mean in the context of the web?
  26. 26. What does that mean in the context of the web? A user wants a satisfying answer to their question.
  27. 27. What does that mean in the context of the web? A user wants a satisfying answer to their question. They want it fast.
  28. 28. 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.
  29. 29. Why is UX important?
  30. 30. Why is UX important? A better user experience leads to:
  31. 31. Why is UX important? A better user experience leads to: 1. More sales "
  32. 32. Why is UX important? A better user experience leads to: 1. More sales " 2. More organic traffic #
  33. 33. Why is UX important? A better user experience leads to: 1. More sales " 2. More organic traffic # 3. Happier customers $
  34. 34. How important is UX to SEO in 2019?
  35. 35. How important is UX to SEO in 2019? Very.
  36. 36. How important is UX to SEO in 2019? Very. And it’s only going to become more important.
  37. 37. 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!
  38. 38. Recap: UX within the context of the web means
  39. 39. Recap: UX within the context of the web means A user wants a satisfying answer to their question.
  40. 40. Recap: UX within the context of the web means A user wants a satisfying answer to their question. They want it fast.
  41. 41. 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.
  42. 42. Satisfying answers Hitting search intent
  43. 43. Satisfying answers: hitting search intent
  44. 44. Satisfying answers: hitting search intent If you were searching for [best cbd oil], 
 what would be the most satisfying result?
  45. 45. 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?
  46. 46. 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.
  47. 47. Satisfying answers: hitting search intent
  48. 48. 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.
  49. 49. Satisfying answers: hitting search intent
  50. 50. Satisfying answers: hitting search intent Google’s Search Quality Rater Guidelines (SQRG) Sections 2.2, 12 and 15.
  51. 51. Satisfying answers: hitting search intent [how to make pancakes]
  52. 52. Satisfying answers: hitting search intent
  53. 53. Satisfying answers: hitting search intent Satisfying answers
 
 Pages with recipes, videos
 and Schema markup.
  54. 54. Satisfying answers: hitting search intent [kit harington picture]
  55. 55. Satisfying answers: hitting search intent
  56. 56. Satisfying answers: hitting search intent Satisfying answers
 
 Pages with Kit Harington’s pictures (and biography).
  57. 57. Satisfying answers: hitting search intent [mortgage how much]
  58. 58. Satisfying answers: hitting search intent
  59. 59. Satisfying answers: hitting search intent Satisfying answers
 
 Pages that explain how mortgage limits work and include a calculator.
  60. 60. Satisfying answers: hitting search intent [robots.txt guide]
  61. 61. Satisfying answers: hitting search intent
  62. 62. Satisfying answers: hitting search intent Satisfying answers
 
 Pages that thoroughly explain the concepts behind robots.txt.
  63. 63. Satisfying answers: word count
  64. 64. Satisfying answers: word count A satisfying answer can be really short.
  65. 65. 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.
  66. 66. 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]
  67. 67. Satisfying answers: word count
  68. 68. Summary
  69. 69. Summary Choose the best content type to match search intent.
  70. 70. Summary Choose the best content type to match search intent. Give visitors exactly what they were looking for.
  71. 71. 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.
  72. 72. Satisfying answers Winning the click
  73. 73. Satisfying answers: winning the click
  74. 74. Satisfying answers: winning the click Title • “10 Best CBD Oils” • “Anxiety, Pain Relief & Stress”
  75. 75. Satisfying answers: winning the click Title • “10 Best CBD Oils” • “Anxiety, Pain Relief & Stress” 
 URL Mediocre

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

  77. 77. 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”
  78. 78. Satisfying answers Trust and credibility
  79. 79. Satisfying answers: trust and credibility
  80. 80. Satisfying answers: trust and credibility In today’s day and age, 
 we need to talk about trust and credibility too.
  81. 81. 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?
  82. 82. 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?
  83. 83. Satisfying answers: trust and credibility
  84. 84. Satisfying answers: trust and credibility Is your site served over SSL?
  85. 85. Satisfying answers: trust and credibility Is your site served over SSL? Do you have customer reviews?
  86. 86. 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?
  87. 87. 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?
  88. 88. Satisfying answers: trust and credibility
  89. 89. Satisfying answers: trust and credibility Google’s Search Quality Rater Guidelines (SQRG) sections 3.2
  90. 90. Satisfying answers: trust and credibility Google’s Search Quality Rater Guidelines (SQRG) sections 3.2
  91. 91. Satisfying answers: trust and credibility Google’s Search Quality Rater Guidelines (SQRG) sections 3.2
  92. 92. Fast answers Beating the user’s expectations
  93. 93. Fast answers
  94. 94. Fast answers “53% of mobile site visits leave a page that takes longer than three seconds to load”
  95. 95. 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.
  96. 96. 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.
  97. 97. Fast answers
  98. 98. 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
  99. 99. Fast answers
  100. 100. Fast answers • Content Delivery Network (CDN)
  101. 101. Fast answers • Content Delivery Network (CDN) • Caching, file compression, and minifying JS and CSS
  102. 102. Fast answers • Content Delivery Network (CDN) • Caching, file compression, and minifying JS and CSS • Avoid render-blocking resources
  103. 103. 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
  104. 104. 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)
  105. 105. Fast answers – tools to help you
  106. 106. Fast answers – tools to help you • https://webspeedtest.cloudinary.com/
  107. 107. Fast answers – tools to help you • https://webspeedtest.cloudinary.com/ • https://developers.google.com/web/tools/lighthouse/#devtools
  108. 108. Fast answers – tools to help you • https://webspeedtest.cloudinary.com/ • https://developers.google.com/web/tools/lighthouse/#devtools • https://gtmetrix.com/
  109. 109. Summary
  110. 110. Summary Be faster than your competition.
  111. 111. Summary Be faster than your competition. Focus on quick TTI.
  112. 112. Summary Be faster than your competition. Focus on quick TTI. Apply best practices.
  113. 113. 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.
  114. 114. Sites that are easy to use Site structure, usability, and mobile-friendliness
  115. 115. Easy to find the answer
  116. 116. Easy to find the answer A user wants to easily find the answer to their question, regardless of the device they’re on.
  117. 117. 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.
  118. 118. Easy to find the answer: site structure
  119. 119. Easy to find the answer: site structure • Clear navigation (also within the page)
  120. 120. Easy to find the answer: site structure • Clear navigation (also within the page) • Proper heading structure (h1-h6)
  121. 121. Easy to find the answer: clear navigation
  122. 122. Easy to find the answer: clear navigation
  123. 123. Easy to find the answer: proper heading structure
  124. 124. Easy to find the answer: usability
  125. 125. Easy to find the answer: usability • Content structured using the inverted pyramid
  126. 126. Easy to find the answer: usability • Content structured using the inverted pyramid • Readable text; don’t overload users with information
  127. 127. 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
  128. 128. 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)
  129. 129. Easy to find the answer: the inverted pyramid
  130. 130. Easy to find the answer: the inverted pyramid https://en.wikipedia.org/wiki/Inverted_pyramid_(journalism)
  131. 131. Easy to find the answer: readability (gaps.com)
  132. 132. Easy to find the answer: offer downloads
  133. 133. Easy to find the answer: avoid distractions
  134. 134. Easy to find the answer: avoid distractions
  135. 135. Easy to find the answer: mobile friendliness
  136. 136. Easy to find the answer: mobile friendliness • Readable text size
  137. 137. Easy to find the answer: mobile friendliness • Readable text size • Content not wider than screen
  138. 138. Easy to find the answer: mobile friendliness • Readable text size • Content not wider than screen • Enough room between clickable elements
  139. 139. 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
  140. 140. Easy to find the answer: localization (BONUS)
  141. 141. Easy to find the answer: localization (BONUS) Pricing using the right currency
  142. 142. Easy to find the answer: localization (BONUS) Pricing using the right currency Size using the right measurement system
  143. 143. 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
  144. 144. 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
  145. 145. Summary
  146. 146. UX & SEO: making it a happy marriage
  147. 147. UX & SEO: making it a happy marriage UX and SEO goals are converging %
  148. 148. UX & SEO: making it a happy marriage UX and SEO goals are converging % Show appreciation and respect.
  149. 149. UX & SEO: making it a happy marriage UX and SEO goals are converging % Show appreciation and respect. Aim to achieve common goals.
  150. 150. 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.
  151. 151. Recap: UX within the context of the web means
  152. 152. Recap: UX within the context of the web means A user wants a satisfying answer to their question.
  153. 153. Recap: UX within the context of the web means A user wants a satisfying answer to their question. They want it fast.
  154. 154. 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.
  155. 155. Satisfying answers: keeping the click
  156. 156. Satisfying answers: keeping the click Failing at any stage of the User Experience
 will cost you the click.
  157. 157. Summary
  158. 158. Summary Hitting search intent helps you rank.
  159. 159. Summary Hitting search intent helps you rank. Having an appealing snippet gets you the click.
  160. 160. 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.
  161. 161. Summary
  162. 162. 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.
  163. 163. Why is UX important?
  164. 164. Why is UX important? A better user experience leads to:
  165. 165. Why is UX important? A better user experience leads to: 1. More sales "
  166. 166. Why is UX important? A better user experience leads to: 1. More sales " 2. More organic traffic #
  167. 167. Why is UX important? A better user experience leads to: 1. More sales " 2. More organic traffic # 3. Happier customers $
  168. 168. Thank you for your attention Steven van Vessum VP of Community at ContentKing stevenvvessum linkedin.com/in/stevenvanvessum steven.land
  169. 169. Start your free trial today! No credit card, no installation, no strings attached. www.contentkingapp.com
  170. 170. Start your free trial today! www.contentkingapp.com We’re looking to hire a Country Manager for The Netherlands!

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