Case Studies in Web Design & Usability and SEO Barry Adams Pierce Communica�ons
Shameless Self-‐Promo�on Digital Services Director at Pierce Communica�ons – Winner of two 2012 DANI Awards: Social Media & B2C Campaigns – Shortlisted for ‘Best Agency’ at 2012 European Search Awards Built my ﬁrst website in ’95, became a web professional in ‘97 Specialisa�on in SEO Dutch (yes, really) Editor & blogger for StateofSearch.com – Awarded ‘Best Blog’ at 2012 European Search Awards
Agenda JNWine.com case study – Web Design & Usability Bedeckhome.com case study – Advanced on-‐site SEO
The old design Based on “search for wine” use case – Wine search func�on is most prominent feature of the site – Addi�onal func�ons in top naviga�on – but not always clearly named Many core features and promo�ons linked in images
Pierce Communica�ons redesign Part 1: Start with the user – Iden�fy the most common use cases of the JNWine.com website’s target audience 1. Users want professional advice and recommenda�ons 2. Users want special oﬀers 3. Wine search turned out to be ter�ary use case
Pierce Communica�ons redesign Part 2: Make the naviga�on and structure as self-‐evident as possible – Name things how the user expects them to be named (Informa�on Architecture) – Tell the user what they can do on the site Strong calls-‐to-‐ac�on
Pierce Communica�ons redesign Part 3: Make it pre�y The “look and feel” of a website has the greatest impact on users’ credibility assessments, with professional site designs heavily inﬂuencing credibility percep�ons. Once users have seen a web page, it is diﬃcult to overcome the ﬁrst impressions they form based on the professional appearance of a page’s design. [Fogg, B.J., Soohoo, C., Danielson, D.R., Marable, L., Stanford, J., and Tauber, E.R. -‐How do users evaluate the credibility of Web sites?: A study with over 2,500 par�cipants. DUX 2003, 1-‐15.] [McKnight, D. and Kacmar, C. -‐Factors and eﬀects of informa�on credibility. ICEC 2007, 423-‐432.]
Bedeck Seller of luxury bed linens Own brand as well as third party brands Ecommerce website: www.bedeckhome.com Re-‐launched site in October 2011 – Strong visibility on branded search terms – Zero visibility on generic search terms
Bedeck SEO project Targeted keywords: bedding sets designer bed linen designer bedding duvet sets goose feather pillows hotel luxury bedding hotel luxury bedlinen luxury bed linen luxury bedding quality bed linen
Basic On-‐Site SEO Title tags: Meta descrip�ons: Content.
Special Challenges Special challenges with large ecommerce websites: Large amount of pages: – Homepage – Category pages – Subcategory pages – Product pages – Suppor�ng informa�on (delivery, T&Cs, stores, etc) – Blog/News pages Ge�ng product pages in Google’s index Poten�al duplicate content issues
Indexing Has Google indexed all pages? This used to be a very inaccurate ‘guess�mate’
Indexing Google Webmaster Tools – Index Status report (Since July 2012)
Indexing Google Webmaster Tools – Index Status report What happened?
Is this a good thing? Huge gap A lot of pages not included
Yes, that’s a good thing Bedeckhome.com uses ‘faceted naviga�on’ (a.k.a. ‘layered naviga�on’ or ‘addi�ve ﬁlters’) This almost always causes duplicate content issues: – Page a�er page a�er page of product lists – Google not sure which to include