Search and Usability


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Creating Momentum With Organic SEO and Persuasive Usability Heuristics

Chicago SES 2008

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Search and Usability

  1. 1. Chicago SES December 9, 2008 <ul><li>SEO and Usability </li></ul><ul><li>Two Wins for the Price of One </li></ul><ul><li>Kim Krause Berg </li></ul><ul><li>Usability Consultant to SEO’s </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>Copyright
  2. 2. Creating Momentum With Organic SEO and Persuasive Usability Heuristics <ul><li>Optimizing the relationship between Findability (Search) and Engagability (Persuasive Design) </li></ul>Copyright
  3. 3. Heuristics <ul><li>Definition of Heuristics – Rules of Thumb; Guidelines </li></ul><ul><li>The result of years of research into human computer interaction, online user behavior, user generated feedback and user testing. </li></ul><ul><li>We will focus on: </li></ul><ul><li>Credibility </li></ul><ul><li>Authenticity </li></ul><ul><li>Validation (of Findability) </li></ul><ul><li>Value Proposition (What’s in it for your site visitors?) </li></ul>Copyright
  4. 4. Why Momentum? Copyright
  5. 5. Who, Where, What, Why, When & How? <ul><li>Today? </li></ul><ul><li>Homepage Love </li></ul><ul><li>1. Who </li></ul><ul><li>2. Where </li></ul><ul><li>3. What </li></ul><ul><li>Someday? </li></ul><ul><li>The other guys… </li></ul>Copyright
  6. 6. Copyright What do these thingys do? ? Who is the site for? ? What does it do? ?How long has it been in business? If I click this, will I die? ? Where is the company located?
  7. 7. Copyright In image, not text Who? Only in logo, not repeated in content. Not reinforced. Where? No idea! Order from anywhere? What? Guitars sure, but why? For whom? What’s in it for ME if I buy from you?
  8. 8. Who? <ul><li>Who are you (who is the “we”, “my”) </li></ul><ul><li>Who is company? Logo is not enough. </li></ul><ul><li>Who are your targeting? Investors, young people, global, one gender, age, buyers, sellers. </li></ul><ul><li>Put info in text, alt attributes, anchor text, footers, link labels </li></ul>Copyright Use keywords in your content to answer Who?
  9. 9. <ul><li>Where is your company located? (Local search [ keyword your town, state, country ]! Link to directions [ insert keyword ]) </li></ul><ul><li>Where are the specials? (Are they in the [ insert keyword ] section?) </li></ul><ul><li>Where is your [ insert keyword name of newsletter ] registration? </li></ul><ul><li>Where is the bookings application? (“Book your [ keyword trip to keyword ] today”) </li></ul><ul><li>Where is customer service? [“Visit company name Customer Service here” ] or [ call to action prompt to “Call Acme Property Management today”] </li></ul><ul><li>$$ If people are searching for “Football cleats in Happytown”, make sure “Happytown” is indicated near the header to validate the search result. </li></ul>Copyright Where?
  10. 10. <ul><li>What [ insert keywords ]do you offer? </li></ul><ul><li>What kind of specials? </li></ul><ul><li>What’s in it for me? (Value proposition) </li></ul><ul><li>What awards have you won? </li></ul><ul><li>What is your next event? </li></ul><ul><li>Do you have a text, keyword oriented tagline with the “What” answered?) </li></ul>Copyright What?
  11. 11. Usability heuristic evaluations help SEO’s focus on your clients’ target market. Copyright
  12. 12. Thank you  Copyright [email_address]