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Usability in a Search-driven World

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Usability in a Search-driven World

  1. You Can’t Go Home Again: Usability in a Search-driven World Dr. Peter J. Meyers • February 24, 2009
  2. <ul><li>Usability in a Search-driven World: </li></ul><ul><ul><li>I. Evolution of The Visitor Path </li></ul></ul><ul><ul><li>II. Analyzing Midstream Visitors </li></ul></ul><ul><ul><li>III. Creating Midstream Usability </li></ul></ul><ul><ul><li>IV. Driving Midstream Traffic </li></ul></ul>Overview
  3. <ul><li>I. You Can’t Go Home Again </li></ul><ul><li>The Evolution of the Home-page </li></ul>Section I
  4. <ul><li>1. Word-of-Mouth  Home Page </li></ul>The Good Old Days
  5. <ul><li>2. Search  Home Page </li></ul>The Google Days
  6. Searchers Get Savvy
  7. <ul><li>4. Search  Refine  Product  Refine… </li></ul>The Ugly Truth
  8. <ul><li>1. You’re Losing Customers </li></ul><ul><ul><ul><li>To the competition </li></ul></ul></ul><ul><ul><li>To cumulative frustration </li></ul></ul><ul><li>2. Search Saves You Steps </li></ul><ul><ul><ul><li>Bypass internal search </li></ul></ul></ul><ul><ul><ul><li>Pre-qualify buyers </li></ul></ul></ul><ul><li>3. The UX Begins At Google </li></ul><ul><ul><ul><li>Search behavior reveals visitor intent </li></ul></ul></ul><ul><ul><li>This process is controllable </li></ul></ul>Why Should You Care?
  9. <ul><li>II. What Is The Midstream? </li></ul><ul><li>Analyzing Midstream Visitors </li></ul>Section II
  10. <ul><li>Some Metrics to Consider: </li></ul><ul><li>1. Entrance Pages </li></ul><ul><li>2. Bounce Rate </li></ul><ul><li>3. Traffic Sources </li></ul><ul><li>4. Keywords (long-tail) </li></ul>Analyzing Midstream Visitors
  11. <ul><li>Where Did Visitors Land? </li></ul>Entrance Pages
  12. <ul><li>Did They Land & Leave? </li></ul>Bounce Rates
  13. <ul><li>Where Did They Come From? </li></ul>Traffic Sources
  14. <ul><li>What Were They Looking For? </li></ul>Search Keywords
  15. <ul><li>III. The Good Stuff </li></ul><ul><li>Creating Midstream Usability </li></ul>Section III
  16. <ul><li>What Is Usability? Usability is the science of making technology work for people. The job of website usability is to create sites that help people accomplish their goals. </li></ul><ul><li>What Is Midstream Usability? </li></ul><ul><li>Midstream usability is the art of orienting and motivating visitors who arrive in the middle of your website. </li></ul>Midstream Usability
  17. <ul><li>Questions You Need to Answer: </li></ul><ul><li>1. “Who are you?” (“What do you do?”) </li></ul><ul><li>2. “Where am I?” </li></ul><ul><li>3. “Why should I trust you?” </li></ul><ul><li>4. “What do I do now?” </li></ul>Creating Midstream Usability
  18. <ul><li>1. Identity & Branding </li></ul>Who Are You?
  19. <ul><li>2. Place & Paths </li></ul>Where Am I?
  20. <ul><li>3. Trust & Assurances </li></ul>Why Should I Trust You?
  21. <ul><li>4. Calls to Action </li></ul>What Do I Do Now?
  22. <ul><li>Summary Mantra: </li></ul><ul><li>“ Every page is a landing page.” </li></ul>Midstream Usability
  23. <ul><li>IV. More Good Stuff </li></ul><ul><li>Driving Midstream Traffic </li></ul>Section IV
  24. <ul><li>SEO Strategies & Tactics: </li></ul><ul><li>1. Internal Linking </li></ul><ul><li>2. Flat Architecture I. Discovery </li></ul><ul><li>3. Site Maps (XML) </li></ul><ul><li>4. De-dupe Content </li></ul><ul><li>5. Promote Deep Links II. Ranking </li></ul><ul><li>6. Focus Return Visits </li></ul>Targeting Deep Links
  25. <ul><li>Build A Spider-friendly Site: </li></ul>Internal Linking
  26. <ul><li>Shorten Path from A to B: </li></ul>Flat Architecture
  27. <ul><li>Mimic A Flat Architecture: </li></ul><ul><li><?xml version=“1.0”> </li></ul><ul><li><urlset> </li></ul><ul><li><url> www.yoursite.com </url> </li></ul><ul><ul><ul><li><url> www.yoursite.com/ about </url> </li></ul></ul></ul><ul><ul><ul><li><url> www.yoursite.com/ contact </url> </li></ul></ul></ul><ul><ul><ul><li><url> www.yoursite.com/ product-1 </url> </li></ul></ul></ul><ul><ul><ul><li><url> www.yoursite.com/ product-2 </url> </li></ul></ul></ul><ul><ul><ul><li><url> www.yoursite.com/ product-3 </url> </li></ul></ul></ul><ul><ul><ul><li><url> www.yoursite.com/ product-4 </url> </li></ul></ul></ul><ul><ul><ul><li><url> www.yoursite.com/ product-5 </url> </li></ul></ul></ul><ul><ul><ul><li></urlset> </li></ul></ul></ul>Site Maps (XML)
  28. <ul><li>Duplication Wastes Link Juice: </li></ul><ul><li>www.yoursite.com/product-1 </li></ul><ul><li>www.yoursite.com/product.php?id=1 </li></ul><ul><li>www.yoursite.com/product.php?id=1&print=1 </li></ul><ul><li>www.yoursite.com/product.php?id=1&topic=6&print=1 </li></ul><ul><li>www.yoursite.com/product-1 </li></ul><ul><li>www.yoursite.com/product.php?id=1 </li></ul><ul><li>www.yoursite.com/product.php?id=1&print=1 </li></ul><ul><li>www.yoursite.com/product.php?id=1&topic=6&print=1 </li></ul>De-dupe Content
  29. <ul><li>1. Send Unique Signals </li></ul><ul><ul><ul><li>Use unique page <TITLE>’s </li></ul></ul></ul><ul><ul><li>Use unique <META> descriptions </li></ul></ul><ul><ul><li>Keep duplicate copy to a minimum </li></ul></ul><ul><li>2. De-index Useless Pages </li></ul><ul><ul><ul><li>Block with robots.txt </li></ul></ul></ul><ul><ul><ul><li>No-follow unimportant links </li></ul></ul></ul><ul><li>3. Define Canonical URLs </li></ul><ul><ul><ul><li>Create a clean XML site map </li></ul></ul></ul><ul><ul><li>301 redirect duplicate pages </li></ul></ul><ul><ul><li>Use new tag: <link rel=“canonical”> </li></ul></ul>De-duping Tactics
  30. <ul><li>1. Link-building Campaigns </li></ul><ul><ul><ul><li>Deep links = Targeted content </li></ul></ul></ul><ul><ul><li>Segment content to add relevance </li></ul></ul><ul><li>2. Pay-Per-Click Campaigns </li></ul><ul><ul><ul><li>Deep links are more relevant </li></ul></ul></ul><ul><ul><ul><li>Create effective landing pages </li></ul></ul></ul><ul><li>3. Social Media </li></ul><ul><ul><ul><li>Deep links = More effective link-bait </li></ul></ul></ul><ul><ul><li>Create vanity URLs for deep links </li></ul></ul>Promote Deep Links
  31. <ul><li>Encourage Visitors to Deep Link: </li></ul><ul><li>1. Target email, print, bookmark functions </li></ul><ul><li>2. Target social media tagging </li></ul><ul><li>3. Use unique product names </li></ul><ul><li>4. Create unique product IDs </li></ul>Focus Return Visits
  32. <ul><li>Key Takeaways: </li></ul><ul><ul><li>I. The Visitor Path Is Evolving </li></ul></ul><ul><ul><li>II. Midstream Visits Tell A Story </li></ul></ul><ul><ul><li>III. Every Page Is A Landing Page </li></ul></ul><ul><ul><li>IV. Deep Links Build The Midstream </li></ul></ul>Summary
  33. <ul><li>Q&A </li></ul><ul><li>www.usereffect.com </li></ul><ul><li>[email_address] </li></ul><ul><li>@dr_pete </li></ul>Thank You!

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