THE MARRIAGE OF SEO & UX
Jake & Alisha Truemper Present
VS.
User Experience and Organic Search are rumored to be enemies.
WHY?REALLY?
…WHEN PEOPLE HEAR
“SEARCH ENGINE OPTIMIZATION”
UX & SEO: A Love Story
Mark Oleszczak
User Experience Designer
Usabilla
The...
In the beginning…
SEO WAS ABOUT GAMING THE SYSTEM
...but, SEO matured, with the algorithms
Search engines seek to evaluate quality.
...while UX experts sought the same.
They developed common interests.
OH.
“DON’T BE EVIL.”
Google’s Motto
Source: UX Myths that Hurt SEO, start: 07:19; stop 8:43.448
RAND FISHKIN ON UX & SEO
“UX & SEO: A LOVE STORY”Mark Oleszczak, Usabilla
“WHEN SEO, IA, AND UX WORK
TOGETHER, HUMAN USERS ARE
THE ULTIMATE WINNERS”
“UX is the New SEO”
Marianne Sweeny,
Sr. SEO St...
“SEO IS UX FOR ROBOTS”^says John Goad, SEO, AddThree.com
SEARCH ENGINE OPTIMIZATION
USER EXPERIENCE
We are both mediators between the
human and the computer.
SEO’S ROLE UX’S ROLE
●  Connect searchers with
what they are looking for on
your site
●  Help users achieve their goals
on...
SEOS WILL OFTEN USE
UX TO INFORM
DECISIONS AND BACK
UP SUGGESTED
ACTIONS.
UX DOES THE SAME
WITH SEO DATA.
SEO CAN’T FUNCTION
INSIDE OF SILOS.
NEITHER CAN UX
Think of me as a
SEARCH EXPERIENCE ARCHITECT
Google’s Mission Statement
“TO ORGANIZE THE
WORLD’S INFORMATION
AND MAKE IT
UNIVERSALLY ACCESSIBLE
AND USEFUL”
Pre-Campaign
•  What’s trending?
•  How do they search for it?
•  What are the related search
terms?
•  What’s the intent ...
Why UX Loves SEO
Improving accessibility usually improves crawlability
ACCESSIBLE
SEOs assess and earn site authority.
UX assesses and earns credibility.
CREDIBLE
UX directs on-site traffic
SEOs direct off-site traffic
FINDABLE
SEOs analyze results.
UX analyzes actions.
DESIRABLE
SEOs evaluate “intent of search.”
UX manages expectation.
USEFUL
USABLE
SEO needs a site to be usable to encourage
return visits. UX wants the user to complete the
desired task.
VALUABLE
To earn SEOs’ desired trust and freshness metrics,
the site needs to fulfill the searchers’ needs.
UX will help improve crawlability
UX provides insight into visitor behavior
UX helps align search intent with expectation
...
HUMANS FIRST
SEO and UX professionals agree
And then bots
W. Edwards Deming
“THE RESULT OF LONG-TERM
RELATIONSHIPS IS BETTER AND BETTER
QUALITY AND LOWER AND LOWER
COSTS.”
THE END
Jake
UX, Manifest Digital
@Trump29
truemper@gmail.com
Alisha
SEO, Scottrade
@AlishaTruemper
ablu272@yahoo.com
The Marriage of SEO & UX
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The Marriage of SEO & UX

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Husband and wife Jake and Alisha Truemper discuss the relationship between UX (User Experience) and SEO (Search Engine Optimization. Jake is a Director of User Experience at Manifest Digital, and Alisha is the Search Engine Optimist at Scottrade.

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The Marriage of SEO & UX

  1. 1. THE MARRIAGE OF SEO & UX Jake & Alisha Truemper Present
  2. 2. VS. User Experience and Organic Search are rumored to be enemies. WHY?REALLY?
  3. 3. …WHEN PEOPLE HEAR “SEARCH ENGINE OPTIMIZATION” UX & SEO: A Love Story Mark Oleszczak User Experience Designer Usabilla They think of shady people keyword stuffing…
  4. 4. In the beginning… SEO WAS ABOUT GAMING THE SYSTEM ...but, SEO matured, with the algorithms
  5. 5. Search engines seek to evaluate quality.
  6. 6. ...while UX experts sought the same.
  7. 7. They developed common interests. OH.
  8. 8. “DON’T BE EVIL.” Google’s Motto
  9. 9. Source: UX Myths that Hurt SEO, start: 07:19; stop 8:43.448 RAND FISHKIN ON UX & SEO
  10. 10. “UX & SEO: A LOVE STORY”Mark Oleszczak, Usabilla
  11. 11. “WHEN SEO, IA, AND UX WORK TOGETHER, HUMAN USERS ARE THE ULTIMATE WINNERS” “UX is the New SEO” Marianne Sweeny, Sr. SEO Strategist Portent
  12. 12. “SEO IS UX FOR ROBOTS”^says John Goad, SEO, AddThree.com
  13. 13. SEARCH ENGINE OPTIMIZATION
  14. 14. USER EXPERIENCE
  15. 15. We are both mediators between the human and the computer.
  16. 16. SEO’S ROLE UX’S ROLE ●  Connect searchers with what they are looking for on your site ●  Help users achieve their goals on the site ●  Improve effectiveness of off and on-site findability ●  Test and tailor experiences to appeal to target personas ●  Improve quality of traffic ●  Turn traffic into conversions ●  Target keywords searched by desired personas ●  Turn visitors into return visitors●  Turn searchers into visitors ●  Increase off-site findability by expanding web visibility
  17. 17. SEOS WILL OFTEN USE UX TO INFORM DECISIONS AND BACK UP SUGGESTED ACTIONS.
  18. 18. UX DOES THE SAME WITH SEO DATA.
  19. 19. SEO CAN’T FUNCTION INSIDE OF SILOS.
  20. 20. NEITHER CAN UX
  21. 21. Think of me as a SEARCH EXPERIENCE ARCHITECT
  22. 22. Google’s Mission Statement “TO ORGANIZE THE WORLD’S INFORMATION AND MAKE IT UNIVERSALLY ACCESSIBLE AND USEFUL”
  23. 23. Pre-Campaign •  What’s trending? •  How do they search for it? •  What are the related search terms? •  What’s the intent of search? •  What’s the desired landing experience? •  What’s the desired visitor behavior? •  What are good success metrics and target numbers? Post •  Did we deliver on searchers’ expectations? •  Where did they come from? •  Where did they go after? •  Cannibalization handling •  Redirect Handling •  Did content earn backlinks? •  Did we reach our target numbers? •  How did this content affect other pages ranking and traffic earning? Ask Your SEO CONTENT STRATEGY
  24. 24. Why UX Loves SEO
  25. 25. Improving accessibility usually improves crawlability ACCESSIBLE
  26. 26. SEOs assess and earn site authority. UX assesses and earns credibility. CREDIBLE
  27. 27. UX directs on-site traffic SEOs direct off-site traffic FINDABLE
  28. 28. SEOs analyze results. UX analyzes actions. DESIRABLE
  29. 29. SEOs evaluate “intent of search.” UX manages expectation. USEFUL
  30. 30. USABLE SEO needs a site to be usable to encourage return visits. UX wants the user to complete the desired task.
  31. 31. VALUABLE To earn SEOs’ desired trust and freshness metrics, the site needs to fulfill the searchers’ needs.
  32. 32. UX will help improve crawlability UX provides insight into visitor behavior UX helps align search intent with expectation UX assists in ushering traffic toward conversion WHY SEO LOVES UX
  33. 33. HUMANS FIRST SEO and UX professionals agree And then bots
  34. 34. W. Edwards Deming “THE RESULT OF LONG-TERM RELATIONSHIPS IS BETTER AND BETTER QUALITY AND LOWER AND LOWER COSTS.”
  35. 35. THE END Jake UX, Manifest Digital @Trump29 truemper@gmail.com Alisha SEO, Scottrade @AlishaTruemper ablu272@yahoo.com

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