This document discusses how user experience (UX) is an important ranking factor for search engines like Google. It provides evidence that Google has incorporated UX signals into algorithms like Panda, which was trained on human ratings of page quality. It also suggests UX metrics are used to evaluate search algorithm changes. The document advocates for building SEO strategies based on UX fundamentals. It also discusses how SEO and conversion rate optimization (CRO) teams should collaborate on testing ideas to improve both organic traffic and conversions. Proper testing frameworks are suggested to coordinate efforts and avoid conflicting tests.

1. When what’s good for
users isn’t good for Google
slideshare.net/willcritchlow
@willcritchlow
Will Critchlow | SearchPilot

2. This was a WINNING conversion rate test

3. -25%
organic
traffic!

4. In the olden days:
“Can you just SEO this page?”

5. UX is a ranking
factor
Our call to adventure:

6. UX is a ranking
factor

7. UX is a ranking
factor
How users see
your site

8. UX is a ranking
factor

9. UX is a ranking
factor

10. UX is a ranking
factor
Affects organic
search performance

11. Controversial Accepted

12. CTR for algorithm
evaluation
This has been
confirmed
repeatedly.

14. “I’ve talked explicitly about using
clickthrough rate for experiments”
Paul Haahr - @haahr

15. https:/
/youtu.be/eGSGZMI4Z_I?t=979

16. Controversial Accepted

17. Human UX
ratings
Qualitative ratings
of pages that rank:
used to evaluate
algorithms

20. “... make this page a frustratingly poor
user experience”
-- reason for poor page quality rating
Search quality rater guidelines [PDF]

21. Controversial Accepted

22. ML models
trained on ratings
E.g. Panda -
trained to like the
things humans
like

23. Back in 2011, I was suggesting we run our own
Panda-like quality surveys (WBF here, instructions here)

24. Sidenote: totally worth running
these surveys for executive buy-in
Since Panda went real-time, quality issues don’t necessarily cause
obvious drops correlated with algorithm history dates

25. Client site 1 Client site 2
Would you trust information from this website? 72% 64%

26. Client site 1 Client site 2 Key competitor
Would you trust information from this website? 72% 64% 81%

27. Client site 1 Client site 2 Key competitor
Would you trust information from this website? 72% 64% 81%
Is this website written by experts? 50% 46% 65%

28. Client site 1 Client site 2 Key competitor
Would you trust information from this website? 72% 64% 81%
Is this website written by experts? 50% 46% 65%
Would you give this site your credit card details? 29% 21% 43%

29. Client site 1 Client site 2 Key competitor
Would you trust information from this website? 72% 64% 81%
Is this website written by experts? 50% 46% 65%
Would you give this site your credit card details? 29% 21% 43%
Are there any noticeable errors on this page? 6% 4% 1%

30. Client site 1 Client site 2 Key competitor
Would you trust information from this website? 72% 64% 81%
Is this website written by experts? 50% 46% 65%
Would you give this site your credit card details? 29% 21% 43%
Are there any noticeable errors on this page? 6% 4% 1%
Does this page provide original content or info? 76% 72% 85%

31. Client site 1 Client site 2 Key competitor
Would you trust information from this website? 72% 64% 81%
Is this website written by experts? 50% 46% 65%
Would you give this site your credit card details? 29% 21% 43%
Are there any noticeable errors on this page? 6% 4% 1%
Does this page provide original content or info? 76% 72% 85%
Would you recognize this site as an authority? 44% 33% 58%

32. Client site 1 Client site 2 Key competitor
Would you trust information from this website? 72% 64% 81%
Is this website written by experts? 50% 46% 65%
Would you give this site your credit card details? 29% 21% 43%
Are there any noticeable errors on this page? 6% 4% 1%
Does this page provide original content or info? 76% 72% 85%
Would you recognize this site as an authority? 44% 33% 58%
Does this website contain insightful analysis? 72% 62% 81%

33. Client site 1 Client site 2 Key competitor
Would you trust information from this website? 72% 64% 81%
Is this website written by experts? 50% 46% 65%
Would you give this site your credit card details? 29% 21% 43%
Are there any noticeable errors on this page? 6% 4% 1%
Does this page provide original content or info? 76% 72% 85%
Would you recognize this site as an authority? 44% 33% 58%
Does this website contain insightful analysis? 72% 62% 81%
Would you consider bookmarking pages on this site? 44% 38% 56%

34. Client site 1 Client site 2 Key competitor
Would you trust information from this website? 72% 64% 81%
Is this website written by experts? 50% 46% 65%
Would you give this site your credit card details? 29% 21% 43%
Are there any noticeable errors on this page? 6% 4% 1%
Does this page provide original content or info? 76% 72% 85%
Would you recognize this site as an authority? 44% 33% 58%
Does this website contain insightful analysis? 72% 62% 81%
Would you consider bookmarking pages on this site? 44% 38% 56%
Are there excessive adverts on this website? 2% 2% 8%

35. Client site 1 Client site 2 Key competitor
Would you trust information from this website? 72% 64% 81%
Is this website written by experts? 50% 46% 65%
Would you give this site your credit card details? 29% 21% 43%
Are there any noticeable errors on this page? 6% 4% 1%
Does this page provide original content or info? 76% 72% 85%
Would you recognize this site as an authority? 44% 33% 58%
Does this website contain insightful analysis? 72% 62% 81%
Would you consider bookmarking pages on this site? 44% 38% 56%
Are there excessive adverts on this website? 2% 2% 8%
Could pages from this site appear in print? 54% 54% 59%

36. Controversial Accepted

37. Site speed
measured
directly
Real User Metrics
including site
speed from
Chrome

38. https:/
/moz.com/blog/google-chrome-usage-data-measure-site-speed

39. https:/
/moz.com/blog/google-chrome-usage-data-measure-site-speed
First announced by SearchPilot CTO, Tom
Anthony

40. Controversial Accepted

41. CTR as a direct
ranking factor
This has been
explicitly denied
by Google reps.

42. Some kind of
SERP interaction
affecting results
we see
My theory.

43. We sell custom cigar humidors. Our custom cigar
humidors are handmade. If youʼre thinking of
buying a custom cigar humidor, please contact
our custom cigar humidor specialists at
custom.cigar.humidors@example.com
Keyword stuffing: Doesn’t mean keyword density is the correct metric

44. Most organisations refuse to accept they overlap
SEO CRO
Search Engine
Optimisation
Conversion Rate
Optimisation

45. But in truth there is a lot of overlap
SEO CRO

46. While some SEO changes donʼt impact CRO
SEO
Meta info - invisible
to UX CRO

47. And some CRO changes donʼt impact SEO
SEO Non-indexed pages
CRO

48. An awful lot of changes affect both

49. Crossing the threshold:
Weʼre not in
Kansas anymore

50. We should be building SEO
hypotheses from UX fundamentals

51. BUT
-25%
organic
traffic!

52. Tweet me: @willcritchlow #BrightonSEO
We publish winning and losing tests at searchpilot.com
We publish our case study email newsletter because itʼs the resource we wish existed

53. Conversion rate
optimisation focuses
on converting more
of your existing traffic
(bottom of the
funnel)
Conversion Rate
Optimisation

54. Search engine
optimisation focuses
on getting additional
traffic to your
website (top of
funnel)
Conversion Rate
Optimisation
Search Engine
Optimisation

55. Elixir:
Full funnel testing
combines these
approaches to do
both at the same
time
Full Funnel Testing

56. How do SEO and
product teams work
together well?
Supreme ordeal:

57. Green
Totally safe:
Not in scope for
CRO testing

58. Amber
Needs care:
Potential for
impact, but not
overlapping

59. Red
Direct overlap:
Overlapping
changes or
hypotheses

60. We then use a flow
chart for amber tests
Road back:

61. 1.
Are there
conversion rate
tests running or
planned on this
site section?

62. 2.
Do the
hypotheses affect
the same part of
the page?

63. 3.
Do the tests target
the same user
behaviour levers?

65. We use a RACI matrix to keep the right people in the loop
Test Type SEO Teams
Product
Teams
Broader
Marketing
Engineering Ad Teams Leadership
Green Tests Accountable Informed Informed Informed Informed Informed

66. We use a RACI matrix to keep the right people in the loop
Test Type SEO Teams
Product
Teams
Broader
Marketing
Engineering Ad Teams Leadership
Green Tests Accountable Informed Informed Informed Informed Informed
Amber Tests Responsible Accountable Informed Consulted Informed Informed

67. We use a RACI matrix to keep the right people in the loop
Test Type SEO Teams
Product
Teams
Broader
Marketing
Engineering Ad Teams Leadership
Green Tests Accountable Informed Informed Informed Informed Informed
Amber Tests Responsible Accountable Informed Consulted Informed Informed
Red Tests Responsible Accountable Informed Consulted Informed Informed

68. In summary

69. UX is a ranking
factor?

70. Not everyone agrees
Controversial Accepted

71. We just need to know that UX is aligned with Google’s goals
But we don’t need the futurist
perspectives or the tinfoil hat conspiracy
theories for my purposes here

72. We just need to know that UX is aligned with Google’s goals
1. Panda (ML-trained on UX signals)
2. Quant and qual measurement of algo
changes using UX metrics

73. To know that we should be building
SEO hypotheses from UX
fundamentals

74. BUT: then we affect users and search

75. So: we need to play nicely together
Test Type SEO Teams
Product
Teams
Broader
Marketing
Engineering Ad Teams Leadership
Green Tests Accountable Informed Informed Informed Informed Informed
Amber Tests Responsible Accountable Informed Consulted Informed Informed
Red Tests Responsible Accountable Informed Consulted Informed Informed

76. And ideally, test
both the SEO and
CRO impact of our
ideas
Full Funnel Testing

77. Questions: @willcritchlow

78. Lessons from
100s of SEO
tests
The restaurant
4.10pm

79. Image credits
● Hornet
● Beach
● Paul Haahr
● Google
● Smile
● Pug
● Chrome
● Tinfoil hat
● Broken plate
● Confused monkey
● Unicyclist
● Horse
● Phone
● Devil cat
● Coloured smoke
● Kansas
● Brighton
● On stage in San Diego