SlideShare a Scribd company logo
SLIDESHARE.NET/MICHELLEWILDING1
WHY UX IS SEO’s BEST FRIEND
MICHELLE WILDING-BAKER //
TELEGRAPH MEDIA GROUP //
@OHMISHY
A little about me...
#BRIGHTONSEO @OHMISHY
Search is becoming MORE user-focused
#BRIGHTONSEO @OHMISHY
We must meet user needs
#BRIGHTONSEO @OHMISHY
❖ Quality experience
❖ Clear signposting
❖ Minimal pop-ups
(no cloaking)
❖ Useful
❖ Trustworthy
❖ Accessible
Sound like UX?
#BRIGHTONSEO @OHMISHY
It’s time to befriend them, or at least COLLABORATE
So what do users WANT?
@OHMISHY #BRIGHTONSEO#BRIGHTONSEO @OHMISHY
@OHMISHY #BRIGHTONSEO#BRIGHTONSEO @OHMISHY
Speed DeviceRelevancy
Relevancy
The page returned must meet the search query
#BRIGHTONSEO @OHMISHY
9
Keyword research = Understand what our audience search
for at each stage of the buying cycle, when and on what
device.
Digital librarians
Helping users find what they’re looking for
#BRIGHTONSEO @OHMISHY
Google knows
what type of content users are seeking
#BRIGHTONSEO @OHMISHY
News articles and reviews in the SERP
Intent = researching
(awareness/comparison)
#1 - Telegraph.co.uk - comparison article
#2 - Culturewhisper.com - comparison article
#3 - Timeout.com - comparison article
‘best plays in london’
Source: Ahrefs 24.01.19
#BRIGHTONSEO @OHMISHY
Product/landing
pages
Intent =
conversion
‘flights to malta’
#BRIGHTONSEO @OHMISHY
Reaching #1 or ‘position zero’
is not the challenge; maintaining it is
= “Search experience optimisation”
Search intent modelling
content that exists at each stage of the conversion cycle:
#BRIGHTONSEO @OHMISHY
Trigger Awareness Comparison Conversion
Researching & decision-making
• Guides (what is, how to)
• Comparison and Best buy tables
• News articles and Opinion
• Top tips
• Reviews
Action
• Product pages, tools,
and/or forms
• Purchase product or
service
• Sign-up to newsletter
• Exit link to Affiliate
Trigger Event
Top funnel content
addressing users
experiencing a
real-life event, but
have not yet
realised their need
for a product or
service.
Telegraph Travel & Solutions
#BRIGHTONSEO @OHMISHY
Trigger Awareness Comparison Conversion
‘Where’s hot in May?’ ‘Malta guide’ ‘Best Malta hotels’ ‘Corinthia Palace review’
Who LOST a lot
of traffic in 2018?
@OHMISHY #BRIGHTONSEO#BRIGHTONSEO @OHMISHY
Likely that the traffic
wasn’t VALUABLE to users
#BRIGHTONSEO @OHMISHY
2018 Google recalibrated
search engine algorithms:
Core update - June
Medic - November
Was your page the best,
expert, authoritative and
most trustworthy result?
#EEP!
Or search volumes CHANGE...
#BRIGHTONSEO @OHMISHY
You win some
You lose some
I personally DO NOT CARE
about traffic in isolation
#BRIGHTONSEO @OHMISHY
Traffic in isolation
is just a VANITY METRIC
Traffic requires CONTEXT for showing true value
#BRIGHTONSEO @OHMISHY
#BRIGHTONSEO @OHMISHY
I care about engagement
and CONVERSIONS
And ONLY engagement and conversions
Conversion is not just sales
#BRIGHTONSEO @OHMISHY
Conversion is everything a
user cares about & SEEKS
#BRIGHTONSEO @OHMISHY
“Second-clicks” should matter
Conversion goals help you measure user journeys so that
you know you’re fulfilling their needs:
#BRIGHTONSEO @OHMISHY
LEAVING A
COMMENT
NEWSLETTER
SIGN UP
RSVP TO AN
EVENT
CLICK TO CALL
COMPLETING A
FORM
ADD PRODUCT
TO BASKET
STARTING A
QUOTE
BUYING A
PRODUCT
SHARED THE
PAGE
Softer engagement metrics
#BRIGHTONSEO @OHMISHY
ON-PAGE
RULES
● x% stayed
on page for
x minutes
or more
● x% of UVs
scrolled ¾
down page
● Viewed one
page after
initial page
● Repeat
visitors
FORWARD
JOURNEY
RETURNING
TRAFFIC
54% of UK/EU
mobile searches
have no clicks
#BRIGHTONSEO @OHMISHY
Meanwhile, UK/EU
organic clicks dropped
almost 10% in two years
Source: Rand Fishkin’s SERP analysis using JumpShot (2018 vs 2016)
We must maximise the experience
of the user on our sites
#BRIGHTONSEO @OHMISHY
Focus on
meeting
INTENT
Optimise for
all
DEVICES
Maintain
FAST
load times
@hayluke
• User Research Director, Fresh Egg
• UX, CRO and Analytics consultant
• Organiser of UX Camp Brighton
• Works with UX Brighton
• Author of Researching UX: Analytics
About me
@hayluke
UX = User Centred Design
• UX is sometimes referred to as User
Centred Design
• It’s about designing things for the
people who are going to use them
• This simply means building things
for what people want and need
@hayluke
What does UX entail?
• Quantitative research
• Heuristic assessments
• User testing
• Information architecture
• User journey mapping
• Wireframing
• Prototyping
• Front-end design
• Etc, etc
@hayluke
#1 - Blockers and persuaders
@hayluke
Blockers
• Slow load time
• Negative price perception
• Choice paralysis
• Poor usability
• Distractions
• Information overload
• Lack of trust
• Technical errors
@hayluke
Persuaders
• Social proof
• Likability
• Authority
• Scarcity / urgency
• Anchoring
• Benefit-led copy
• Consistency
• Reassurance
@hayluke
UX is about more than conversions
• Comprehension of
information
• Reduced frustration
• Quality, rather than quantity
of conversions
• Think longer term
@hayluke
#2 - User research tips
• Test with ‘real’ users and give
them ‘real’ scenarios
• Don’t lead your users and
analyse results in an unbiased
and objective manner
• Test often!
@hayluke
#3 - Embed a user-centred culture
@hayluke
Keep your users in mind
• Use tools like empathy and
journey mapping
• Create personas, and refer
back to them
• Talk to your users, test with
them, get to know them
@hayluke
Takeaways..
1. Consider blockers and
persuaders on your key
landing pages
2. Get involved with user
testing, make it part of
your job
3. Take a user-centred
attitude to your work
@hayluke
Thanks
Stay in touch…
• luke@lukehay.co.uk
• twitter.com/hayluke
• linkedin.com/in/hayluke

More Related Content

What's hot

Practical SEO for Developers - An Introduction
Practical SEO for Developers - An IntroductionPractical SEO for Developers - An Introduction
Practical SEO for Developers - An Introduction
Noel Flowers
 
Tips for optimising for Google Discover
Tips for optimising for Google DiscoverTips for optimising for Google Discover
Tips for optimising for Google Discover
Lucinda Wood
 
Intent-Based International Keyword Research - International Search Summit, Ba...
Intent-Based International Keyword Research - International Search Summit, Ba...Intent-Based International Keyword Research - International Search Summit, Ba...
Intent-Based International Keyword Research - International Search Summit, Ba...
LazarinaStoyanova
 
In-House SEO Strategy - Gourmet Edition
In-House SEO Strategy - Gourmet EditionIn-House SEO Strategy - Gourmet Edition
In-House SEO Strategy - Gourmet Edition
Masaki Okazawa
 
BrightonSEO 2019 - Crawl Budget is dead, please welcome Rendering Budget
BrightonSEO 2019 - Crawl Budget is dead, please welcome Rendering BudgetBrightonSEO 2019 - Crawl Budget is dead, please welcome Rendering Budget
BrightonSEO 2019 - Crawl Budget is dead, please welcome Rendering Budget
Botify
 
SearchLeeds 2019 - Bastian Grimm - Peak Ace - Why most SEO audits are sh*t
SearchLeeds 2019 - Bastian Grimm - Peak Ace - Why most SEO audits are sh*tSearchLeeds 2019 - Bastian Grimm - Peak Ace - Why most SEO audits are sh*t
SearchLeeds 2019 - Bastian Grimm - Peak Ace - Why most SEO audits are sh*t
SearchLeeds
 
How to Boost Organic Traffic that Converts using Featured Snippets - Himani K...
How to Boost Organic Traffic that Converts using Featured Snippets - Himani K...How to Boost Organic Traffic that Converts using Featured Snippets - Himani K...
How to Boost Organic Traffic that Converts using Featured Snippets - Himani K...
Himani Kankaria
 
How to Design Websites for People Who Use Search Engines By Shari Thurow
How to Design Websites for People Who Use Search Engines By Shari ThurowHow to Design Websites for People Who Use Search Engines By Shari Thurow
How to Design Websites for People Who Use Search Engines By Shari Thurow
Search Marketing Expo - SMX
 
[MozCon 2019] Fixing the Indexability Challenge: A Data-Based Framework
[MozCon 2019]  Fixing the Indexability Challenge: A Data-Based Framework[MozCon 2019]  Fixing the Indexability Challenge: A Data-Based Framework
[MozCon 2019] Fixing the Indexability Challenge: A Data-Based Framework
Areej AbuAli
 
How to integrate social behavioural data into your seo keyword strategy ror...
How to integrate social behavioural data into your seo keyword strategy   ror...How to integrate social behavioural data into your seo keyword strategy   ror...
How to integrate social behavioural data into your seo keyword strategy ror...
Rory Hope
 
SEO | Understanding your Audience's Needs
SEO | Understanding your Audience's NeedsSEO | Understanding your Audience's Needs
SEO | Understanding your Audience's Needs
Michelle Wilding-Baker
 
What Makes your SEO Fail (and how to fix it) #BrightonSEO
What Makes your SEO Fail (and how to fix it) #BrightonSEO What Makes your SEO Fail (and how to fix it) #BrightonSEO
What Makes your SEO Fail (and how to fix it) #BrightonSEO
Aleyda Solís
 
Search Engine Optimization (Seo)
Search Engine Optimization (Seo)Search Engine Optimization (Seo)
Search Engine Optimization (Seo)
ssunnysengar
 
Search Engine Friendly Web Design: Designing For People Who Use Search Engine...
Search Engine Friendly Web Design: Designing For People Who Use Search Engine...Search Engine Friendly Web Design: Designing For People Who Use Search Engine...
Search Engine Friendly Web Design: Designing For People Who Use Search Engine...
Search Marketing Expo - SMX
 
SEO Audits - A framework for success
SEO Audits - A framework for successSEO Audits - A framework for success
SEO Audits - A framework for success
Damon Gochneaur
 
The Definitive B2B SEO Playbook
The Definitive B2B SEO PlaybookThe Definitive B2B SEO Playbook
The Definitive B2B SEO Playbook
DemandWave
 
Sales Funnel & Content Marketing Audits
Sales Funnel & Content Marketing Audits Sales Funnel & Content Marketing Audits
Sales Funnel & Content Marketing Audits
Rhea Drysdale
 
[US] 2014 Ranking Factors Webinar - Jordan Koene
[US] 2014 Ranking Factors Webinar - Jordan Koene[US] 2014 Ranking Factors Webinar - Jordan Koene
[US] 2014 Ranking Factors Webinar - Jordan Koene
Searchmetrics
 
AMP for Publishers: Deleting AMP on News SEO | NESS 2021
AMP for Publishers: Deleting AMP on News SEO | NESS 2021AMP for Publishers: Deleting AMP on News SEO | NESS 2021
AMP for Publishers: Deleting AMP on News SEO | NESS 2021
Daniel Smullen
 
Surviving Seasonal SEO
Surviving Seasonal SEOSurviving Seasonal SEO
Surviving Seasonal SEO
Steph Whatley
 

What's hot (20)

Practical SEO for Developers - An Introduction
Practical SEO for Developers - An IntroductionPractical SEO for Developers - An Introduction
Practical SEO for Developers - An Introduction
 
Tips for optimising for Google Discover
Tips for optimising for Google DiscoverTips for optimising for Google Discover
Tips for optimising for Google Discover
 
Intent-Based International Keyword Research - International Search Summit, Ba...
Intent-Based International Keyword Research - International Search Summit, Ba...Intent-Based International Keyword Research - International Search Summit, Ba...
Intent-Based International Keyword Research - International Search Summit, Ba...
 
In-House SEO Strategy - Gourmet Edition
In-House SEO Strategy - Gourmet EditionIn-House SEO Strategy - Gourmet Edition
In-House SEO Strategy - Gourmet Edition
 
BrightonSEO 2019 - Crawl Budget is dead, please welcome Rendering Budget
BrightonSEO 2019 - Crawl Budget is dead, please welcome Rendering BudgetBrightonSEO 2019 - Crawl Budget is dead, please welcome Rendering Budget
BrightonSEO 2019 - Crawl Budget is dead, please welcome Rendering Budget
 
SearchLeeds 2019 - Bastian Grimm - Peak Ace - Why most SEO audits are sh*t
SearchLeeds 2019 - Bastian Grimm - Peak Ace - Why most SEO audits are sh*tSearchLeeds 2019 - Bastian Grimm - Peak Ace - Why most SEO audits are sh*t
SearchLeeds 2019 - Bastian Grimm - Peak Ace - Why most SEO audits are sh*t
 
How to Boost Organic Traffic that Converts using Featured Snippets - Himani K...
How to Boost Organic Traffic that Converts using Featured Snippets - Himani K...How to Boost Organic Traffic that Converts using Featured Snippets - Himani K...
How to Boost Organic Traffic that Converts using Featured Snippets - Himani K...
 
How to Design Websites for People Who Use Search Engines By Shari Thurow
How to Design Websites for People Who Use Search Engines By Shari ThurowHow to Design Websites for People Who Use Search Engines By Shari Thurow
How to Design Websites for People Who Use Search Engines By Shari Thurow
 
[MozCon 2019] Fixing the Indexability Challenge: A Data-Based Framework
[MozCon 2019]  Fixing the Indexability Challenge: A Data-Based Framework[MozCon 2019]  Fixing the Indexability Challenge: A Data-Based Framework
[MozCon 2019] Fixing the Indexability Challenge: A Data-Based Framework
 
How to integrate social behavioural data into your seo keyword strategy ror...
How to integrate social behavioural data into your seo keyword strategy   ror...How to integrate social behavioural data into your seo keyword strategy   ror...
How to integrate social behavioural data into your seo keyword strategy ror...
 
SEO | Understanding your Audience's Needs
SEO | Understanding your Audience's NeedsSEO | Understanding your Audience's Needs
SEO | Understanding your Audience's Needs
 
What Makes your SEO Fail (and how to fix it) #BrightonSEO
What Makes your SEO Fail (and how to fix it) #BrightonSEO What Makes your SEO Fail (and how to fix it) #BrightonSEO
What Makes your SEO Fail (and how to fix it) #BrightonSEO
 
Search Engine Optimization (Seo)
Search Engine Optimization (Seo)Search Engine Optimization (Seo)
Search Engine Optimization (Seo)
 
Search Engine Friendly Web Design: Designing For People Who Use Search Engine...
Search Engine Friendly Web Design: Designing For People Who Use Search Engine...Search Engine Friendly Web Design: Designing For People Who Use Search Engine...
Search Engine Friendly Web Design: Designing For People Who Use Search Engine...
 
SEO Audits - A framework for success
SEO Audits - A framework for successSEO Audits - A framework for success
SEO Audits - A framework for success
 
The Definitive B2B SEO Playbook
The Definitive B2B SEO PlaybookThe Definitive B2B SEO Playbook
The Definitive B2B SEO Playbook
 
Sales Funnel & Content Marketing Audits
Sales Funnel & Content Marketing Audits Sales Funnel & Content Marketing Audits
Sales Funnel & Content Marketing Audits
 
[US] 2014 Ranking Factors Webinar - Jordan Koene
[US] 2014 Ranking Factors Webinar - Jordan Koene[US] 2014 Ranking Factors Webinar - Jordan Koene
[US] 2014 Ranking Factors Webinar - Jordan Koene
 
AMP for Publishers: Deleting AMP on News SEO | NESS 2021
AMP for Publishers: Deleting AMP on News SEO | NESS 2021AMP for Publishers: Deleting AMP on News SEO | NESS 2021
AMP for Publishers: Deleting AMP on News SEO | NESS 2021
 
Surviving Seasonal SEO
Surviving Seasonal SEOSurviving Seasonal SEO
Surviving Seasonal SEO
 

Similar to BrightonSEO - Why UX is SEO's Best Friend - 12th April 2019

Harnessing the Value of UX
Harnessing the Value of UXHarnessing the Value of UX
Harnessing the Value of UX
Jason Ulaszek
 
Competitive Analysis: Strategic UX Spy Games - Lyle Kantrovich
Competitive Analysis: Strategic UX Spy Games - Lyle KantrovichCompetitive Analysis: Strategic UX Spy Games - Lyle Kantrovich
Competitive Analysis: Strategic UX Spy Games - Lyle Kantrovich
UXPA International
 
Uxdc content-heatmapping
Uxdc content-heatmappingUxdc content-heatmapping
Uxdc content-heatmapping
Lindy Roux
 
Why the humble whiteboard will trump technology in 2015
Why the humble whiteboard will trump technology in 2015Why the humble whiteboard will trump technology in 2015
Why the humble whiteboard will trump technology in 2015
Reading Room
 
Visual Content Marketing in Edu
Visual Content Marketing in EduVisual Content Marketing in Edu
Visual Content Marketing in Edu
LinkedIn
 
How do seo + ui + ux integrate
How do seo + ui + ux integrateHow do seo + ui + ux integrate
How do seo + ui + ux integrate
Kiran Mandrawadkar
 
Mapping Content to the Entire Customer Journey (CMW 2016)
Mapping Content to the Entire Customer Journey (CMW 2016)Mapping Content to the Entire Customer Journey (CMW 2016)
Mapping Content to the Entire Customer Journey (CMW 2016)
Kevin Briody
 
The holy grail of website research (GAUC / Metrix Lab)
The holy grail of website research (GAUC / Metrix Lab)The holy grail of website research (GAUC / Metrix Lab)
The holy grail of website research (GAUC / Metrix Lab)
Webanalisten .nl
 
The Collaborative UX Designer's Toolbox
The Collaborative UX Designer's ToolboxThe Collaborative UX Designer's Toolbox
The Collaborative UX Designer's Toolbox
Lane Goldstone
 
From UX Strategy to Digital Transformation - 2018 Talk by Jaime Levy
From UX Strategy to Digital Transformation - 2018 Talk by Jaime LevyFrom UX Strategy to Digital Transformation - 2018 Talk by Jaime Levy
From UX Strategy to Digital Transformation - 2018 Talk by Jaime Levy
Jaime Levy Consulting
 
from stuff to stories
from stuff to storiesfrom stuff to stories
from stuff to stories
Erik Roscam Abbing
 
Making UX happen in the world of PR
Making UX happen in the world of PRMaking UX happen in the world of PR
Making UX happen in the world of PR
Ian Campbell
 
How Sales Can Help Generate More Leads Than Ever Before - Arnie Kuenn, Vertic...
How Sales Can Help Generate More Leads Than Ever Before - Arnie Kuenn, Vertic...How Sales Can Help Generate More Leads Than Ever Before - Arnie Kuenn, Vertic...
How Sales Can Help Generate More Leads Than Ever Before - Arnie Kuenn, Vertic...
Sales Summit
 
5 steps to optimizing your content for ROI
5 steps to optimizing your content for ROI5 steps to optimizing your content for ROI
5 steps to optimizing your content for ROI
Lindy Roux
 
PM Career Workshop IIMK
PM Career Workshop IIMKPM Career Workshop IIMK
PM Career Workshop IIMK
SupportGCI
 
A Walk Through of User Experience and User Interface
A Walk Through of User Experience and User Interface A Walk Through of User Experience and User Interface
A Walk Through of User Experience and User Interface
Network Affiliates
 
Accenture crm customer singularity horizon final
Accenture    crm customer singularity horizon finalAccenture    crm customer singularity horizon final
Accenture crm customer singularity horizon final
Marek Rucinski
 
Digital publishing and the user experience (no chart)
Digital publishing and the user experience (no chart)Digital publishing and the user experience (no chart)
Digital publishing and the user experience (no chart)
Louise Bloom
 
Content marketing and the impact on organisations and processes – DTCC2016, S...
Content marketing and the impact on organisations and processes – DTCC2016, S...Content marketing and the impact on organisations and processes – DTCC2016, S...
Content marketing and the impact on organisations and processes – DTCC2016, S...
SeismoTourism
 
Are you content with your content?
Are you content with your content?Are you content with your content?
Are you content with your content?
ORM
 

Similar to BrightonSEO - Why UX is SEO's Best Friend - 12th April 2019 (20)

Harnessing the Value of UX
Harnessing the Value of UXHarnessing the Value of UX
Harnessing the Value of UX
 
Competitive Analysis: Strategic UX Spy Games - Lyle Kantrovich
Competitive Analysis: Strategic UX Spy Games - Lyle KantrovichCompetitive Analysis: Strategic UX Spy Games - Lyle Kantrovich
Competitive Analysis: Strategic UX Spy Games - Lyle Kantrovich
 
Uxdc content-heatmapping
Uxdc content-heatmappingUxdc content-heatmapping
Uxdc content-heatmapping
 
Why the humble whiteboard will trump technology in 2015
Why the humble whiteboard will trump technology in 2015Why the humble whiteboard will trump technology in 2015
Why the humble whiteboard will trump technology in 2015
 
Visual Content Marketing in Edu
Visual Content Marketing in EduVisual Content Marketing in Edu
Visual Content Marketing in Edu
 
How do seo + ui + ux integrate
How do seo + ui + ux integrateHow do seo + ui + ux integrate
How do seo + ui + ux integrate
 
Mapping Content to the Entire Customer Journey (CMW 2016)
Mapping Content to the Entire Customer Journey (CMW 2016)Mapping Content to the Entire Customer Journey (CMW 2016)
Mapping Content to the Entire Customer Journey (CMW 2016)
 
The holy grail of website research (GAUC / Metrix Lab)
The holy grail of website research (GAUC / Metrix Lab)The holy grail of website research (GAUC / Metrix Lab)
The holy grail of website research (GAUC / Metrix Lab)
 
The Collaborative UX Designer's Toolbox
The Collaborative UX Designer's ToolboxThe Collaborative UX Designer's Toolbox
The Collaborative UX Designer's Toolbox
 
From UX Strategy to Digital Transformation - 2018 Talk by Jaime Levy
From UX Strategy to Digital Transformation - 2018 Talk by Jaime LevyFrom UX Strategy to Digital Transformation - 2018 Talk by Jaime Levy
From UX Strategy to Digital Transformation - 2018 Talk by Jaime Levy
 
from stuff to stories
from stuff to storiesfrom stuff to stories
from stuff to stories
 
Making UX happen in the world of PR
Making UX happen in the world of PRMaking UX happen in the world of PR
Making UX happen in the world of PR
 
How Sales Can Help Generate More Leads Than Ever Before - Arnie Kuenn, Vertic...
How Sales Can Help Generate More Leads Than Ever Before - Arnie Kuenn, Vertic...How Sales Can Help Generate More Leads Than Ever Before - Arnie Kuenn, Vertic...
How Sales Can Help Generate More Leads Than Ever Before - Arnie Kuenn, Vertic...
 
5 steps to optimizing your content for ROI
5 steps to optimizing your content for ROI5 steps to optimizing your content for ROI
5 steps to optimizing your content for ROI
 
PM Career Workshop IIMK
PM Career Workshop IIMKPM Career Workshop IIMK
PM Career Workshop IIMK
 
A Walk Through of User Experience and User Interface
A Walk Through of User Experience and User Interface A Walk Through of User Experience and User Interface
A Walk Through of User Experience and User Interface
 
Accenture crm customer singularity horizon final
Accenture    crm customer singularity horizon finalAccenture    crm customer singularity horizon final
Accenture crm customer singularity horizon final
 
Digital publishing and the user experience (no chart)
Digital publishing and the user experience (no chart)Digital publishing and the user experience (no chart)
Digital publishing and the user experience (no chart)
 
Content marketing and the impact on organisations and processes – DTCC2016, S...
Content marketing and the impact on organisations and processes – DTCC2016, S...Content marketing and the impact on organisations and processes – DTCC2016, S...
Content marketing and the impact on organisations and processes – DTCC2016, S...
 
Are you content with your content?
Are you content with your content?Are you content with your content?
Are you content with your content?
 

Recently uploaded

Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Eastern Online-iSURVEY
 
How ActiveCampaign Can Grow Your Business.pptx
How ActiveCampaign Can Grow Your Business.pptxHow ActiveCampaign Can Grow Your Business.pptx
How ActiveCampaign Can Grow Your Business.pptx
Rakesh Jalan
 
Executives as Influencers – How Leaders Can Earn Influence to Impact Business...
Executives as Influencers – How Leaders Can Earn Influence to Impact Business...Executives as Influencers – How Leaders Can Earn Influence to Impact Business...
Executives as Influencers – How Leaders Can Earn Influence to Impact Business...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Code With Purpose: SEO For Web Developer
Code With Purpose: SEO For Web DeveloperCode With Purpose: SEO For Web Developer
Code With Purpose: SEO For Web Developer
Tara Bahadur Thapa Magar
 
Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation
SyrineTouati
 
Poster Design Presentation Grip July 2024.pptx
Poster Design Presentation Grip July 2024.pptxPoster Design Presentation Grip July 2024.pptx
Poster Design Presentation Grip July 2024.pptx
The Sparks Foundation
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
8 Tips on Creating Compelling Content for Your Moment Marketing
8 Tips  on Creating Compelling Content for Your Moment Marketing8 Tips  on Creating Compelling Content for Your Moment Marketing
8 Tips on Creating Compelling Content for Your Moment Marketing
Maxsemo
 
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockPillar-Based Marketing Master Class - Ryan Brock
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Nedko Nedkov
 
BLOCKCHAIN DEVELOPMENT COMPANY
BLOCKCHAIN      DEVELOPMENT      COMPANYBLOCKCHAIN      DEVELOPMENT      COMPANY
BLOCKCHAIN DEVELOPMENT COMPANY
clarksofia1578
 
Outsourcing digital marketing Strategies
Outsourcing digital marketing StrategiesOutsourcing digital marketing Strategies
Outsourcing digital marketing Strategies
h03629750
 
Cut Through the Noise to Drive More Conversions
Cut Through the Noise to Drive More ConversionsCut Through the Noise to Drive More Conversions
Cut Through the Noise to Drive More Conversions
VWO
 
The Brand Clarity Framework, Intentional & Impactful Story-Based Marketing - ...
The Brand Clarity Framework, Intentional & Impactful Story-Based Marketing - ...The Brand Clarity Framework, Intentional & Impactful Story-Based Marketing - ...
The Brand Clarity Framework, Intentional & Impactful Story-Based Marketing - ...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Search Engine Journal
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Nedko Nedkov
 
The Intersection Between AI & Paid Media Management - Curtiss Gulash
The Intersection Between AI & Paid Media Management - Curtiss GulashThe Intersection Between AI & Paid Media Management - Curtiss Gulash
The Intersection Between AI & Paid Media Management - Curtiss Gulash
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess, OutgrowGrowth Marketing in 2024 - Randy Rayess, Outgrow
Kutility Digital marketing Agency service PPT
Kutility Digital marketing  Agency service PPTKutility Digital marketing  Agency service PPT
Kutility Digital marketing Agency service PPT
abhil40256
 
Emirates : From The Desert To The World
Emirates :  From The Desert To The WorldEmirates :  From The Desert To The World
Emirates : From The Desert To The World
FjorlindaKucuqi
 

Recently uploaded (20)

Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
 
How ActiveCampaign Can Grow Your Business.pptx
How ActiveCampaign Can Grow Your Business.pptxHow ActiveCampaign Can Grow Your Business.pptx
How ActiveCampaign Can Grow Your Business.pptx
 
Executives as Influencers – How Leaders Can Earn Influence to Impact Business...
Executives as Influencers – How Leaders Can Earn Influence to Impact Business...Executives as Influencers – How Leaders Can Earn Influence to Impact Business...
Executives as Influencers – How Leaders Can Earn Influence to Impact Business...
 
Code With Purpose: SEO For Web Developer
Code With Purpose: SEO For Web DeveloperCode With Purpose: SEO For Web Developer
Code With Purpose: SEO For Web Developer
 
Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation
 
Poster Design Presentation Grip July 2024.pptx
Poster Design Presentation Grip July 2024.pptxPoster Design Presentation Grip July 2024.pptx
Poster Design Presentation Grip July 2024.pptx
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
 
8 Tips on Creating Compelling Content for Your Moment Marketing
8 Tips  on Creating Compelling Content for Your Moment Marketing8 Tips  on Creating Compelling Content for Your Moment Marketing
8 Tips on Creating Compelling Content for Your Moment Marketing
 
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockPillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan Brock
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
 
BLOCKCHAIN DEVELOPMENT COMPANY
BLOCKCHAIN      DEVELOPMENT      COMPANYBLOCKCHAIN      DEVELOPMENT      COMPANY
BLOCKCHAIN DEVELOPMENT COMPANY
 
Outsourcing digital marketing Strategies
Outsourcing digital marketing StrategiesOutsourcing digital marketing Strategies
Outsourcing digital marketing Strategies
 
Cut Through the Noise to Drive More Conversions
Cut Through the Noise to Drive More ConversionsCut Through the Noise to Drive More Conversions
Cut Through the Noise to Drive More Conversions
 
The Brand Clarity Framework, Intentional & Impactful Story-Based Marketing - ...
The Brand Clarity Framework, Intentional & Impactful Story-Based Marketing - ...The Brand Clarity Framework, Intentional & Impactful Story-Based Marketing - ...
The Brand Clarity Framework, Intentional & Impactful Story-Based Marketing - ...
 
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
 
The Intersection Between AI & Paid Media Management - Curtiss Gulash
The Intersection Between AI & Paid Media Management - Curtiss GulashThe Intersection Between AI & Paid Media Management - Curtiss Gulash
The Intersection Between AI & Paid Media Management - Curtiss Gulash
 
Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess, OutgrowGrowth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess, Outgrow
 
Kutility Digital marketing Agency service PPT
Kutility Digital marketing  Agency service PPTKutility Digital marketing  Agency service PPT
Kutility Digital marketing Agency service PPT
 
Emirates : From The Desert To The World
Emirates :  From The Desert To The WorldEmirates :  From The Desert To The World
Emirates : From The Desert To The World
 

BrightonSEO - Why UX is SEO's Best Friend - 12th April 2019

  • 1. SLIDESHARE.NET/MICHELLEWILDING1 WHY UX IS SEO’s BEST FRIEND MICHELLE WILDING-BAKER // TELEGRAPH MEDIA GROUP // @OHMISHY
  • 2. A little about me... #BRIGHTONSEO @OHMISHY
  • 3. Search is becoming MORE user-focused #BRIGHTONSEO @OHMISHY
  • 4. We must meet user needs #BRIGHTONSEO @OHMISHY ❖ Quality experience ❖ Clear signposting ❖ Minimal pop-ups (no cloaking) ❖ Useful ❖ Trustworthy ❖ Accessible
  • 5. Sound like UX? #BRIGHTONSEO @OHMISHY It’s time to befriend them, or at least COLLABORATE
  • 6. So what do users WANT? @OHMISHY #BRIGHTONSEO#BRIGHTONSEO @OHMISHY
  • 8. Relevancy The page returned must meet the search query #BRIGHTONSEO @OHMISHY
  • 9. 9 Keyword research = Understand what our audience search for at each stage of the buying cycle, when and on what device. Digital librarians Helping users find what they’re looking for #BRIGHTONSEO @OHMISHY
  • 10. Google knows what type of content users are seeking #BRIGHTONSEO @OHMISHY News articles and reviews in the SERP Intent = researching (awareness/comparison) #1 - Telegraph.co.uk - comparison article #2 - Culturewhisper.com - comparison article #3 - Timeout.com - comparison article ‘best plays in london’ Source: Ahrefs 24.01.19
  • 12. #BRIGHTONSEO @OHMISHY Reaching #1 or ‘position zero’ is not the challenge; maintaining it is = “Search experience optimisation”
  • 13. Search intent modelling content that exists at each stage of the conversion cycle: #BRIGHTONSEO @OHMISHY Trigger Awareness Comparison Conversion Researching & decision-making • Guides (what is, how to) • Comparison and Best buy tables • News articles and Opinion • Top tips • Reviews Action • Product pages, tools, and/or forms • Purchase product or service • Sign-up to newsletter • Exit link to Affiliate Trigger Event Top funnel content addressing users experiencing a real-life event, but have not yet realised their need for a product or service.
  • 14. Telegraph Travel & Solutions #BRIGHTONSEO @OHMISHY Trigger Awareness Comparison Conversion ‘Where’s hot in May?’ ‘Malta guide’ ‘Best Malta hotels’ ‘Corinthia Palace review’
  • 15. Who LOST a lot of traffic in 2018? @OHMISHY #BRIGHTONSEO#BRIGHTONSEO @OHMISHY
  • 16. Likely that the traffic wasn’t VALUABLE to users #BRIGHTONSEO @OHMISHY 2018 Google recalibrated search engine algorithms: Core update - June Medic - November Was your page the best, expert, authoritative and most trustworthy result? #EEP!
  • 17. Or search volumes CHANGE... #BRIGHTONSEO @OHMISHY You win some You lose some
  • 18. I personally DO NOT CARE about traffic in isolation #BRIGHTONSEO @OHMISHY
  • 19. Traffic in isolation is just a VANITY METRIC Traffic requires CONTEXT for showing true value #BRIGHTONSEO @OHMISHY
  • 20. #BRIGHTONSEO @OHMISHY I care about engagement and CONVERSIONS And ONLY engagement and conversions
  • 21. Conversion is not just sales #BRIGHTONSEO @OHMISHY
  • 22. Conversion is everything a user cares about & SEEKS #BRIGHTONSEO @OHMISHY
  • 23. “Second-clicks” should matter Conversion goals help you measure user journeys so that you know you’re fulfilling their needs: #BRIGHTONSEO @OHMISHY LEAVING A COMMENT NEWSLETTER SIGN UP RSVP TO AN EVENT CLICK TO CALL COMPLETING A FORM ADD PRODUCT TO BASKET STARTING A QUOTE BUYING A PRODUCT SHARED THE PAGE
  • 24. Softer engagement metrics #BRIGHTONSEO @OHMISHY ON-PAGE RULES ● x% stayed on page for x minutes or more ● x% of UVs scrolled ¾ down page ● Viewed one page after initial page ● Repeat visitors FORWARD JOURNEY RETURNING TRAFFIC
  • 25. 54% of UK/EU mobile searches have no clicks #BRIGHTONSEO @OHMISHY Meanwhile, UK/EU organic clicks dropped almost 10% in two years Source: Rand Fishkin’s SERP analysis using JumpShot (2018 vs 2016)
  • 26. We must maximise the experience of the user on our sites #BRIGHTONSEO @OHMISHY Focus on meeting INTENT Optimise for all DEVICES Maintain FAST load times
  • 27. @hayluke • User Research Director, Fresh Egg • UX, CRO and Analytics consultant • Organiser of UX Camp Brighton • Works with UX Brighton • Author of Researching UX: Analytics About me
  • 28. @hayluke UX = User Centred Design • UX is sometimes referred to as User Centred Design • It’s about designing things for the people who are going to use them • This simply means building things for what people want and need
  • 29. @hayluke What does UX entail? • Quantitative research • Heuristic assessments • User testing • Information architecture • User journey mapping • Wireframing • Prototyping • Front-end design • Etc, etc
  • 30. @hayluke #1 - Blockers and persuaders
  • 31. @hayluke Blockers • Slow load time • Negative price perception • Choice paralysis • Poor usability • Distractions • Information overload • Lack of trust • Technical errors
  • 32. @hayluke Persuaders • Social proof • Likability • Authority • Scarcity / urgency • Anchoring • Benefit-led copy • Consistency • Reassurance
  • 33. @hayluke UX is about more than conversions • Comprehension of information • Reduced frustration • Quality, rather than quantity of conversions • Think longer term
  • 34. @hayluke #2 - User research tips • Test with ‘real’ users and give them ‘real’ scenarios • Don’t lead your users and analyse results in an unbiased and objective manner • Test often!
  • 35. @hayluke #3 - Embed a user-centred culture
  • 36. @hayluke Keep your users in mind • Use tools like empathy and journey mapping • Create personas, and refer back to them • Talk to your users, test with them, get to know them
  • 37. @hayluke Takeaways.. 1. Consider blockers and persuaders on your key landing pages 2. Get involved with user testing, make it part of your job 3. Take a user-centred attitude to your work
  • 38. @hayluke Thanks Stay in touch… • luke@lukehay.co.uk • twitter.com/hayluke • linkedin.com/in/hayluke