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Content Design & its Role in SEO and Accessibility [BrightonSEO Spring 2023]
The document discusses how content design impacts SEO and accessibility. It explains that content design means delivering information in the optimal format for users and search engines. It also discusses how users typically scan content in an "F" pattern and how to design content using headings, short paragraphs and other formatting to match this pattern. Well-designed content that provides a good user experience will be rewarded by Google through improved search rankings and user trust. Accessible content design benefits both disabled users and search engines by following best practices like using plain language and clear structuring.
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Similar to Content Design & its Role in SEO and Accessibility [BrightonSEO Spring 2023]
Content Design & its Role in SEO and Accessibility [BrightonSEO Spring 2023]
- 1. How Content Design ImpactsSEO & Accessibility Slideshare.Net/ChloeSmith123 @chloeivyroseseo Chloe Smith Blue Array
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- 3. @chloeivyroseseo #brightonSEO what we'llcover what content design is the crossover between UX and SEO how good content design = accessibility how to design content for UX, SEO & accessibility
- 4. @chloeivyroseseo #brightonSEO what does"content design" mean?
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- 10. @chloeivyroseseo #brightonSEO content designis… delivering info in the best possible format
- 11. @chloeivyroseseo #brightonSEO content designis… giving users what they need in a format they expect
- 12. @chloeivyroseseo #brightonSEO content designis… clear, accessible, easy to understand information
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- 15. @chloeivyroseseo #brightonSEO users typically readin an "F" pattern
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- 18. @chloeivyroseseo #brightonSEO while it'snot the only pattern, it's the most common for text-heavy sites
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- 22. @chloeivyroseseo #brightonSEO but backto that F pattern
- 23. @chloeivyroseseo #brightonSEO walls oftext no paragraphs? no attention span
- 24. @chloeivyroseseo #brightonSEO no subheadings usingh2s and h3s breaks up content & makes it easy to read
- 25. @chloeivyroseseo #brightonSEO efficiency time-poor userstrying to be quick
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- 27. @chloeivyroseseo #brightonSEO use thisknowledge to your advantage, and create content that fits this pattern
- 28. @chloeivyroseseo #brightonSEO how isthis relevant to our jobs as SEOs?
- 29. @chloeivyroseseo #brightonSEO google isputting more and more focus on user experience
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- 31. @chloeivyroseseo #brightonSEO cast yourminds back to august '22
- 32. @chloeivyroseseo #brightonSEO …and thenagain to december '22
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- 35. @chloeivyroseseo #brightonSEO while thepage experience updates focused on technical UX
- 36. @chloeivyroseseo #brightonSEO i proposethe helpful content update focuses on content- based UX
- 37. @chloeivyroseseo #brightonSEO "The helpfulcontent update aims to better reward content where visitors feel they've had a satisfying experience, while content that doesn't meet a visitor's expectations won't perform as well." Source: Google Search Central
- 38. @chloeivyroseseo #brightonSEO "The helpfulcontent update aims to better reward content where visitors feel they've had a satisfying experience, while content that doesn't meet a visitor's expectations won't perform as well." Source: Google Search Central
- 39. @chloeivyroseseo #brightonSEO "The helpfulcontent update aims to better reward content where visitors feel they've had a satisfying experience, while content that doesn't meet a visitor's expectations won't perform as well." Source: Google Search Central
- 40. @chloeivyroseseo #brightonSEO "The helpfulcontent update aims to better reward content where visitors feel they've had a satisfying experience, while content that doesn't meet a visitor's expectations won't perform as well." Source: Google Search Central
- 41. @chloeivyroseseo #brightonSEO which meanspoorly designed content leads to…
- 42. @chloeivyroseseo #brightonSEO possible negative impact fromalgo updates @chloeivyroseseo #brightonSEO
- 43. @chloeivyroseseo #brightonSEO users havingless trust in us
- 44. @chloeivyroseseo #brightonSEO users havingless trust in us (worse engagement metrics as a result)
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- 46. @chloeivyroseseo #brightonSEO good contentdesign = accessible content
- 47. @chloeivyroseseo #brightonSEO people inthe UK living with sight loss, & likely using assistive tech to access the web (e.g. screen readers) Source: RNIB 2.2 million
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- 50. @chloeivyroseseo #brightonSEO treat searchengines like giant, glorified screen readers
- 51. @chloeivyroseseo #brightonSEO (or treatscreen readers like less complicated mini search engines)
- 52. @chloeivyroseseo #brightonSEO how todesign your content for search engines, non-disabled users, and disabled users alike
- 53. @chloeivyroseseo #brightonSEO use short,simple sentences using plain language
- 54. @chloeivyroseseo #brightonSEO use short,simple sentences using plain language
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- 56. @chloeivyroseseo #brightonSEO don't assumea level of education beyond your usual user base
- 57. @chloeivyroseseo #brightonSEO or you'llrisk alienating your users 👽
- 58. @chloeivyroseseo #brightonSEO for yourcontent structure, think of your content like a book @chloeivyroseseo #brightonSEO
- 59. @chloeivyroseseo #brightonSEO think ofyour content as a book 📚 page title H1 H2 H3
- 60. @chloeivyroseseo #brightonSEO think ofyour content as a book 📚 page title H1 H2 H3 cover
- 61. @chloeivyroseseo #brightonSEO think ofyour content as a book 📚 page title H1 H2 H3 cover title page
- 62. @chloeivyroseseo #brightonSEO think ofyour content as a book 📚 page title H1 H2 H3 cover title page chapters
- 63. @chloeivyroseseo #brightonSEO think ofyour content as a book 📚 page title H1 H2 H3 cover title page chapters subheadings
- 64. @chloeivyroseseo #brightonSEO like a600 page book with no chapters, a wall of text is intimidating & overwhelming
- 65. @chloeivyroseseo #brightonSEO sectioning outcontent makes it digestible, accessible, and optimised for SEO
- 66. @chloeivyroseseo #brightonSEO (because thoseare all the same thing👀)
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- 69. @chloeivyroseseo #brightonSEO introductor y contentis short & sticks to the F pattern
- 70. @chloeivyroseseo #brightonSEO introductor y contentis short & sticks to the F pattern
- 71. @chloeivyroseseo #brightonSEO h2 attracts the eye introductor ycontent is short & sticks to the F pattern
- 72. @chloeivyroseseo #brightonSEO h2 attracts the eye introductor ycontent is short & sticks to the F pattern formatting allows users to jump to content that suits their needs best
- 73. @chloeivyroseseo #brightonSEO h2 attracts the eye introductor ycontent is short & sticks to the F pattern formatting allows users to jump to content that suits their needs best bonus point: including jumplinks to headings at the start
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- 76. @chloeivyroseseo #brightonSEO so, tosummarise
- 77. @chloeivyroseseo #brightonSEO understanding howusers interact with content can help improve design and formatting
- 78. @chloeivyroseseo #brightonSEO correctly designing contentimproves engagement metrics & trust
- 79. @chloeivyroseseo #brightonSEO good contentdesign = accessible to disabled users as well as search engines
- 80. @chloeivyroseseo #brightonSEO UX andSEO are growing ever closer, so good UX is good SEO (and vice versa)
- 81. @chloeivyroseseo #brightonSEO quick andsimple content is the way to go
- 82. @chloeivyroseseo #brightonSEO thank you! whereto find me @chloeivyroseseo @LondonSEOMeetu p @bluearrayseo /in/chloeivyrose/
Editor's Notes
- #6 I asked this question when I co-hosted serpstat_chat the other month, and most of the answers were what I expected, all about structuring content etc.
- #7 But this one stuck out to me. when we hear 'design', we think about visual elements, which i guess is why this person immediately thought of colours. but it's not about what colour your font is or how big it is, because if i tried to design a website it'd look like this
- #9 so to get a straight answer, i went to the most trustworthy website there is… the UK government site. sorry. but their website is a really good example of good content design and having an understanding of what your users want to see vs what you want to convey. "Good content design allows people to do or find out what they need to do from government simply and quickly using the most appropriate content format available." And i want you to consider those two words, simple and quick.
- #10 but to be able to effectively design our content in a way that is quick and simple, we need to understand how our users read our content. so let's go off on a little tangent to discuss reading patterns for your sighted users
- #11 and having clear, accessible, easy to understand information. in the UK, the average reading age is between 9 and 12 years old. while we don't want to talk down to our users, we do want to make sure we're not assuming a level of understanding that they don't have
- #12 and having clear, accessible, easy to understand information. in the UK, the average reading age is between 9 and 12 years old. while we don't want to talk down to our users, we do want to make sure we're not assuming a level of understanding that they don't have
- #13 and having clear, accessible, easy to understand information. in the UK, the average reading age is between 9 and 12 years old. while we don't want to talk down to our users, we do want to make sure we're not assuming a level of understanding that they don't have
- #14 but to be able to effectively design our content in a way that is quick and simple, we need to understand how our users read our content. so let's go off on a little tangent to discuss reading patterns for your sighted users
- #15 this will obviously depend on which language you're writing in; european languages like english french etc will read left to right, but others like arabic and hebrew read from right to left, so some of this may not apply.
- #16 i.e. reading the first few lines in full, then skimming the first part of each line for the rest This is the default reading style. It does have disadvantages: Limited engagement Not enough clues about the content You lose your reader very quickly
- #17 researchers used eyetracking to identify people's typical reading patterns; this one shows a clear F, from the header down to the introductory content it's quite thoroughly read, and then attention starts to dwindle and only the first parts of paragraphs are read.
- #18 But this doesn't just apply to editorial content or landing pages. one of the reasons the top three positions in SERPs get the most traction is because users often read them in the same way as they do other content.
- #20 Where the reader knows exactly what keyword they're looking for in the content. Scanning to identify keywords.
- #21 Where the content is well organized and the visitor is given a guided tour of the page. The text has been structured for scrolling.
- #22 When the content is so engaging that every word is read. This often happens if your audience is physically captive or is your loving mum.
- #27 but to be able to effectively design our content in a way that is quick and simple, we need to understand how our users read our content. so let's go off on a little tangent to discuss reading patterns for your sighted users
- #31 even if we disregard both page experience updates that bring UX to the forefront of SEO…