It’s no secret that a great idea with some great visual execution will engage users online. But how can we best harness design for SEO benefit? Discover how understanding your audience, a little creative thinking, and harnessing social media, can lead to natural, sustainable and effective SEO strategies.
7. What should we be creating to get
people interested in your brand?
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8. “We are interested
in others when
they are interested
in us.”
Publilius Syrus – 1BC
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9. “You can make more friends
in two months by becoming
interested in other people
than you can in two years
by trying to get other people
interested in you.”
Dale Carnegie – 1934
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13. Step 1. Summary
Think less in terms of “About Us”
Listen to your audience
Take a sincere interest in them
Tailor your digital presence to their needs
People will take more interest in you
You’ll feed the ZMOT
17. First, it is important to understand
how people read web pages…
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18. First, it is important to understand
how people read web pages…
THEY DON’T
Jacob Nielson – useit.com
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19. How long do you have to engage a user?
Jacob Nielson – useit.com
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20. How long do you have to engage a user?
3.8 seconds
Jacob Nielson – useit.com
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21. Why is this?
•
We all can suffer from Analysis Paralysis
•
This is why we stereotype – we create mental shortcuts
•
The same rules apply to your site
•
This is why we find visualisations (such as info-graphics) so engaging
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22. Your design 3.8 seconds to establish…
•
•
Relevance
Are you right for me?
Have you answered my
question?
•
•
Trust
Do you look credible?
Can I trust you with my
money?
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23. Or else…
The user returned to
search. You did not satisfy
their objectives.
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25. Relevance
•
Have a clear, succinct opening
proposition
•
Relevant, quality imagery that
backs up the proposition
•
Visually outline Benefits/
USPs/Features
•
•
Large amounts of text
•
Sell hard
•
Be ambiguous
•
Unclear CTAs
•
Focus content around “you”
Ask/Give the user what they are
looking for
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29. Trust
•
A great looking site
•
Stick with an old, dated looking site
•
Social/professional proofing
•
Poor content (inc. photography)
•
Feature authoritative content
•
Unsupported technology
•
Accreditations/Awards
•
“Under construction”
•
Case studies
•
No mobile support
•
Real photography
•
No security assurance
•
Responsive/Mobile friendly
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37. Why is this important?
If a website is difficult to use…
If the homepage fails to clearly state what
a company offers and/what users can do
on the site…
If users get lost on a website…
If a website's information is hard to read
or doesn't answer users’ key questions…
…they leave
38. Usability
•
Is your site design easy to navigate?
•
Unsupported technology
•
Does the design conform to best
interface usability practice?
• Checkouts
• Forms
• IA
• Etc.
•
Unnecessary obstructions
•
Cluttered design that obscure
objectives for the user
•
Only show, or make salient, relevant
content to the user at that time
•
Bring user-goal content to the fore
•
Pop-ups
•
Test, test, test!
•
And of course…
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42. Google has issued clear
recommendations on what it
expects to see from mobile
optimised websites
https://developers.google.com/webmasters/smartphone-sites/details
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43. You have 3 options…
Fully responsive
Dynamically served
HTML & CSS
Mobile version
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44. It will massively affect your performance
+100%
MOBILE
CONVERSION
+51%
MOBILE
CONVERSION
+20%
CLICK
THROUGH RATE
+28%
TRAFFIC
INCREASE
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45. Beware
Each require very specific and different
methods of technical implementation.
Getting it wrong could put you in the
firing line for Panda.
48. Web Design Summary
Make your site as good as it can be, both in terms of
Design
Experience & Usability
Streamline your primary pages to be
Engaging
Relevant
Make it responsive
54. Understanding your audience
•
Most brands will have an idea of the audience they want to target
•
Some go into advanced demographics
•
If you don’t, then just get out there and ask…
•
Use your social channels
•
Conduct surveys
•
Etc.
•
Listen
•
Above and beyond, the key is to discover What are they interested in?
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55. What can you contribute?
•
Take an interest
•
Look for connections - What do we have in common?
•
Use what you have
•
•
•
•
Data
Technology/tools
Information
Conduct research
•
•
Surveys
Use existing data sources
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63. •
No data to work with
•
Very broad target audience
•
Little conversation around the industry in target audience
•
Negative sentiment around the industry
•
Needed to be relevant
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64.
65.
66. Overall Summary
Listen
Take an interest in your audience
Answer their questions
Streamline your primary pages to be
Engaging
Relevant
Responsive
Get out there and enjoy it
This is our current interpretation of the SEO landscape(apologies)A lot is to do with what is going on, surrounded by how people feel about itMostly these are human emotive responses –Google want to understand just how people feel about your brandwe must appeal to people – engage with themThe great thing about design is it can do all this on a very subconcious levelWe respond instinctively, sometimes without even knowing why we somethingIf we knew why, then everyone could be a designer, or everyone could make a hit record
Whats the secret?
Why does this matter?
And anyway, If you think about it, Branding 101 tells us our brand is simply the opinion of others.
Without those people, without that engagement, we are nothing
THEY DON’TThey scan for signals which will tell them that page is relevant to their goals
THEY DON’TThey scan for signals which will tell them that page is relevant to their goals
THEY DON’TThey scan for signals which will tell them that page is relevant to their goals
THEY DON’TThey scan for signals which will tell them that page is relevant to their goals
Note these are homepage examples – exactly the same applies to landing pages. What value can you bring to the audience? How can you put them first?
This is why responsive usually the preferred option
This is our current interpretation of the SEO landscape(apologies)A lot is to do with what is going on, surrounded by how people feel about itMostly these are human emotive responses –Google want to understand just how people feel about your brandwe must appeal to people – engage with themThe great thing about design is it can do all this on a very subconcious levelWe respond instinctively, sometimes without even knowing why we somethingIf we knew why, then everyone could be a designer, or everyone could make a hit record
So your site is now as good as it can be what next?Sites are very much a self contained entityWe need to be contributing ‘something’ to the offline domain that can affect these signalsYou need to be getting yourself to the centre of conversation. But if we really want to stand out then that’s where the power of design and creative strategy comes into its own. We can do this by creating great content or tools that people will love (and ultimately shareable & link worthy)
Without those people, without that engagement, we are nothing
So how do we implement Persuassive design? What can we do to connect more with our users?