SEO and UX teams don't collaborate enough according to the document. Rankbrain, Google's machine learning algorithm, is able to measure user interactions like click-through-rates and dwell time which could reward websites with better user experiences in search results. The document discusses tensions between optimizing for search engines versus users and provides tips for UX and SEO teams to work better together like working from the same brief, making an effort to understand each other's work, making work visible to the other team, and educating one another.

1. SEO & UX teams,
unite!
Ben Wood & Julio Taylor

2. Ben Wood
Digital Director
Julio Taylor
Creative Director

3. 3

4. Why are we here?
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5. SEO and UX teams don’t collaborate enough.
This has to change.
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6. Basic principles of SEO
Technology
Relevance
Authority Links, brand mentions, citations...
Keywords, content, meta data...
HTML, sitemaps, URLs, Pagespeed, Schema...

8. Rankbrain
RankBrain is a machine learning (AI) algorithm
that Google uses to sort the search results. It
also helps Google process and understand
search queries.

9. Rankbrain features
1. Understanding search queries (semantics)
2. Measuring how people interact with search
results (user satisfaction)

10. As Google's confidence in RankBrain grows,
UX will become a more important ranking factor
1
0
Hello
Dave

11. Not everyone agrees!
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PLOT TWIST

13. But this is Google we’re talking about….

14. Nick Frost, Head Google Brain, Toronto/Canada - 2017
This from the horse's mouth...

15. Google patent - User Click Through Rates (Mar 2019)
https://gofishdigital.com/user-click-through-rates-and-search-result-rankings-at-google/

16. It’s able to measure how you interact with the search results.
● Organic Click-Through-Rate
● Dwell Time
● Pogo-sticking
Google can interpret these engagement metrics to provide
implicit feedback for algorithm refinements.
What exactly is Google observing?

17. An example: ‘pogo sticking’

18. The result with the best UX *could* be rewarded

19. So, what makes a ‘good’ UX?

20. Don’t take our word for it.

22. More here: hallam.co/playbook

23. UX design must also adapt to
changing user behaviour.

24. In the attention economy,
engagement is a precious resource

25. Accurate natural language processing has, until very
recently, existed only in the realm of science fiction.

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We’ve now reached a tipping point where there’s enough
processing power to make speech recognition and
interaction a viable alternative to visual interfaces.

27. Voice-enabled personal
assistants are installed
on all smartphones.

28. Over 20% of searches today on Android
devices are voice searches

29. Rising to 50% by 2020

30. These trends are conditioning users to
discover and expect information faster

31. Over time, we’ll have fewer
opportunities to make an
impression on users
with traditional formats

32. Voice interaction
is the biggest UX challenge
since the birth of the smartphone

33. Like it or not, we have to change
the way we we think about
design and SEO.

34. UX is your superpower
in the SEO arms race

35. How do we measure UX improvements?
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36. SEO UX
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Regardless of Rankbrain, UX is a safe bet
in any SEO strategy

37. What can Google measure?
● Time between SERP click -> website session
● Another result click after initial SERP click
● Leaving Google altogether
● Total SERP session
● Interaction with a featured snippet
● SERP CTR

38. What simple UX measures can we use?
Measure Where to find it
Task success (e.g. Goal completions) Google Analytics > Conversions
Scroll depth Google Analytics > Events (via GTM)
Bounce rate Google Analytics > Behaviour
Dwell time Not available in GA, closest alternative =
session duration (source = organic)
Attitudinal metrics Online surveys via Unbounce, VWO etc.

39. Measuring SERP (Search Engine Results Page) CTR

40. Advanced UX measures
● Use custom JavaScript events to
measure content consumption
depth - e.g. fire after 5 seconds
without scroll movement (removes
initial ‘test’ scrolling)
● Single element (e.g. button)
engagement - fire after 3 seconds
mouseover
● Rage clicking!! - fire when 3 clicks
occur within 1 second

41. If we’re talking about UX, we’re talking about CRO
128 transactions
Current state
Opportunity
Approx 10,395
sessions/mont
h
0.5%
conversion rate
1.24%
conversion rate
182 transactions
1.75%
conversion rate
Approx 10,395
sessions/mont
h
A relatively small
improvement in conversion
rate has a big impact on
enquiry volumes / revenue

43. How to navigate tensions and trade-offs
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45. Common tensions between UX and SEO
Source: @Moz Whiteboard Friday

46. Optimising Navigation for UX and SEO
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Link Link Link Link
UX-only world UX + SEO world

47. Learning the hard way
Link Link Link Link
Nav Nav Nav Nav Nav
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48. Optimising content for UX and SEO
Nav Nav Nav Nav Nav Nav Nav Nav
UX-only world UX + SEO world
Travel route finder
Find the perfect route between X and X
with our interactive route finder etc.

49. Researching formats for UX and SEO

50. UX & SEO, better together
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51. Work from the same brief
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52. Make an effort to learn
how other teams work
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53. Make your work visible
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54. Educate each other
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55. Control your ego.
Believe in the mission.
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56. Thank you!