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Theo van der Zee - ConversionReview @ SEO Meetup 2015
How to Make Visitors
And Google Happy
Back to 2010
Keyword
density
Link
sculpting
Hidden links
and text?
Short through
the turn
Mostly
technical
Google
Panda
User
experience
Forward to
2015 again
Google Analytics
Expert review
Customer data
Remote user
testing
Webvink.nl
In-house
user testing
Visual
analysis
Performance
High quality
hosting
Mouse
tracking
Happy Panda
ConversionReview
Data-driven website reviews
info@conversionreview.com
Twitter: @ConvReview

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SEO Meetup Utrecht

Editor's Notes

  1. Tijdmachine, SEO, terug naar rond 2010. Hoe deed men toen SEO?
  2. Keyword density was op orde
  3. Links op de pagina goed ‘gesculpt’ met nofollow tags
  4. Hier en daar wat verborgen links en tekst om de zaak af te maken?
  5. Kort door de bocht, ook toen SEO al veel complexer dan hoe ik nu neerzet
  6. Maar, hoe dan ook waren de aanpassingen gericht op het verbeteren van de techniek
  7. Met de release van Panda kwam daar in februari 2011 plots verandering in.
  8. Naast technische aspecten, nu ook UX van belang. Vertrouwen, autoriteit, kwaliteit, compleet.
  9. Hoe website post-panda te optimaliseren? Verbeter de gebruikerservaring!
  10. Waar beginnen? Blind gokken is niet handig! Eerst goede basis, voordat je specifieke zaken gaat testen.
  11. Bron 1 problematische afdelingen: Vind conversie bottlenecks. Landing pagina’s, bounce ratio’s, dashboard, demografische gegevens, segmenten?
  12. Bron 2: Heuristic analysis of user scenarios: what do users want at a given time? How to give that to them optimally? Werkt alles technisch? Wat doet competitie?
  13. Bron 3: From CRM, sales data, surveys, etc. Who is buying, what, why, from where, when? Patterns? Predictions?
  14. Nu: verschillende technieken voor valideren bevindingen en/of aanvullende findings. Eerst: Video’s bekijken van gebruikers die over de website surfen
  15. Videos of visitors using your website. Voordelen: op afstand, lage kosten, makkelijk op te schalen
  16. Actionable tip: peek.usertesting.com (wel alleen Engelstalig). 3 per maand gratis, das al ongeveer 2/3e van de problemen!
  17. 28 euro per tester, Nederlandstalige gebruikers, gescreend.
  18. Mensen langs laten komen op je kantoor (of in de Starbucks!). Hen vragen opdrachten te doen. Voordelen: sturing, meekijken, controle
  19. Vanaf € 1.249, geen affiliate, ontmoeten op borrel. Check: usably.nl. Verzorgt in-house user testing in NL.
  20. Visuele analyze. Verschillende technieken, aantal gaan we bekijken.
  21. Allereerst bekijken we deze website. Zij vroegen mij een half jaar geleden een uitgebreide analyze te doen. [Publiek] Welke elementen trekken aandacht?
  22. Hoeveelheid (gesimuleerde) aandacht per gebied. Warme kleuren = meer aandacht. Schild en face veel aandacht, CTA te weinig. Tool: feng-gui.com
  23. Mijn adviezen (als resultaat van een brede analyze, waarvan visuele analyze een onderdeel was) hebben geleid tot deze pagina
  24. Die heeft het volgende heatmap patroon
  25. Wat leidt tot de volgende onderdelen goed zichtbaar en opvallend voor gebruiker. Logo, menu, UVP, USPs, graph, CTA = top.
  26. Zie je menu bovenin? Nee? Bezoeker ook niet = te laag contrast. Tool: Color Contrast Analyzer (Chrome plugin)
  27. Nieuwe website is menu weggehaald
  28. Foveal zoom: zoveel zien we scherp van een pagina, de rest wordt ‘berekend’ in ons hoofd. Tool: fotor.com (Tilt shift)
  29. Waar ze dachten dat checkout was. Waar denken jullie? Tool: UsabilityHub.com (click test)
  30. Daar zit ie!
  31. Mijn eigen services pagina op de proef, ik dacht aardig goed te zitten
  32. Helaas (belangrijke) gele balk trekt te weinig aandacht, net als menu. Mogelijke fixes: afbeeldingen zwart/wit, of iconen.
  33. Performance is kritiek voor bezoekers, en tegenwoordig zelfs voor zoekmachines
  34. Check je site hier. Tool: Pingdom.
  35. Zorg dat je website op een goede server staat, tegenwoordig zeer betaalbaar. Zonder goede server is goede laadtijd onmogelijk. (zelf bij SiteGround)
  36. Waterfall; welke bestanden? Hoe groot? Asynchroon? Begin met alles nutteloos weg, en optimaliseer noodzakelijke met plugins (caching)
  37. Het analyseren van het gedrag dat bezoekers vertonen op de website
  38. Click/tap tracking — lessen: plus icoon is duidelijk, mensen klappen sliders open, About is meest geklikte volgende menu item.
  39. Movement maps — waar bewegen mensen hun muis? kan indicatie geven van interesse in bepaalde items (bijv. waarom niemand op rechter items?)
  40. Scroll maps — hoe ver komt men? is het relevant content te optimizen als bijna niemand onder de ‘fold’ komt?
  41. Session replays — De bewegingen en clicks die de muis maakt, dynamische combinatie voorgaande maps. Geel = muis, click = cirkel, lijn = movement
  42. Conclusie: optimaliseer de gebruikerservaring, en Google zal net zo blij worden als deze panda, met hoge rankings (en conversies) tot gevolg!
  43. Reviews hoeveel tijd er over is.
  44. Questions + business cards on the table/stage