SMX2022-Milestone-0512.pdf

@SPEAKERNAME/#SMX
@benuaggarwal | Milestoneinternet.com
Working in Harmony
How Unifying UX, SEO, and
Content Drives the Best Results

@SPEAKERNAME/#SMX
Agenda
1. Why UX, SEO, and content should work together
2. 4 steps for stitching your customer journey
3. UI/UX, SEO, and content score cards
4. 5 pillars for future-proofing your digital assets
5. Key takeaways

@SPEAKERNAME/#SMX
Discovery and Engagement
Local Listings • Reviews • Insights • Analytics
Experience
CMS • Schemas • FAQ Manager
Design • Websites • Content • SEO • Paid • Analytics
Content Authoring and Distribution Platform
Digital Marketing Services
President and Founder
Milestone Digital Experience Management Solution
Focused on new customer acquisition and enhanced customer experience

@SPEAKERNAME/#SMX
MilestoneInternet.com | +1 408-200-2211 | https://www.linkedin.com/company/milestone-internet-marketing
New Challenge - Creating joy through immersive personalized experience

@SPEAKERNAME/#SMX
What Do Google Quality Guidelines Say ?
Click to add text
Webpage/Type of Content Highest Quality Characteristics PQ Rating and Explanation
Lowest: Mesothelioma deceptive
directory (YMYL)
This page looks like a listing of
resources about Mesothelioma, a
form of lung cancer.
Untrustworthy, Spammy
● No MC
● Content created with little to no time,
effort, expertise, manual curation, or added value
for users.
● Deceptive design or deceptive intent
This page is designed to look like a directory page or a list of helpful
resources, but every link is an Ad. There is no MC on this page.
Pages without MC should be considered spammy as they crowd out and
disincentivize the creation of pages with high quality MC.
Pages that disguise Ads as directory listings or other MC should be
considered untrustworthy.
Q&A page with unanswered
question
● Misleading page design
● Unsatisfying amount of MC for the purpose
of the page
In addition to having no answer, this page has Ads and links to other
questions (misleadingly labelled as “Relevant answers”) displayed
prominently, which users may mistake for answers to the question. It takes
a moment to notice that this page actually has no answer.
Deceptive design and lack of an answer make this page a frustratingly poor
user experience and cause this page to completely fail to achieve its
purpose.

Map Stitch
Recognize Measure
4 Steps for Understanding your Customer Journey

@SPEAKERNAME/#SMX
Step 1: Digital Desire = Recognize Your Customer Touch Points

@SPEAKERNAME/#SMX
Step 2: Map Your Full Journey Based on Your Persona

@SPEAKERNAME/#SMX
Step 3: Digital Desire = Stitching Omnichannel Brand Experience
In-house experience
PWA , SMS,
GMB Listings
Chat, messaging,
Interactive Content,
Website,
Mobile Sites
Awareness
FAQs, Web Stories
Video’s, Images
Act
Convert
Advocate

@SPEAKERNAME/#SMX
Step 4: Select the Right KPIs
• Keyword rankings
• Impressions
• Universal listings
• Knowledge Graph
• Site links
• Brand vs. non-brand
• Channel contribution
• Device contribution
• Geographic Contribution
• Local visibility
(where applicable)
Visibility • Clicks (traffic)
• Site engagement (bounce, session duration, pages/session)
• Offsite engagement (likes, shares, followers, referral visits)
Engagement
• Soft conversions
• Hard conversions
• Revenue (where available)
• Full funnel conversions (where access to
CRM data is available)
Conversions
• Crawl / Schema Errors
• Speed and Core Web Vitals
Performance

@SPEAKERNAME/#SMX
1 2 3 4 5
USER EXPERIENCE LAYOUT & CONTENT NAVIGATION CONVERSION FEATURES
Reinforce KPI - UI/UX, SEO Scorecards (Connect dots across all teams)
• Core Web Vitals
(CLS)
• Mobile-First
User experience
• Font consistency & legibility
• Color
• H1 and Headlines
• Images
• Videos
• Homepage Layout
• Inside page layout
• Friendly Navigation
• All pages are
accessible
• Primary CTA
Accessibility
• CRO
• Active Features
• Interactive Content

But are we
solving
the right
problem?

@SPEAKERNAME/#SMX
So Why Is SEO Not Generating Results?
Source: Contentking
FIX
BUILD
IMPROVE
Brands are stuck JUST fixing & improving SEO
Top SEO issues reported

Discovery Experience Engagement Conversions
How to Future-Proof Your Digital Assets

@SPEAKERNAME/#SMX
https://blog.google/products/search/how-ai-making-information-more-useful/
See It, Snap It, Buy It: How Visual Search
Makes Shopping Smarter
Vision API
• Accuracy
• Quality
• Relevancy
• Entities
• Attributes

@SPEAKERNAME/#SMX
What Does Discovery Mean for Any Brand?
This is Your
Homepage.

@SPEAKERNAME/#SMX
Connect at Every Stage in the Customer Journey
Discovery, Engagement, Experience, Conversions
Page Experience
Hyper-Local
Content
Rich FAQs
Advanced
Schema
Insights &
Analytics
Accurate &
Enhanced Data
Q&As
Proactive
Posts
Messaging /
Chat
Reviews
INSIGHTS
1. AWARENESS
(Listings)
2. CONSIDERATION
(ENGAGEMENT)
3. INTENT
(EXPERIENCE
LANDING PAGES)
4. CONVERT
ANALYTICS

@SPEAKERNAME/#SMX
Brand Digital Assets Saturating SERPs
Question-related content is 48%+ of search result page elements
(Based on actual search data from 800 websites)
FAQs
PAAs
Image Pack
Reviews
Rich
Snippets

@SPEAKERNAME/#SMX
5 Pillars for Future-Proofing Your Digital Assets
Discovery, Experience, Relevancy, Conversion
2 3 4
CRAWL & INDEXING PAGE EXPERIENCE SCHEMAS & CLICKABILITY CONTENT & RELEVANCY LOCAL & AUTHORITY
• XML Sitemap
• Robots.txt
• Headings
• Canonical Tags
• HREFLang
• HTTPS
• Core Web Vitals/Page
Experience
• Mobile Experience
• Image Optimization
• Advanced Schemas
• Rich Results
• Meta Tags, Headings
• Images & Videos
• Content Development
• FAQs
• SERP Coverage
• Local listings
• Domain Authority
• Link profile
1 5

@SPEAKERNAME/#SMX
Discovery of Your Content
See the algorithm updates here from
Chrome’s team on Google I/O

@SPEAKERNAME/#SMX
Perfect User Experience
Location page must-haves:
1. Address, contact info, hours
2. Map and directions
3. Staff bios
4. Parking info
5. Payment, financing info
6. Offers, deals, coupons
7. Reviews
8. Frequently asked questions
9. Inventory highlights
10. Location images
11. 3D tours, video
12. Department information
13. COVID information, health &
safety
14. Curbside, delivery, in-store
shopping, appointment-only, etc.
1
2
5
9
7
8
51%
of phone
leads from
location pages
13%
of form leads
generated from
location pages

@SPEAKERNAME/#SMX
Google Wants to Answer User Questions – Engagement & Relevancy
QUESTIONS IN KNOWLEDGE GRAPH
QUESTIONS IN LOCAL LISTINGS
ENHANCED LISTING WITH FAQ
FEATURED SNIPPET PEOPLE ALSO ASK

@SPEAKERNAME/#SMX
Local Search – Connecting Dots
Discovery, Engagement, Experience, Conversions
Reviews
Conversion
Google Post & QA
Engagement
Enhanced Profiles
Discovery
9
5
1
4
10
6
2
7
8
3
1 2 3 4
Location Landing Page
Experience

Entity First
World
Impact of
Connecting
Dots

@SPEAKERNAME/#SMX
UX, Design, and SEO
Comes Together
Floor Plans clicks
Catering button clicks
Audio visual clicks
“Book Now” clicks
12%
8%
39%
2%

@SPEAKERNAME/#SMX
Combining UX/Visual Design with Entity Search
Content, markup, and layouts aligned with latest Google algorithm
Location Schemas
Rich Topic Paragraphs
Maps
Lists & FAQs
Rich content snippets
Paragraph
Bullet list
Schema
Image or video
+50%
impressions
IMPACT IN 15 DAYS

@SPEAKERNAME/#SMX
Interactive Content – Increasing Engagement
Step by step quote calculator
51%
of users visiting
the page
45%
increase in time
spent compared
to overall website

@SPEAKERNAME/#SMX
Fresh, Relevant, Topical Content
Location selection hub Specific location Events Calendar Month View
36%
avg. monthly
increase in
impressions
41%
avg. monthly
increase in
pageviews

@SPEAKERNAME/#SMX
Future-Proof Your Digital Assets
Visibility & Relevancy
Scalability
Conversion Optimized
Relevancy
Conversions
Analytics & CRO
Storytelling
Local Authority
Schema and
Entities
Responsiveness,
Discoverable
Discovery
Experience
Video, Images,
FAQ, Interactive
Content
Scaling
Components &
Pages
Core Web Vitals

Agile Culture
Recognize, Stitch,
Map, Measure
Digital Experience
Agile Culture
Experience
to
UI, UX, SEO,
Content
Score Cards
to
Future-Proofing
Your Digital Assets
5 Pillars
to
4 Steps
to
Recognize, Stitch,
Map, Measure
Key Takeaways – UX, SEO, Content Drive Best Results

@SPEAKERNAME/#SMX
Updated Research from Milestone on the Hottest Topics
https://www.milestoneinternet.com/resources/research-reports

SMX2022-Milestone-0512.pdf

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SMX2022-Milestone-0512.pdf