SlideShare a Scribd company logo
1 of 59
1
#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
UX and SEO:
Learn about the love 💕match that turns consumer context into conversions
Jill Quick
Co Founder of
The Coloring in
Department
Dawn Anderson
Digital Marketing & SEO
Consultant
Move It Marketing
2
Source: ADI – leading US retailers
The importance of organic search
3
4
New in SEO toolkit
5
Agenda
• What does marketing have to do with UX?
• How to use the Consumer Cross Stitch Model ©
• Using Stages of Awareness and Keyword Modifiers
• How to apply principles of IA & user behaviour in
information foraging theory in your sites UX and SEO
6
Before we start…
• A recording for the webinar will be sent via Email
• Slides will be available via Smart Insights Slideshare
• Do ask questions at any point via the Questions panel
• Q&A will be at the end
7
8
<Paste partner logo here via View, Master>
Let’s think about UX
And the love match
9
10
11
<Paste partner logo here via View, Master>
And your users?
What of them?
12
13
14
15
16
17
18
19
20
21
URLS
company.com/what-is-microphone-looks-fluffy
22
URLS
company.com/types-camera-lights-video
23
URLS
company.com/4163-star-63-tripod
24
URLS
company.com/mefoto-tripod-vs-globetrotter
25
<Paste partner logo here via View, Master>
What about information architecture?
How is your website organised?
26
Which of these better illustrates your site?
27
Importance emphasis
28
Objects Choices Disclosure
Exemplars Front doors
Multiple
classifications
Focused
navigation
Tabular data Growth
8 principles of information architecture (Brown)
29
8 principles of information architecture (Brown)
1. Objects – Based on object-oriented programming
2. Choices – Pages with meaningful task based choices
3. Disclosure – Iceberg theory leads to digging deeper
4. Exemplars – Show examples of categories / teasers
5. Front doors– Traffic arrives from many doorways
6. Multiple classification – Use many classification
schemes to navigate to content via (NAVIGATIONAL
SYSTEMS)
7. Focused navigation – Avoid mixing apples & pears
8. Growth – Assume huge growth of content
30
XML
Sitemap(s)
Visual
Sitemap(s)
All parties
informed &
educated
on
importance
Front facing
HTML
sitemap(s)
Trio of sitemaps
BOTS
HUMAN
VISITO
RS
SEO /
DEVS /
CONTE
NT
TEAM
31
Take a bird’s eye view
32
33
<Paste partner logo here via View, Master>
Disambiguate with structure & data strengthening
Turn blurb into organised logic with things, not string & order
34
Unstructured
data (text)
Semi-
structured
data
Relational
databases
Structured
data
XML
sitemaps
Ordered lists
Unordered
lists
Tabular data Data Feeds
35
Schema All The Things
X 3
implementation
YoY
36
Product Schema
37
IsRelatedTo Schema
38
<Paste partner logo here via View, Master>
Humans are informavores
We forage for information… with an evolving informational need / task
39
40
Many subtasks towards a major task
41
Map Different
Question
Answering
Content To
Informational
Needs
Informational
Navigational
Transactional
Guides, FAQs, Quick Answers,
How to, Articles, Video
transcript
Directions, Branch
locations, Meet the Team,
About
Case Studies, Product Reviews,
Testimonials, Product videos, 360
images, specs
42
Do the bear… Using hints, scents & patches –
Optimal foraging theory (Pirolli & card)
Tasks != sessions
43
<Paste partner logo here via View, Master>
Which way next?
Satisfy the information scent. Lead the way with hints
44
Navigation is a major one of the ‘Kings’
45
Internal Link Navigation
• Audience defined
• Chronological
• Alphabetical
• Step-driven
• Task & sub-task driven
• Industry conceptual
• Categories & subcategories
EVERY SINGLE
MENU ON YOUR
SITE
46
Breadcrumbs
• Global
• Sectional (micro)
• Think ‘Hansel & Gretel’
47
Internal link visualisation
48
<Paste partner logo here via View, Master>
Don’t confuse search engines
Consistency of signalling
49
Align ALL signals
• Canonicals
• Internal links
• XML sitemap inclusions
• Reciprocal href-lang tags
• Click-path shorteners
• Jump pages
• Help centre importance
50
<Paste partner logo here via View, Master>
Think mobile-first
Of course
51
Increasingly so on mobile
• Iceberg theory
• Iceberg syndrome
• Reasonable surfer
• Random walk
• What lies beneath
• Sneak a peek
52
<Paste partner logo here via View, Master>
Be fast… fast
We are in an attention economy. Users won’t wait
53
Google speed ranking boost is coming in
July
54
Your questions please!
• Thank you for listening!
• Please ask questions via the Questions tab
• Include contact details
55
<Paste partner logo here via View, Master>
References & Sources
Further reading materials & credits
56
References & further reading
• Broder, A., 2002, September. A taxonomy of web search. In ACM Sigir forum (Vol. 36,
No. 2, pp. 3-10). ACM.
• Broder, A., 2018, February. A Call to Arms: Embrace Assistive AI Systems!.
In Proceedings of the Eleventh ACM International Conference on Web Search and Data
Mining (pp. 1-1). ACM.
• Brown, D., 2010. Eight principles of information architecture. Bulletin of the American
Society for Information Science and Technology, 36(6), pp.30-34.
• Chi, E.H., Pirolli, P., Chen, K. and Pitkow, J., 2001, March. Using information scent to
model user information needs and actions and the Web. In Proceedings of the SIGCHI
conference on Human factors in computing systems (pp. 490-497). ACM.
• Crestani, F., Mizzaro, S. and Scagnetto, I., 2017. Mobile Information Retrieval. Springer.
57
References & further reading
• Heck, L.P., Chinthakunta, M., Mitby, D. and Stifelman, L., Microsoft Technology
Licensing LLC, 2018. Personalization of queries, conversations, and searches. U.S. Patent
9,858,343.
• Hua, W., Song, Y., Wang, H. and Zhou, X., 2013, February. Identifying users' topical
tasks in web search. In Proceedings of the sixth ACM international conference on Web
search and data mining (pp. 93-102). ACM.
• Maxwell, D. and Azzopardi, L., 2018, March. Information Scent, Searching and Stopping.
In European Conference on Information Retrieval (pp. 210-222). Springer, Cham.
• Nogueira, R. and Cho, K., 2017. Task-oriented query reformulation with reinforcement
learning. arXiv preprint arXiv:1704.04572.
58
References & further reading
• Official Google Webmaster Central Blog. 2018. Official Google Webmaster Central Blog:
Using page speed in mobile search ranking . [ONLINE] Available
at: https://webmasters.googleblog.com/2018/01/using-page-speed-in-mobile-
search.html. [Accessed 19 June 2018].
• Ong, K., Järvelin, K., Sanderson, M. and Scholer, F., 2017, August. Using information
scent to understand mobile and desktop web search behavior. In Proceedings of the
40th International ACM SIGIR Conference on Research and Development in Information
Retrieval (pp. 295-304). ACM.
• Pirolli, P. and Card, S., 1999. Information foraging. Psychological review, 106(4), p.643.
• Rosenfeld, L. and Morville, P., 2002. Information architecture for the world wide web. "
O'Reilly Media, Inc.".
• Russell-Rose, T. and Tate, T., 2012. Designing the search experience: The information
architecture of discovery. Newnes.
59
References & further reading
• Think with Google. 2018. Discover the car-buying path to purchase - Think with Google.
[ONLINE] Available at: https://www.thinkwithgoogle.com/consumer-
insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/.
[Accessed 19 June 2018].
• UX courses. 2018. Web User Behaviour Directed by Information Scent | Interaction
Design Foundation. [ONLINE] Available at: https://www.interaction-
design.org/literature/article/web-user-behaviour-directed-by-information-scent.
[Accessed 19 June 2018].

More Related Content

What's hot

What's hot (20)

Transforming multichannel marketing
Transforming multichannel marketingTransforming multichannel marketing
Transforming multichannel marketing
 
Win more customers with an integrated marketing communications strategy
Win more customers with an integrated marketing communications strategyWin more customers with an integrated marketing communications strategy
Win more customers with an integrated marketing communications strategy
 
International marketing : Increase your reach and conversion
International marketing : Increase your reach and conversion  International marketing : Increase your reach and conversion
International marketing : Increase your reach and conversion
 
What do people really search for? How to tackle unclear keyword research topics
What do people really search for? How to tackle unclear keyword research topicsWhat do people really search for? How to tackle unclear keyword research topics
What do people really search for? How to tackle unclear keyword research topics
 
Top social media trends for 2020 with Matt Navarra
Top social media trends for 2020 with Matt NavarraTop social media trends for 2020 with Matt Navarra
Top social media trends for 2020 with Matt Navarra
 
6 steps to create a data-driven content strategy
6 steps to create a data-driven content strategy6 steps to create a data-driven content strategy
6 steps to create a data-driven content strategy
 
Transforming Digital Experiences
Transforming Digital ExperiencesTransforming Digital Experiences
Transforming Digital Experiences
 
10 recession-beating digital marketing tactics for business growth
10 recession-beating digital marketing tactics for business growth10 recession-beating digital marketing tactics for business growth
10 recession-beating digital marketing tactics for business growth
 
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave Chaffey
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyInnovating digital, 2019 and beyond - CIM West Yorkshire from Dave Chaffey
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave Chaffey
 
10 Digital Marketing Essentials for any type of business
10 Digital Marketing Essentials for any type of business 10 Digital Marketing Essentials for any type of business
10 Digital Marketing Essentials for any type of business
 
B2B influencer marketing using social media
B2B influencer marketing using social media B2B influencer marketing using social media
B2B influencer marketing using social media
 
3 ways you're wasting your biddable media budget... and how to fix it!
3 ways you're wasting your biddable media budget... and how to fix it!3 ways you're wasting your biddable media budget... and how to fix it!
3 ways you're wasting your biddable media budget... and how to fix it!
 
Digital Strategy for b2b by Augustine Fou
Digital Strategy for b2b by Augustine FouDigital Strategy for b2b by Augustine Fou
Digital Strategy for b2b by Augustine Fou
 
Social Media for B2B: The Big Picture
Social Media for B2B: The Big PictureSocial Media for B2B: The Big Picture
Social Media for B2B: The Big Picture
 
2018 digital marketing trends - Dave Chaffey
2018 digital marketing trends - Dave Chaffey2018 digital marketing trends - Dave Chaffey
2018 digital marketing trends - Dave Chaffey
 
Digital marketing transformation : Benchmarking your digital future
Digital marketing transformation : Benchmarking your digital futureDigital marketing transformation : Benchmarking your digital future
Digital marketing transformation : Benchmarking your digital future
 
Email marketing trends for 2020
Email marketing trends for 2020Email marketing trends for 2020
Email marketing trends for 2020
 
A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In Th...
A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In Th...A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In Th...
A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In Th...
 
How to Achieve B2B Social Media Success
How to Achieve B2B Social Media SuccessHow to Achieve B2B Social Media Success
How to Achieve B2B Social Media Success
 
Managing digital marketing in 2017
Managing digital marketing in 2017Managing digital marketing in 2017
Managing digital marketing in 2017
 

Similar to UX and SEO : A love match made in heaven

Leticia_Ferrer_Mur_Team11_Semester3_1_BA_project
Leticia_Ferrer_Mur_Team11_Semester3_1_BA_projectLeticia_Ferrer_Mur_Team11_Semester3_1_BA_project
Leticia_Ferrer_Mur_Team11_Semester3_1_BA_project
Leticia Ferrer Mur
 

Similar to UX and SEO : A love match made in heaven (20)

Smashing SIlos: UX is the New SEO
Smashing SIlos: UX is the New SEOSmashing SIlos: UX is the New SEO
Smashing SIlos: UX is the New SEO
 
Leticia_Ferrer_Mur_Team11_Semester3_1_BA_project
Leticia_Ferrer_Mur_Team11_Semester3_1_BA_projectLeticia_Ferrer_Mur_Team11_Semester3_1_BA_project
Leticia_Ferrer_Mur_Team11_Semester3_1_BA_project
 
Smashing silos ia-ux-meetup-mar112014
Smashing silos ia-ux-meetup-mar112014Smashing silos ia-ux-meetup-mar112014
Smashing silos ia-ux-meetup-mar112014
 
Deploying Viva Topics
Deploying Viva TopicsDeploying Viva Topics
Deploying Viva Topics
 
"The 3 P's of SharePoint 2013; Planning, Productivity, and Policies" #SPSSV
"The 3 P's of SharePoint 2013; Planning, Productivity, and Policies" #SPSSV"The 3 P's of SharePoint 2013; Planning, Productivity, and Policies" #SPSSV
"The 3 P's of SharePoint 2013; Planning, Productivity, and Policies" #SPSSV
 
KDD 2019 IADSS Workshop - Research Updates from Usama Fayyad & Hamit Hamutcu
KDD 2019 IADSS Workshop - Research Updates from Usama Fayyad & Hamit HamutcuKDD 2019 IADSS Workshop - Research Updates from Usama Fayyad & Hamit Hamutcu
KDD 2019 IADSS Workshop - Research Updates from Usama Fayyad & Hamit Hamutcu
 
Beyond User Research
Beyond User ResearchBeyond User Research
Beyond User Research
 
Ordering the chaos: Creating websites with imperfect data
Ordering the chaos: Creating websites with imperfect dataOrdering the chaos: Creating websites with imperfect data
Ordering the chaos: Creating websites with imperfect data
 
FAST Search-webinar-06-29-2010
FAST Search-webinar-06-29-2010FAST Search-webinar-06-29-2010
FAST Search-webinar-06-29-2010
 
Basic SEO by Andrea H. Berberich @webpresenceopti
Basic SEO by Andrea H. Berberich @webpresenceoptiBasic SEO by Andrea H. Berberich @webpresenceopti
Basic SEO by Andrea H. Berberich @webpresenceopti
 
Webinar - SEO for Beginners: Simple Steps for Nonprofits and Libraries - 2016...
Webinar - SEO for Beginners: Simple Steps for Nonprofits and Libraries - 2016...Webinar - SEO for Beginners: Simple Steps for Nonprofits and Libraries - 2016...
Webinar - SEO for Beginners: Simple Steps for Nonprofits and Libraries - 2016...
 
Making sense of analytics for documentation pages
Making sense of analytics for documentation pagesMaking sense of analytics for documentation pages
Making sense of analytics for documentation pages
 
Global mapping of artificial intelligence in Google and Google Scholar
Global mapping of artificial intelligence in Google and Google ScholarGlobal mapping of artificial intelligence in Google and Google Scholar
Global mapping of artificial intelligence in Google and Google Scholar
 
Become an SEO expert: seo-tutorial for beginners
Become an SEO expert: seo-tutorial for beginnersBecome an SEO expert: seo-tutorial for beginners
Become an SEO expert: seo-tutorial for beginners
 
The complete SEO Tutorial
The complete SEO TutorialThe complete SEO Tutorial
The complete SEO Tutorial
 
The Iceberg Approach - Power from what lies beneath in SEO for a mobile-first...
The Iceberg Approach - Power from what lies beneath in SEO for a mobile-first...The Iceberg Approach - Power from what lies beneath in SEO for a mobile-first...
The Iceberg Approach - Power from what lies beneath in SEO for a mobile-first...
 
Graphs for Recommendation Engines: Looking beyond Social, Retail, and Media
Graphs for Recommendation Engines: Looking beyond Social, Retail, and MediaGraphs for Recommendation Engines: Looking beyond Social, Retail, and Media
Graphs for Recommendation Engines: Looking beyond Social, Retail, and Media
 
Frank Bien Opening Keynote - Join 2016
Frank Bien Opening Keynote - Join 2016Frank Bien Opening Keynote - Join 2016
Frank Bien Opening Keynote - Join 2016
 
Frank Bien Opening Keynote - Join 2016
Frank Bien Opening Keynote - Join 2016Frank Bien Opening Keynote - Join 2016
Frank Bien Opening Keynote - Join 2016
 
Introduction to Search #m365chicago
Introduction to Search #m365chicagoIntroduction to Search #m365chicago
Introduction to Search #m365chicago
 

More from Smart Insights

More from Smart Insights (17)

Smart insights and Force 24: The secrets to successful email marketing
Smart insights and Force 24: The secrets to successful email marketingSmart insights and Force 24: The secrets to successful email marketing
Smart insights and Force 24: The secrets to successful email marketing
 
10 omnichannel strategy essentials for 2021
10 omnichannel strategy essentials for 202110 omnichannel strategy essentials for 2021
10 omnichannel strategy essentials for 2021
 
The impact of Covid19 on your digital strategy
The impact of Covid19 on your digital strategyThe impact of Covid19 on your digital strategy
The impact of Covid19 on your digital strategy
 
Improve Lead Quality with AI powered call tracking
Improve Lead Quality with AI powered call trackingImprove Lead Quality with AI powered call tracking
Improve Lead Quality with AI powered call tracking
 
7 rockstar tips for growth marketing
7 rockstar tips for growth marketing7 rockstar tips for growth marketing
7 rockstar tips for growth marketing
 
10 strategies for increasing sales with conversion funnels
10 strategies for increasing sales with conversion funnels10 strategies for increasing sales with conversion funnels
10 strategies for increasing sales with conversion funnels
 
Making the most of customer data platforms
Making the most of customer data platformsMaking the most of customer data platforms
Making the most of customer data platforms
 
How to maintain vibrancy in your marketing workforce
How to maintain vibrancy in your marketing workforceHow to maintain vibrancy in your marketing workforce
How to maintain vibrancy in your marketing workforce
 
Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...
 
Using AI for online merchandising
Using AI for online merchandisingUsing AI for online merchandising
Using AI for online merchandising
 
B2B Expo Practical B2B digital marketing trends and techniques
B2B Expo Practical B2B digital marketing trends and techniques B2B Expo Practical B2B digital marketing trends and techniques
B2B Expo Practical B2B digital marketing trends and techniques
 
Why A ‘Channel Agnostic’ Approach To Search Can Deliver Greater ROI
Why A ‘Channel Agnostic’ Approach To Search Can Deliver Greater ROIWhy A ‘Channel Agnostic’ Approach To Search Can Deliver Greater ROI
Why A ‘Channel Agnostic’ Approach To Search Can Deliver Greater ROI
 
Best Practice To Take Your Digital Content And Brand Global
Best Practice To Take Your Digital Content And Brand GlobalBest Practice To Take Your Digital Content And Brand Global
Best Practice To Take Your Digital Content And Brand Global
 
Email marketing predictions that matter!
Email marketing predictions that matter!Email marketing predictions that matter!
Email marketing predictions that matter!
 
The Evolution of Digital Transformation
The Evolution of Digital TransformationThe Evolution of Digital Transformation
The Evolution of Digital Transformation
 
Omnichannel marketing tips and techniques
Omnichannel marketing tips and techniques  Omnichannel marketing tips and techniques
Omnichannel marketing tips and techniques
 
TFM Martech giants panel - Technology for Marketing visuals
TFM Martech giants panel  - Technology for Marketing visuals TFM Martech giants panel  - Technology for Marketing visuals
TFM Martech giants panel - Technology for Marketing visuals
 

Recently uploaded

NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
Khaled Al Awadi
 
What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...
srcw2322l101
 
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot ReportFuture of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Dubai Multi Commodity Centre
 
Constitution of Company Article of Association
Constitution of Company Article of AssociationConstitution of Company Article of Association
Constitution of Company Article of Association
seri bangash
 
What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...
AnaBeatriz125525
 
zidauu _business communication.pptx /pdf
zidauu _business  communication.pptx /pdfzidauu _business  communication.pptx /pdf
zidauu _business communication.pptx /pdf
zukhrafshabbir
 

Recently uploaded (20)

Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptxBlinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
 
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
 
What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...
 
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot ReportFuture of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
 
stock price prediction using machine learning
stock price prediction using machine learningstock price prediction using machine learning
stock price prediction using machine learning
 
Constitution of Company Article of Association
Constitution of Company Article of AssociationConstitution of Company Article of Association
Constitution of Company Article of Association
 
Potato Flakes Manufacturing Plant Project Report.pdf
Potato Flakes Manufacturing Plant Project Report.pdfPotato Flakes Manufacturing Plant Project Report.pdf
Potato Flakes Manufacturing Plant Project Report.pdf
 
TriStar Gold Corporate Presentation May 2024
TriStar Gold Corporate Presentation May 2024TriStar Gold Corporate Presentation May 2024
TriStar Gold Corporate Presentation May 2024
 
Raising Seed Capital by Steve Schlafman at RRE Ventures
Raising Seed Capital by Steve Schlafman at RRE VenturesRaising Seed Capital by Steve Schlafman at RRE Ventures
Raising Seed Capital by Steve Schlafman at RRE Ventures
 
Chapter 2ppt Entrepreneurship freshman course.pptx
Chapter 2ppt Entrepreneurship freshman course.pptxChapter 2ppt Entrepreneurship freshman course.pptx
Chapter 2ppt Entrepreneurship freshman course.pptx
 
HR and Employment law update: May 2024.
HR and Employment law update:  May 2024.HR and Employment law update:  May 2024.
HR and Employment law update: May 2024.
 
MichaelStarkes_UncutGemsProjectSummary.pdf
MichaelStarkes_UncutGemsProjectSummary.pdfMichaelStarkes_UncutGemsProjectSummary.pdf
MichaelStarkes_UncutGemsProjectSummary.pdf
 
How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?
 
What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...
 
Pitch Deck Teardown: Terra One's $7.5m Seed deck
Pitch Deck Teardown: Terra One's $7.5m Seed deckPitch Deck Teardown: Terra One's $7.5m Seed deck
Pitch Deck Teardown: Terra One's $7.5m Seed deck
 
PitchBook’s Guide to VC Funding for Startups
PitchBook’s Guide to VC Funding for StartupsPitchBook’s Guide to VC Funding for Startups
PitchBook’s Guide to VC Funding for Startups
 
How to Maintain Healthy Life style.pptx
How to Maintain  Healthy Life style.pptxHow to Maintain  Healthy Life style.pptx
How to Maintain Healthy Life style.pptx
 
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdfبروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
 
HAL Financial Performance Analysis and Future Prospects
HAL Financial Performance Analysis and Future ProspectsHAL Financial Performance Analysis and Future Prospects
HAL Financial Performance Analysis and Future Prospects
 
zidauu _business communication.pptx /pdf
zidauu _business  communication.pptx /pdfzidauu _business  communication.pptx /pdf
zidauu _business communication.pptx /pdf
 

UX and SEO : A love match made in heaven

  • 1. 1 #DigitalPriorities Digital Marketing Priorities 2018 brought to you by UX and SEO: Learn about the love 💕match that turns consumer context into conversions Jill Quick Co Founder of The Coloring in Department Dawn Anderson Digital Marketing & SEO Consultant Move It Marketing
  • 2. 2 Source: ADI – leading US retailers The importance of organic search
  • 3. 3
  • 4. 4 New in SEO toolkit
  • 5. 5 Agenda • What does marketing have to do with UX? • How to use the Consumer Cross Stitch Model © • Using Stages of Awareness and Keyword Modifiers • How to apply principles of IA & user behaviour in information foraging theory in your sites UX and SEO
  • 6. 6 Before we start… • A recording for the webinar will be sent via Email • Slides will be available via Smart Insights Slideshare • Do ask questions at any point via the Questions panel • Q&A will be at the end
  • 7. 7
  • 8. 8 <Paste partner logo here via View, Master> Let’s think about UX And the love match
  • 9. 9
  • 10. 10
  • 11. 11 <Paste partner logo here via View, Master> And your users? What of them?
  • 12. 12
  • 13. 13
  • 14. 14
  • 15. 15
  • 16. 16
  • 17. 17
  • 18. 18
  • 19. 19
  • 20. 20
  • 25. 25 <Paste partner logo here via View, Master> What about information architecture? How is your website organised?
  • 26. 26 Which of these better illustrates your site?
  • 28. 28 Objects Choices Disclosure Exemplars Front doors Multiple classifications Focused navigation Tabular data Growth 8 principles of information architecture (Brown)
  • 29. 29 8 principles of information architecture (Brown) 1. Objects – Based on object-oriented programming 2. Choices – Pages with meaningful task based choices 3. Disclosure – Iceberg theory leads to digging deeper 4. Exemplars – Show examples of categories / teasers 5. Front doors– Traffic arrives from many doorways 6. Multiple classification – Use many classification schemes to navigate to content via (NAVIGATIONAL SYSTEMS) 7. Focused navigation – Avoid mixing apples & pears 8. Growth – Assume huge growth of content
  • 30. 30 XML Sitemap(s) Visual Sitemap(s) All parties informed & educated on importance Front facing HTML sitemap(s) Trio of sitemaps BOTS HUMAN VISITO RS SEO / DEVS / CONTE NT TEAM
  • 31. 31 Take a bird’s eye view
  • 32. 32
  • 33. 33 <Paste partner logo here via View, Master> Disambiguate with structure & data strengthening Turn blurb into organised logic with things, not string & order
  • 35. 35 Schema All The Things X 3 implementation YoY
  • 38. 38 <Paste partner logo here via View, Master> Humans are informavores We forage for information… with an evolving informational need / task
  • 39. 39
  • 40. 40 Many subtasks towards a major task
  • 41. 41 Map Different Question Answering Content To Informational Needs Informational Navigational Transactional Guides, FAQs, Quick Answers, How to, Articles, Video transcript Directions, Branch locations, Meet the Team, About Case Studies, Product Reviews, Testimonials, Product videos, 360 images, specs
  • 42. 42 Do the bear… Using hints, scents & patches – Optimal foraging theory (Pirolli & card) Tasks != sessions
  • 43. 43 <Paste partner logo here via View, Master> Which way next? Satisfy the information scent. Lead the way with hints
  • 44. 44 Navigation is a major one of the ‘Kings’
  • 45. 45 Internal Link Navigation • Audience defined • Chronological • Alphabetical • Step-driven • Task & sub-task driven • Industry conceptual • Categories & subcategories EVERY SINGLE MENU ON YOUR SITE
  • 46. 46 Breadcrumbs • Global • Sectional (micro) • Think ‘Hansel & Gretel’
  • 48. 48 <Paste partner logo here via View, Master> Don’t confuse search engines Consistency of signalling
  • 49. 49 Align ALL signals • Canonicals • Internal links • XML sitemap inclusions • Reciprocal href-lang tags • Click-path shorteners • Jump pages • Help centre importance
  • 50. 50 <Paste partner logo here via View, Master> Think mobile-first Of course
  • 51. 51 Increasingly so on mobile • Iceberg theory • Iceberg syndrome • Reasonable surfer • Random walk • What lies beneath • Sneak a peek
  • 52. 52 <Paste partner logo here via View, Master> Be fast… fast We are in an attention economy. Users won’t wait
  • 53. 53 Google speed ranking boost is coming in July
  • 54. 54 Your questions please! • Thank you for listening! • Please ask questions via the Questions tab • Include contact details
  • 55. 55 <Paste partner logo here via View, Master> References & Sources Further reading materials & credits
  • 56. 56 References & further reading • Broder, A., 2002, September. A taxonomy of web search. In ACM Sigir forum (Vol. 36, No. 2, pp. 3-10). ACM. • Broder, A., 2018, February. A Call to Arms: Embrace Assistive AI Systems!. In Proceedings of the Eleventh ACM International Conference on Web Search and Data Mining (pp. 1-1). ACM. • Brown, D., 2010. Eight principles of information architecture. Bulletin of the American Society for Information Science and Technology, 36(6), pp.30-34. • Chi, E.H., Pirolli, P., Chen, K. and Pitkow, J., 2001, March. Using information scent to model user information needs and actions and the Web. In Proceedings of the SIGCHI conference on Human factors in computing systems (pp. 490-497). ACM. • Crestani, F., Mizzaro, S. and Scagnetto, I., 2017. Mobile Information Retrieval. Springer.
  • 57. 57 References & further reading • Heck, L.P., Chinthakunta, M., Mitby, D. and Stifelman, L., Microsoft Technology Licensing LLC, 2018. Personalization of queries, conversations, and searches. U.S. Patent 9,858,343. • Hua, W., Song, Y., Wang, H. and Zhou, X., 2013, February. Identifying users' topical tasks in web search. In Proceedings of the sixth ACM international conference on Web search and data mining (pp. 93-102). ACM. • Maxwell, D. and Azzopardi, L., 2018, March. Information Scent, Searching and Stopping. In European Conference on Information Retrieval (pp. 210-222). Springer, Cham. • Nogueira, R. and Cho, K., 2017. Task-oriented query reformulation with reinforcement learning. arXiv preprint arXiv:1704.04572.
  • 58. 58 References & further reading • Official Google Webmaster Central Blog. 2018. Official Google Webmaster Central Blog: Using page speed in mobile search ranking . [ONLINE] Available at: https://webmasters.googleblog.com/2018/01/using-page-speed-in-mobile- search.html. [Accessed 19 June 2018]. • Ong, K., Järvelin, K., Sanderson, M. and Scholer, F., 2017, August. Using information scent to understand mobile and desktop web search behavior. In Proceedings of the 40th International ACM SIGIR Conference on Research and Development in Information Retrieval (pp. 295-304). ACM. • Pirolli, P. and Card, S., 1999. Information foraging. Psychological review, 106(4), p.643. • Rosenfeld, L. and Morville, P., 2002. Information architecture for the world wide web. " O'Reilly Media, Inc.". • Russell-Rose, T. and Tate, T., 2012. Designing the search experience: The information architecture of discovery. Newnes.
  • 59. 59 References & further reading • Think with Google. 2018. Discover the car-buying path to purchase - Think with Google. [ONLINE] Available at: https://www.thinkwithgoogle.com/consumer- insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/. [Accessed 19 June 2018]. • UX courses. 2018. Web User Behaviour Directed by Information Scent | Interaction Design Foundation. [ONLINE] Available at: https://www.interaction- design.org/literature/article/web-user-behaviour-directed-by-information-scent. [Accessed 19 June 2018].