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UX in and SEO World
- 1. SapientGovernmentServices UX in an SEO World January 14, 2017 A new information journey on cancer.gov
- 2. 2 The National Cancer Institute (NCI) is one of 27 Institutes and Centers that make up the National Institutes of Health Federal government’s principal agency for cancer research and training Digital Strategy Goals Evolve NCI’s digital enterprise into a dynamic publishing platform that focuses on: • Creating a more coherent NCI user experience • Making content more engaging and shareable • Future-proofing content to distribute anywhere The Redesign of Cancer.gov
- 3. 3 Creating a More Coherent User Experience
- 4. 4 Creating a More Coherent User Experience
- 5. 5 1. Streamline the content • Identify redundancies and either consolidate or remove • Content governance 2. Clean up navigation structure • Create clear categories based on usability testing • Move content around so users can find it more easily 3. Improve findability • Proper navigation and well-organized content helps users who browse • Also focus on SEO Creating a More Coherent User Experience
- 6. 6 Consolidated Content for a New Information Architecture • Outdated and redundant content was consolidated or retired throughout the year prior to the Next Version of Cancer.gov launch • This led to a significant decrease in pages • User-driven navigation – organized content so visitors can easily navigate to access the latest information and research on cancer treatment, causes, prevention, and screening A Stronger Foundation
- 7. 7 Consolidated Content for a New Information Architecture • Outdated and redundant content was consolidated or retired throughout the year prior to the Next Version of Cancer.gov launch • This led to a significant decrease in pages • User-driven navigation – organized content so visitors can easily navigate to access the latest information and research on cancer treatment, causes, prevention, and screening A Stronger Foundation
- 8. 8 Creating a More Coherent User Experience
- 9. 9 4. Update content model • Add more structure – enable social sharing and support content syndication • Determine how content will translate across multiple devices 5. Engage users with more graphics • Social-ready images and graphics, particularly infographics; help amplify our message 6. Foster Two-Way Dialogue • Enhance capabilities of existing tools and utilize new platforms Creating a More Coherent User Experience
- 10. 10 • Identified key areas of the site to tag for analytics tracking • Monthly reports for specific sections of the website • Monthly overview dashboard – provides a high-level view across NCI’s digital channels Measuring the Impact of Our Efforts
- 11. 11 SEO Audit TECHNICAL CONSIDERATIONS • URLs not indexed • Page load speed • Thin content CONTENT CONSIDERATION S • Optimize for keywords • Rich snippets • Inbound links • Personalization Accessible infrastructure Quality content Link building Social THE SEO PYRAMID
- 12. 12 Content Optimization with SEO • UX considerations begin before the user reaches site. • Long content sometimes needs to be broken up to rank well. • Keyword research can help drive content organization decisions.
- 13. 13 Content Optimization with SEO • UX considerations begin before the user reaches site. • Long content sometimes needs to be broken up to rank well. • Keyword research can help drive content organization decisions. Page Title Page Title Page Title Heading 1 Heading 2
- 14. 14 Taking a Step Back • Not everyone starts on site • Users are searching for [cancer type] + clinical trials • Clinical Trials search & results pages not ranking for those queries • Creating landing pages for each popular [cancer type] + clinical trials will bring in new organic traffic
- 15. 15 Taking a Step Back • Not everyone starts on site • Users are searching for [cancer type] + clinical trials • Clinical Trials search & results pages not ranking for those queries • Creating landing pages for each popular [cancer type] + clinical trials will bring in new organic traffic
- 17. 17 Rethinking consolidated content Cancer.gov Cancer Type Home Page Press Releases Fact Sheets PDQ Summaries Featured Clinical Trials Clinical Trial Results FDA Approved Drugs Booklets General
- 18. 18 Baking in SEO Purpose/Goals Keyword Research IA Recommendations • Focus on SEO • Training and education on metadata • Change writing and content development process
- 20. Arlington Office 1515 N. Courthouse Rd 4th Floor Arlington, VA 22201 Sapientgov.com /sapientgov @sapientgovernme nt @sapientgo v /company/sapient-government- services Thank you! For more information contact: Lindsay Burack lburack@sapient.com Erin Golden egolden@sapient.com
Editor's Notes
- Content Cleanup We had to clean up the content before we could focus on the digital presentation and interaction. Re-architecting the entire site meant we touched every single piece of content in our CMS. We couldn’t just migrate pages without reviewing them. This helped us identify opportunities for content cleanup – consolidating pages and creating modular, reusable content. Lack of navigational structure = very confusing user experience Wait, where am I?! How did I get to this page? How do I get out? Orphaned pages – not linked from anywhere on the site. Governance – why are we writing this? What is the need and to what audience? How will this fit into NCI’s content ecosystem? Need to continue to work on this, now informed by SEO insights.
- Content Cleanup We had to clean up the content before we could focus on the digital presentation and interaction. Re-architecting the entire site meant we touched every single piece of content in our CMS. We couldn’t just migrate pages without reviewing them. This helped us identify opportunities for content cleanup – consolidating pages and creating modular, reusable content. Lack of navigational structure = very confusing user experience Wait, where am I?! How did I get to this page? How do I get out? Orphaned pages – not linked from anywhere on the site. Governance – why are we writing this? What is the need and to what audience? How will this fit into NCI’s content ecosystem? Need to continue to work on this, now informed by SEO insights.
- Content Cleanup We had to clean up the content before we could focus on the digital presentation and interaction. Re-architecting the entire site meant we touched every single piece of content in our CMS. We couldn’t just migrate pages without reviewing them. This helped us identify opportunities for content cleanup – consolidating pages and creating modular, reusable content. Lack of navigational structure = very confusing user experience Wait, where am I?! How did I get to this page? How do I get out? Orphaned pages – not linked from anywhere on the site. Governance – why are we writing this? What is the need and to what audience? How will this fit into NCI’s content ecosystem? Need to continue to work on this, now informed by SEO insights.
- -In streamlining the content & cleaning up the navigational structure, this is where we ended up… -Big challenge is cancer.gov has various audiences/users, all with different needs and approaches to finding content—from advocates to researchers to oncologists to patients & caregivers with low literacy levels—in both English and Spanish. -With usability testing, we worked with NCI colleagues and another contractor who always started users on site. We gained a lot of insights to inform our user driven navigation organization, but knowing what we do about SEO now, is this approach a “real world” simulation?
- -In streamlining the content & cleaning up the navigational structure, this is where we ended up… -Big challenge is cancer.gov has various audiences/users, all with different needs and approaches to finding content—from advocates to researchers to oncologists to patients & caregivers with low literacy levels—in both English and Spanish. -With usability testing, we worked with NCI colleagues and another contractor who always started users on site. We gained a lot of insights to inform our user driven navigation organization, but knowing what we do about SEO now, is this approach a “real world” simulation?
- So that was the content cleanup & content organization side of creating a more coherent user experience for cancer.gov. Now we focus on how to present the content in a way that continues to focus on providing a better, more intuitive, coherent user experience. Structured Content Model – drives functionalitiy Helps optimize display for mobile and tablet Enables accordions Hide certain content, images on mobile Make the content and presentation more engaging with images & infographics Adapting a digital first approach where we think about content very differently – it’s not just the words on the page but the visuals, the infographics or videos that tell a more memorable story. Infographic content type – renders as its own page (good for syndication) Rethinking our we disseminate content – we create content (ex: blog post), but we in a digital-first world, we must think how we can leverage social media to amplify our message. Infographics A visual image used to represent information or data; intended to present information quickly and clearly. In just over 2 years (2010-2012), the search volume for the term “infographic” on Google increased over 800%
- So that was the content cleanup & content organization side of creating a more coherent user experience for cancer.gov. Now we focus on how to present the content in a way that continues to focus on providing a better, more intuitive, coherent user experience. Structured Content Model – drives functionalitiy Helps optimize display for mobile and tablet Enables accordions Hide certain content, images on mobile Make the content and presentation more engaging with images & infographics Adapting a digital first approach where we think about content very differently – it’s not just the words on the page but the visuals, the infographics or videos that tell a more memorable story. Infographic content type – renders as its own page (good for syndication) Rethinking our we disseminate content – we create content (ex: blog post), but we in a digital-first world, we must think how we can leverage social media to amplify our message. Infographics A visual image used to represent information or data; intended to present information quickly and clearly. In just over 2 years (2010-2012), the search volume for the term “infographic” on Google increased over 800%
- How do we measure our goals?