In an entity-first world, user experience (UX), SEO, and content each have a key role to play. But it's in unifying these three connected elements that the best results can be achieved. In this presentation we are sharing why and how UI/UX and SEO works together. We are discussing five critical ingredients needed to develop a robust UX/SEO/Content scorecard. You'll also see a real-life example of the measurable impact this approach had on a Fortune 500 brand, and walk away with an easy-to-use digital scorecard you can leverage back at the office. You can also see several strategies which will help you in solving complex problems such as measuring ROI to alignment. Improve conversions in your ongoing digital initiatives Future-proof digital assets for discovery and optimal user experience Implement the illustrated step-by-step process of prioritization, alignment, and deployment Convince top executives why it's essential to work cross-functionally by defining and delivering on success KPIs

1. MilestoneInternet.com | +1 408-200-2211
Be everywhere your
customers are
Working in harmony: How
unifying UX, SEO, and
content drives the best
results

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Agenda
• Why UX, SEO and Content should work together?
• 4 Steps for Stitching your customer journey
• UI/UX, SEO and Content Score cards
• 5 Pillars for Future Proofing your Digital Assets
• Key takeaway

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New Challenge - Creating joy through immersive personalized experience
Why UX, SEO and Content Should Work Together? ?

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What does Google Quality Guidelines says?

5. 4 Steps – Recognize, Stitch, Map, Measure

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Step one - Digital Desire = Recognize your customer touch points
• Digital Desire = Stitching Omnichannel Customer Experience

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Step two 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

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Step three – Map your full journey based on your persona

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USER EXPERIENCE LAYOUT & CONTENT NAVIGATION CONVERSION FEATURES
Step four – Measure - UI/UX, SEO Scorecards
• Core Web Vitals
(CLS)
• Mobile-First User
experience
• Font consistency and legibility
• Color
• H1 and Headlines
• Images
• Videos
• Homepage Layout
• Inside page layout
• Friendly Navigation
• All pages are accessible
• Primary CTA Accessibility
• CTA on inside pages
• Conversion Flows
• Active Features
• Upgrades &
Opportunities

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Step four – Select right KPI
• 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

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Confidential
www.milestoneinternet.com | 1-408-200-2211
But are we solving
right problem?

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So Why Is SEO Not Giving Results?
Source: Contentking
FIX
Creating new targeted content for relevant queries, focusing
on user search journeys, aligning to business goals
Improve existing content for better SEO
performance
Fix SEO errors – indexability,
crawlability, page experience, etc
BUILD
IMPROVE
Brands are stuck JUST fixing & improving SEO
Top SEO issues reported

13. How to future proof your digital assets for
discovery and experience?
Discovery Experience Relevance Conversions

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Your Digital Strategy Is To Saturate Google Home Page
This is Your
Homepage.

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Universal SERP Elements Through January 2022
% of SERPs that include the element
• Milestone Research tracks the evolution of the SERPs every month
• FAQs are steady at 14.5% and PAAs at 30.5%, on 45% of SERPs
• Reviews are at 7.5%
FAQs
PAAs
Image Pack
Reviews
Rich
Snippets

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5 Pillars for Future Proofing your Digital Assets
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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
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Future-Proof Your Digital Assets – Discovery, Experience, Relevancy,
Conversions
Visibility & Relevancy
Scalability
Conversion Optimized
Responsiveness,
Discoverable
CSS
Framework
UIkit
Video, Images, FAQ,
Interactive Content
Scaling
Components & Pages
CMS &
Mobile-First
Framework
Core Web Vitals
Story-Telling
AMP Stories
Schema and Entities

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Discovery of your content
Measures performance
in all pages of the
website
See the algorithm updates here from
Chrome’s team on Google I/O

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Accuracy, Enhanced Data, Engagement and Experience
Data
Integrity
Enhanced
Information
Engagement
AUTHORITY
Build authority through engagement signals and build the foundation for
engagement through accurate and enhanced data.
60%
of smartphone users have contacted a
business directly from Google search
results.*
84%
of “near me” searches happen on a mobile
device, such as a smartphone.**
28%
of searches for something nearby result
in a purchase. ***
* https://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/smartphone-user-search-behavior-statistics/
**https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/local-search-to-store-visit-statistics/
***https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/location-search-conversion-statistics/
Crawl Walk Run Sprint
Experience

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Relevancy - Google Wants to Answer User Questions
QUESTIONS IN KNOWLEDGE GRAPH
QUESTIONS IN LOCAL LISTINGS
ENHANCED LISTING WITH FAQ
FEATURED SNIPPET PEOPLE ALSO ASK

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Connect at Every Stage in the Customer Journey
5. Connectivity
1. AWARENESS
(Listings)
2. CONSIDERATION
(Engagement)
3. INTENT
(Landing Pages)
INSIGHTS
4. CONVERSION
(Analytics)
Page Experience
Hyper-Local Content
Rich FAQ’s
Advanced Schema
Insights & Analytics
Accurate & Enhanced Data
Q&A’s
Proactive Posts
Messaging / Chat
Reviews

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● Monitor & respond to customer
asked questions about your
business
● Post your own high quality
questions with brand generated
answers
● Cross publish FAQ across GMB &
website
● Increase brand awareness, search
traffic & lead volume
Q&A
Local Search – Enhanced Data and Engagement
● Track ratings & reviews across top
channels
● Respond to reviews to build
customer trust
● Set up notifications for timely
review response
● Templatize review responses for
efficient management
Reviews
Google Posts
● Directly engage with your local
customers.
● Improve your customer
experience with timely
information.
● Promote your sales, specials,
events, news, and offers.
Enhanced Profiles
● Focus on enhanced data metrics
● Complete the profile data
● Ongoing fixing of data
● Enhanced features of the store
highlighted
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Media
11. Photos and Videos
Engagement
12. Verified Listing
13. Q&A (FAQs)
14. Reviews
15. Google Posts
Enhanced Business Information
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4
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6
2
7
8
3
13
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14
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Core
1. URL with UTM
2. Address, Service Area, Departments
3. Phone (with call tracking)
4. Category
5. Map Marker
Business
6. Amenities
7. Regular & Special Hours of Operation
8. Menu and Links to Online Ordering
9. Popular Hours
10. Description

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Create Killer Local Pages
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.
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5
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25. Relevancy

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5. Content Modules
Floor Plans clicks
Catering button clicks
Audio visual clicks
“Book Now” clicks
12%
8%
39%
2%
Hotel Eleo Weddings Module

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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

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Interactive Content
Robust inside page design – play video
Step by step quote calculator

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Fresh, Relevant , Topical Content
Location selection hub Specific location Events Calendar Month View

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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

31. Key Take Away

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Time to Value Memorability Experience Agile Culture
Growth
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Why UX, SEO and Content Should Work Together?

33. Entity & Semantic
Search
Engagement
Connectivity
Digital Desire
Digital
Commerce
Key Takeaways
2021
2022
Schema
Attributes
Local is EAT Digital Experience
Conversational
Search
to to to to

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