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Ux of search workshop isite design_feb2012


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University of Oregon School of Journalism asked ISITE Design to participate in teaching a class to grad students on search engine optimization, search engine marketing, UX and design. Here's the deck. It doesn't include all the activities that the class did.

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Ux of search workshop isite design_feb2012

  1. 1. Search, Analytics, and UXPrepared for University of Oregon, School of JournalismFebruary 2012 1
  2. 2. Intro Hi!Goals 1. Identify user experience factors influencing the success of an SEO and/or SEM campaign 2. Identify keyword research tools and techniques 3. Identify metrics and analytics best practices 2
  3. 3. Agenda 3
  4. 4. • How do you get started? Creating and maintaining aAgenda campaign • Designing for effectiveness • How do you know it works? Measuring what matters. 4
  5. 5. How do you get started? 6
  6. 6. How do you get started? CX Brand Analytics
  7. 7. Who is the customer? Business Goals Keywords/ Audience Analytics Research
  8. 8. CX – Business Goals
  9. 9. CX – Audience Research
  10. 10. Audience Segmentation
  11. 11. CX – Keywords & Analytics
  12. 12. Brand and Competition
  13. 13. Competitor Research Online Real World
  14. 14. Competitor Research© DC Comics wordResearch.png
  15. 15. Gap Analysis and Brand Research
  16. 16. Keyword Research
  17. 17. Keyword Research VS Blue-Ribbon-Beer-Diversion-Can-Safe.jpg
  18. 18. Keyword Research
  19. 19. Keyword Research• Use research tools to explore variations – Consider relevancy, search volume, and competition• Avoid the “black hole”. Stick to your categories.• Narrow down list to focus on the most relevant and goal oriented terms• Perform search queries to confirm search engine results are in-line with company’s content and/or offerings
  20. 20. Keyword Research – Organic vs. Paid
  21. 21. Organic vs. Paid Performance
  22. 22. Analytics Key Performance Indicators (KPIs) Campaign Keyword Goals Analysis
  23. 23. Align Business Goals & KeyPerformance Indicators
  24. 24. Current Analytics – Start High Level
  25. 25. Current Analytics – Dig Into Details
  26. 26. Current Analytics – Estimate ROI Current Target Annual Lift (Jan 2012) (Month) (12 mos)PPC traffic 12,000 12,000 144,000Conversion rate* 3% 4% 4%Leads 365 480 1,380Value per lead $700 $700 $700Overall value $255,500 $336,000 $966,000
  27. 27. Activity: Research and Planning 28
  28. 28. Designing for Effectiveness 29
  29. 29. Designing for effectiveness• Digital Experience Framework• Planning the campaign• Sketching the story arc• Landing Pages• Design Principles• Stand out in SERPs• Activity
  30. 30. Digital Experience Framework Lifecycle Customer Action Hear about Discover See an ad for See a commercial for Learn about Compare to Consider Ask a friend about Think about Read about Conclude Decide Make up my mind Form an opinion Register for/Apply/Enroll Buy Join Vote for Visit Use Share Enjoy Stay Renew Recommend
  31. 31. • What are the needs and goals of my department/company • What are the short term objectives? What are my Business • What are the on-going initiatives? Objectives? • What type of campaign do I need for this initiative? • Brand Awareness • Lead Generation A campaign is Born • Sales • Who am I targeting with this campaign? • What is the specific target market?Who can I reach? • What is the demographic?
  32. 32. • What mediums will best engage the target market? • The Internet (Banner Ads or Articles and Paid Search) • RadioWhat type of • Television • Billboards media? • Magazines (Ads or Articles) • Where do I place my Ads or Content that will get the best response? • FacebookWhich specific • Affiliate Advertisers places? • Paid Search • What is the call-to-action? • What is the story I want to tell that will compel my audience to engage with the ad?What action?
  33. 33. • What web content should my audience see now? • Do they need a customized landing page? Where do I • How do I know when they come to the website? send my audience? • Once my audience has come to the website, what is the hook? • Sign up for something? • Download something?Now what do • Read something?they need to • Search for something? do? • How many people were exposed to the campaign? • How many people engaged with the campaign? How did this • How many people acted on the campaign?campaign do? • How did my campaign results compare to my goal?
  34. 34. Sketching the story arc
  35. 35. What’s a landing page? … on sale now, at next tag dot com. Now back …
  36. 36. Why landing pages matter• First impressions count• Relationship- building Image from
  37. 37. Types of landing pagesLanding page PurposeClick through Present the offer, but the only action you can take is to go to the main site to complete transactionLead capture Gather personal data. Sometimes an offer is available in exchange for the information.Infomercial Hype and uber-marketing; the Sham Wows of the internetViral Build brand awareness. Fun games or funny videos. Requires great content and sharing enablers. Brand/product is subtle.Microsites Supplementary website, aligned with a specific campaign.Product detail page Part of the main site, includes many navigation distractions, can be overwhelming.Home page Serves too many masters, is distracting for a campaign 38
  38. 38. User-centered design • Reducing friction (annoyance, a function of difficulty) • Reducing anxiety (fear and distrust)
  39. 39. Keys to Success• Increase specificity• Increase continuity• Increase relevance (to the motivation of the prospect) 40
  40. 40. Targeting• Qualifies the lead• Match message to persona• Types – Geolocation – Time of day – Persona-based – Images – Copy – Language – Offer 41
  41. 41. Design• Top 3 page objectives• Controlled eye path• Clarity trumps persuasion 42
  42. 42. Copy• Message match• Sell value• Ideal amount of copy varies dependent on value/risk of the offer (to the prospect) 43
  43. 43. Website Content Strategy 44
  44. 44. Keyword Mapping 45
  45. 45. Keyword
  46. 46. On-Page Optimization
  47. 47. Stand Out in SERPs• Include keywords in key places• Include Call-To-Action or Special Offer
  48. 48. Landing Page Content Strategy• Content must feature keywords• Focus on 1-2 category terms & 10 keywords max per page• Think about other content on the site that can be linked to the page• Remember: You can’t rank for a keyword if you don’t have content to support it!
  49. 49. Activity: Design a campaign 50
  50. 50. How do you know it worked? 51
  51. 51. Evaluating Success• Return on investment/return on ad spend• Ad Group• Landing Page• Keyword• Campaign• CTRs• Impression Share• Onsite Searches
  52. 52. Align Key Performance Indicators• Click Through – How many people see an ad compared to how many people click through to an ad.• Conversion – How many people visit the landing page compared to how many people complete the action or goal of the page.• Bounce Rate – How many people leave the page immediately after landing on it without going to any other pages in your site• Revenue – The amount of money that has been brought in from a marketing campaign• ROI – Revenue compared to how much was spend on the campaign• Shares, Click-Backs, Newsletter Subscribers, New Visitors – Exposure that your brand received through a campaign 53
  53. 53. Compare To Baseline
  54. 54. Calculating Return
  55. 55. Activity: Create measurement 56
  56. 56. Analysis and Optimization 57
  57. 57. Summary• Increase simplicity, continuity, relevance• Clarity trumps persuasion• Alignment is critical – Campaign goal to type of landing page – Message to audience – KPIs to goals – Design to campaign• Test, evaluate, refine I 58
  58. 58. fin Gigantor®, 59
  59. 59. Amanda Bernard @amandabernardBarbara Holmes @volleyballbarbRyan Summers Thank you 60
  60. 60. References• Blink: The Power of Thinking Without Thinking, Malcolm Gladwell, 2005•• Unbounce Blog• Internet Retailer• The UX of Search ux-of-search-1898939• SEO 2.0 The game has changed. Has your strategy?• Beyond Search. The Gilbane Group
  61. 61. Click Through example 62
  62. 62. Lead Gen example 63
  63. 63. Infomercial example 64
  64. 64. Viral example 65
  65. 65. Microsite example 66
  66. 66. Product Detail example 67
  67. 67. Home Page example Good example 68
  68. 68. Home page as landing page Back 69
  69. 69. Example 70
  70. 70. Segmenting technique 71