SEO and Usability – Do These Three SEO and Usability – Do These Three ThingsThings

January 17, 2007

AgendaAgenda

• What, Why, When, Who– SEO and User Experience marriage– Business value– Timing and process– Multi discipline planning

• Examples– SEO vs Usability

• Do These Three Things

• Usable Search

• Q and A

• What, Why, When, Who

SEO and UsabilitySEO and Usability

SEO and Usability – What?SEO and Usability – What?

What’s does this mean?

•Marriage of SEO and UX–Disciplines rooted in research–True insight into engaged audience

•Access to research about users in the right “mindset”•Giving consumers the opportunity to define their experience and ultimately your brand

SEO and Usability – Why?SEO and Usability – Why?

Why is this important?

•Business Value SEO/Usability:

Connecting audience/user wants with…

The right experience and offering which = Satisfying needs and business growth

SEO and Usability – When?SEO and Usability – When?

When do SEO and Usability experts need to interact?

•Timing–Beginning of Project!

•Process–Discovery phase activities–Design phase activities–Launch phase activities–Post Launch phase activities

SEO and Usability – Who?SEO and Usability – Who?

Who should comprise the team for such a project to be successful?

•Multi Discipline planning–SEO–UX–Creative

•Design•Copy

–Account–Project Management–Tech

•Breaking down the silos

• Examples

SEO and UsabilitySEO and Usability

SEO and Usability – ExamplesSEO and Usability – Examples

What is a well designed site in terms of Search Engine friendliness and Usability?

SEO = Moderate

UX = Strong

SEO and Usability – ExamplesSEO and Usability – Examples

What is a well designed site in terms of Search Engine friendliness and Usability?

SEO = Moderate

UX = Moderate

SEO and Usability – ExamplesSEO and Usability – Examples

What is a well designed site in terms of Search Engine friendliness and Usability?

SEO = Poor

UX = Poor

• Do These Three Things

SEO and UsabilitySEO and Usability

SEO and Usability – Do these 3 things…SEO and Usability – Do these 3 things…

How does a site become Search Engine friendly while enhancing Usability?

1.Content:– Determine the audience/users– Determine the behavior of the audience/users– Determine what the audience/users are looking for

– Deliverables:• Keyword Analysis:

– Audience Interest and Value (Estimated Searches)– Competition (Competing Pages in Search Engine

Indexes) • User Interviews/Personas• Keyword Rich Content Strategy

SEO and Usability – Do these 3 things…SEO and Usability – Do these 3 things…

How does a site become Search Engine friendly while enhancing Usability?

2. Navigation:– Enable the consumption of information

– Deliverables:• Breadcrumb trail• Textual navigation• Information hierarchy• Wireframes

SEO and Usability – Do these 3 things…SEO and Usability – Do these 3 things…

How does a site become Search Engine friendly while enhancing Usability?

3. Linking:–Provide access and credibility to entire site

–Deliverables:•Site Map•Link Generation•Keyword rich hyperlinks•Usability Testing

• Usable Search

SEO and UsabilitySEO and Usability

Usability and Search – ReversedUsability and Search – Reversed

How has Usability affected Search?

•Content – http://rollyo.com/

Usability and Search – ReversedUsability and Search – Reversed

How has Usability affected Search?

•Navigation – http://www.stumbleupon.com/

Usability and Search – ReversedUsability and Search – Reversed

How has Usability affected Search?

•Linking/Interest – Ask, Google and Yahoo previews

SEO and Usability – Q&ASEO and Usability – Q&A

Questions?

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