Afraid To Ask Confidential. Intellectual property of Noble Studios. - PowerPoint PPT Presentation

Noble Studios SEO + UX: Everything You Need To Know But Were Afraid To Ask Confidential. Intellectual property of Noble Studios.

Today’s Speakers Erik Newton Michael Thomas BrightEdge, VP of Marketing Demand Noble Studios, CMO Generation 2 Confidential. Intellectual property of Noble Studios.

Where did it come from? “I invented the term because I thought human interface and usability were too narrow. I wanted to cover all aspects of the person’s experience with the system including industrial design, graphics, the interface, the physical interaction, and the manual.” — Don Norman, while VP at Apple, 1993 2 Confidential. Intellectual property of Noble Studios.

We can’t ignore UX The risks are great • Lost customers • Non-renewals • Inflated bounce rate • Poor conversion • Marketing failure 4 Confidential. Intellectual property of Noble Studios.

UX: A New Definition UX is about achieving a business objective by meeting the needs of the customer, with simplicity. User Business UX Objectives Objectives Source: www.uxbooth.com 5 Confidential. Intellectual property of Noble Studios.

SEO needs a script rewrite • Focus on driving business impact • Impact means creating more conversions • UX excellence improves conversion rates • Modest conversion rate optimization (CRO) leads to big impact 6 Confidential. Intellectual property of Noble Studios.

A little improvement goes a long way 400,000 10,000 $100 Slight (5%) Avg. Monthly Visitors Avg. Monthly Website Avg. Conversion Value Expected Lift Conversions (Improvement) = 1,500 additional conversions a year = $600,000 7 Confidential. Intellectual property of Noble Studios.

How UX impacts SEO • Ranking signals • Search is a visual medium • Schema & markup excellence • Users demand quality experience. • SEO contains the data that UX needs. UX has the design framework SEO needs. 8 Confidential. Intellectual property of Noble Studios.

Google also says it’s important UX was announced in 2015 as one of the main SEO ranking factors. “Landing page experience refers to how good we think someone’s experience will be when they get to your landing page.” — Google 9 Confidential. Intellectual property of Noble Studios.

Google created a course Quality for Google means • Useful and informative • More valuable than other sites • Credible • Engaging In other words, great UX. Source: https://support.google.com/webmasters/answer/6001093?hl=en 10 10 Confidential. Intellectual property of Noble Studios.

Low bounce rates correlate to rankings Websites with a lower average bounce rate received higher organic rankings 11 11 Confidential. Intellectual property of Noble Studios.

Users are finicky Source: Google Consumers in the Micro-Moment https://www.thinkwithgoogle.com/articles/speed-is-key-optimize-your-mobile-experience.html 12 12 Confidential. Intellectual property of Noble Studios.

SEO + UX = There’s more in common than you think 1. Good content, usability and design serve the purposes of both UX and SEO. useful 2. Properly structured sites are attractive to both search engines and users at the usable desirable same time. valuable findable accessible credible Source: Peter Morville http://semanticstudios.com/user_experience_design/ 13 13 Confidential. Intellectual property of Noble Studios.

Getting SEO+UX to gel 3 Ways To Nail This Confidential. Intellectual property of Noble Studios.

Nailing It  Easy wins  Carrying out intent-based search  Creating collaboration between SEO and UX teams 15 15 Confidential. Intellectual property of Noble Studios.

Ensuring site speed Easy Wins It’s well documented that this makes a difference: 47% 40% 16% 47% of consumers expect 40% abandon a website A 1 second delay decreases a web page to load in 2 that takes more than 3 customer satisfaction by about seconds or less. seconds to load. 16%. Source: https://www.dynatrace.com/ and https://www.akamai.com/ 16 16 Confidential. Intellectual property of Noble Studios.

Ensuring site speed Easy Wins Use free tools like: Google’s PageSpeed Insights 17 17 Confidential. Intellectual property of Noble Studios.

Ensuring site speed Easy Wins • Image compression and optimization • Quality code • Great servers 18 18 Confidential. Intellectual property of Noble Studios.

Realize UX is your job Easy Wins • Test your site as if you’re a user • Understand the basics of UX measurements 19 19 Confidential. Intellectual property of Noble Studios.

Realize UX is your job Easy Wins GA UX measurement basics • Bounce rate • Exit rate • Avg. time on page • Performance by device 20 20 Confidential. Intellectual property of Noble Studios.

Realize UX is your job Easy Wins Advanced testing concepts • Advanced analytics • Heat mapping • A/B testing • User testing 21 21 Confidential. Intellectual property of Noble Studios.

Schema and SERP is UX Easy Wins Identify primary topics and questions that people are looking to answer when searching for a specific term, then creating content that addresses the user’s needs. Sometimes you can gain clicks with a lower page ranking. Make sure that your search listing captures the visitor’s attention while using language that encourages them to click your result rather than another. 22 22 Confidential. Intellectual property of Noble Studios.

The UX of intent-based search Carrying out intent-based search Get into the mind of your audience. Anticipate their needs based on terminology and how they asked the question. 23 23 Confidential. Intellectual property of Noble Studios.

The process Carrying out intent-based search Identify Determine Content Content Map Create Measure Topics Motivation Objective Type Keywords • Audience • Why are they • Inform • Text • 2-3 keywords • Tone • Determine needs searching per page impact • Inspire • Graphic • Length • Trends • What do they • Consider • Measure • Action • Q&A • Linking need variations for conversions • Keyword gaps • Listicle • Channels same intent both macro • Competitors • Video • Promotion and micro • Tool 24 24 Confidential. Intellectual property of Noble Studios.

Using The Datacube to Find Intent Based Keywords Carrying out intent-based search Choose Choose overall or mobile specific keywords experience Apply intent-based keywords (why, who, what, Apply Filters how, need, buy, get) Choose which keywords are going Analyze to be most valuable and realistic Keywords for you to focus on 25 25 Confidential. Intellectual property of Noble Studios.

Categorize Intent Based Keyword Phrases Carrying out intent-based search 26 26 Confidential. Intellectual property of Noble Studios.

Data Cube organizes the effort Carrying out intent-based search Use Data Cube to unlock and categorize organic search by intent 27 27 Confidential. Intellectual property of Noble Studios.

Your job isn’t done Creating collaboration between UX & SEO teams 28 28 Confidential. Intellectual property of Noble Studios.

Figure out a way to speak the same language Creating collaboration between UX & SEO teams 29 29 Confidential. Intellectual property of Noble Studios.

BrightEdge Campaigns Creating collaboration between UX & SEO teams Source: http://www.brightedge.com/products/optimize-content/ignite-campaigns 30 30 Confidential. Intellectual property of Noble Studios.

Create common goals Creating collaboration between UX & SEO teams 31 31 Confidential. Intellectual property of Noble Studios.

Title In Summary Confidential. Intellectual property of Noble Studios.

Lead with data not opinion 33 33 Confidential. Intellectual property of Noble Studios.

Individual consumption not advised 34 34 Confidential. Intellectual property of Noble Studios.

SEO and UX should be a smooth blend 35 35 Confidential. Intellectual property of Noble Studios.

Avoid the epic fail Google’s mission is all about the user experience Focus on the user and all else will follow 36 36 Confidential. Intellectual property of Noble Studios.

Special Offer To get a copy of today’s presentation please go to www.noblestudios.com/SEO-UX Also available right now for instant download is an exclusive free checklist on SEO + UX Confidential. Intellectual property of Noble Studios.

Join Us Oc Oct. . 24 24-26, 2016 2016 Wes estin St. St. Fr Francis s | | San San Fr Francisco http://www.brightedge.com/resources/events/share/16/ Confidential. Intellectual property of Noble Studios.