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THE MARRIAGE OF SEO & UX Jake & Alisha Truemper Present
VS. User Experience and Organic Search are rumored to be enemies. WHY?REALLY?
…WHEN PEOPLE HEAR “SEARCH ENGINE OPTIMIZATION” UX & SEO: A Love Story Mark Oleszczak User Experience Designer Usabilla The...
In the beginning… SEO WAS ABOUT GAMING THE SYSTEM ...but, SEO matured, with the algorithms
Search engines seek to evaluate quality.
...while UX experts sought the same.
They developed common interests. OH.
“DON’T BE EVIL.” Google’s Motto
Source: UX Myths that Hurt SEO, start: 07:19; stop 8:43.448 RAND FISHKIN ON UX & SEO
“UX & SEO: A LOVE STORY”Mark Oleszczak, Usabilla
“WHEN SEO, IA, AND UX WORK TOGETHER, HUMAN USERS ARE THE ULTIMATE WINNERS” “UX is the New SEO” Marianne Sweeny, Sr. SEO St...
“SEO IS UX FOR ROBOTS”^says John Goad, SEO, AddThree.com
SEARCH ENGINE OPTIMIZATION
USER EXPERIENCE
We are both mediators between the human and the computer.
SEO’S ROLE UX’S ROLE ●  Connect searchers with what they are looking for on your site ●  Help users achieve their goals on...
SEOS WILL OFTEN USE UX TO INFORM DECISIONS AND BACK UP SUGGESTED ACTIONS.
UX DOES THE SAME WITH SEO DATA.
SEO CAN’T FUNCTION INSIDE OF SILOS.
NEITHER CAN UX
Think of me as a SEARCH EXPERIENCE ARCHITECT
Google’s Mission Statement “TO ORGANIZE THE WORLD’S INFORMATION AND MAKE IT UNIVERSALLY ACCESSIBLE AND USEFUL”
Pre-Campaign •  What’s trending? •  How do they search for it? •  What are the related search terms? •  What’s the intent ...
Why UX Loves SEO
Improving accessibility usually improves crawlability ACCESSIBLE
SEOs assess and earn site authority. UX assesses and earns credibility. CREDIBLE
UX directs on-site traffic SEOs direct off-site traffic FINDABLE
SEOs analyze results. UX analyzes actions. DESIRABLE
SEOs evaluate “intent of search.” UX manages expectation. USEFUL
USABLE SEO needs a site to be usable to encourage return visits. UX wants the user to complete the desired task.
VALUABLE To earn SEOs’ desired trust and freshness metrics, the site needs to fulfill the searchers’ needs.
UX will help improve crawlability UX provides insight into visitor behavior UX helps align search intent with expectation ...
HUMANS FIRST SEO and UX professionals agree And then bots
W. Edwards Deming “THE RESULT OF LONG-TERM RELATIONSHIPS IS BETTER AND BETTER QUALITY AND LOWER AND LOWER COSTS.”
THE END Jake UX, Manifest Digital @Trump29 truemper@gmail.com Alisha SEO, Scottrade @AlishaTruemper ablu272@yahoo.com
The Marriage of SEO and UX
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18. Mär 2014

The Marriage of SEO and UX

Married couple, Jake and Alisha Truemper -- one a UX, and the other an SEO professional -- co-presented "The Marriage of SEO & UX" at STLUX 2014 a user experience conference. The husband and wife explain the history of the relationship between search engine optimization and user experience.

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The Marriage of SEO and UX

  1. THE MARRIAGE OF SEO & UX Jake & Alisha Truemper Present
  2. VS. User Experience and Organic Search are rumored to be enemies. WHY?REALLY?
  3. …WHEN PEOPLE HEAR “SEARCH ENGINE OPTIMIZATION” UX & SEO: A Love Story Mark Oleszczak User Experience Designer Usabilla They think of shady people keyword stuffing…
  4. In the beginning… SEO WAS ABOUT GAMING THE SYSTEM ...but, SEO matured, with the algorithms
  5. Search engines seek to evaluate quality.
  6. ...while UX experts sought the same.
  7. They developed common interests. OH.
  8. “DON’T BE EVIL.” Google’s Motto
  9. Source: UX Myths that Hurt SEO, start: 07:19; stop 8:43.448 RAND FISHKIN ON UX & SEO
  10. “UX & SEO: A LOVE STORY”Mark Oleszczak, Usabilla
  11. “WHEN SEO, IA, AND UX WORK TOGETHER, HUMAN USERS ARE THE ULTIMATE WINNERS” “UX is the New SEO” Marianne Sweeny, Sr. SEO Strategist Portent
  12. “SEO IS UX FOR ROBOTS”^says John Goad, SEO, AddThree.com
  13. SEARCH ENGINE OPTIMIZATION
  14. USER EXPERIENCE
  15. We are both mediators between the human and the computer.
  16. SEO’S ROLE UX’S ROLE ●  Connect searchers with what they are looking for on your site ●  Help users achieve their goals on the site ●  Improve effectiveness of off and on-site findability ●  Test and tailor experiences to appeal to target personas ●  Improve quality of traffic ●  Turn traffic into conversions ●  Target keywords searched by desired personas ●  Turn visitors into return visitors●  Turn searchers into visitors ●  Increase off-site findability by expanding web visibility
  17. SEOS WILL OFTEN USE UX TO INFORM DECISIONS AND BACK UP SUGGESTED ACTIONS.
  18. UX DOES THE SAME WITH SEO DATA.
  19. SEO CAN’T FUNCTION INSIDE OF SILOS.
  20. NEITHER CAN UX
  21. Think of me as a SEARCH EXPERIENCE ARCHITECT
  22. Google’s Mission Statement “TO ORGANIZE THE WORLD’S INFORMATION AND MAKE IT UNIVERSALLY ACCESSIBLE AND USEFUL”
  23. Pre-Campaign •  What’s trending? •  How do they search for it? •  What are the related search terms? •  What’s the intent of search? •  What’s the desired landing experience? •  What’s the desired visitor behavior? •  What are good success metrics and target numbers? Post •  Did we deliver on searchers’ expectations? •  Where did they come from? •  Where did they go after? •  Cannibalization handling •  Redirect Handling •  Did content earn backlinks? •  Did we reach our target numbers? •  How did this content affect other pages ranking and traffic earning? Ask Your SEO CONTENT STRATEGY
  24. Why UX Loves SEO
  25. Improving accessibility usually improves crawlability ACCESSIBLE
  26. SEOs assess and earn site authority. UX assesses and earns credibility. CREDIBLE
  27. UX directs on-site traffic SEOs direct off-site traffic FINDABLE
  28. SEOs analyze results. UX analyzes actions. DESIRABLE
  29. SEOs evaluate “intent of search.” UX manages expectation. USEFUL
  30. USABLE SEO needs a site to be usable to encourage return visits. UX wants the user to complete the desired task.
  31. VALUABLE To earn SEOs’ desired trust and freshness metrics, the site needs to fulfill the searchers’ needs.
  32. UX will help improve crawlability UX provides insight into visitor behavior UX helps align search intent with expectation UX assists in ushering traffic toward conversion WHY SEO LOVES UX
  33. HUMANS FIRST SEO and UX professionals agree And then bots
  34. W. Edwards Deming “THE RESULT OF LONG-TERM RELATIONSHIPS IS BETTER AND BETTER QUALITY AND LOWER AND LOWER COSTS.”
  35. THE END Jake UX, Manifest Digital @Trump29 truemper@gmail.com Alisha SEO, Scottrade @AlishaTruemper ablu272@yahoo.com

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