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.
3. âŠWHEN PEOPLE HEAR
âSEARCH ENGINE OPTIMIZATIONâ
UX & SEO: A Love Story
Mark Oleszczak
User Experience Designer
Usabilla
They think of shady people keyword stuffingâŠ
16. We are both mediators between the
human and the computer.
17. SEOâS ROLE UXâS ROLE
â⯠Connect searchers with
what they are looking for on
your site
â⯠Help users achieve their goals
on the site
â⯠Improve effectiveness of
off and on-site findability
â⯠Test and tailor experiences to
appeal to target personas
â⯠Improve quality of traffic â⯠Turn traffic into conversions
â⯠Target keywords searched by
desired personas
â⯠Turn visitors into return visitorsâ⯠Turn searchers into visitors
â⯠Increase off-site findability
by expanding web visibility
18. SEOS WILL OFTEN USE
UX TO INFORM
DECISIONS AND BACK
UP SUGGESTED
ACTIONS.
24. Pre-Campaign
âąâŻ Whatâs trending?
âąâŻ How do they search for it?
âąâŻ What are the related search
terms?
âąâŻ Whatâs the intent of search?
âąâŻ Whatâs the desired landing
experience?
âąâŻ Whatâs the desired visitor
behavior?
âąâŻ What are good success metrics
and target numbers?
Post
âąâŻ Did we deliver on searchersâ
expectations?
âąâŻ Where did they come from?
âąâŻ Where did they go after?
âąâŻ Cannibalization handling
âąâŻ Redirect Handling
âąâŻ Did content earn backlinks?
âąâŻ Did we reach our target numbers?
âąâŻ How did this content affect other
pages ranking and traffic earning?
Ask Your SEO
CONTENT STRATEGY
31. USABLE
SEO needs a site to be usable to encourage
return visits. UX wants the user to complete the
desired task.
32. VALUABLE
To earn SEOsâ desired trust and freshness metrics,
the site needs to fulfill the searchersâ needs.
33. 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