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Partnering to Build Better Products
Hillary Pitts // @hillstwitts // #ATO2016
BFFS UX + SEO
DESIGNER STRATEGIST GROWTH
MANAGEMENT DESIGNER STRATEGIST
DEVELOPER GROWTH MANAGEMENT DESIGNER
DESIGNER STRATEGIST DEVELOP...
I think... something
advertising related.
- My Mom, on what I do
“
MARKETING DESIGN
DATA
UX STRATEGY &
SEO LIVE HERE
LET’S START WITH THE BASICS
SEARCH
ENGINE
OPTIMIZATION
MORE PEOPLE DRIVEN TO YOUR
PRODUCT ORGANICALLY
=
DECREASED SPEND ON
MARKETING
Source: Search Engine Land
SEO
RANKING
FACTORS
WHY CARE ABOUT SEO & UX?
2 TRILLION +
searches per year
Source: Statistic Brain
2 TRILLION +
searches per year
Source: Statistic Brain
2 TRILLION +
searches per year
opportunities
Source: Statistic Brain
88%
of online consumers are less
likely to return to a site after
a bad experience.
Source: eConsultancy
THEN
ALL I NEED TO DO IS GET USERS
TO CLICK-THROUGH TO MY
CONTENT.
NOW
WHAT’S GOOD FOR THE USER
EXPERIENCE POST
CLICK-THROUGH IS GOOD FOR
THE ALGORITHMS.
IT ALL BOILS DOWN TO GOOD
CONTENT & GOOD
ARCHITECTURE.
! SPOILER ALERT !
BOUNCE RATE NOW ACCOUNTED FOR IN
THE SEARCH ALGORITHM
CONTENT IS STILL KING, BUT CONTEXT
IS NOW QUEEN
PAGE DESIGN IMPLICAT...
HOW DO WE ADAPT?
ENLIST THOUGHTFUL
INFORMATION
ARCHITECTURE
1
SHOOT FOR THE
STARS!
aka a Featured Snippet
2
DESIGN FOR
GOVERNANCE.
3
Potential Customer
Existing Subscriber Site Content Admin
DESIGN FOR
GOVERNANCE.
3
Potential Customer
Existing Subscriber Site Content Admin
THIS GUY MATTERS
TOO!
Care about what
annoys YOU.
ADOPT THIS
RULE-OF-THUMB
4
GET (& STAY)
ON THE SAME
PAGE
5
CARE ABOUT
COPY!
6
WHAT’S NEXT FOR SEO & UX?
APP STORE OPTIMIZATION
QUICK RECAP
Get (& stay) on the same page
Enlist thoughtful IA
Shoot for the featured snippet
Design for governance
Care a...
MAKE IT WORK.
THANK YOU!
hillary@smashingboxes.com
@hillstwitts
#ATO2016
All Things Open 2016 Talk | BFFs: UX & SEO Partnering to Build Better Products
All Things Open 2016 Talk | BFFs: UX & SEO Partnering to Build Better Products
All Things Open 2016 Talk | BFFs: UX & SEO Partnering to Build Better Products
All Things Open 2016 Talk | BFFs: UX & SEO Partnering to Build Better Products
All Things Open 2016 Talk | BFFs: UX & SEO Partnering to Build Better Products
All Things Open 2016 Talk | BFFs: UX & SEO Partnering to Build Better Products
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All Things Open 2016 Talk | BFFs: UX & SEO Partnering to Build Better Products

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Slides from my ATO2016 talk on UX & SEO covering how these two disciplines are becoming increasingly intertwined.

Veröffentlicht in: Design
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All Things Open 2016 Talk | BFFs: UX & SEO Partnering to Build Better Products

  1. 1. Partnering to Build Better Products Hillary Pitts // @hillstwitts // #ATO2016 BFFS UX + SEO
  2. 2. DESIGNER STRATEGIST GROWTH MANAGEMENT DESIGNER STRATEGIST DEVELOPER GROWTH MANAGEMENT DESIGNER DESIGNER STRATEGIST DEVELOPER DEVELOPER
  3. 3. I think... something advertising related. - My Mom, on what I do “
  4. 4. MARKETING DESIGN DATA UX STRATEGY & SEO LIVE HERE
  5. 5. LET’S START WITH THE BASICS
  6. 6. SEARCH ENGINE OPTIMIZATION
  7. 7. MORE PEOPLE DRIVEN TO YOUR PRODUCT ORGANICALLY = DECREASED SPEND ON MARKETING
  8. 8. Source: Search Engine Land SEO RANKING FACTORS
  9. 9. WHY CARE ABOUT SEO & UX?
  10. 10. 2 TRILLION + searches per year Source: Statistic Brain
  11. 11. 2 TRILLION + searches per year Source: Statistic Brain
  12. 12. 2 TRILLION + searches per year opportunities Source: Statistic Brain
  13. 13. 88% of online consumers are less likely to return to a site after a bad experience. Source: eConsultancy
  14. 14. THEN ALL I NEED TO DO IS GET USERS TO CLICK-THROUGH TO MY CONTENT.
  15. 15. NOW WHAT’S GOOD FOR THE USER EXPERIENCE POST CLICK-THROUGH IS GOOD FOR THE ALGORITHMS.
  16. 16. IT ALL BOILS DOWN TO GOOD CONTENT & GOOD ARCHITECTURE.
  17. 17. ! SPOILER ALERT !
  18. 18. BOUNCE RATE NOW ACCOUNTED FOR IN THE SEARCH ALGORITHM CONTENT IS STILL KING, BUT CONTEXT IS NOW QUEEN PAGE DESIGN IMPLICATIONS ON SITE SPEED IMPACT SEARCH RESULTS MOBILE! MOBILE! MOBILE! WHAT’S CHANGED?
  19. 19. HOW DO WE ADAPT?
  20. 20. ENLIST THOUGHTFUL INFORMATION ARCHITECTURE 1
  21. 21. SHOOT FOR THE STARS! aka a Featured Snippet 2
  22. 22. DESIGN FOR GOVERNANCE. 3 Potential Customer Existing Subscriber Site Content Admin
  23. 23. DESIGN FOR GOVERNANCE. 3 Potential Customer Existing Subscriber Site Content Admin THIS GUY MATTERS TOO!
  24. 24. Care about what annoys YOU. ADOPT THIS RULE-OF-THUMB 4
  25. 25. GET (& STAY) ON THE SAME PAGE 5
  26. 26. CARE ABOUT COPY! 6
  27. 27. WHAT’S NEXT FOR SEO & UX?
  28. 28. APP STORE OPTIMIZATION
  29. 29. QUICK RECAP Get (& stay) on the same page Enlist thoughtful IA Shoot for the featured snippet Design for governance Care about what annoys YOU1 2 3 4 5 46 Care about copy!
  30. 30. MAKE IT WORK.
  31. 31. THANK YOU! hillary@smashingboxes.com @hillstwitts #ATO2016

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