brightonseo 2015: how good ux can improve seo
TRANSCRIPT
@MarianaMota
• UX Designer - 12 years
• Head of design at Oxford Computer Consultants
• Co-founder of UX Oxford and TalkingDesign
About me
@MarianaMota
Users find the url Users find what they are looking for
Search page Landing page
Off-site On-site
Get user’s attention Retain users
SEO & UX
@MarianaMota
“SEO is about attracting people to your site (…)Usability is about people's behavior after they arrive on your site”
Jakob Nielsen http://www.nngroup.com/articles/seo-and-usability/
@MarianaMota
Conversion
@MarianaMota
@MarianaMota
1.Useful content
2.Ease of navigate
3.Trust
Improving landing page experience
https://support.google.com/adwords/answer/2404197?hl=en-GB
@MarianaMota
Landing page
@MarianaMota
1. Useful content | User groups
@MarianaMota
@MarianaMota
1. Useful content | User groups
Personas
• Keep to small number • Main user groups • Validate!
@MarianaMota
1. Useful content | Triggers
@MarianaMota
@MarianaMota
1. Useful content | Triggers
@MarianaMota
1. Useful content | Triggers
@MarianaMota
2. Easy to navigate | User groups
Persona 1 Scenarios Triggers
Persona 2 Scenarios Triggers
Persona 3 Scenarios Triggers
@MarianaMota @MarianaMota
2. Easy to navigate | User flow
@MarianaMota @MarianaMota
2. Easy to navigate | User flow
@MarianaMota @MarianaMota
2. Easy to navigate | User research on the whiteboard
Oxford Computer Consultants
@MarianaMota
2. Easy to navigate | Web conventions
@MarianaMota
Clear tagline Clear call to action
Credibility
More details about the product
2. Easy to navigate | Clear structure
@MarianaMota
Clear tagline Clear call to action
More details about the product
2. Easy to navigate | Clear structure
@MarianaMota
• Branding: Visual consistency• Language and tone of voice
Avoid jargons, image stock• Clean interfaces• Logos (credibility)
2. Trust
@MarianaMota
Eric Ries’s Build-Measure-Learn feedback loop and the Think-Make-Check UX cycle. http://www.smashingmagazine.com/2012/10/10/lean-startup-is-great-ux-packaging/
Test it!
@MarianaMota
Meet your users early and often.
@MarianaMota @MarianaMota
Test it! : Contextual research
Oxford Computer Consultants running usability testing for National Grid
@MarianaMota @MarianaMota
Test it! : Interview and Usability testing
Oxford Computer Consultants running usability testing at Bath & North East Somerset Council
@MarianaMota
http://www.uxmatters.com/mt/archives/2011/06/images/iaresearch_fig1.jpghttp://notlaura.com/wordpress/wp-content/uploads/2013/03/url1.jpeg
Test it! : Card sorting
@MarianaMota
@MarianaMota
Test it! : Analytics & Heat maps
http://blog.econnectemail.com/wp-content/uploads/2012/04/heat-map.jpg
