Usability and Search Engine Optimization
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Fathom SEO hosted NEOUPA's March event, presenting about usability and SEO best practices. Learn more about the event, presenter bios, and NEOUPA at: http://www.fathomseo.com/blog/index.php/usability-search-engine-optimization-event-at-fathom-seo/
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Usability and Search Engine Optimization
- 1. Usability & SEO Introduction About Fathom SEO Usability & Search Technical Foundation Website Conversions Online Videos
- 2. Introduction Kurt Krejny Director of SEM Best Practices @KurtKrejny Tom Cottrill Technical SEM Specialist & Lead Programmer @TomCottrill Matt Thompson Technical SEM Specialist @MThompson2 Cliff Karklin Senior Account Executive & Online Video Marketing Specialist @CliffKarklin
- 3. About Fathom SEO Mission Statement Multilateral Online Marketing Services Search Engine Optimization, Online PR & Link Building, Pay-Per-Click Management, Opt-in E-mail Marketing, Display Advertising, Internet Video Marketing, Website Design Experienced Team Senior Account Executives, SEM Specialists, Technical SEM Specialists, SEM Copywriters, Video Production Specialists, Web Designers & Developers
- 4. Usability & Search About Search and Web Usability Why Search Usability is Important The Scent of Information Types of Web Search Engine Queries Roles in Effective Search Usability Business Case for Usability & SEO Components of SEO On-Site, Off-Site, Technical, Management Search Usability Best Practices SEO Tools & Resources
- 5. Why Search Usability is Important Everyone can benefit. A user-friendly, search-friendly website benefits both the site visitor and organization. Search engines crawlers aren’t human. Usable and well-built sites do not automatically get traffic. Your site is not guaranteed to rank because you are the best at what you do. Good offline marketing doesn’t guarantee online success. If the search engines can’t crawl and index your site, searchers won’t be able to find it. Can you replicate a great in-store experience on a website? Give the people what they want. If people cannot find their desired content, they will not use your site. 50% or lower bounce rate. Get rewarded with rankings, traffic and conversions. Search engines reward sites that deliver a great user experience along with robust content that has proper themes using relevant keywords.
- 7. The Scent of Information
- 8. The Scent of Information
- 12. Roles in Effective Search Usability Management - Know your audience before building a site. What do users expect? After launch, continually test and implement smart design revisions. Information Architects - Bad IA can cripple search usability efforts. Don’t rush into a design before IA. Dedicate time to a solid IA over quality assurance for a poorly built site. Graphic Designers - Front-end design affects how users scan, read and browse web pages. Everything cannot be the most important thing on a web page. K.I.S.S. principles. Web Copywriters - Web users scan content, look for keywords, and click on calls to action that carry the scent of information to help them achieve their search goals. Reflect users’ language using the right keywords. Information Technology (IT) - Build a website using iterative design and obtain feedback at all stages. Don’t lose the scent of information with poor error messages and URL structure. Avoid unnecessary site features. Usability Professionals - Determine how users get to the site via keywords. Provide simple navigation and content balancing for the different types of search traffic.
- 13. Business Case for Usability & SEO It is never to late to start. The search space is continually evolving. Implement SEO techniques on existing and new websites. Get into emerging online channels early. Hire an SEO firm, or build an in-house team? Get support from the top. Set proper expectations. Long term commitment using a multilateral online marketing approach. Do your homework. Be wary of firms that guarantee rankings, claim they optimize specifically for algorithms, or utilize black-hat techniques. A diverse team skill-set that understands your business goals and generates new revenue is the key to success. Increase online visibility. SEO can support and enhance your brand. Own keyword traffic rather than rent. Paid search and link buying may not be a viable long-term traffic solution. Reduce other marketing costs. Top organic rankings can allow you to lower spend in paid search, print, TV, and radio advertising. Measureable campaigns. Monitor keyword rankings, traffic, and conversions that generate a positive Return on Advertising (ROA). Measure, analyze, and adjust.
- 14. Components of SEO On-Site Off-Site Technical Management GET CONVERT MEASURE
- 15. Components of SEO (On-Site) Look at… URL / Domain Name Visible Text Navigation Site Age Depth of Content “ Meta Data” Page Titles Footers Intra - Linking Keyword Density Search Engines Like..
- 16. Components of SEO (Off-Site) Search Engines Like.. Look at… Blogs Articles / Guides News Releases Inbound Links Videos Social Media More Credible From… Than From… Directories & Descriptions Also Direct Traffic from… Forums
- 17. Components of SEO (Technical) Look at… Search Engines Like.. Crawler Friendliness Content Mgt. Systems (CMS) Site Maps Code / HTML Analytics Navigation Can’t See Images Looks at… Duplicate Content Frames Error Pages CSS Validation / Errors No Roadblocks!
- 18. Components of SEO (Management) Understand business goals and audience Accurate analytics Keyword Rankings Visibility Score Traffic (bounce rate, time of site, pages per visit) Key Performance Indicators Conversions (valuable leads)
- 19. Search Usability Best Practices Title Tag Should be unique on every page and contain relevant keywords and call to action if possible. 70 characters or less (with spaces). Meta Description Should cater to the scent of information in 1-2 short sentences. Include an attribute and strong call to action. 155 characters or less (with spaces). URLs / Directory Structure Include relevant keywords in URL directory structure and page file names to establish solid content themes. Do not go more than 3 directories deep. Avoid repeating keywords.
- 20. Search Usability Best Practices Breadcrumb Navigation Great for usability and also can support keyword optimization. Can enhances your listings in Google. Anchor Links Used to break up navigation on long content pages. Can enhance your listings in Google. Text Footers Include main navigational links. Include physical address and other credibility elements. Great place to include a keyword rich tagline. Sitemaps Traditional sitemap for user navigation. XML Sitemap for search engines.
- 21. SEO Tools & Resources Technical Tools - Google Webmaster Tools - Yahoo! Site Explorer - Bing Webmaster Center - GSite Crawler (XML Sitemaps) - Funnel Web Profiler SEO Browser Plug-in - SearchStatus for Firefox - Web Developer Toolbar Keyword Research - Google Keyword Tool - Keyword Discovery - Fathom SEO Keyword Mixer Local SEO - GetListed.org Search Usability - CrazyEgg - ProtoShare Industry News - Search Engine Land - SEOmoz - Official Google Blog SEO Books - When Search Meets Web Usability - The Art of SEO
- 28. Technical Foundation Google Webmaster Tools is a free service that will allow you to analyze your site and see it through the eyes of their search spiders, including providing an analysis of Site Speed. (Currently in Google Labs)
- 34. Overview Conversion Rate : percentage of website visitors that complete a desired goal (Ex. purchase, newsletter subscription, contact us) Average website conversion rate: only 2% - 3% (varies by industry, site) Quality of traffic is more important than quantity Best results are obtained through a combination of SEO and Website Conversion Tactics
- 36. Usability Techniques – Improving Conversion Rates Form Optimization 1. Remove unnecessary fields 2. Use External Labels 3. Strong Call To Action Buttons – never use “submit” 4. Place form and CTA above the fold 5. Remove “cancel” and “reset” buttons 6. Use clear error messages
- 38. Usability Techniques – Improving Conversion Rates Landing Page Optimization 1. Focus on one key message with content that supports the value proposition - Consider what differentiates the product/service from your competitors. 2. Remove / Minimize the navigation 3. Make It Visually Appealing 4. Use Abundant Whitespace 5. Include testimonials and association membership logos to minimize customer anxiety and boost credibility 6. Include secondary CTA
- 39. Call to Action Button Examples
- 42. Setting Up Goals in Google Analytics 4. Enter Goal Information
- 43. Setting Up Goals in Google Analytics 5. Goal Details Goal url (thank you page) should be unique per goal
- 44. Setting Up Goals in Google Analytics 6. Goal Funnel - Funnel: a series of pages leading up to the goal URL. - In most cases, it’s only one page Ex: E-commerce site with multiple funnel pages
- 45. Funnel Reporting
- 49. Online Video Fathom SEO’s Online Video Offerings On-Site Video Implementation Methods SEO and Usability Video Promotion The Future of Online Video
- 53. On-Site Video Implementation Custom Video Player
- 55. On-Site Video Implementation Embeddable YouTube Player
- 57. On-Site Video Implementation “Standard” Video Player
- 61. Usability, SEO, and Online Video On Page Forms
- 62. Usability, SEO, and Online Video In Video Forms
- 64. Usability, SEO, and Online Video Pointers for the Optimal Video 1 Video viewership statistics from TubeMogul
- 66. Video Promotion for SEO Video Sitemap
- 67. Video Promotion for SEO Google Video Search for a Site with a Video Sitemap
- 68. Video Promotion for SEO Google Video Search with Optimization
- 71. Questions? Presentation available for download at: www.slideshare.net/fathomseo
Notes de l'éditeur
- - Talk about clients in education, healthcare, manufacturing, technology, retail, e-commerce - Talk about Bill Fox and his role in starting Fathom SEO and vision.
- - Quick explanation of ‘what SEO is’ - Good branding cannot compensate for not being found online
- Video, social media, mobile version – blended search Multilateral online marketing is using SEO, paid search, online video, e-mail marketing - Number of Google algo changes in a year. This information isn’t shared by Google. Implement best practices that improve user experience. Google rewards usable websites with great content. - House analogy for own vs. rent - Fathom’s ongoing client success is with measure, analyze, adjust (commitment & cooperation)
- Accurate analytics (separate paid from organic traffic, traffic filters) Rankings show progress early in a campaign, but are not something to get hung up on KPIs (e-newsletter sign-ups, whitepaper downloads, live chat sessions) Conversions should have a value Track the source of phone calls (paid or organic) ROA (for every dollar spent on SEO, how much revenue am I getting back?)
- CrazyEgg – see where users are clicking on a page. Are your CTAs and top navigational items getting clicks. ProtoShare – build wireframes with planning for SEO and content
- For most companies, their website’s primary goal is to increase sales/revenue. While SEO increases the number of visitors, it may not always result in increased revenue alone. Many will concentrate solely on increasing the number of visitors they have, when often they have fairly simple problems with their site that, if solved, would have a huge effect on their conversion rate and improve their site's bottom line at a minimal expense. A combination of SEO to increase traffic and website conversion tactics help ensure the greatest sales increase potential from a search engine marketing campaign.
- The first thing to consider is the actual elements that affect conversions.
- Landing Page Optimization
- The time after a conversion is the best time for the next one; you’ve already earned the user’s trust. Therefore you should use the first conversion to immediately trigger a second conversion.
- Landing Page Optimization focus on one key message that matches the creative (PPC)
- Goal url (thank you page): Must be unique Should be static, however dynamic or query based urls can be used using regular expressions (advanced)
- Funnels point out trouble spots in your “conversion path”. These trouble spots oftentimes cause visitors to abandon the process and lead to a loss in sales. Address weak points or trouble pages, as shown by high drop out rates, to boost conversions.
- The first thing to consider is the actual elements that affect conversions. So let’s review a few of them shall we? Here are a few elements which can affect conversion rates;
- The first thing to consider is the actual elements that affect conversions. So let’s review a few of them shall we? Here are a few elements which can affect conversion rates;