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. …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
16. We are both mediators between the
human and the computer.
17. 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
18. SEOS WILL OFTEN USE
UX TO INFORM
DECISIONS AND BACK
UP SUGGESTED
ACTIONS.
24. 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
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 SEOs’ desired trust and freshness metrics,
the site needs to fulfill the searchers’ 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