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

1. Partnering to Build Better Products
Hillary Pitts // @hillstwitts // #ATO2016
BFFS UX + SEO

2. DESIGNER STRATEGIST GROWTH
MANAGEMENT DESIGNER STRATEGIST
DEVELOPER GROWTH MANAGEMENT DESIGNER
DESIGNER STRATEGIST DEVELOPER
DEVELOPER

3. I think... something
advertising related.
- My Mom, on what I do
“

4. MARKETING DESIGN
DATA
UX STRATEGY &
SEO LIVE HERE

5. LET’S START WITH THE BASICS

6. SEARCH
ENGINE
OPTIMIZATION

7. MORE PEOPLE DRIVEN TO YOUR
PRODUCT ORGANICALLY
=
DECREASED SPEND ON
MARKETING

8. Source: Search Engine Land
SEO
RANKING
FACTORS

9. WHY CARE ABOUT SEO & UX?

10. 2 TRILLION +
searches per year
Source: Statistic Brain

11. 2 TRILLION +
searches per year
Source: Statistic Brain

12. 2 TRILLION +
searches per year
opportunities
Source: Statistic Brain

13. 88%
of online consumers are less
likely to return to a site after
a bad experience.
Source: eConsultancy

14. THEN
ALL I NEED TO DO IS GET USERS
TO CLICK-THROUGH TO MY
CONTENT.

16. NOW
WHAT’S GOOD FOR THE USER
EXPERIENCE POST
CLICK-THROUGH IS GOOD FOR
THE ALGORITHMS.

19. IT ALL BOILS DOWN TO GOOD
CONTENT & GOOD
ARCHITECTURE.

20. ! SPOILER ALERT !

22. 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?

23. HOW DO WE ADAPT?

24. ENLIST THOUGHTFUL
INFORMATION
ARCHITECTURE
1

26. SHOOT FOR THE
STARS!
aka a Featured Snippet
2

27. DESIGN FOR
GOVERNANCE.
3
Potential Customer
Existing Subscriber Site Content Admin

28. DESIGN FOR
GOVERNANCE.
3
Potential Customer
Existing Subscriber Site Content Admin
THIS GUY MATTERS
TOO!

29. Care about what
annoys YOU.
ADOPT THIS
RULE-OF-THUMB
4

31. GET (& STAY)
ON THE SAME
PAGE
5

32. CARE ABOUT
COPY!
6

33. WHAT’S NEXT FOR SEO & UX?

34. APP STORE OPTIMIZATION

35. 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!

36. MAKE IT WORK.

37. THANK YOU!
hillary@smashingboxes.com
@hillstwitts
#ATO2016