1. Case
Studies
in
Web
Design
&
Usability
and
SEO
Barry
Adams
Pierce
Communica�ons
2. Shameless
Self-‐Promo�on
Digital
Services
Director
at
Pierce
Communica�ons
– Winner
of
two
2012
DANI
Awards:
Social
Media
&
B2C
Campaigns
– Shortlisted
for
‘Best
Agency’
at
2012
European
Search
Awards
Built
my
first
website
in
’95,
became
a
web
professional
in
‘97
Specialisa�on
in
SEO
Dutch
(yes,
really)
Editor
&
blogger
for
StateofSearch.com
– Awarded
‘Best
Blog’
at
2012
European
Search
Awards
3. Agenda
JNWine.com
case
study
– Web
Design
&
Usability
Bedeckhome.com
case
study
– Advanced
on-‐site
SEO
6. The
old
design
Based
on
“search
for
wine”
use
case
– Wine
search
func�on
is
most
prominent
feature
of
the
site
– Addi�onal
func�ons
in
top
naviga�on
–
but
not
always
clearly
named
Many
core
features
and
promo�ons
linked
in
images
7. Pierce
Communica�ons
redesign
Part
1:
Start
with
the
user
– Iden�fy
the
most
common
use
cases
of
the
JNWine.com
website’s
target
audience
1. Users
want
professional
advice
and
recommenda�ons
2. Users
want
special
offers
3. Wine
search
turned
out
to
be
ter�ary
use
case
8. Pierce
Communica�ons
redesign
Part
2:
Make
the
naviga�on
and
structure
as
self-‐evident
as
possible
– Name
things
how
the
user
expects
them
to
be
named
(Informa�on
Architecture)
– Tell
the
user
what
they
can
do
on
the
site
Strong
calls-‐to-‐ac�on
10. Pierce
Communica�ons
redesign
Part
3:
Make
it
pre�y
The
“look
and
feel”
of
a
website
has
the
greatest
impact
on
users’
credibility
assessments,
with
professional
site
designs
heavily
influencing
credibility
percep�ons.
Once
users
have
seen
a
web
page,
it
is
difficult
to
overcome
the
first
impressions
they
form
based
on
the
professional
appearance
of
a
page’s
design.
[Fogg,
B.J.,
Soohoo,
C.,
Danielson,
D.R.,
Marable,
L.,
Stanford,
J.,
and
Tauber,
E.R.
-‐How
do
users
evaluate
the
credibility
of
Web
sites?:
A
study
with
over
2,500
par�cipants.
DUX
2003,
1-‐15.]
[McKnight,
D.
and
Kacmar,
C.
-‐Factors
and
effects
of
informa�on
credibility.
ICEC
2007,
423-‐432.]
19. JNWine.com
redesign
results*
In
first
year
since
site
re-‐launch:
UK
revenue
grew
by
60%
RoI
revenue
grew
by
72%
*Disclaimer:
we
also
did
some
digital
marke�ng
for
them…
21. Bedeck
Seller
of
luxury
bed
linens
Own
brand
as
well
as
third
party
brands
Ecommerce
website:
www.bedeckhome.com
Re-‐launched
site
in
October
2011
– Strong
visibility
on
branded
search
terms
– Zero
visibility
on
generic
search
terms
22. Bedeck
SEO
project
Targeted
keywords:
bedding
sets
designer
bed
linen
designer
bedding
duvet
sets
goose
feather
pillows
hotel
luxury
bedding
hotel
luxury
bedlinen
luxury
bed
linen
luxury
bedding
quality
bed
linen
29. Is
this
a
good
thing?
Huge
gap
A
lot
of
pages
not
included
30. Yes,
that’s
a
good
thing
Bedeckhome.com
uses
‘faceted
naviga�on’
(a.k.a.
‘layered
naviga�on’
or
‘addi�ve
filters’)
This
almost
always
causes
duplicate
content
issues:
– Page
a�er
page
a�er
page
of
product
lists
– Google
not
sure
which
to
include
31. Ensuring
Google
indexes
the
right
pages
‘Index
sculp�ng’
– “noindex,
follow”
meta
robots
tag
– Robots.txt
blocking
– JavaScript-‐generated
faceted
links
– Rel=nofollow
links
Google
Webmaster
Tools
– URL
Parameters
configura�on
