BFFs: UX & SEO Partnering to Design Successful Products
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The document discusses the importance of integrating SEO with user experience (UX) design to create better products. It emphasizes that a positive user experience reduces bounce rates and improves search engine rankings, suggesting that good content and architecture are essential. Additionally, it highlights the need for thoughtful information architecture and governance in design to adapt to changing search algorithms and enhance user engagement.
BFFs: UX & SEO Partnering to Design Successful Products
- 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
- 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?
- 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
- 33. WHAT’S NEXT FOR SEO & UX?
- 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.