how to integrate seo and ux - clickz- 11042014

November 3–6, 2014

#CZLCHI | @ClickZLive

The Global Conference Series Designed by Digital Marketers, for Digital Marketers

How to Integrate UX and SEO to Maximize Conversions Antonio Casanova Starcom MediaVest Director of SEO

Erik R Peterson DeVry University Head of UX and Optimization

@AntonioCasanova @epeterson237

November 3–6, 2014 | #CZLCHI | @ClickZLive

Our talk is about…

•  Factors that impact UX & SEO •  4 opportunities to connect UX & SEO •  An approach to continually improve UX •  Recap: checklist and resources

©2014 Antonio Casanova & Erik R Peterson November 4, 2014 2



Factors that impact UX & SEO




The “Real Path”




4%

3%

2%

0.05%

.75%

MULTI-‐PAGE VISITS

50,000

75%

25%

84%

25%

33%

% Drop

from prior step

% of Total Visitors

1 2 3 5

63%

87%

66.7%

6.7%

4.0%

4 SINGLE PAGE VISITS

200,000

1 2 3 5 4

75.0%*

Measure Entry Pages (Traffic, Abandonment, Paths, Conversion)

1

Measure Multipage Paths (Traffic, Abandonment, Exit Pages, Conversion)

2

Measure conversion experiences/optimize 3

1

2

MADE PAYMENT

COMPLETED CART

VIEWED CART

ADD TO CART

CONVERSION START 8,000

6,000

4,000

1,500

100

5

4

Measure conversion funnel and identify barriers and optimize

4

CVR

CVR

CVR

CVR

3


Understanding Experience



Evolution of the SERPs


Source: Mediative



Organic Click Share


Source: Mediative



Connecting UX & SEO




4 Opportunities

1.  Inform SEO strategy using UX qualitative data 2.  Use SEO & UX insights to shape your content strategy 3.  Apply SEO best practices to design and content 4.  Choose the right mobile alternative





Inform SEO strategy with UX data

Surveys & reviews

On-site survey data (e.g., AnswerLab, ForeSee)

Off-site customer surveys

User-generated content (e.g., on-site and third party reviews)

UX interviews

How do you define your product/service?

What keywords do your consumers search for on

Google to find your product/service?

Tell us 3 different ways in which you could search for this

product/service on Google

Stakeholders

Consumers




Popular, relevant gap keywords around auto insurance

Competitors using keyword insights to inform content strategy & optimization

Leverage SEO insights to identify content gaps

Uncover insights around how your audience searches and create compelling, optimized content to address your audience’s needs




Gauge content opportunities by considering their ability to:

Use SEO & UX lenses for your content strategy

Capture demand Identify valuable keywords

using 3 criteria: volume, relevance, and SEO/PPC

competitiveness

Facilitate conversions E.g., “when to take your pet

to the vet” article to drive appointments vs. “how to make your visit to the vet

less stressful” to drive video views or social shares




Visible on the SERP: •  URL •  Title tag •  Meta description •  Semantic markup Visible on the page: •  Navigation •  Headlines •  Copy •  Images •  Videos

Apply SEO best practices to design and content




Balance SEO and UX to determine

when to break up content

Ideally, each page focuses on 1-‐3 target keywords

Search engines rank pages (not enVre sites)

Organize your content for maximum benefit

SEO-friendly infinite scrolling: qz.com SEO-friendly page tabs: Praxair.com




Responsive design

Dynamic serving

Separate mobile site

Choose the right mobile alternaVve

SEO equity consolidaVon (same vs. different URLs)

Flexibility to opVmize UX for mobile vs. tablet

Ability to opVmize SEO for mobile searchers

Setup and maintenance costs



An approach to improve UX




Pre and Post-click Optimization




Post-click Optimization




UX Principles to Increase Engagement

Search terms help reveal intent: “Vacations” “Plan a trip” “Holiday vacations” “Holiday travel” “Holiday travel planning” “Book a holiday trip”





Search term: “Book a holiday trip”





Search term: “Book a holiday trip” RELEVANCY

Is this page what I asked for? IMPACT

Why am I here and not somewhere else?

FOCUS

Where do I start? What do I do? SIMPLICITY

Will this be easy to do?





Search term: “Book a holiday trip” ELEMENTS OF CREDIBILITY

Should I do business with this company?

EASY BALE OPTIONS

Can I talk to someone? OBVIOUS NEXT STEPS

Where do I start? What do I do? CTA ABOVE THE FOLD

Can I complete a task without scrolling?





Search term: “Book a holiday trip” How to deliver a bad experience and kill conversion? What NOT to do…




Prioritize UX Opportunities

How data can inform optimization opportunities… eCOMM – Online Travel Agency ESTIMATE

Site Sec:on Visits/day Visits/Mo Conversion/Mo AOV $1500 Conversion Rate (CVR) CVR LIFT Incremental monthly

Home Page 600 18,000 2,399 $3,599,100 13.33% 20% $719,820

Header Elements 1,500 45,000 5,000 $7,499,250 11.11% 5% $374,963

Right Rail Promo 1,000 30,000 3,000 $4,500,000 10.00% 15% $675,000

Product Page 60 1,800 180 $270,000 10.00% 30% $81,000

Sec:on Pages (100) 6,000 180,000 9,000 $13,500,000 5.00% 30% $4,050,000

Book Now BuRon 7,000 210,000 1,680 $2,520,000 0.80% 30% $756,000

Payment Page 12,000 360,000 9,900 $14,850,000 2.75% 10% $1,485,000

Thank You Page 10,800 324,000 3,240 $4,860,000 1.00% 5% $243,000




Optimize Your Experience

Search term: “Book a holiday trip” What to test? -  New functionality -  Featured content – map

vs hero image -  Button colors -  Button labels -  Subnav and elements




Search term: “Book a holiday trip” What to test? -‐  New funcVonality -‐  Featured content – map

vs hero image -‐  Buhon colors -‐  Buhon labels -‐  Subnav and elements


Optimize Your Experience



Recap: Checklist and Resources




SEO & UX Integration Checklist

-  Inform SEO strategy using UX qualitative data -  Use SEO & UX insights to shape your content strategy -  Apply SEO best practices to design and content -  Choose the right mobile alternative




SEO Resources

Moz guides, blogs, and tools: http://moz.com/learn/seo, http://moz.com/blog, http://moz.com/products A great blog on Google patens and SEO: http://www.seobythesea.com/ ClickZ articles, training, and conferences: http://www.clickz.com/, http://www.clickztraining.com/ Search Engine Watch: http://searchenginewatch.com/ Search Engine Land: http://searchengineland.com/ SEO Book blog, tools, and training: http://www.seobook.com/blog, http://tools.seobook.com/




UX Checklist -  Does your page(s) meet foundational UX principles? -  Does your analytics support your assessment? -  Create Baseline analytics audit -  Identify highest ROI pages/elements -  Identify barriers to conversion -  Identify improvements and hypotheses

(message, UI, images, colors, CTAs) -  Compile an optimization and test plan roadmap




UX Resources

Mediative: White Paper: The Evolution of Google's Search Results Pages & Effects on User Behaviour UX Magazine: http://uxmag.com/ Smashing Magazine: http://www.smashingmagazine.com/ Website Magazine: http://www.websitemagazine.com/content/ Attention Wizard: https://www.attentionwizard.com/ (Attention Prediction and Analysis Tool for Websites) Conversion Conference: http://www.conversionconference.com/why-attend.htm Testing Platform Comparative Analyses: http://www.conversion-rate-experts.com/split-testing-software/




Thank You! Questions? ANTONIO CASANOVA ERIK R PETERSON




Appendix




Common UX and SEO Challenges SEO Challenges •  Where to invest? •  How do I measure demand? •  What keywords should drive traffic? •  How do I attract the “right” customer? UX Challenges •  Why isn’t traffic converting? •  How do I create good experiences?

–  Pre-click –  Post-click

•  How do I measure success and ROI opportunities?




Factors that impact SEO and UX •  Branded vs Non-branded Terms •  Intent – Align the Experience with the Sales Funnel •  Geography – DMA •  Demand – High or Low •  B2B – Product or Service Offering •  B2C – Product or Service Offering •  Target Segments Audience – Attracting the “Right” Traffic •  Target Keywords – Investing in the “Right” Keywords •  Device Type (Desktop, Tablet, Mobile)


how to integrate seo and ux - clickz- 11042014

Documents

ux seo

seo ux insights

seo strategy

clickzlive factors

ux recap

clickzlive evolution

ux data surveys

ux qualitative data