why customer experience is actually seo
TRANSCRIPT
Why Customer Experience is actually SEO
Some text
“Panda is an algorithm that’s applied to sites overall and has become one of our core ranking signals. It measures the quality of a site, which you can read more about in our guidelines. Panda allows Google to take quality into account and adjust ranking accordingly.”
Alphabet’s Revenue
AdwordsThe rest
Customer Experience is Actually SEO
Know Your Customers
Know Your Touchpoints
Know What You Want
MotivationsKeywordsQueries
DesignNavigation
ContentBusiness Objectives
Website goals
BehaviourData
Quirks
JourneyFeeling
LanguageNext steps
Better engagement = better rankings
Panda updated
24th October 2014Panda update(oh shit)
Not everything is down…
… but what else happened here?
Content segments - yeuch
This looks even worse!
Exclude that segment…
Ahh… this looks better
Focus on the segment
• Boring• Irrelevant• Badly written• Hard to read• Slow to load• … “Thin Content”
• Low dwell time• High pogo-stick rate• In relation to what?
Perception
Panda Reality
“If you owned a shop, and customers spent an average of 3 seconds in it before leaving, you’d shut down within a week.”
These are your customers
Most PwDs know everything already
They are already comparing pumps
Language is emotionally charged
They are always seeking advice
They are looking for inspiration
They can see through any bias
Compare for themBe technical, it’s OK
Be open & honestReflect their words
Showcase HeroesLifestyle Advice
http://alistapart.com/article/the-core-model-designing-inside-out-for-better-results
http://alistapart.com/article/the-core-model-designing-inside-out-for-better-results
https://dejanseo.com.au/web-content/
https://dejanseo.com.au/web-content/
Re-assessing how we write web content
Introduction
H2
H2
H2
Conclusion
Answer the Query
Call to action
Develop argument
Re-answer the query
Call to action
Re-assessing how we write web content
Answer the Query
Call to action
Develop argument
Re-answer the query
Call to action
Webmaster Tools QueriesConcise, well-labelled
What’s the next step?What do you want the user to do?Skimmable & easy to readTopic-based keywords as H2
Your conclusionToo Long, Didn’t Read
What’s the next step?What do you want the user to do?
• Multiple tabs• Emails• Slack• Twitter• Young people’s social media• Mobile notifications• Pies (in the north)• Someone talking to you (retro)
• ‘Consume’ content differently• Up & down reading• Share without reading• Easy ‘pull the eye’ signals
Label it appropriately – no surprises
Ronseal
Draw the eye to the next part of your content
Different people, different media
Panda is about combatting
• Impatience• Waffling• A loss of interest• Difficulty of consuming• Difficulty of understanding• Lack of trust
Panda is about combatting boredom & lack of trust
• Answer the query quickly• Cut the crap• Write well, bring it to life• Design it in well• Construct your content• Invest in design
Andy Wilkinson fought Panda before any of us
• The door opened quickly• Better signage• Better parking spaces• Better carpets & lighting• Customer touchpoints• Leather chairs & Nespresso
How are they now?
And that segment?
Customer Experience is Actually SEO
Know Your Customers
Know Your Touchpoints
Know What You Want
MotivationsKeywordsQueries
DesignNavigation
ContentBusiness Objectives
Website goals
BehaviourData
Quirks
JourneyFeeling
LanguageNext steps
Better engagement = better rankings
