How to SEO a Terrific - and Profitable - User Experience

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Tune in for Portent SEO Marianne Sweeny’s January webinar: “How to SEO a Terrific – and Profitable – User Experience.” Learn how search engine algorithms are now incorporating IA, UX and content strategy, as well as methods for directing Google, Bing & Co. to perform better for your users.

Text of How to SEO a Terrific - and Profitable - User Experience

  • How to SEO a Terrific &Profitable User Experience The Portent Webinar Series Marianne Sweeny @msweeny marianne@portent.com
  • #PORTENTU
  • PORTENT.CO/WUDS77 (Yes, use .co, not .com)
  • What Well Cover TodayLocked in Technology Information Retrieval model Term frequencySearch Engine Optimization Algorithms User dependencySearch engine retaliation Panda PenguinUser Experience and SEO Interaction Design Site Structure Navigation Content LinksBs of New SEOKey takeaways
  • Locked in Technology
  • IR is Locked-in TechnologyDigital Maoism: Pandafocuses on abstractionmore than real peopleComputational-ism:Penguin sees a world thatcan be understood bycomputer processes withhumans as sub-processes 6
  • Traditional IR Model System User Acquisition Problem documents, objects information need Representation Representation indexing, ... question File organization Queryindexed documents search formulation feedba Matching ck searching Retrieved objects 7
  • Search Engine Optimization
  • Term Frequency/Document Frequencyt = how many times the query appears in a documentT = total number of terms in a documentD = set of all documentsd = number of documents with that termPick the document with the highest
  • All Time Algorithm Hits The sounds ofcrying and teethgrinding inspire me 10
  • Hilltop Algorithm Quality of links more important than quantity of links Segmentation of corpus into broad topics Selection of authority sources within these topic areas
  • Topic-Sensitive PageRankPre-query calculation of factors based onsubset of corpus Context of term use in document Context of term use in history of queries Context of term use by user submitting queryConsolidation of Hypertext Induced TopicSelection [HITS] and PageRank
  • WE HAVE A NEW& BETTER WAY 13
  • Search Engine Dependency
  • Search Engine Retaliation
  • No one manipulatessearch results but US!!!!
  • A Year in the Life of Panda UpdatesFebruary 2012 June/ July 2012 Expanded image results (ALT text) New improved ranking function (NS) More accurate detection official Improved image search (on topic) pages Improved safe search (NS) Improved safe search (NS) Find more high quality content from Freshness (3) trusted sources (2) Non-custom 404 detection Freshness improvements Use of Web history for refinement Data refresh for Panda high quality Demote link analysis (NS) sites algorithm Page quality: help finding high qualityMarch 2012 pages with unique content Panda launch Japan/Korea Symbol indexing Freshness bug fix Google+ profile indexing Speed up offline Panda processing High quality sites algorithm update (NS) IMG search refinements Anchor text refinement (Penguin preview) Freshness (video, stale results Synonyms update Site quality detection update (Panda)
  • More Search Updates 2012August/September 2012 October/November 2012 Find more high quality content from Related query refinements trusted sources Parked domain detection algorithm Term proximity scoring Deeper indexing (more long-tail Handling stale content more granular documents) based on document age Wider auto-complete suggestions and content semantic match (search suggest) improvement Fresher, more complete blog search Bug fix to way links are used in ranking results (Penguin) Duplicate content detection Panda high quality sites data refresh refinement (better original content (2) signals) Improved video indexing (NS) Better image freshness determination Improved cursor aware predictions (CN, (news queries) JPN, KO) Top Results code refinements: not too PDF optimization many from same site, e.g. host Results based on document freshness crowding, easier to maintain (and quicker to change)
  • Shut up and stop thinking kid. Talk like that can get you de- indexed. Sarge, this link war doesnt make sense? Hey, how comeyoure not wearing pants?
  • Penguin BasicsSpam detection update/algorithmTargets over optimization Anchor text distribution Inbound link distribution Cluster analysisGood links are (according to Google) From respected sites/brands/people Exist on popular pages Provide value to user Are contained in the page text (not sidebar components) Are not duplicated too many times throughout linking site
  • So, what areyou going todo about it? 21
  • OPTIMIZE THE USEREXPERIENCE & MAKE MONEY
  • Interaction Design: Orientation
  • Interaction Design: Site Search
  • Interaction Design: User Controls
  • Interaction Design: User Assistance
  • Site Structure Distance reflects relevance Page structure now a factor URLs are guides
  • Navigation Users lose orientation on the site They suffer navigational blindness
  • Content Intersection of what you have/do with how customers look for what you have/do Use online tools to mine customer search behavior around offerings Check to see if you have relevant content and fill gaps
  • Content: Relational Content Modeling Guided Tours: built on analysis of other user pathways and knowledge of corpus Produced Views: page of assembled content items focused on a single subject Task List Drop Downs: I Want To links to pages of assembled content focused on single common task
  • Content: Relational Content Modeling Related Links: related as in next steps not what Marketing wants to be a next step Best Bets: editorially assigned result that may not be chosen by the search engine
  • LinksLinks are intended as a human-mediatedrelationship between sites (not a one night stand)Source and destination must share contextualrelationshipCreate a positive experience with links toinformation users may not find, may not knowthey needBuild link-based relationship model of relevance Create or find Authority resources (on and off site) Connect to HUBS
  • Bs of NEW SEO
  • Be Focused Be realistic about where you can place visibly Let every page be about some thing Focus the user attention Maximize the real estate to maximize user focus
  • Be SocialGoogle+ & Google LocalOther Social channels (FB, Twitter, Linkedin)
  • Be Connected Connect to related content on and off the site Make it easy for users to connect to you RSS feed/subscription Alerts Social ch