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Partnering to Build Better Products
Hillary Pitts // @hillstwitts // #ATO2016
BFFS UX + SEO
DESIGNER STRATEGIST GROWTH
MANAGEMENT DESIGNER STRATEGIST
DEVELOPER GROWTH MANAGEMENT DESIGNER
DESIGNER STRATEGIST DEVELOPER
DEVELOPER
I think... something advertising related.
- My Mom, on what I do
“
MARKETING DESIGN
DATAUX STRATEGY & SEO LIVE HERE
LET’S START WITH THE BASICS
SEARCH
ENGINE
OPTIMIZATION
MORE PEOPLE DRIVEN TO YOUR PRODUCT ORGANICALLY
=DECREASED SPEND ON
MARKETING
Source: Search Engine Land
SEO RANKING FACTORS
WHY CARE ABOUT SEO & UX?
2 TRILLION +searches per year
Source: Statistic Brain
2 TRILLION +searches per year
Source: Statistic Brain
2 TRILLION +searches per year
opportunities
Source: Statistic Brain
88% of online consumers are less
likely to return to a site after a bad experience.
Source: eConsultancy
THENALL I NEED TO DO IS GET USERS TO CLICK-THROUGH TO MY CONTENT.
NOWWHAT’S GOOD FOR THE USER EXPERIENCE POST CLICK-THROUGH IS GOOD FOR THE ALGORITHMS.
IT ALL BOILS DOWN TO GOOD CONTENT & GOOD ARCHITECTURE.
! SPOILER ALERT !
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?
HOW DO WE ADAPT?
ENLIST THOUGHTFUL
INFORMATION
ARCHITECTURE
1
SHOOT FOR THE
STARS!aka a Featured Snippet
2
DESIGN FOR
GOVERNANCE.
3Potential Customer
Existing Subscriber Site Content Admin
DESIGN FOR
GOVERNANCE.
3Potential Customer
Existing Subscriber Site Content Admin
THIS GUY MATTERS TOO!
Care about what annoys YOU.
ADOPT THIS
RULE-OF-THUMB
4
GET (& STAY)
ON THE SAME
PAGE
5
CARE ABOUT
COPY!
6
WHAT’S NEXT FOR SEO & UX?
APP STORE OPTIMIZATION
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!
MAKE IT WORK.