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User Experience in SEO
ROB OUSBEY@RobOusbey
Rob Ousbey - @RobOusbey
“Focus on the users,
not the search engines.”
SEO advice, circa 2002
Rob Ousbey - @RobOusbey
“Screw that, I’m optimizing pages &
building links.”SEOs, for the last decade
Rob Ousbey - @RobOusbey
UX as a Ranking Factor
Rob Ousbey - @RobOusbey
Rob Ousbey - @RobOusbey
http://www.youtube.com/watch?v=J5RZOU6vK4Q
Rob Ousbey - @RobOusbey
Keep track at: http://www.seomoz.org/google-algorithm-change
Panda Update!
Brand Update!Penguin Update!
Page Layout
Algorithm!
Freshness Update!
Rob Ousbey - @RobOusbey
Sites with low quality contentSites with too much advertising Sites which seem un-trustworthy
Panda’s Biggest Victims
Rob Ousbey - @RobOusbey
BetterMedicine.com does not give a lot of trust signals
Panda’s Biggest Victims
Rob Ousbey - @RobOusbey
Starpulse.com often has so many adverts that real content is pushed below the fold.The ‘Page Layout Algorithm’ specifically targeted pages that were ‘top heavy’ with ads.http://insidesearch.blogspot.com/2011/08/new-snippets-for-list-pages.html
Panda’s Biggest Victims
Rob Ousbey - @RobOusbey
Watching user activity & signals
Apply machine learning to this data set
Google Data Sources
Rob Ousbey - @RobOusbey
Users bouncing back to the SERP are a strong signal of dissatisfaction in the landing page
BACK TO SERPSEXPLORE
Rob Ousbey - @RobOusbey
Track Page Data
http://www.flickr.com/photos/ggunson/21535407/sizes/z/in/photostream/
‘Lazy pages’ will hurt you.
Actively monitor them and remove URLS from the index.
Rob Ousbey - @RobOusbey
Track Page Quality
Export GA data about organic landing pages to Excel
Extract the first-level folder
Pivot Table the data
Look for sections contributing to high bounce-rate or low time-on-site
Rob Ousbey - @RobOusbey
Track Page Quality
Rob Ousbey - @RobOusbey
Track Page Quality
_gaq.push(['_setCustomVar',1,‘Reviews',‘4',3]);
Official Docs:https://
developers.google.com/analytics/devguides/collection/gajs/gaTrackingCustomVariables
Background:http://www.analyticsmarket.com/blog/multiple-custom-variables
Distilled Posts:http://www.distilled.net/blog/web-analytics/using-custom-variables-to-make-google-analytics-work-for-you
/http://www.distilled.net/blog/miscellaneous/6-cool-things-you-can-do-with-google-analytics-custom-variables/
Rob Ousbey - @RobOusbey
Track Page Quality
Rob Ousbey - @RobOusbey
Through Quality Rater Surveys
Google’s Data Sources
http://searchenginewatch.com/article/2118334/How-Googles-Human-Search-Quality-Raters-Assign-a-URL-Rating
Rob Ousbey - @RobOusbey
Track Page Quality
http://www.distilled.net/blog/seo/replicate-googles-panda-questionnaire-processing/
http://www.seomoz.org/blog/replicate-googles-panda-questionnaire-whiteboard-friday
Rob Ousbey - @RobOusbey
Increasing Brand Weight
Rob Ousbey - @RobOusbey
Rob Ousbey - @RobOusbey
Wait:Google Knows
Brands?
Rob Ousbey - @RobOusbey
Search volume data
Rob Ousbey - @RobOusbey
Mentions on blog post / fresh web content
Rob Ousbey - @RobOusbey
Mentions on social media
Rob Ousbey - @RobOusbey
Google’s UX
Rob Ousbey - @RobOusbey
http://googlewebmastercentral.blogspot.com/2011/06/authorship-markup-and-web-search.html
Rob Ousbey - @RobOusbey
http://googlewebmastercentral.blogspot.com/2011/06/authorship-markup-and-web-search.htmlAffected 35% of searches; affected 6-10% of searches ‘significantly’
Rob Ousbey - @RobOusbey
http://schema.org/http://searchengineland.com/schema-org-google-bing-yahoo-unite-79554
Rob Ousbey - @RobOusbey
http://schema.org/http://searchengineland.com/schema-org-google-bing-yahoo-unite-79554
Rob Ousbey - @RobOusbey
UX as the Product
Rob Ousbey - @RobOusbey
www.case-mate.comcustom.case-mate.com
Rob Ousbey - @RobOusbey
Rob Ousbey - VP Operations
@RobOusbey
slideshare.net/RobOusbey
User Experience in SEO
ROB OUSBEY@RobOusbey
![IED Firenze | Web Communication: User Experience, SEO, Multimedia [2017]](https://img.dokumen.tips/doc/110x75/58ecbdd51a28ab3c428b45df/ied-firenze-web-communication-user-experience-seo-multimedia-2017.jpg)
