Julio Taylor and Ben Wood - SEO and UX teams, unite!
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SEO and UX teams don't collaborate enough according to the document. Rankbrain, Google's machine learning algorithm, is able to measure user interactions like click-through-rates and dwell time which could reward websites with better user experiences in search results. The document discusses tensions between optimizing for search engines versus users and provides tips for UX and SEO teams to work better together like working from the same brief, making an effort to understand each other's work, making work visible to the other team, and educating one another.
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Julio Taylor and Ben Wood - SEO and UX teams, unite!
- 1. SEO & UX teams, unite! Ben Wood & Julio Taylor
- 2. Ben Wood Digital Director Julio Taylor Creative Director
- 3. 3
- 4. Why are we here? 4
- 5. SEO and UX teams don’t collaborate enough. This has to change. 5
- 6. Basic principles of SEO Technology Relevance Authority Links, brand mentions, citations... Keywords, content, meta data... HTML, sitemaps, URLs, Pagespeed, Schema...
- 8. Rankbrain RankBrain is a machine learning (AI) algorithm that Google uses to sort the search results. It also helps Google process and understand search queries.
- 9. Rankbrain features 1. Understanding search queries (semantics) 2. Measuring how people interact with search results (user satisfaction)
- 10. As Google's confidence in RankBrain grows, UX will become a more important ranking factor 1 0 Hello Dave
- 11. Not everyone agrees! 11 PLOT TWIST
- 13. But this is Google we’re talking about….
- 14. Nick Frost, Head Google Brain, Toronto/Canada - 2017 This from the horse's mouth...
- 15. Google patent - User Click Through Rates (Mar 2019) https://gofishdigital.com/user-click-through-rates-and-search-result-rankings-at-google/
- 16. It’s able to measure how you interact with the search results. ● Organic Click-Through-Rate ● Dwell Time ● Pogo-sticking Google can interpret these engagement metrics to provide implicit feedback for algorithm refinements. What exactly is Google observing?
- 17. An example: ‘pogo sticking’
- 18. The result with the best UX *could* be rewarded
- 19. So, what makes a ‘good’ UX?
- 20. Don’t take our word for it.
- 23. UX design must also adapt to changing user behaviour.
- 24. In the attention economy, engagement is a precious resource
- 25. Accurate natural language processing has, until very recently, existed only in the realm of science fiction.
- 26. 2 6 We’ve now reached a tipping point where there’s enough processing power to make speech recognition and interaction a viable alternative to visual interfaces.
- 27. Voice-enabled personal assistants are installed on all smartphones.
- 28. Over 20% of searches today on Android devices are voice searches
- 29. Rising to 50% by 2020
- 30. These trends are conditioning users to discover and expect information faster
- 31. Over time, we’ll have fewer opportunities to make an impression on users with traditional formats
- 32. Voice interaction is the biggest UX challenge since the birth of the smartphone
- 33. Like it or not, we have to change the way we we think about design and SEO.
- 34. UX is your superpower in the SEO arms race
- 35. How do we measure UX improvements? 35
- 36. SEO UX 3 6 Regardless of Rankbrain, UX is a safe bet in any SEO strategy
- 37. What can Google measure? ● Time between SERP click -> website session ● Another result click after initial SERP click ● Leaving Google altogether ● Total SERP session ● Interaction with a featured snippet ● SERP CTR
- 38. What simple UX measures can we use? Measure Where to find it Task success (e.g. Goal completions) Google Analytics > Conversions Scroll depth Google Analytics > Events (via GTM) Bounce rate Google Analytics > Behaviour Dwell time Not available in GA, closest alternative = session duration (source = organic) Attitudinal metrics Online surveys via Unbounce, VWO etc.
- 39. Measuring SERP (Search Engine Results Page) CTR
- 40. Advanced UX measures ● Use custom JavaScript events to measure content consumption depth - e.g. fire after 5 seconds without scroll movement (removes initial ‘test’ scrolling) ● Single element (e.g. button) engagement - fire after 3 seconds mouseover ● Rage clicking!! - fire when 3 clicks occur within 1 second
- 41. If we’re talking about UX, we’re talking about CRO 128 transactions Current state Opportunity Approx 10,395 sessions/mont h 0.5% conversion rate 1.24% conversion rate 182 transactions 1.75% conversion rate Approx 10,395 sessions/mont h A relatively small improvement in conversion rate has a big impact on enquiry volumes / revenue
- 43. How to navigate tensions and trade-offs 43
- 45. Common tensions between UX and SEO Source: @Moz Whiteboard Friday
- 46. Optimising Navigation for UX and SEO Nav Nav Nav Nav Nav Nav Nav Nav Sub Sub Sub P1 P2 P3 Link Link Link Link UX-only world UX + SEO world
- 47. Learning the hard way Link Link Link Link Nav Nav Nav Nav Nav Sub Sub Sub P1 P2 P3
- 48. Optimising content for UX and SEO Nav Nav Nav Nav Nav Nav Nav Nav UX-only world UX + SEO world Travel route finder Find the perfect route between X and X with our interactive route finder etc.
- 49. Researching formats for UX and SEO
- 50. UX & SEO, better together 50
- 51. Work from the same brief 5 1
- 52. Make an effort to learn how other teams work 5 2
- 53. Make your work visible 5 3
- 55. Control your ego. Believe in the mission. 5 5
- 56. Thank you!
Editor's Notes
- Not everyone uses GA: In 2012, an estimated 10+ million websites had Google Analytics installed. Even if this number has grown tenfold since then (it probably hasn’t), that still leaves only 10% of all websites with GAinstalled. Would Google really be able to decipher anything of true value from analysing bounce rate on just 1/10th of the world’s websites? Maybe, but I suspect the data would be mostly useless; GA is often incorrectly installed: Anyone who’s ever done an SEO audit will know how important it is to check that GA isn’t mis‐installed. This is a common issue and it can often cause bounce rates to be inflated. This would be inaccurate data for Google; Ad blockers often block GA code: An estimated 30% of web users have an ad blocker installed and almost all these blacklist google-analytics.com by default. They also block any attempts made by the Google Analytics JavaScript library. If Google were secretly using GA code, it would be roughly ⅓ incomplete.
- The role of the traditional website is declining
- JULIO SECTION
- WE WORK TOGETHER TO DO THRSE THINGS