Working in Harmony - UI/UX- SEO
- 1. MilestoneInternet.com | +1 408-200-2211
Be everywhere your
customers are
Working in harmony: How
unifying UX, SEO, and
content drives the best
results
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Agenda
• Why UX, SEO and Content should work together?
• 4 Steps for Stitching your customer journey
• UI/UX, SEO and Content Score cards
• 5 Pillars for Future Proofing your Digital Assets
• Key takeaway
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Step one - Digital Desire = Recognize your customer touch points
• Digital Desire = Stitching Omnichannel Customer Experience
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Step two Digital Desire = Stitching Omnichannel Brand Experience
In-house experience
PWA , SMS
GMB
Listings
Chat, messaging
Interactive Content
Website
Mobile Sites
Awareness
FAQs, Web Stories
Video’s
Images
Act
Convert
Advocate
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USER EXPERIENCE LAYOUT & CONTENT NAVIGATION CONVERSION FEATURES
Step four – Measure - UI/UX, SEO Scorecards
• Core Web Vitals
(CLS)
• Mobile-First User
experience
• Font consistency and legibility
• Color
• H1 and Headlines
• Images
• Videos
• Homepage Layout
• Inside page layout
• Friendly Navigation
• All pages are accessible
• Primary CTA Accessibility
• CTA on inside pages
• Conversion Flows
• Active Features
• Upgrades &
Opportunities
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Step four – Select right KPI
• Keyword rankings
• Impressions
• Universal listings
• Knowledge Graph
• Site links
• Brand vs. non-brand
• Channel contribution
• Device contribution
• Geographic Contribution
• Local visibility
(where applicable)
Visibility • Clicks (traffic)
• Site engagement (bounce, session duration, pages/session)
• Offsite engagement (likes, shares, followers, referral visits)
Engagement
• Soft conversions
• Hard conversions
• Revenue (where available)
• Full funnel conversions (where access to
CRM data is available)
Conversions
• Crawl / Schema Errors
• Speed and Core Web Vitals
Performance
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So Why Is SEO Not Giving Results?
Source: Contentking
FIX
Creating new targeted content for relevant queries, focusing
on user search journeys, aligning to business goals
Improve existing content for better SEO
performance
Fix SEO errors – indexability,
crawlability, page experience, etc
BUILD
IMPROVE
Brands are stuck JUST fixing & improving SEO
Top SEO issues reported
- 13. How to future proof your digital assets for
discovery and experience?
Discovery Experience Relevance Conversions
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Universal SERP Elements Through January 2022
% of SERPs that include the element
• Milestone Research tracks the evolution of the SERPs every month
• FAQs are steady at 14.5% and PAAs at 30.5%, on 45% of SERPs
• Reviews are at 7.5%
FAQs
PAAs
Image Pack
Reviews
Rich
Snippets
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5 Pillars for Future Proofing your Digital Assets
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CRAWL & INDEXING PAGE EXPERIENCE SCHEMAS & CLICKABILITY CONTENT & RELEVANCY LOCAL & AUTHORITY
• XML Sitemap
• Robots.txt
• Headings
• Canonical Tags
• HREFLang
• HTTPS
• Core Web Vitals/Page
Experience
• Mobile Experience
• Image Optimization
• Advanced Schemas
• Rich Results
• Meta Tags, Headings
• Images & Videos
• Content Development
• FAQs
• SERP Coverage
• Local listings
• Domain Authority
• Link profile
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Future-Proof Your Digital Assets – Discovery, Experience, Relevancy,
Conversions
Visibility & Relevancy
Scalability
Conversion Optimized
Responsiveness,
Discoverable
CSS
Framework
UIkit
Video, Images, FAQ,
Interactive Content
Scaling
Components & Pages
CMS &
Mobile-First
Framework
Core Web Vitals
Story-Telling
AMP Stories
Schema and Entities
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Accuracy, Enhanced Data, Engagement and Experience
Data
Integrity
Enhanced
Information
Engagement
AUTHORITY
Build authority through engagement signals and build the foundation for
engagement through accurate and enhanced data.
60%
of smartphone users have contacted a
business directly from Google search
results.*
84%
of “near me” searches happen on a mobile
device, such as a smartphone.**
28%
of searches for something nearby result
in a purchase. ***
* https://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/smartphone-user-search-behavior-statistics/
**https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/local-search-to-store-visit-statistics/
***https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/location-search-conversion-statistics/
Crawl Walk Run Sprint
Experience
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Relevancy - Google Wants to Answer User Questions
QUESTIONS IN KNOWLEDGE GRAPH
QUESTIONS IN LOCAL LISTINGS
ENHANCED LISTING WITH FAQ
FEATURED SNIPPET PEOPLE ALSO ASK
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Connect at Every Stage in the Customer Journey
5. Connectivity
1. AWARENESS
(Listings)
2. CONSIDERATION
(Engagement)
3. INTENT
(Landing Pages)
INSIGHTS
4. CONVERSION
(Analytics)
Page Experience
Hyper-Local Content
Rich FAQ’s
Advanced Schema
Insights & Analytics
Accurate & Enhanced Data
Q&A’s
Proactive Posts
Messaging / Chat
Reviews
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● Monitor & respond to customer
asked questions about your
business
● Post your own high quality
questions with brand generated
answers
● Cross publish FAQ across GMB &
website
● Increase brand awareness, search
traffic & lead volume
Q&A
Local Search – Enhanced Data and Engagement
● Track ratings & reviews across top
channels
● Respond to reviews to build
customer trust
● Set up notifications for timely
review response
● Templatize review responses for
efficient management
Reviews
Google Posts
● Directly engage with your local
customers.
● Improve your customer
experience with timely
information.
● Promote your sales, specials,
events, news, and offers.
Enhanced Profiles
● Focus on enhanced data metrics
● Complete the profile data
● Ongoing fixing of data
● Enhanced features of the store
highlighted
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Media
11. Photos and Videos
Engagement
12. Verified Listing
13. Q&A (FAQs)
14. Reviews
15. Google Posts
Enhanced Business Information
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Core
1. URL with UTM
2. Address, Service Area, Departments
3. Phone (with call tracking)
4. Category
5. Map Marker
Business
6. Amenities
7. Regular & Special Hours of Operation
8. Menu and Links to Online Ordering
9. Popular Hours
10. Description
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Create Killer Local Pages
Location page must-haves:
1. Address, contact info, hours
2. Map and directions
3. Staff bios
4. Parking info
5. Payment, financing info
6. Offers, deals, coupons
7. Reviews
8. Frequently asked questions
9. Inventory highlights
10. Location images
11. 3D tours, video
12. Department information
13. COVID information, health & safety
14. Curbside, delivery, in-store shopping,
appointment-only, etc.
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Combining UX/Visual Design with Entity Search
Content, markup, and layouts aligned with latest Google algorithm
Location Schemas
Rich Topic Paragraphs
Maps
Lists & FAQs
Rich content snippets
• Paragraph
• Bullet list
• Schema
• Image or video
Editor's Notes
- Brands must question everything they knew and understand shifts in their behavior
Delivering brand experience at distance - Creating Joy through Immersive Experience
Culture & Employee Experience
Digital Experience when customer finally get to your brand
Page Experience when customer starts interacting with your brand
Delivering Memorable Omnichannel Brand Experience
- users can easily move across channels: research products online; see and try them out in the store or at a physical location; go back online to complete the purchase and manage after-sales details, such as tracking and warranties; and return the item, if necessary, in-store.
improved privacy, seamless channels, thoughtful human intervention—that provide a more effective, sophisticated digital experience. It is a very nice flywheel.
n early 2021, the EY Future Consumer Index (Index), which has surveyed thousands of consumers since the early days of the pandemic, found that 80% of U.S. consumers are still changing the way they shop. Sixty percent are currently visiting brick-and-mortar stores less than before the pandemic, and 43% shop more often online for products they would have previously bought in stores. One of the most significant effects of Covid-19 is the realization that, for many of us, geographical location has become less relevant — so long as there’s an internet connection. This flexibility allows more consumers to move away from urban centers; the latest Index data shows that 26% of respondents plan to live in less densely populated areas, up from 22% in April of 2020.
- users can easily move across channels: research products online; see and try them out in the store or at a physical location; go back online to complete the purchase and manage after-sales details, such as tracking and warranties; and return the item, if necessary, in-store.
improved privacy, seamless channels, thoughtful human intervention—that provide a more effective, sophisticated digital experience. It is a very nice flywheel.
n early 2021, the EY Future Consumer Index (Index), which has surveyed thousands of consumers since the early days of the pandemic, found that 80% of U.S. consumers are still changing the way they shop. Sixty percent are currently visiting brick-and-mortar stores less than before the pandemic, and 43% shop more often online for products they would have previously bought in stores. One of the most significant effects of Covid-19 is the realization that, for many of us, geographical location has become less relevant — so long as there’s an internet connection. This flexibility allows more consumers to move away from urban centers; the latest Index data shows that 26% of respondents plan to live in less densely populated areas, up from 22% in April of 2020.
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What is the Value: Mmulti-Location, Speed Experience, Scalable
- Focus and Ownership
Learning and Growing
Alignment
Enablement
Staying Ahead
- Create 7 pillars