UX Project & Product Management
UX and UI Design
When you’ve completed all the traditional SEO options (on-page improvements, link building, etc.), it’s time to focus on design and user experience and make improvements where it is needed.
UX is driven by having a deep understanding of your audience. A lack of audience understanding will have you wasting time and resources attracting people who do not relate to your business.
Your target audience should be the deciding factor on how your website is designed (colors, layouts, messaging) – you should want to build everything to cater to your paying customers .
DESIGNING FOR PEOPLE
UX (user experience) is not the same as UI (user interface). They go hand-in-hand but should be put into different categories when construction an online presence.
UI focuses on Creative Design:
2. Colors and patterns
3. Design styles (material, flat, photo-realistic, etc.)
UX focuses on how people think and feel:
1. A user needs and wants
2. User flows and visitor journeys
3. Mobile vs. desktop layouts
4. Site structure and architecture
Why does UX matter for SEO?
Google’s algorithm is looking heavily at user satisfaction.
Google has moved away from ranking signals that can be spammed easily (links and keyword stuffing).
Google’s algorithm is now interested in user satisfaction.
Search, and User Satisfaction is a signal that is difficult to fake, as it looks at how a user responds to a Google search result they’ve clicked on.
Some quality indicators include:
Did the user bounce right away from the site they just clicked on?
Did the user take action on the site?
Did the user share the link on social media?
These are indicators determine whether the search result matched up with what the user was looking for. This action can only happen when a page gets clicks, which is only really likely if it’s on the first or second page of Google results.
UX and UI Design help users stay on the site longer and increase user sentiment.
Delivering the perfect design and experience is what makes a visitor not bounce back to the search results and sends the quality of the site back to Google which indicates your website as worthy for a given search query.
A better understanding of our audience will help you tailor our online experience, which in turn will fuel our growth in search results.
If your website is only for professionals, they will be prospects looking for advice and help on advanced topics.
Therefore, you should do the following:
Launch more offerings (tools and training) for professionals.
Rewrite your messaging and content to focus on advanced problems – no more beginner content.
If your business was built for local customers, here are some things you should be looking at:
The Outer Layer:
Awareness: FB, Twitter and engagement data. Use social to dig out an audience persona.
The Middle Layer:
Fans: Use contact form submissions, live chat, and Adwords data to understand who is engaging with your site.
The Inner Layer:
Customer profile: Check out your CRM, customer, and in-home accounts to understand your customers and their past journey.
Don’t build your business around whom you want your audience to be. If you do, chances are you will be speaking to the wrong audience and wasting your time and money.
It is essential to building a strategy around the audience based on results and rebuilding an online experience to reflect your user’s results. This will help you find the right customers at a much lower ROI.
If you’re a consultant and use a personal website to generate leads, you should be careful not to make your message confusing.
Your site should not be an online resume that boasts about how great you are. You need to speak to our audience and talk about their needs and pain points.
Build your content to focus exclusively on the perspective of someone looking to solve their problems.
How to implement both UX and SEO into your marketing campaigns:
1: KEYWORD RESEARCH AND MAPPING
Your website needs to deliver the right experience for the keywords you’re targeting. This begins with selecting the right keywords and ends with understanding how to use those keywords.
Start by Googling your “main” keywords and using “Related Searches” to dig in deeper. This helps you understand what else people are searching for, in relation to your root keywords.
2: URL ARCHITECTURE, CATEGORY PAGES, USER FLOWS
If you want to rank for big, competitive keywords, you need a deep, supportive user experience.
You build this out by using category pages along with informational content pages.
A “category page” is the central topic you’re targeting
“information content pages” are related topics that directly support your hub.
If you’re trying to rank for a keyword with a monthly search volume over 200,000, it’s not enough to just launch a single page. It would be best if you built an architecture that supports it.
You will also need to beef up your pages with captivating imagery to help tell a story to increase dwell time by adding interactive features like slideshows and multimedia.
People skim pages, so use features like bolded text to help highlight the main points that will push people down the page to consume more content.
3: PRACTICAL USER CONVERSATIONS
A lot of UX can be boiled down to practical decisions and intuition. However, be careful.
Have a variety of conversations and ask this question at every discussion: If you were a visitor, would you come back to this site?
Also, when the road comes to an end, you have to work with the marketing department, and they implement the annoying pop-up.
Pop-ups SUCK. They’re annoying as hell and ruin the user sentiment.
Why do Marketers still use them?
“Because they work.”
They also cause people to leave your website and never return, destroying your site’s bounce rate.
But we can do better. Change the pop-up to a slider that stays out of the way and doesn’t obstuct the user experience.
Another way to push your site up in the search results is to find which pages have keywords stuck between positions 3 to 10 on the search results. These are “low-hanging fruit” that, with improvement, can make the jump to the first page.
Sometimes a page will have good content and links, but terrible UX. Adding filters to the page or post, images and improve the overall design is all it takes to push it up into the search results.
Google’s number 1 priority is user satisfaction. If your website’s experience doesn’t deliver the right experience, you’re going to have a tough time getting organic exposure.
Understand your audience and improve your website’s experience and the rankings and leads will follow.
If your still unsure how UX Design and SEO work together, contact me and I’ll coach you or I’ll do it for you.