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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




                                                         Freshness Update!




           Keep track at: http://www.seomoz.org/google-algorithm-change
Rob Ousbey - @RobOusbey




Panda’s Biggest Victims


                   Sites with low quality content
               Sites with too much advertising
               Sites which seem un-trustworthy
Rob Ousbey - @RobOusbey



Panda’s Biggest Victims




           BetterMedicine.com does not give a lot of trust signals
Rob Ousbey - @RobOusbey



Panda’s Biggest Victims




           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
Rob Ousbey - @RobOusbey




Google Data Sources

               Watching user activity & signals




        Apply machine learning to this data set
Rob Ousbey - @RobOusbey




                                                                                          EXPLORE
                                     BACK TO SERPS




           Users bouncing back to the SERP are a strong signal of dissatisfaction in the landing page
Rob Ousbey - @RobOusbey



                          Track Page Data
  ‘Lazy pages’ will hurt you.

  Actively monitor them and remove
  URLS from the index.




                                http://www.flickr.com/photos/ggunson/21535407/sizes/z/in/photostream/
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




Google’s Data Sources

               Through Quality Rater Surveys




                  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.html
           Affected 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.hipmunk.com
Rob Ousbey - @RobOusbey




 www.mixcloud.com
Rob Ousbey - @RobOusbey




 www.case-mate.com
 custom.case-mate.com
Rob Ousbey - @RobOusbey




 www.instagram.com
Rob Ousbey - @RobOusbey




                          Rob Ousbey - VP Operations

                          www.distilled.net
                          rob.ousbey@distilled.net


                          @RobOusbey


                          slideshare.net/RobOusbey
User Experience in SEO



     ROB OUSBEY
     @RobOusbey

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User Experience and SEO

  • 1. User Experience in SEO ROB OUSBEY @RobOusbey
  • 2. Rob Ousbey - @RobOusbey “Focus on the users, not the search engines.” SEO advice, circa 2002
  • 3. Rob Ousbey - @RobOusbey “Screw that, I’m optimizing pages & building links.” SEOs, for the last decade
  • 4. Rob Ousbey - @RobOusbey UX as a Ranking Factor
  • 5. Rob Ousbey - @RobOusbey
  • 6. Rob Ousbey - @RobOusbey http://www.youtube.com/watch?v=J5RZOU6vK4Q
  • 7. Rob Ousbey - @RobOusbey Freshness Update! Keep track at: http://www.seomoz.org/google-algorithm-change
  • 8. Rob Ousbey - @RobOusbey Panda’s Biggest Victims Sites with low quality content Sites with too much advertising Sites which seem un-trustworthy
  • 9. Rob Ousbey - @RobOusbey Panda’s Biggest Victims BetterMedicine.com does not give a lot of trust signals
  • 10. Rob Ousbey - @RobOusbey Panda’s Biggest Victims 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
  • 11. Rob Ousbey - @RobOusbey Google Data Sources Watching user activity & signals Apply machine learning to this data set
  • 12. Rob Ousbey - @RobOusbey EXPLORE BACK TO SERPS Users bouncing back to the SERP are a strong signal of dissatisfaction in the landing page
  • 13. Rob Ousbey - @RobOusbey Track Page Data ‘Lazy pages’ will hurt you. Actively monitor them and remove URLS from the index. http://www.flickr.com/photos/ggunson/21535407/sizes/z/in/photostream/
  • 14. 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
  • 15. Rob Ousbey - @RobOusbey Track Page Quality
  • 16. 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/
  • 17. Rob Ousbey - @RobOusbey Track Page Quality
  • 18. Rob Ousbey - @RobOusbey Google’s Data Sources Through Quality Rater Surveys http://searchenginewatch.com/article/2118334/How-Googles-Human-Search-Quality-Raters-Assign-a-URL-Rating
  • 19. 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
  • 20. Rob Ousbey - @RobOusbey Increasing Brand Weight
  • 21. Rob Ousbey - @RobOusbey
  • 22. Rob Ousbey - @RobOusbey Wait: Google Knows Brands?
  • 23. Rob Ousbey - @RobOusbey Search volume data
  • 24. Rob Ousbey - @RobOusbey Mentions on blog post / fresh web content
  • 25. Rob Ousbey - @RobOusbey Mentions on social media
  • 26. Rob Ousbey - @RobOusbey Google’s UX
  • 27. Rob Ousbey - @RobOusbey http://googlewebmastercentral.blogspot.com/2011/06/authorship-markup-and-web-search.html
  • 28. Rob Ousbey - @RobOusbey http://googlewebmastercentral.blogspot.com/2011/06/authorship-markup-and-web-search.html Affected 35% of searches; affected 6-10% of searches ‘significantly’
  • 29. Rob Ousbey - @RobOusbey http://schema.org/ http://searchengineland.com/schema-org-google-bing-yahoo-unite-79554
  • 30. Rob Ousbey - @RobOusbey http://schema.org/ http://searchengineland.com/schema-org-google-bing-yahoo-unite-79554
  • 31. Rob Ousbey - @RobOusbey UX as the Product
  • 32. Rob Ousbey - @RobOusbey www.hipmunk.com
  • 33. Rob Ousbey - @RobOusbey www.mixcloud.com
  • 34. Rob Ousbey - @RobOusbey www.case-mate.com custom.case-mate.com
  • 35. Rob Ousbey - @RobOusbey www.instagram.com
  • 36. Rob Ousbey - @RobOusbey Rob Ousbey - VP Operations www.distilled.net rob.ousbey@distilled.net @RobOusbey slideshare.net/RobOusbey
  • 37. User Experience in SEO ROB OUSBEY @RobOusbey