Partnering to Build Better Products

Hillary Pitts // @hillstwitts // #ATO2016

BFFS UX + SEO

DESIGNER STRATEGIST GROWTH

MANAGEMENT DESIGNER STRATEGIST

DEVELOPER GROWTH MANAGEMENT DESIGNER

DESIGNER STRATEGIST DEVELOPER

DEVELOPER

I think... something advertising related.

- My Mom, on what I do

“

MARKETING DESIGN

DATAUX STRATEGY & SEO LIVE HERE

LET’S START WITH THE BASICS

SEARCH

ENGINE

OPTIMIZATION

MORE PEOPLE DRIVEN TO YOUR PRODUCT ORGANICALLY

=DECREASED SPEND ON

MARKETING

Source: Search Engine Land

SEO RANKING FACTORS

WHY CARE ABOUT SEO & UX?

2 TRILLION +searches per year

Source: Statistic Brain

2 TRILLION +searches per year

Source: Statistic Brain

2 TRILLION +searches per year

opportunities

Source: Statistic Brain

88% of online consumers are less

likely to return to a site after a bad experience.

Source: eConsultancy

THENALL I NEED TO DO IS GET USERS TO CLICK-THROUGH TO MY CONTENT.

NOWWHAT’S GOOD FOR THE USER EXPERIENCE POST CLICK-THROUGH IS GOOD FOR THE ALGORITHMS.

IT ALL BOILS DOWN TO GOOD CONTENT & GOOD ARCHITECTURE.

! SPOILER ALERT !

BOUNCE RATE NOW ACCOUNTED FOR IN THE SEARCH ALGORITHM

CONTENT IS STILL KING, BUT CONTEXT IS NOW QUEEN

PAGE DESIGN IMPLICATIONS ON SITE SPEED IMPACT SEARCH RESULTS

MOBILE! MOBILE! MOBILE!

WHAT’S CHANGED?

HOW DO WE ADAPT?

ENLIST THOUGHTFUL

INFORMATION

ARCHITECTURE

1

SHOOT FOR THE

STARS!aka a Featured Snippet

2

DESIGN FOR

GOVERNANCE.

3Potential Customer

Existing Subscriber Site Content Admin

DESIGN FOR

GOVERNANCE.

3Potential Customer

Existing Subscriber Site Content Admin

THIS GUY MATTERS TOO!

Care about what annoys YOU.

ADOPT THIS

RULE-OF-THUMB

4

GET (& STAY)

ON THE SAME

PAGE

5

CARE ABOUT

COPY!

6

WHAT’S NEXT FOR SEO & UX?

APP STORE OPTIMIZATION

QUICK RECAP

Get (& stay) on the same page

Enlist thoughtful IA

Shoot for the featured snippet

Design for governance

Care about what annoys YOU1

2

3

4

5

46 Care about copy!

MAKE IT WORK.

THANK YOU!

hillary@smashingboxes.com

@hillstwitts

#ATO2016