Search and Usability

Chicago SESDecember 9, 2008

SEO and UsabilityTwo Wins for the Price of One

Kim Krause BergUsability Consultant to SEO’s

UsabilityEffect.comCre8pc.com

Cre8asiteforums.comAkesana.com

Cre8tiveFlow.comIdealTeamWork.com

1Copyright Cre8pc.com

Creating Momentum With Organic SEO and Persuasive Usability Heuristics

Optimizing the relationship between Findability (Search) and Engagability (Persuasive Design)

2Copyright Cre8pc.com

HeuristicsHeuristics

Definition of Heuristics – Rules of Thumb; Guidelines

The result of years of research into human computer interaction, online user behavior, user generated feedback and user testing.

We will focus on:• Credibility• Authenticity• Validation (of Findability) • Value Proposition (What’s in it for your site visitors?)

Copyright Cre8pc.com 3

Why Momentum?Why Momentum?


Who, Where, What, Why, Who, Where, What, Why, When & How?When & How?

Today?

Homepage Love

1. Who

2. Where

3. What

Someday?

The other guys…


Copyright Cre8pc.com

What do these thingys do?

? Who is the site for? ? What does it do?

?How long has it been in business?

If I click this, will I die?

? Where is the company located?


In image, not text

Who? Only in logo, not repeated in content. Not reinforced.

Where? No idea! Order from anywhere?What? Guitars sure, but why? For whom?

What’s in it for ME if I buy from you?

Who?Who?Who?Who?• Who are you (who is the “we”, “my”)

• Who is company? Logo is not enough.

• Who are your targeting? Investors, young people, global, one gender, age, buyers, sellers.

• Put info in text, alt attributes, anchor text, footers, link labels

• Who are you (who is the “we”, “my”)

• Who is company? Logo is not enough.

• Who are your targeting? Investors, young people, global, one gender, age, buyers, sellers.

• Put info in text, alt attributes, anchor text, footers, link labels


Use keywords in your content to answer Who?

Where?Where?

• Where is your company located? (Local search [keyword your town, state, country]! Link to directions [insert keyword])

• Where are the specials? (Are they in the [insert keyword] section?)• Where is your [insert keyword name of newsletter] registration? • Where is the bookings application? (“Book your [keyword trip to

keyword] today”)• Where is customer service? [“Visit company name Customer

Service here”] or [call to action prompt to “Call Acme Property Management today”]

$$ If people are searching for “Football cleats in Happytown”, make sure “Happytown” is indicated near

the header to validate the search result.

• Where is your company located? (Local search [keyword your town, state, country]! Link to directions [insert keyword])

• Where are the specials? (Are they in the [insert keyword] section?)• Where is your [insert keyword name of newsletter] registration? • Where is the bookings application? (“Book your [keyword trip to

keyword] today”)• Where is customer service? [“Visit company name Customer

Service here”] or [call to action prompt to “Call Acme Property Management today”]

$$ If people are searching for “Football cleats in Happytown”, make sure “Happytown” is indicated near

the header to validate the search result.


What?What?

• What [insert keywords]do you offer?

• What kind of specials?

• What’s in it for me? (Value proposition)

• What awards have you won?

• What is your next event?

Do you have a text, keyword oriented tagline with the “What” answered?)

• What [insert keywords]do you offer?

• What kind of specials?

• What’s in it for me? (Value proposition)

• What awards have you won?

• What is your next event?

Do you have a text, keyword oriented tagline with the “What” answered?)


Usability heuristic evaluations help SEO’sfocus on your clients’

target market.


Thank you


http://twitter.com/kim_cre8pc [email protected]

Search and Usability

Technology

Transcript of Search and Usability