Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Why SEO is a UX Discipline

Ola King
November 09, 2023

Why SEO is a UX Discipline

In his talk presented at BrightonSEO San Diego, Ola dives into the parallel between SEO & UX. He shows how you can use UX to simplify your SEO efforts and why this is good news for the future of SEO in the world of AI

Ola King

November 09, 2023

Other Decks in Marketing & SEO


  1. Why SEO is a UX Discipline Ola King Independent Consultant

    (Previously UX Research at Moz) speakerdeck.com/olaking @JustOlaKing
  2. Need Generative AI Search Search Engines Exploratory: “I need to

    find a few good things” Conscious: “I’m looking for this specific thing” Exhaustive: “I need to know everything about this topic” Re-finding: “I need this specific thing again” @JustOlaKing Information Need Types
  3. “Skate to where the puck is going, not where it

    has been” - Wayne Gretzky @JustOlaKing
  4. •People-First* •Reward Content with satisfying experience. •Reduced performance of content

    that don’t meet visitor’s expectations. •Site Wide signal. •Affects every content, not just unhelpful content. @JustOlaKing Helpful Content System
  5. •Good Core Web Vitals. •Pages served in a secure fashion.

    •Optimized for mobile. •Optimal amount of ads. •Non-Intrusive Interstitials. •Easy page/site navigation. •Proper Site Hierarchy. @JustOlaKing Page Experience Criteria
  6. @JustOlaKing People-first Content Created primarily for people First-hand expertise and

    depth of knowledge Site has a primary purpose and focus Content satisfies a goal
  7. @JustOlaKing What people want most Love Understanding Power Attention Freedom

    Creative Expression Sense of Belonging Success Connection
  8. •Quality of a user's interaction with a product, service or

    system. •Focus on satisfaction. •Ease of use. •Focus on overall experience. @JustOlaKing
  9. •Understanding user behaviours, needs, and preferences. •Create intuitive, usable, and

    enjoyable experiences. @JustOlaKing Crafting the overall experience users have when interacting with a product, service, or system.
  10. •Prioritize needs and preferences of audience throughout content creation process.

    •Use storytelling techniques to engage audience. •Make content engaging with color schemes, typography, and layout. •Experiment with interactive content formats. •Make evidence-based & data-driven decisions @JustOlaKing Applications of design thinking in SEO
  11. User Research and Feedback The methodic study of target users—including

    their needs and pain points—so designers have the sharpest possible insights to work with to create the best solutions. @JustOlaKing User Research and Feedback
  12. @JustOlaKing UX: Findability SEO: • Indexable • Crawl-ability •Content Optimization

    • Accessibility (Voice, Visual, etc) • Language • Internationalization
  13. User Research and Feedback The ease and efficiency with which

    users can locate and access information, features, or content within a digital interface or environment. @JustOlaKing Findability
  14. @JustOlaKing UX: Discoverability SEO: • Links • Site Architecture •

    User Journey (e.g Next Search Intent) •Off-Site SEO (Digital PR)
  15. User Research and Feedback When a piece of information is

    discoverable, it means it is easy to discover - without a user actively looking for it. @JustOlaKing Discoverability
  16. User Research and Feedback A measure of how well a

    specific user in a specific context can use a product/design to achieve a defined goal effectively, efficiently and satisfactorily. @JustOlaKing Usability
  17. User Research and Feedback Credibility means you believe and have

    faith that the product, service system will do as promised. @JustOlaKing Credibility
  18. @JustOlaKing Other SEO & UX Overlaps • Relevance • CTAs

    • Cross-Functional Collaboration • Ethics • Accuracy • Visual Design • Value
  19. Learn these UX Concepts • User-Centered Design • Jobs To

    Be Done (JTBD) • Experience Flow • Information Architecture • User Story Mapping • Customer Journey Mapping •Peter Morville's User Experience Honeycomb • Cognitive Walkthrough • Lean UX • Gestalt Principles • Affordance and Signifiers @JustOlaKing Learn these UX Concepts
  20. • User-centricity - Placing user at core, understanding their intent

    and preferences, crafting content that resonates. • Understand UX basics. • Seamless navigation - Intuitive, effortless navigation, responsive design, streamlined journey & paths. • Contextual relevance - Aligning content with user context, strategic keyword optimization, delivering personalized content experiences. • Accessibility and inclusivity - Compliance with accessibility standards, designing for diverse user needs and abilities. • Content engagement - Maximizing user engagement & multimedia elements. • Data-driven decision - Making use of other sources of user data beyond SEO, routine performance monitoring and analysis. • Collaborative synergy between marketing and UX, and customer teams. • Shared goals and communication channels. • Ethical practices - Long-term sustainability over short-term gains. • Voice of the User: Actively seeking and incorporating user feedback, continuous improvement based on user insights. • Design/write for diverse user needs and abilities. • Integrate a centralized feedback system. • Get quantitative data from UX - FullStory, CrazyEgg, Hotjar, LuckyOrange. • Be aware of social, cultural, & ethnical biases. • Assign a Search Experience Designer or leverage your UX team. • Align UX & SEO Goals. • Collaborate on templates design, design systems with UX/Design. • Involve UX in high-level content reviews. • Embrace multi-modal experiences. Search Experience Design CheatSheet @JustOlaKing Why SEO is a UX Discipline|BrightSEO, San Diego