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Women In Tech SEO - SEO and UX - It's a Match - #WTSWorkshop

Women In Tech SEO - SEO and UX - It's a Match - #WTSWorkshop

Slides for SEO and UX - It's a Match #WTSWorkshop (Women In Tech SEO), celebrated on the 22nd March 2023.

Sara Fernández Carmona

March 22, 2023

More Decks by Sara Fernández Carmona

Other Decks in Marketing & SEO


  1. About Sara • International SEO Consultant • From sunny Barcelona

    • Polyglot • Background in Translation & Localization • Master’s in UX/UI Design @sarafdez @sarafdez /in/internationalseo sara-fernandez.com
  2. What Is UX? @sarafdez “User Experience" encompasses all aspects of

    the end-user's interaction with the company, its services, and its products.” — Don Norman and Jakob Nielsen, NNgroup
  3. Everything Is User-Centered @sarafdez “No product is an island. A

    product is more than the product. It is a cohesive, integrated set of experiences. Think through all of the stages of a product or service – from initial intentions through final reflections, from the first usage to help, service, and maintenance. Make them all work together seamlessly.” — Don Norman, inventor of the term “User Experience.”
  4. Can You Identify UX, UI, and Usability? @sarafdez Making a

    website or app easy to use Making a website or app attractive and effective according to users' preferences Making users feel positive about a website or app
  5. UX vs UI vs Usability @sarafdez Making a website or

    app easy to use Making a website or app attractive and effective according to users' preferences Making users feel positive about a website or app Usability UI UX
  6. Hick’s Law @sarafdez The time it takes to make a

    decision increases with the number and complexity of choices. The more choices you give a user, the longer it takes for them to make a decision.
  7. Fitts’ Law @sarafdez The movement time to a target depends

    on the size of the target and the distance to the target. The smaller your target area is, the longer it takes the user to perform that action based on the distance/size ratio.
  8. Fitts’ Law @sarafdez In this example, CTAs are large and

    eye-catching and easy to see and navigate to. https://www.intercom.com/
  9. Miller’s Law @sarafdez The average person can only keep 7

    (plus or minus 2) items in their working memory. Display information in chunks so that it’s manageable to users to remember what they consumed.
  10. Miller’s Law @sarafdez When users see a homepage looking like

    this, loaded with all types of information, they just get scared. https://www.getthat.com/
  11. Miller’s Law @sarafdez This design reduces the cognitive load by

    presenting only the information that’s important to users. It’s a simple and clean interface with little to no distractions. https://www.harrods.com/
  12. Miller’s Law @sarafdez Chunking credit card digits into groups of

    four helps users when they’re entering their card number and checking they have entered the correct card details. https://www.gumroad.com/
  13. Von Restorff Effect @sarafdez Also known as the Isolation Effect,

    it predicts that when multiple similar objects are present, the one that differs from the rest is more likely to be remembered.
  14. Von Restorff Effect @sarafdez Highlight elements like CTAs to stand

    out from the rest of the design, it’s easily noticeable by the user.
  15. Serial Position Effect @sarafdez Users have a propensity to best

    remember the first and last items in a series.
  16. Serial Position Effect @sarafdez Highlight key information in the beginning

    and the end, while placing the least important items in the middle of your sequence.
  17. Jakob’s Law @sarafdez Users spend most of their time on

    other sites. This means they prefer your site to work the same way as all the other sites they already know.
  18. Jakob’s Law @sarafdez Think how most of the ecommerce sites

    behave. They follow similar patterns and checkout processes. This way the user will focus on their task rather than learning new models. https://www.asos.com/
  19. Jakob’s Ten Usability Heuristics @sarafdez https://www.nngroup.com/articles/ten-usability-heuristics/ They’re general rules of

    thumb you can follow to help create more accessible, user-friendly, and intuitive digital products.
  20. Confirmation Bias @sarafdez The tendency to interpret new evidence as

    confirmation of one's existing beliefs or theories.
  21. Anchoring Bias @sarafdez It makes us depend too heavily on

    a particular piece of initial information when making decisions or judgements.
  22. Bandwagon Effect @sarafdez The tendency to do (or believe) things

    because many other people do (or believe) the same.
  23. Gestalt Theory @sarafdez It’s the theory of visual perception and

    how our brain pieces together reality. https://uxplanet.org/gestalt-principles-in-ux-design-2e0f423bfcb5
  24. Pareto Principle @sarafdez Also known as the 80/20 rule. 80%

    of the effects of any given process come from 20% of the effort put into it. To illustrate this in a UX context, it's like saying: 80% of your users use 20% of your features.
  25. How Does UX Affect SEO? @sarafdez When users are satisfied…

    Google is satisfied. Google rewards sites that care about UX because it aims to provide the best possible search experience for the user. To achieve this goal, Google's algorithms are designed to evaluate websites based on their UX, and favor those that care about it.
  26. Ways to Improve UX and SEO at the Same Time

    @sarafdez linkedin.com/in/internationalseo sara-fernandez.com
  27. Page Speed @sarafdez Implement lazy loading Compress and resize images

    Enable browser caching Take advantage of a CDN
  28. Mobile-First Indexing @sarafdez Make sure that Google can access and

    render your content Create a mobile-friendly site Make sure that content is the same on desktop and mobile https://developers.google.com/search/docs/crawling -indexing/mobile/mobile-sites-mobile-first-indexing
  29. Easy Navigation & Site Structure @sarafdez Keep your site structure

    simple. Make it easy for users to navigate your site to find what they’re looking for.
  30. Information Architecture @sarafdez Key IA practices that can improve both

    SEO and UX include conducting user research, organizing content into categories, using clear and consistent labels for navigation, and optimizing website navigation. https://thegray.company/blog/information-architect ure-practices-seo-ux
  31. Accessibility @sarafdez Accessibility laws exist to aid people with disabilities.

    limited internet speeds, or different technological preferences. Accessible websites provide a more positive UX and equal access to information and services for all users. https://www.interaction-design.org/literature/topics/accessibility
  32. Stop Working in Silos @sarafdez • Each team should keep

    their independence, but everybody should have visibility over what’s being done • Make sure teams communicate any relevant changes that could affect SEO or UX • Have touch-point meetings
  33. Ask for User Research Data @sarafdez • Have access to

    UX Research and usability testing • Take into account users’ feedback • Get in touch with customer service and sales teams as well to learn users’ pain points and needs
  34. Tips for UX Teams @sarafdez • Make sure UX teams

    use headings and subheadings accordingly • Ensure the content is always the same on mobile and desktop • Share with UX teams general SEO best practices
  35. Useful Websites @sarafdez • Nielsen Norman Group - https://www.nngroup.com/ •

    Interaction Design Foundation - https://www.interaction-design.org/ • UX Planet - https://uxplanet.org/ • Smashing Magazine - https://www.smashingmagazine.com/ • Usability.gov - https://www.usability.gov/