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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
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Transcript

  1. View Slide

  2. 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

    View Slide

  3. Understanding
    User Experience
    @sarafdez linkedin.com/in/internationalseo sara-fernandez.com

    View Slide

  4. 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

    View Slide

  5. What Is UX?
    @sarafdez
    https://www.youtube.com/watch?v=9BdtGjoIN4E

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  6. 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.”

    View Slide

  7. 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

    View Slide

  8. 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

    View Slide

  9. UX-UI Explained
    @sarafdez
    Incorrect
    Correct

    View Slide

  10. 5 Usability Factors to Get Right
    @sarafdez
    Learnability Memorability
    Efficiency Errors Satisfaction

    View Slide

  11. Peter Morville's User Experience
    Honeycomb
    @sarafdez

    View Slide

  12. UX Laws and
    Cognitive Biases
    @sarafdez linkedin.com/in/internationalseo sara-fernandez.com

    View Slide

  13. 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.

    View Slide

  14. Hick’s Law: Bad Navigation Structure
    @sarafdez
    https://www.007museum.com/

    View Slide

  15. @sarafdez
    https://www.amazon.com/
    Hick’s Law: Good Navigation Structure

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  16. 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.

    View Slide

  17. Fitts’ Law
    @sarafdez
    In this example, CTAs are large and
    eye-catching and easy to see and
    navigate to.
    https://www.intercom.com/

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  18. 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.

    View Slide

  19. 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/

    View Slide

  20. 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/

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  21. 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/

    View Slide

  22. 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.

    View Slide

  23. Von Restorff Effect
    @sarafdez
    Highlight elements like CTAs
    to stand out from the rest of
    the design, it’s easily
    noticeable by the user.

    View Slide

  24. Serial Position Effect
    @sarafdez
    Users have a propensity to
    best remember the first and
    last items in a series.

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  25. 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.

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  26. 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.

    View Slide

  27. 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/

    View Slide

  28. 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.

    View Slide

  29. Confirmation Bias
    @sarafdez
    The tendency to interpret new
    evidence as confirmation of
    one's existing beliefs or theories.

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  30. Anchoring Bias
    @sarafdez
    It makes us depend too heavily
    on a particular piece of initial
    information when making
    decisions or judgements.

    View Slide

  31. Bandwagon Effect
    @sarafdez
    The tendency to do (or believe)
    things because many other
    people do (or believe) the same.

    View Slide

  32. 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

    View Slide

  33. 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.

    View Slide

  34. List of Cognitive Biases
    @sarafdez
    https://en.wikipedia.org/wiki/List_of_cognitive_biases

    View Slide

  35. SEO + UX
    @sarafdez linkedin.com/in/internationalseo sara-fernandez.com

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  36. 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.

    View Slide

  37. SXO: Search Experience Optimization
    @sarafdez

    View Slide

  38. Optimizing for SXO
    @sarafdez
    More engaging
    and satisfying UX
    Higher rankings
    and increased
    traffic

    View Slide

  39. Ways to Improve
    UX and SEO at
    the Same Time
    @sarafdez linkedin.com/in/internationalseo sara-fernandez.com

    View Slide

  40. Page Speed
    @sarafdez
    Implement
    lazy loading
    Compress
    and resize
    images
    Enable
    browser
    caching
    Take
    advantage
    of a CDN

    View Slide

  41. 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

    View Slide

  42. 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.

    View Slide

  43. 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

    View Slide

  44. 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

    View Slide

  45. Core Web Vitals
    @sarafdez
    https://developers.google.com/search/docs/appearance/page-experience

    View Slide

  46. Collaborating
    with UX Teams
    for Great Results
    @sarafdez linkedin.com/in/internationalseo sara-fernandez.com

    View Slide

  47. 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

    View Slide

  48. 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

    View Slide

  49. 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

    View Slide

  50. Additional
    Resources
    @sarafdez linkedin.com/in/internationalseo sara-fernandez.com

    View Slide

  51. 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/

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  52. Books
    @sarafdez

    View Slide

  53. Books
    @sarafdez

    View Slide

  54. Books
    @sarafdez

    View Slide

  55. Thank You!
    Any questions? 💡
    @sarafdez
    @sarafdez
    /in/internationalseo
    sara-fernandez.com

    View Slide