Why Customer Experience is Actually SEO
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SEO is increasingly about the customer experience and how users engage with your site. Rather than keyword focus, you should focus on the customer journey.
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Why Customer Experience is Actually SEO
- 1. Why Customer Experience is actually SEO
- 2. Some text
- 5. “Panda is an algorithm that’s applied to sites overall and has become one of our core ranking signals. It measures the quality of a site, which you can read more about in our guidelines. Panda allows Google to take quality into account and adjust ranking accordingly.” - Google
- 8. Customer Experience is Actually SEO Know Your Customers Know Your Touchpoints Know What You Want Motivations Keywords Queries Design Navigation Content Business Objectives Website goals Behaviour Data Quirks Journey Feeling Language Next steps Better engagement = better rankings
- 9. Panda updated 24th October 2014 Panda update (oh shit)
- 10. Not everything is down… … but what else happened here?
- 11. Content segments - yeuch This looks even worse!
- 12. Exclude that segment… Ahh… this looks better
- 13. Focus on the segment
- 14. • Boring • Irrelevant • Badly written • Hard to read • Slow to load • … “Thin Content” • Low dwell time • High pogo-stick rate • In relation to what? Perception Panda Reality
- 15. “If you owned a shop, and customers spent an average of 3 seconds in it before leaving, you’d shut down within a week.”
- 19. These are your customers Most PwDs know everything already They are already comparing pumps Language is emotionally charged They are always seeking advice They are looking for inspiration They can see through any bias Compare for them Be technical, it’s OK Be open & honest Reflect their words Showcase Heroes Lifestyle Advice
- 28. Re-assessing how we write web content Introduction H2 H2 H2 Conclusion Answer the Query Call to action Develop argument Re-answer the query Call to action
- 29. Re-assessing how we write web content Answer the Query Call to action Develop argument Re-answer the query Call to action Webmaster Tools Queries Concise, well-labelled What’s the next step? What do you want the user to do? Skimmable & easy to read Topic-based keywords as H2 Your conclusion Too Long, Didn’t Read What’s the next step? What do you want the user to do?
- 31. • Multiple tabs • Emails • Slack • Twitter • Young people’s social media • Mobile notifications • Pies (in the north) • Someone talking to you (retro) • ‘Consume’ content differently • Up & down reading • Share without reading • Easy ‘pull the eye’ signals
- 32. Label it appropriately – no surprises Ronseal Draw the eye to the next part of your content Different people, different media
- 33. Panda is about combatting • Impatience • Waffling • A loss of interest • Difficulty of consuming • Difficulty of understanding • Lack of trust
- 34. Panda is about combatting boredom & lack of trust • Answer the query quickly • Cut the crap • Write well, bring it to life • Design it in well • Construct your content • Invest in design
- 35. Andy Wilkinson fought Panda before any of us • The door opened quickly • Better signage • Better parking spaces • Better carpets & lighting • Customer touchpoints • Leather chairs & Nespresso
- 37. How are they now?
- 39. Customer Experience is Actually SEO Know Your Customers Know Your Touchpoints Know What You Want Motivations Keywords Queries Design Navigation Content Business Objectives Website goals Behaviour Data Quirks Journey Feeling Language Next steps Better engagement = better rankings
- 40. Contact me gareth@cld.agency Follow me @clevergareth Talk to me I don’t bite
Editor's Notes
- So why is Google so interested in quality? What is it that makes Google suddenly turn around and say “you know what, we need more quality” because it’s worked well so far.
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