UX and SEO not only work together, they need each other. Every website needs a sound UX and SEO strategy in order for users to be able to easily find and engage with your website. The presentation highlights the importance of developing a hybrid UX/SEO strategy which will show you how to implement them with real examples in order to create an amazing digital & user-proof-strategy for websites. The following points are covered: - Introduction to UX and SEO and why you need both - Why do you need a hybrid UX/SEO strategy? - How do you build it and what are the necessary and shared steps between UX and SEO? - Examples of successful UX/SEO strategies and their impact Fadi Ali & Ammar Badr RBBI

1. Building an
AWESOME
UX & SEO
strategy for your
website

2. AMMAR is a digital marketing consultant with 4 years of
experience in optimising brand visibility and increasing their
traffic from search engines. As an account manager at RBBi,
he is helping top Middle East brands since 2013 in various
sectors. Clients include Qatar Airways, Emaar, ClearTrip and
Cleveland Clinic Abu Dhabi. Ammar is Google Analytics and
Google AdWords certified, using his knowledge and
experience in combination with his Arabic background to raise
the local brands up in the digital world.

3. FADI ALI is an HFI-certified user experience analyst with
vast experience in research, user testing, and strategy. He is
also a project manager for various clients in the GCC including
Cleveland Clinic Abu Dhabi and Abu Dhabi Islamic Bank. More
recently, Fadi has been exploring conversion rate optimisation
as a discipline of analytics which aids in validating and
informing design decisions. Using quantitative and qualitative
data from CRO practices and user testing, Fadi is well versed
in providing optimised user experience solutions for clients in
various sectors. In his spare time, Fadi enjoys travel, cooking,
and oriental music, occasionally dabbling on the oud when
time allows.

4. Why Did We Choose This Topic?

5. Conflict Decisions
High cost to fix this conflictHigh cost to fix this conflict

6. “All things that positively impact UX
also positively impact SEO”
- Rand
Fishkin

7. UX SEO

8. SEO
BAD
Not visible
Low ranking
Low traffic
Low ROI

9. UX
GOOD
SEO
BAD
Beautiful, abandoned website

10. UX
BAD
Not user friendly
Low engagement
Low ROI

11. UX
BAD
SEO
GOOD
Busy, ugly website

12. How Does A Successful UX Project Look?

13. Research Understanding Hypotheses Testing
Solution
ProblemDefined
• Market research
• User Research
• Stakeholders interviews
• User interviews …
• Information analysis
• Project refinement
• Project management …
• Ideations
• Visual management
• Prototyping …
• Final testing
• Production
• Deliver final designs
• Future work …
ProjectBrief

14. How Does A Successful SEO Project Look?

16. Where Might We Face A Conflict Decision?
Let’s see!

17. UX/SEO Strategy

18. Stakeholders interviews
RESEARCH
 Business requirement
 What are your issues
 KPIs
 The 5 Why’s?
 Target Audience
 Type of the service / product
 Business expectations

19. RESEARCH
Competitor Analysis
 Who are your competitors ?
User Interviews / Surveys
 What ? Why ?
 User behaviour

20. RESEARCH
Current website Audit
 Usability issues
 Technical issues
 Content audit
Personas & user
journeys Understanding the user
behaviour
 Search strategy

21. STRUCTURE
Information Architecture
 Sitemap
 Hierarchy
 Content structure
 URLs

22. STRUCTURE
Wireframes
 Wireframes articulate the functionality
 How the page will look
 How many templates required
 How the content will be structured

23. CONTENT
 Content strategy
 Tone of voice
 ‘Keep it simple’
 Optimized
 Keywords

24. USER TESTING
 User behavior in real time
 Prototype validation
 Data: heatmaps, number of clicks etc..
 Test ads, messaging, on page elements
(Eye Tracking Technology)

26. DEVELOPMENT
 Improve page speed
 CMS SEO-friendly
 HTML checklist
 Site migration

27. So How Does It Work?

28. Stakeholders workshop
The UX team will
conduct a Stakeholders
workshop with the
business owner to define
the business requirements
and the competitors.
Based on the this
workshop, SEO team will
build the marketing
strategy that meets the
business requirements.
Competitors analysis
Based on competitors
definition in previous step
and our research, we will
conduct a landscape
competitors analysis and
benchmarking research to
analyse local and
international competitors’
digital presence.
SEO team to identify the
main competitors based on
keywords ranking on
Google.
UX SEOTASK

29. UX SEO
User interviews & surveys
(8 participants / profile
segment):
After defining personas,
we will create the user
segments, conduct User
interviews & surveys, and
prepare a detailed analysis
report.
Based on the identified
personas, the SEO team
to include search related
questions to build
advanced keyword
research based on real
users insights.
IA & site map
The UX team to prepare
the sitemap and to define
the content bucket.
Working with the UX team
in IA & sitemap, the SEO
team will make sure that
the website structure
meets Google best
practices.
TASK

30. Wireframes
Identified Journeys will be
sketched and wireframed
for the responsive design
framework. The
wireframes will cover all
key screen structures,
navigation model and
front-end interactions for
various device platforms.
The key screens/templates
will be defined in the IA
phase.
SEO team To make sure
that all pages structure are
SEO optimised :
• The body content to be
in the top of the page.
• The page design to fit
300 - 500 words
minimum.
• The wireframes to meet
the page-speed
requirements
UX SEOTASK

34. DigiTalks Dubai bringing you the latest and greatest digital marketing and UX news in
the region!Whether you’re a budding digital marketer, a seasoned user experience
specialist, a Google spider pretending to be human or just interested in all things digital,
DigiTalks is where it’s at!
@digitalksdubai Digitalks-Dubai Digitalks-Dubai

35. @digitalksdubai Digitalks-Dubai Digitalks-Dubai
SPEAKERS

36. THANKS@fadihasanali
Fadi Ali
@ammarbadr1
Ammar Bard
@RBBideas RBBideas Red Blue Blur Ideas (RBBi) www.rbbideas.com