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E-commerce Link : Experience, Meet Search

Creating a partnership between user experience and search engine optimization to build great experiences and deliver results

May 2013 By Sharon Bautista and Antonio Casanova
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Until the last decade or so, user experience (UX) design and search engine optimization (SEO) were relatively new areas of specialization within marketing. User experience encourages a closer look at the needs of target audiences, while SEO emerged to address the increasingly competitive digital marketplace.

While, on the surface, it may seem like these two disciplines do not interrelate, we recommend they be approached holistically rather than separately. A deliberate partnership between UX and SEO is essential to creating elegant user experiences that lead to returns on marketing investment.

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When embarking on a website redesign, you should first complete a heuristic usability analysis and a content audit of the website. These activities will help answer questions that are critical to a successful redesign: What elements of the site are working well? What are the areas for improvement? An SEO assessment during this phase can help identify opportunities to improve the site's visibility on search engines for valuable keywords.

Conduct a Joint Discovery
Regardless of whether you are redesigning a site or building an entirely new digital experience, you can combine user experience and SEO efforts to paint fuller pictures of the target audiences.

For example, when interviewing consumers to understand their needs, expectations and triggers related to a brand, ask SEO-related questions to better understand the consumer's mindset. These questions might include:

  • How do you find websites that sell product/service X?
  • What words would you enter into a search engine, such as Google, to find product/service X?
  • What are three words you would use to describe product/service X to a friend?

A partnership between UX and SEO during discovery can lead to a deeper understanding of the types of content that engage users and how those users are thinking about a brand.

Use SEO Research to Inform Your Information Architecture
SEO research can reveal which keywords are popular with your target audience (i.e., most searched for). In addition to following UX best practices when developing a site's information architecture, take SEO insights into account to ensure you include pages focused on popular keywords.

 

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You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

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ORDER NOW

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importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
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	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

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