Human and Computer Interfaces

Daniel April 8, 20146:42 am

This one starts up at 10:00am, Washington, DC time.

Daniel April 8, 20146:43 am

Human and Computer Interfaces: How to Maximize Usability and Findability

Shari Thurow – Founder and SEO Director, Omni Marketing Interactive

Daniel April 8, 20146:54 am

On the upside, it’s warmer in this room than it was in the ballroom. Which is to say it may only be cold enough to keep meat fresh for a few hours rather than days.

Sorry. Arizona guy here. Anything below high double digits is freezing. I’m also the schmuck who forgot his sweater in his room.

Daniel April 8, 20147:00 am

Looks like things are about to get started.

Daniel April 8, 20147:01 am

This is her niece Marley. Her sister is named Metallica.

Yeah, I think I like that.

Daniel April 8, 20147:02 am

While she’s an SEO, her Ph.D work is in library work.

Daniel April 8, 20147:02 am

On the board of Bing for their ads.

Daniel April 8, 20147:03 am

Secret fantasy of correcting Oxford English professors’ grammar.

Daniel April 8, 20147:03 am

Putting tech terms into context, because so many tech terms are misused.

Daniel April 8, 20147:05 am

People use mobile differently and they use different mobile differently. A tablet is not a smartphone and people use each differently.

Daniel April 8, 20147:05 am

People want quick facts, locations, or personal information when they use their smartphones.

Daniel April 8, 20147:05 am

Web searchers tend not to include the context in their search.

Daniel April 8, 20147:06 am

Where am I? Am I in the right place? And if I’m not, when will I arrive? Will I know when I’m there and how will I know?

Daniel April 8, 20147:07 am

Elevator metaphor. When you ride an elevator. What button do you press for the lobby? Especially if the lobby isn’t marked as L.

Daniel April 8, 20147:08 am

Up to 33% of search queries are navigational in intent.

Daniel April 8, 20147:08 am

What do you expect to see on a FAQ page? Well, Question and Answers – if your FAQ pages doesn’t have questions and answers then you are doing it wrong.

Daniel April 8, 20147:09 am

If you want people to search, don’t put prompt text in the search box. If you want people to fill out a form, don’t put prompt text in the form. Put it underneath it.

Daniel April 8, 20147:09 am

What ties all of this stuff together is information architecture.

Daniel April 8, 20147:10 am

The labeling system is so unbelievably important. Search engines interpret context from your labels.

Daniel April 8, 20147:10 am

Label your entities in a way that makes sense.

Always provide context for your entities.

Daniel April 8, 20147:12 am

A label must be representative of a page and/or section content on a website.

Daniel April 8, 20147:12 am

The title of your webpage is incredibly important for findability. Lead with your most important words.

Daniel April 8, 20147:13 am

Your title can include titles and section information.

Daniel April 8, 20147:13 am

People don’t like to look at search results in search results.

Daniel April 8, 20147:14 am

Don’t think of duplicate content as a copy machine. Its a funnel with different filters at different levels.

Daniel April 8, 20147:15 am

Don’t feed results to a search engine unless people have actually conducted that search.

Daniel April 8, 20147:15 am

Get your featured images, and all images, in good context.

Daniel April 8, 20147:16 am

Global and local navigation aren’t counted by search engines. They are interested in contextual information.

Daniel April 8, 20147:17 am

General rule of thumb – Don’t use grey for navigation. There is a reason that we have a term called “greyed out.” It means unavailable in many computer contexts.

Daniel April 8, 20147:17 am

Place items where people expect to see them, especially navigation.

Daniel April 8, 20147:18 am

Findable – be able to find it

Clickable – look and be clickable (don’t use black text links)

Scannable – don’t overwhelm

Distinguishable – make it easy to tell apart

Daniel April 8, 20147:19 am

If there are features and attractions – You don’t stick it in the lower right area of the screen.

Daniel April 8, 20147:20 am

If your links are black, but change colour when you hover, only two kinds of people like that:

Technologists and children.

Daniel April 8, 20147:21 am

If you find that you need to use a horizontal menu with a vertical, they should be click activated.

Daniel April 8, 20147:23 am

The Knowledge Graph – understands entities. If you want to get a better score on the Graph, provide CONTEXT.