This one starts up at 10:00am, Washington, DC time.
Human and Computer Interfaces: How to Maximize Usability and Findability
Shari Thurow – Founder and SEO Director, Omni Marketing Interactive
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.
Looks like things are about to get started.
This is her niece Marley. Her sister is named Metallica.
Yeah, I think I like that.
While she’s an SEO, her Ph.D work is in library work.
On the board of Bing for their ads.
Secret fantasy of correcting Oxford English professors’ grammar.
Putting tech terms into context, because so many tech terms are misused.
People use mobile differently and they use different mobile differently. A tablet is not a smartphone and people use each differently.
People want quick facts, locations, or personal information when they use their smartphones.
Web searchers tend not to include the context in their search.
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?
Elevator metaphor. When you ride an elevator. What button do you press for the lobby? Especially if the lobby isn’t marked as L.
Up to 33% of search queries are navigational in intent.
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.
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.
What ties all of this stuff together is information architecture.
The labeling system is so unbelievably important. Search engines interpret context from your labels.
Label your entities in a way that makes sense.
Always provide context for your entities.
A label must be representative of a page and/or section content on a website.
The title of your webpage is incredibly important for findability. Lead with your most important words.
Your title can include titles and section information.
People don’t like to look at search results in search results.
Don’t think of duplicate content as a copy machine. Its a funnel with different filters at different levels.
Don’t feed results to a search engine unless people have actually conducted that search.
Get your featured images, and all images, in good context.
Global and local navigation aren’t counted by search engines. They are interested in contextual information.
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.
Place items where people expect to see them, especially navigation.
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
If there are features and attractions – You don’t stick it in the lower right area of the screen.
If your links are black, but change colour when you hover, only two kinds of people like that:
Technologists and children.
If you find that you need to use a horizontal menu with a vertical, they should be click activated.
The Knowledge Graph – understands entities. If you want to get a better score on the Graph, provide CONTEXT.