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Content Usability
1.
Content Usability All contents
© Copyright 2013 Experience Dynamics 1 Content Usability An Experience Dynamics training WEB SEMINAR With Frank Spillers, MS
2.
About Your Speaker Frank
Spillers Masters Cognitive Science 15 years User Centered Design experience Founder, Experience Dynamics- leading User Experience consulting Works with Logitech, Nike, Microsoft, Intel, IBM, HP and more. All contents © Copyright 2013 Experience Dynamics 2 Works with Logitech, Nike, Microsoft, Intel, IBM, HP and more.
3.
Agenda On the web,
content is the "killer app". Content influences the direction of a user's path, where they go, what they see and what they decide to do with the experience. Content usability looks at what elements you should be aware of when designing content for different web contexts: web sites, intranets, portals, web applications and even mobile devices. We will explore the user's path from findability to content usability and learn how to write content that is friendly to both users and search bots. 1. Principles of content and usability on the Web 2. The Psychology of Design All contents © Copyright 2013 Experience Dynamics 2. The Psychology of Design 3. New data: The role of community and reputation building: User contributed content 4. Five Golden Keys to Writing for the Web 5. The anonymous user: SEO (Search Engine Optimization) friendly-copy 6. Q & A
4.
Purpose of Content •
Educate • Inform • Entertain All contents © Copyright 2013 Experience Dynamics • Generate a Response
5.
1. Principles of
content and usability on the Web All contents © Copyright 2013 Experience Dynamics usability on the Web
6.
Please Don’t Ever CLICK
HERE All contents © Copyright 2013 Experience Dynamics 6
7.
Copy Basics • Skim
ability • Scan ability • Read ability All contents © Copyright 2013 Experience Dynamics • Read ability Highlight keywords; use bulleted lists; start with the conclusion.
8.
Quiz • What 3
things increase scan-ability? • Large font • Bullets All contents © Copyright 2013 Experience Dynamics • Bullets • Headers • Main point at top • Less scrolling 8
9.
All contents ©
Copyright 2013 Experience Dynamics 9
10.
Writing for the
web is different… • 79% of users scan the page instead of reading word-for-word • Reading from computer screens is 25% slower than from paper (iPad 6%/Kindle All contents © Copyright 2013 Experience Dynamics slower than from paper (iPad 6%/Kindle 11% slower) • Web content should have 50% of the word count of its paper equivalent
11.
All contents ©
Copyright 2013 Experience Dynamics 11 Users read ~20% of copy per page.
12.
Print ≠ Electronic •
Font – Sans Serif (Verdana, Arial) – 9 pt lowest (12-14 for 60+) • Contrast All contents © Copyright 2013 Experience Dynamics • Contrast – White on Black – Light on Dark • Clutter – Group meaningfully – Reduce visual occlusion
13.
Conduct a Content
Usability Audit All contents © Copyright 2013 Experience Dynamics
14.
2. The Psychology
of Design All contents © Copyright 2013 Experience Dynamics
15.
The Psychology of
Design • Visual System – Perceptive – Reactive Don’t Mis-Match Me! All contents © Copyright 2013 Experience Dynamics • Cognitive System – Interactive – Reflective Don’t Mis-Match Me! Don’t Make Me Think!
16.
All contents ©
Copyright 2013 Experience Dynamics 16
17.
All contents ©
Copyright 2013 Experience Dynamics 17
18.
iPad, iPhone influencing
Web copy All contents © Copyright 2013 Experience Dynamics 18
19.
All contents ©
Copyright 2013 Experience Dynamics 19
20.
Common problems with
Content • Badly written copy • Segmenting visitors • Padding it with fluff (“marketese”) All contents © Copyright 2013 Experience Dynamics • Padding it with fluff (“marketese”) • Jargon • Using offline tactics online (sales letters, ad copy, brochure-ware)
21.
Quiz- what are
characteristics of badly written? • Grammar mistakes • Not connecting with audience • Nouns All contents © Copyright 2013 Experience Dynamics • Nouns • Tone • Appropriateness to task 21
22.
BAD EXAMPLE All contents
© Copyright 2013 Experience Dynamics 22
23.
GOOD EXAMPLE All contents
© Copyright 2013 Experience Dynamics 23
24.
And Specifically… Layout Proximity of
Content to Actions Semantics Meaningful, Compelling, Emotional All contents © Copyright 2013 Experience Dynamics Scan-ability Keyword Relevancy Clarity Plain-English and User-centric
25.
All contents ©
Copyright 2013 Experience Dynamics 25
26.
All contents ©
Copyright 2013 Experience Dynamics 26
27.
Before All contents ©
Copyright 2013 Experience Dynamics
28.
After All contents ©
Copyright 2013 Experience Dynamics
29.
3. New data:
The role of community and reputation building: User All contents © Copyright 2013 Experience Dynamics and reputation building: User contributed content
30.
UGC is gaining All
contents © Copyright 2013 Experience Dynamics 30
31.
UGC is gaining All
contents © Copyright 2013 Experience Dynamics 31 By 2013, almost 52% of U.S. Internet users will be content creators as well (eMarketer 2008).
32.
Consumers will not
pay for Content All contents © Copyright 2013 Experience Dynamics 32
33.
4. Five Golden
Keys to Writing for the Web All contents © Copyright 2013 Experience Dynamics the Web
34.
5 Golden Keys
to Writing for the Web 1. Be powerfully explicit 2. Create emotional impact 3. Write good SEO friendly meta-content All contents © Copyright 2013 Experience Dynamics 3. Write good SEO friendly meta-content 4. Use Manners for Privacy, Trust, Credibility 5. Align copy with tasks
35.
1. Be powerfully
explicit • Sell with Content • Clarify value propositions • Persuade All contents © Copyright 2013 Experience Dynamics • Persuade • Call to action
36.
GOOD EXAMPLE All contents ©
Copyright 2013 Experience Dynamics 36
37.
BAD EXAMPLE All contents ©
Copyright 2013 Experience Dynamics 37
38.
GOOD EXAMPLE All contents ©
Copyright 2013 Experience Dynamics 38
39.
2. Create emotional
impact • Meet and Exceed expectations • Make tone reliable (partner) All contents © Copyright 2013 Experience Dynamics • Generate excitement • Deliver on the promises
40.
GOOD EXAMPLE All contents ©
Copyright 2013 Experience Dynamics 40
41.
2.1 Create emotional
impact All contents © Copyright 2013 Experience Dynamics
42.
2.2 Create emotional
impact All contents © Copyright 2013 Experience Dynamics
43.
2.3 Create emotional
impact All contents © Copyright 2013 Experience Dynamics
44.
2.4 Create emotional
impact All contents © Copyright 2013 Experience Dynamics
45.
• Title Tag
(65 char with spaces) with 30%-70% density • Meta Description Tag (not Meta 3. Write good SEO friendly meta-content All contents © Copyright 2013 Experience Dynamics • Meta Description Tag (not Meta Keywords) • Headings (H1,H2,H3) • Italics and Strong Tags • Keyword phrase laden copy
46.
SEO friendly copy •
1 inter-page link with keyword phrase (for link juice) • Use live HTML for important text, phrases and keywords All contents © Copyright 2013 Experience Dynamics text, phrases and keywords (CSS images/hovers) • Descriptive ALT tags • Duplicate navigation links at bottom of page (if using images)
47.
• Claim errors
(fatal error) • State privacy policy • Shorten legal roller coasters 4. Use good manners for privacy, trust, credibility All contents © Copyright 2013 Experience Dynamics • Shorten legal roller coasters • Open disclosure (shipping)
48.
GOOD EXAMPLE All contents ©
Copyright 2013 Experience Dynamics 48
49.
GOOD EXAMPLE All contents ©
Copyright 2013 Experience Dynamics
50.
• Allow tasks
to structure content • Support user decision making • Offer related information 5. Align copy with tasks All contents © Copyright 2013 Experience Dynamics • Offer related information • Make call to action (s) clear
51.
GOOD EXAMPLE All contents ©
Copyright 2013 Experience Dynamics 51
52.
GOOD EXAMPLE All contents ©
Copyright 2013 Experience Dynamics
53.
GOOD EXAMPLE All contents ©
Copyright 2013 Experience Dynamics
54.
BAD EXAMPLE All contents ©
Copyright 2013 Experience Dynamics 54
55.
5. The anonymous
user: SEO (Search Engine Optimization) All contents © Copyright 2013 Experience Dynamics (Search Engine Optimization) friendly-copy
56.
Writing for Google
bot • Focus a page on 1 keyword phrase • Use phrase in Title tag • Keep the entire focus on the keyword phrase All contents © Copyright 2013 Experience Dynamics the keyword phrase • Use the phrase throughout body text • Name pages after keyword phrases (URL)
57.
Think Like a
Machine • Reads Title Text • Use H1, H2, H3 • Use Comment Tags • Reads Top to Bottom All contents © Copyright 2013 Experience Dynamics • Reads Left to Right • Reads Images • Relevancy to UX (Googlebot agenda)
58.
ALT tags • Semantically
tuned • No machine descript • Stuff ‘em within reason All contents © Copyright 2013 Experience Dynamics
59.
Keyword Research • Competitor
keywords- what do they use • Keyword phrases- stick to a theme • Keyword Density- 1%-3% All contents © Copyright 2013 Experience Dynamics • Keyword Density- 1%-3% • Keyword Prominence- top of page; start of sentence
60.
Content Strategies Finish sentences
with keyword phrases. All contents © Copyright 2013 Experience Dynamics Source: Karen Thackston
61.
Content Strategies • Quality
Content • Blogs/ Social (photos/video) for search ranking • Keep it fresh (amt All contents © Copyright 2013 Experience Dynamics • Keep it fresh (amt change/often/new page/importance…) * • 400+ words min per page = gets ranked How Google ranks freshness: http://moz.com/blog/google-fresh-factor
62.
Use Fat Footers •
Internal linking • Long tail SEO • UX All contents © Copyright 2013 Experience Dynamics 62 • UX
63.
thank you! All contents
© Copyright 2013 Experience Dynamics 63 thank you! 1-800-978-9183 www.experiencedynamics.com Frank Spillers, MS Frank.Spillers@experiencedynamics.com