01:18 Telling about myself and my company
02:14 Google relationship with user experience
03:32 Why User Experience matters to Google
05:13 How does UX work in terms of Google
11:52 User happiness
14:44 COVID and data
15:32 Google patents and algorithms
17:32 Panda Update
19:06 Hummingbird Update
20:44 EAT (expertise, authoritativeness, and trustworthiness)
22:43 Mobile updates and artificial intelligence advancements
23:48 Core Web Vitals
26:21 Overall update
27:25 Google statements
27:36 Google’s UX Playbooks
29:19 Soft ranking factors
30:52 User Experience
32:06 Brand impact
33:38 Page design and UX effects on the speed
37:21 What can I take to my C-suite?
38:41 Bow tie
40:16 Controllable variables
42:20 Case example of the pre-conversion and post-conversion variables
The growth of search interest has doubled due to maintaining user happiness.
43:36 End of presentation
Google’s Relationship With UX:
- Advance beyond keywords and links
- The main thing is user happiness.
- Google does not use metrics out of Google Analytics
- Google has a special mechanism for scoring how successful the content is. Google may compare the SERPs of the original query with the previous searches. Also, individual search queries may be compared with similar ones
- Link-building and content planning allow reaching two goals: gaining initial user happiness and forecasting the user experience. Google is also working towards this. Forecasting user experience leads to conversion increase
- Due to the COVID, the expectations towards Web experience have increased as many users had to go online so we have to comply with the benchmarks of such expectations.
- Google has never created a metric for evaluating what is a positive and negative experience in a simple patent form. But they have introduced multiple scoring of different search elements.
- Google is always trying to improve the Web experience by their own data analysis.
- Panda (2011) was the first update to start websites moving to better UX. It demoted websites with low value, spammy, and poor content. So we mapped things together and introduced the minimum word count (300 per page). But good content (no matter short or long) survived.
- Algo’s and patents we can relate to the overall user experience of websites, and the impact on SEO performance.
- A good website has an indirect impact on ranking.
- User satisfaction is the main thing
- The brand is an intangible element
- Speed is strongly related to UX. Speed improvement leads to sales increase. Recently some benchmarks for the speed appeared. For Google, it is half a second.
- Stop focusing on the funnel
- In the case example with the pre-conversion and post-conversion variables the growth of search interest has doubled due to maintaining user happiness.
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