Building an SEO-powered UX strategy — Kyle Eng // Red Ventures

Kyle Eng, Director of SEO and Growth Marketing at Red Ventures, shares his insights on the relationship between UX and SEO. User experience (UX) often takes a backseat to the emphasis on technical and content elements. However, in the business of organic marketing, our focus should be providing the most convenient and seamless way for consumers to connect with our products. Today, Kyle discusses building an SEO-powered UX strategy.
About the speaker

Kyle Eng

Red Ventures

- Red Ventures

Kyle is Director of SEO and Growth Marketing at Red Ventures

Check Job Opening

Show Notes

  • 01:58
    SEO powered UX strategy
    An SEO-powered UX strategy focuses on aligning user intent with content delivery, aiming to fulfill consumer needs effectively. It involves going beyond conventional SEO practices to connect consumers with relevant products in a seamless manner based on their search intent.
  • 03:26
    The most important elements to control in UX
    Its critical to tailor distinct experiences for desktop and mobile users and provide location-specific content for a more relevant search experience. Additionally, gathering personal details like age and salary can further tailor experiences, aligning them with individual consumer journeys.
  • 06:32
    Leveraging intangibles for enhanced website user experiences
    In addition to device type and location, websites can use seasonality to shape user experiences. By leveraging seasons and industry-specific events to tailor content, promotions, etc, websites can provide more engaging and relevant experiences for users.
  • 10:57
    Creating new pages vs. improving existing ones
    Prioritize user intent over keyword-centric strategies. Investing in a more comprehensive page experience that caters to diverse user needs within a single page can optimize user intent, though it requires embracing patience for long-term SEO success.
  • 14:11
    Redefining transactions in UX
    We must redefine transactions beyond immediate conversions to include providing valuable information that builds consumer trust and assurance over time. SEO must evolve from focusing solely on algorithms to prioritizing dynamic user experiences and evolving user needs.
  • 16:32
    UX strategy implementation and stakeholder buy in
    This process involves being willing to take risks without data based on consumer needs. Additionally, reframing the conversation from improving UX for Google to maximizing UX for the consumers sake creates collective focus, garnering support across different stakeholders
  • 20:14
    Success stories in UX driven SEO strategy
    Google Flights evolved from a limited, untrustworthy platform to a highly customizable, consumer-centric and trusted experience. Similarly, Bankrate created a distinct experience for 'cheap car insurance' seekers, and achieved significant SEO and on-site success.

Quotes

  • "Google investing more in AI indicates that experiences no longer have to be based in static. In a year or two from now, we can start challenging, via AI, a safe way to match consumers in the varying stages that they are." - Kyle Eng

  • "A lot of sites don't do a great job of acknowledging where they are from a seasonal standpoint. The websites that make the biggest sales do this incredibly well, using seasonality to help shape what the narrative looks like." - Kyle Eng

  • "SEOs need to acknowledge patience in a more long-term sense because that enables us to avoid the new page philosophy. By building diverse experiences within one page, you're maximizing the user intent." - Kyle Eng

  • "Maximizing user experience isn't just for SEO, it's for the consumer's benefit. When the whole company embraces this, it's not just an SEO choice, it's a collective decisionearning buy-in." - Kyle Eng

About the speaker

Kyle Eng

Red Ventures

- Red Ventures

Kyle is Director of SEO and Growth Marketing at Red Ventures

Check Job Opening

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