friDay Video
Lead UX Designer & SEO/ASO Strategist
Lead UX designer and SEO/ASO strategist, responsible for strategizing and implementing SEO/ASO optimizations, redesigning user interfaces, and analyzing performance metrics
Evolving Trends in SEO/ASO
Adapting to evolving SEO/ASO trends, ensuring platform-wide adherence to updated UI guidelines, and effectively communicating and implementing new strategies within a team lacking in-depth SEO knowledge.
Boosting SEO & ASO Performance
Increase Organic SEO Traffic: Boosting natural user traffic to the website through improved search engine optimization.
Independently Driving SEO/ASO Strategies
I need to independently develop and implement strategies while also persuasively communicating their importance to my team, ensuring understanding and support for these essentials.
Understand the Challenges
Defining the Problems
Strategic SEO Insight: Collect data
Upon analyzing Google Console for keyword performance, it was discovered that our website primarily attracts visitors searching for our brand name rather than specific content titles linked to online streaming. This finding indicates a strategy overly reliant on brand recognition, potentially limiting our audience to a smaller, more niche group.
Additionally, our keywords are largely associated with older, possibly outdated movie titles, making it difficult for users searching for exclusive or current content to find our website.
Strategic SEO Research: Understanding User Intent
Conducting preliminary secondary research, I explored user behaviours and the keywords they use when searching for online streaming services.
This investigation aimed to uncover the content users seek post-search and their interests, offering a foundational understanding crucial for devising effective SEO strategies.
User Journey Map
Leveraging the insights from our secondary research, we collaborated with a company to create a user journey map. This map was crucial in identifying every touchpoint in the user's interaction with our platform.
Based on this, I began setting up data tools to monitor these touchpoints more effectively. The research revealed that Google search is often the initial point of contact for users with our platform. With this understanding, I started to analyze and break down our current approach to Google search, aiming to optimize this crucial first touchpoint to better engage and attract users to our platform.
Competitive Analysis and Cognitive Walkthrough
To navigate the competitive landscape of online streaming in Taiwan, I began a thorough competitive analysis of our rivals to understand their SEO strategies.
By analyzing trends and comparing our competitors' approaches, I aimed to gain insights into effective SEO tactics and identify areas where we could enhance our own strategy to stand out in the crowded market.
Utilizing Research Data as a Foundation (ASO)
I began conducting research on ASO (App Store Optimization). Armed with insights from my findings, I aimed to convey to my team the critical significance of ASO for our app's visibility and success in app stores. Enhancing our app's discoverability, download rates, and overall user engagement.
Data-Driven Viewing Trends Analysis (ASO)
I initiated data collection and analysis to identify trends within our product and evaluate our performance in app store visibility.
Pain point
☞ New users are difficult to reach out to on our platform.
Ideating and Looking for Solutions
Long-term strategies for our website's HTML and metadata
After reviewing our HTML structure, I realized the necessity of creating a guideline for developers outlining essential rules to ensure effective SEO practices.
My goal is to develop a guide that not only educates but also aligns the team with the positive, long-term strategies essential for maintaining our platform's SEO effectively.
Designing the solutions
Main Idea For SEO
❶ Redesign the use of H1 tags across all pages:
Previously, H1 was utilized in the navigation bar, primarily focusing on the friDay video logo, which resulted in other pages lacking a significant H1 tag for their actual titles. The redesign aims to ensure that each page has a meaningful H1 tag that accurately represents its content.
➋ Revise and Update Metadata:
The format of metadata can change over time, making it essential to keep it updated. However, many crucial metadata elements are missing, and there's an overuse of identical keywords across all pages.
Addressing this involves not only regular updates but also a comprehensive review and correction of our metadata to ensure a diverse and relevant range of keywords for improved search visibility.
➌ Implement Diverse Structured Data Types:
To enhance our platform's visibility, particularly in mobile searches which heavily rely on structured data, I've taken the initiative to update and incorporate a variety of structured data types like articles, VideoObject, FAQ, etc.
➍ Clarify titles and structure on package pages:
To improve the SEO and user experience, I recommend revising the package pages to include clear, structured titles and descriptions. This entails distinctly outlining package names, prices, and rules.
➎ Redesign the URL structure for enhanced navigation:
Recognizing the importance of direct links in guiding returning users to our platform, I proposed a significant redesign of our website's URL structure. Previously, each drama on our site was represented by a single URL.
My vision is to assign unique URLs to each episode of a drama, enhancing navigation and user accessibility. This change will also be applied to packages, Q&A sections, and any serialized videos.
For the Q&A section of our website, I propose modifying the URL structure to include the titles of the questions. This change aims to make each Q&A page more descriptive and search-friendly by clearly reflecting the content of the page in its URL.
➏ Optimizing for Google Knowledge Panel:
Optimizing for Google Knowledge Panel: Recognizing the powerful impact of a Google Knowledge Panel in SEO for search results, I strongly recommend updating our old structured data to align with the requirements of this panel.
Main Ideas For ASO
❶ Prioritizing UI Design According to Platform Guidelines:
Adhering to platform-specific UI design guidelines is a critical first step in our process. My commitment to following these guidelines in designing our TV app has been instrumental in its success. This approach has contributed significantly to our app consistently ranking in the top three on both Android and iOS app stores for an extended period, demonstrating the importance of platform-specific UI design in achieving and maintaining high app store rankings.
➋ Proactive Engagement with App Store Teams:
One of my recommendations for enhancing our app's visibility on the Apple Store was to actively engage with the iOS App Store team. We made it a point to periodically provide updates about our store to them. As a result, whenever there's a relevant video theme, our app consistently appears on the home page.
➌ Optimizing App Titles, Keywords, and Descriptions:
Our ASO strategy emphasizes crafting the app's title to seamlessly blend the app name with carefully chosen, precise keywords. Additionally, we utilize the app description as a strategic tool to extend our keyword coverage, ensuring our app stands out in the highly competitive app store environment.
Implementation Metrics and Achievements
✨Key metrics to track
Conclusion
Conclusion
In the intensely competitive digital market, our team recognizes the paramount importance of website structure. We understand that overlooking this aspect could result in lagging behind our competitors, significantly impacting our product's growth and market position.
This approach to prioritizing structure is equally beneficial for our app. Initially, there was a lack of understanding among the team about the importance of adhering to app design guidelines. However, after realizing that proper design in line with these guidelines significantly enhances the chances of increasing user engagement, our perspective shifted. This understanding led to a more focused approach to app design, ensuring it not only meets platform standards but also effectively engages and retains users.
Looking Ahead:
My journey as a designer has been a learning process, especially in understanding the technical constraints of our platform. For instance, implementing individual URLs for content was a goal that took nearly two years to achieve, partly because such technical needs hadn't been anticipated in previous designs.
This experience has fundamentally changed my approach to web design. Now, before sketching out the information architecture, I make it a priority to thoroughly understand the technical features and various perspectives that impact the design.
Collaborative Learning and Improvement in SEO: Within my team, we have collectively embarked on a journey to understand the workings of SEO and the strategies for its effective implementation.
Takeaways
My journey as a designer has been a learning process, especially in understanding the technical constraints of our platform. For instance, implementing individual URLs for content was a goal that took nearly two years to achieve, partly because such technical needs hadn't been anticipated in previous designs.
This experience has fundamentally changed my approach to web design. Now, before sketching out the information architecture, I make it a priority to thoroughly understand the technical features and various perspectives that impact the design.
Collaborative Learning and Improvement in SEO: Within my team, we have collectively embarked on a journey to understand the workings of SEO and the strategies for its effective implementation.
