Celeste Gonzalez, Director of Rue Labs at Rickety Roo, joins EDGE to explore how heat maps and user behavior tracking are transforming SEO strategy. She walks through Microsoft Clarity’s suite of tools—including tap, scroll, attention, and area heat maps—and explains how they reveal real user interactions beyond what traditional metrics can offer. From understanding time-on-page to visualizing content engagement, Celeste shows how these tools help SEOs optimize design, layout, and messaging. She highlights the growing need to “earn the scroll,” not just the click, especially as attention spans shrink and SERPs shift.

Celeste also addresses common missteps, like overreacting to limited data or drawing conclusions in isolation. She encourages combining heat map data with tools like GA4 and leaning into collaboration with UX and marketing teams. With empathy and clear visual insights, SEOs can better advocate for redesigns, justify strategic shifts, and ensure content supports the entire user journey. This episode offers a practical, data-driven case for elevating UX within modern SEO workflows.

Key Segments:

[00:07:56] Understanding Heat Maps

[00:13:01] EDGE of the Web Title Sponsor: Site Strategics

[00:14:38] SEO Testing and Heatmap Insights

[00:16:23] User Interaction Analysis Tools

[00:22:36] Copilot Streamlines Data Analysis

[00:25:43] Balancing User Data & Client Concerns

[00:29:01] SEO ROI Amid Changing SERPs

Thanks to Our Sponsors!

Site Strategics: http://edgeofthewebradio.com/site

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Resources

https://clarity.microsoft.com/blog/how-to-make-the-most-of-your-heatmaps-data/

https://serpology.substack.com/p/leveraging-heatmaps-for-seo-testing