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#BrightonSEO: Guerilla User Testing for Search - Stephen Kenwright



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Branded3's Head of Search Stephen Kenwright talks through guerilla user testing for search, CTR and user experience.

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#BrightonSEO: Guerilla User Testing for Search - Stephen Kenwright

  1. 1. ForSearch @stekenwright|#brightonSEO,10April2015
  2. 2. User signals top Searchmetrics’ 2014 ranking factors
  3. 3. …because user experience is what Google really cares about
  4. 4. So you can add ‘Designer’ to the list of jobs SEOs do now
  5. 5. Think Google doesn’t measure the exact same thing here?
  6. 6. They don’t just measure it…
  7. 7. …and they’re not just doing it
  8. 8. “Return to SERPs” =
  9. 9. We know all about CTR Source: NetBooster
  10. 10. So when you rank check 125,000 keywords each day…
  11. 11. You can estimate how much keyword traffic you’re getting…
  12. 12. You can start to understand where users go traffic goes…
  13. 13. 125,000 keywords = 200,000,000 position changes…
  14. 14. You can understand where traffic frequently changes hands
  15. 15. …and where it doesn’t
  16. 16. But Click Through Rate is easy to scale
  17. 17. Google uses UX to ‘improve’ searches, so SEO = improving UX
  18. 18. Crazy Egg gives us an insight into dwell time
  19. 19. What is the most important factor in the design of a website? The website makes it easy for me to find what I want The website offers a cutting edge interactive experience The website has a beautiful appearance Other Better UX = better dwell time
  20. 20. We can test this with
  21. 21. Which is more obvious – the next step or the ‘back’ button?
  22. 22. Mobile SERPs are different, so test mobile users too
  23. 23. ‘Instinct is always a great starting point and data is often incredibly powerful but qualitative research, the beliefs, attitudes and stories of real people, told directly to the planner is the umbilical cord between agency and consumer.’ Richard Huntington / @adliterate
  24. 24. Econsultancy User Experience Survey Report 2013
  25. 25. Guerrilla testing is cheap, so why is it everyone’s last priority?
  26. 26. ‘…low cost method of user testing… …‘guerrilla’ refers to its ‘out in the wild’ style, in the fact that it can be conducted anywhere… …output is typically ‘qualitative’ so insight is often rich and detailed.’ GOV.UK What is guerrilla user testing?
  27. 27. What you need: ~5 participants
  28. 28. Silverback for Mac (2.0 is free) UX Recorder for iOS ($59.99) Camtasia for PC (£236) What you need: cheap software
  29. 29. What you need: a quiet room where you can set up easily
  30. 30. Scenario: What you need: a task
  31. 31. The UK’s biggest (most visible) breakdown cover providers
  32. 32. …and how much keyword search traffic they get
  33. 33. Expertise Authority Trust What do Google’s search quality raters look for?
  34. 34. Source: BrandAsset Valuator (BAV) 2014 # Brand 1 The AA 2 The Post Office 3 Boots 4 Google 5 Johnson's Baby 6 Fairy 7 RAC 8 Marks & Spencer 9 Dulux 10 Kellogg's Corn Flakes It doesn’t matter if you are the UK’s most trusted brand
  35. 35. It doesn’t matter if you have more links than anyone else
  36. 36. It doesn’t matter if you have better links than everyone else
  37. 37. If you don’t provide a great user experience…
  38. 38. …and someone else (who might be less qualified) does
  39. 39. Thank you! @stekenwright