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SearchLeeds 2018 - Oliver Brett - Screaming Frog

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SEOs are great at optimising sites for search engines, but they don’t always know what’s great for users. With an ever increasing focus from search engines on the abstract concept of ‘quality’ sites in competitive markets need every advantage they can get to rank higher. User testing is a vital component of a meaningful UX review, and user feedback can be essential in sussing out where, what, and why a site ‘feels’ bad. It’s how you take audits beyond just checking off technical best practices. Hobbits aren’t super powerful or especially wise, but sometimes you need them in your fellowship to get the job done.

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SearchLeeds 2018 - Oliver Brett - Screaming Frog

  1. 1. Thursday 14th June 2018 Hosted By: Search Leeds First Direct Arena Oliver Brett- Senior SEO Consultant Screaming Frog Why SEO Wizards Need User Testing Hobbits
  2. 2. Last Week…
  3. 3. Screaming Frog
  4. 4. Agh!
  5. 5. Self-Promotional Talks= zzz
  6. 6. We’re real people
  7. 7. User Testing
  8. 8. “Just a quality update, bro…”
  9. 9. Why SEOs are weirdos:
  10. 10. Hobbiton, NZ
  11. 11. Caroline
  12. 12. Green Dragon Inn
  13. 13. 11:23:59
  14. 14. SEO Is Just Like LOTR
  15. 15. Technical SEOs
  16. 16. Creative Team
  17. 17. Bing and Yahoo
  18. 18. Google
  19. 19. PPC People
  20. 20. Screaming Frog
  21. 21. @LordOfTheSERPs
  22. 22. @lordoftheserps
  23. 23. How Do We Define “Wildly Successful”?
  24. 24. 0 Links
  25. 25. ‘Known’ SEOs
  26. 26. Slide in the DMs
  27. 27. Okay…
  28. 28. Inspiration
  29. 29. Henley vs London
  30. 30. London
  31. 31. Leeds
  32. 32. Henley-on-Thames
  33. 33. www.thisseolife.com
  34. 34. What does @LordOfTheSERPs tell us about SEO?
  35. 35. GET CLIENT LINKS
  36. 36. Methodology (Retweets x3) + Likes TRUTH No. of Tweets about the thing = (Unless it’s a weird outlier, then get rid.)
  37. 37. SEO’s Favourite Character 0 2 4 6 8 10 12 14 16 18 Aragorn Sam Théoden Bilbo Gandalf Frodo Arwen Orcs Legolas Gimli Gollum Saruman Boromir Pippin Elrond Interactions Per Tweet
  38. 38. Would Aragorn be a good SEO? Good at stalking and tracking journalists Thinks their content is king Comes up with stupid plans that rely on Google’s AI Algorithms Can generate bot traffic when all else fails Good at stalking and tracking Thinks he is king Comes up with stupid plans that rely on Frodo Can summon ghost armies when all else fails
  39. 39. SEO’s Most Loved/Hated Thing 0 2 4 6 8 10 12 14 16 18
  40. 40. SEO’s Favourite Conference Search Leeds Brighton SEO Pubcon Search Love
  41. 41. Technical vs Content Preferred type of SEO Content Technical
  42. 42. SEO’s Favourite Tool Favourite Tools Screaming Frog Keywords Everywhere SEMRush Moz
  43. 43. 83% like SEO
  44. 44. <3
  45. 45. SEOs are weirdos
  46. 46. “That’s nice dear.”
  47. 47. Ninjas, Growth Hackers, Wizards…
  48. 48. Existential Dread
  49. 49. SEO is… terminated
  50. 50. Phew..!
  51. 51. Users are weirdos, too
  52. 52. Users have good insight
  53. 53. Standard Devices
  54. 54. Unconventional Software
  55. 55. Pain Points
  56. 56. 3rd Party Feedback
  57. 57. Case Study Time
  58. 58. Logo goes here Logo goes here
  59. 59. Logo goes here Logo goes here
  60. 60. Logo goes here Logo goes here
  61. 61. Logo goes here Logo goes here
  62. 62. Logo goes here
  63. 63. Logo goes here
  64. 64. Logo goes here Location, email, phone, etc.
  65. 65. “Y’all need more links.”
  66. 66. https://www.usertesting.com https://www.whatusersdo.com https://usabilla.com https://www.trymyui.com
  67. 67. “Feels quite clunky and amateur compared to a high-street brand.”
  68. 68. “It doesn’t feel chic.”
  69. 69. “All this crap at the top is horribly distracting.”
  70. 70. “Oh, yuck.”
  71. 71. Homepage Before Logo goes here
  72. 72. Homepage After New Logo goes here Logo goes here
  73. 73. Category Page Before Logo goes here
  74. 74. Category Page After New Logo goes here
  75. 75. Product Page Before Logo goes here
  76. 76. Product Page After New Logo goes here
  77. 77. Basket Page Before Logo goes here Address/ Contact Details
  78. 78. Basket Page After New Logo goes here Address/ Contact Details
  79. 79. Ecommerce Conversion Rate
  80. 80. Site Update in October ‘17
  81. 81. 50% Up YoY
  82. 82. Quick Fire Round
  83. 83. Out of Date Social Media Icons
  84. 84. Gradients
  85. 85. Aggressive SSL Icons
  86. 86. Crap Stock Photography
  87. 87. Crap Stock Photography
  88. 88. Annoying Animations
  89. 89. Colour Consistency
  90. 90. Font Consistency Weird Font Logo
  91. 91. Aggressive Calls to Action
  92. 92. Too Little Content
  93. 93. Keyword Stuffing
  94. 94. Keyword Stuffing
  95. 95. Keyword Stuffing
  96. 96. Keyword Stuffing
  97. 97. Consistent Voice
  98. 98. Length of Forums/ Sign Ups
  99. 99. Shipping and Returns
  100. 100. VAT Number
  101. 101. Auto Play
  102. 102. Broken Checkout
  103. 103. Conclusions Screaming Frog’s named after a screaming frog User Testing is great Make sure you’ve seen Lord of the Rings before going to New Zealand SEOs are weird because they like Lord of the Rings memes SEO’s favourite SEO tool is Screaming Frog Users have insight we lack from the cognitive bias of being in the industry You can massively boost your conversion rate by following user testing Update your social media icons Please follow my dumb LOTR Twitter account
  104. 104. Thank you! oliver.brett@screamingfrog.co.uk @OliverBrett @LordOfTheSERPs

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