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

1. ForSearch
@stekenwright|#brightonSEO,10April2015

2. User signals top Searchmetrics’ 2014 ranking factors

3. …because user experience is what Google really cares about

4. So you can add ‘Designer’ to the list of jobs SEOs do now

5. Think Google doesn’t measure the exact same thing here?

6. They don’t just measure it…

7. …and they’re not just doing it

8. “Return to SERPs” =

9. We know all about CTR
Source: NetBooster

10. So when you rank check 125,000 keywords each day…

11. You can estimate how much keyword traffic you’re getting…

12. You can start to understand where users go traffic goes…

13. 125,000 keywords = 200,000,000 position changes…

14. You can understand where traffic frequently changes hands

15. …and where it doesn’t

16. But Click Through Rate is easy to scale

17. Google uses UX to ‘improve’ searches, so SEO = improving UX

18. Crazy Egg gives us an insight into dwell time

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. We can test this with

21. Which is more obvious – the next step or the ‘back’ button?

22. Mobile SERPs are different, so test mobile users too

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. Econsultancy User Experience Survey Report 2013

25. Guerrilla testing is cheap, so why is it everyone’s last priority?

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?

28. What you need: ~5 participants

29. Silverback for Mac (2.0 is free)
silverbackapp.com
UX Recorder for iOS ($59.99)
uxrecorder.com
Camtasia for PC (£236)
techsmith.com/camtasia
What you need: cheap software

30. What you need: a quiet room where you can set up easily

31. Scenario:
What you need: a task

33. The UK’s biggest (most visible) breakdown cover providers

34. …and how much keyword search traffic they get

35. Expertise
Authority
Trust
What do Google’s search quality raters look for?

36. 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

37. It doesn’t matter if you have more links than anyone else

38. It doesn’t matter if you have better links than everyone else

39. If you don’t provide a great user experience…

40. …and someone else (who might be less qualified) does

41. Thank you!
@stekenwright
stephen.kenwright@branded3.com