Oliver Brett's BrightonSEO talk on how you can improve user trust of your site via UX tweaks. Provided by Screaming Frog.

1. @screamingfrog @oliverbrett @lordoftheserps
Spilling the T in EAT-
How to easily build user trust with
simple CRO + UX tweaks
Oliver Brett | Screaming Frog
https://www.slideshare.net/OliverBrett
@oliverbrett

2. @screamingfrog @oliverbrett @lordoftheserps
Who is this guy?
Oliver Brett

3. @screamingfrog @oliverbrett @lordoftheserps
Who is this guy?
Oliver Brett
✨Senior ✨
SEO Manager

4. @screamingfrog @oliverbrett @lordoftheserps
Who is this guy?
Oliver Brett
✨Senior ✨
SEO Manager
Screaming Frog

5. @screamingfrog @oliverbrett @lordoftheserps
Who is this guy?
Oliver Brett
✨Senior ✨
SEO Manager
Screaming Frog

6. @screamingfrog @oliverbrett @lordoftheserps
Who is this guy?
Oliver Brett
✨Senior ✨
SEO Manager
Screaming Frog
@oliverbrett

7. @screamingfrog @oliverbrett @lordoftheserps
Who is this guy?
Oliver Brett
✨Senior ✨
SEO Manager
Screaming Frog
@oliverbrett
@lordoftheserps 🧙🏻‍
♂️

8. @screamingfrog @oliverbrett @lordoftheserps

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Your link building has been flawless and you’ve got all DA links…
Link building is going well…

30. @screamingfrog @oliverbrett @lordoftheserps
Your link building has been flawless and you’ve got all DA links…
Link building is going well…

31. @screamingfrog @oliverbrett @lordoftheserps
Your link building has been flawless and you’ve got all DA links…
Link building is going well…

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The tech team are finally happy with the site…

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Clients be like…

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Clients be like…

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Clients be like…

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Clients be like…

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Clients be like…

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The client is really asking:

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Typical keywords we target:

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Typical keywords we target:

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Why you for XYZ?

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E.A.T.

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T.E.A.

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T.E.A.

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E.A.T.
Do you know
what you’re talking about?

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E.A.T.
Does anyone else like you?
Do you know
what you’re talking about?

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E.A.T.
Do you know
what you’re talking about?
Does anyone else like you?
Are you secretly evil?

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Why you?

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Why you?
Are you secretly evil?
Does anyone else like you?
Do you know
what you’re talking about?

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User Trust =
Key for Conversions

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Easy CRO Audits
(With an SEO EAT Focus)

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1. Sanity Check

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1. Sanity Check
2. Get Data

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1. Sanity Check
2. Get Data
3. Examine Outliers

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1. Sanity Check
2. Get Data
3. Examine Outliers
4. Competitor Analysis

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1. Sanity Check
2. Get Data
3. Examine Outliers
4. Competitor Analysis
5. UX

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1. Sanity Check
2. Get Data
3. Examine Outliers
4. Competitor Analysis
5. UX
6. Signposting Trust

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Step 1: Sanity Check

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Out of Date Social Media Icons

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Aggressive SSL Icons

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Aggressive Calls to Action

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Crap Stock Photography

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Crap Stock Photography

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Colour Consistency

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Font Consistency

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Annoying Animations

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Keyword Stuffing

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Keyword Stuffing

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Keyword Stuffing

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Keyword Stuffing

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Consistent Voice

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Length of Forums/ Sign Ups

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Auto Play

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Broken Checkout

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Step 2: Get User Data

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Head of Mark-eting

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Screaming Frog APIs for GA/GSC

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GA Data
https://www.screamingfrog.co.uk/seo-spider/user-guide/configuration/

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GSC Data
https://www.screamingfrog.co.uk/seo-spider/user-guide/configuration/

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Whack it into Excel

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Site Search

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Step 3: Examine Outliers

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High Bounce Rate

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High Bounce Rate

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Low Time on Page

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High Exit Rate

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High Exit Rate

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Low Conversion Rate

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Low Click-Through Rate

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Low Click-Through Rate

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Geography & Languages

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Step 4: Competitor Analysis

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Step 4: Competitor Analysis

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Step 4: Competitor Analysis

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Google the Target Keyword

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What’s so great about these pages?

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What do these pages have in common?

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Step 5: UX

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Mobile Vs Desktop

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Mobile Vs Desktop

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Mobile Vs Desktop

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Mobile Vs Desktop

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Browsers and Screen Sizes

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Browsers and Screen Sizes

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Review Main Navigation

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Contact Forms/Product Pages

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Contact Forms/Product Pages

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Contact Forms/Product Pages

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Breadcrumbs

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Filters

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Step 6: Signposting Trust

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Reviews

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Ratings

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Testimonials

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Logos- Clients + Brands

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Accreditations

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Meet the Team

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Contact Page- Map Listing

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Explain Why You Should…
https://www.mariehaynes.com/seo-newsletter/

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Privacy/GDPR

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This one weird trick…

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Trust Banners

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Trust Banners

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The End
@oliverbrett
@screamingfrog
@lordoftheserps ;-)