Conversion-Driven SEO

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The main point of this presentation (presented on eMetrics San Jose 2009) is to show ways to integrate and improve both SEO and Website usability (using Web Analytics) and create a synergy that will improve the conversion rates of websites. In the past, SEO success was measured by rankings of target keywords; then the focus moved to traffic; today we have moved to the bottom-line era: organic traffic should be measured by its impact on revenue.

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Conversion-Driven SEO

  1. 1. Going Green: Organic Conversions Daniel Waisberg
  2. 2. Agenda About me SEO Challenges Conversion-Driven SEO Content is King – Usability is Queen SEO Target Pages Targeting Customer Intent Summary
  3. 3. About me
  4. 4. About me
  5. 5. About me
  6. 6. About me
  7. 7. SEO Challenges Personal Search GEO location Google domain Wikisearch Cookies History Last Search Language GEO behavior patterns
  8. 8. There’s no such thing as a free lunch. Milton Friedman
  9. 9. How much There’s no does your such thing FREE as a free organic traffic lunch. COST? Milton Friedman
  10. 10. Conversion-Driven SEO Content is King – Usability is Queen SEO Target Pages Targeting Customer Intent
  11. 11. Content is King – Usability is Queen
  12. 12. BEFORE AFTER Navigation Logo Navigation Logo Call to Call to Picture Picture Action Action Call to Action Call to Action News, tips, fresh content More info about my products Navigation Navigation More info about my products
  13. 13. Content is King, but sometimes the Queen rules! Nathan Rodriguez
  14. 14. Choosing your SEO Target Pages Create or use existing page? Test using Adwords Which landing page works best?
  15. 15. Optimizing your SEO Target Pages Call to Action BEFORE
  16. 16. Optimizing your SEO Target Pages Call to Action BEFORE AFTER
  17. 17. Optimizing your SEO Target Pages Promise vs. Delivery
  18. 18. Optimizing your SEO Target Pages Promise vs. Delivery 25% GROwTh in TRaFFiC 50% GROwTh in COnvERSiOn
  19. 19. Targeting Customer Intent Using Internal Site Search
  20. 20. Targeting Customer Intent Above the Average Under the Average PARAMETERS CLICK THROUGH NEWSLETTER ... TIME ON SITE REGISTER RATE SIGNUP INTERNAL SEARCH QUERIES GOOD TALKS PRESENTATIONS SIR KEN ROBINSON AL GORE ...
  21. 21. Targeting Customer Intent
  22. 22. Targeting Customer Intent Sir Ken Robinson
  23. 23. Summary SEO Challenges Conversion-Driven SEO Content is King – Usability is Queen SEO Target Pages Targeting Customer Intent
  24. 24. Thank You! Daniel Waisberg

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