Balancing SEO & Conversion
by Gabriel Goldenberg, SEO ROI
@GabGoldenberg
Gab@SEOROI.com
The Pitch Slide
• Blah Blah Blah my clients are awesome
and you should totally work with me
• Come get a free pair of inso...
• Testing new content and losing rankings
• Not showing the business end of your site
• Message match on longtail traffic
...
New Content Losing Rankings
Control Challenger
Challenger moved CTAs above
intro [SEO] text.
Hypothesis: Boost CTR.
New Content Losing Rankings
Ranking ‘A’ mostly based on content - v. generic, head term
Blue line: Google Red line: Bing
New Content Losing Rankings
Ranking ‘B’ mostly based on content - v. generic, head term
Blue line: Google Red line: Bing
New Content Losing Rankings
Blue line: Google Red line: Bing
Ranking ‘C’ mostly based on anchor text - niche, head term
Not Showing The Business End Of Your Site
Not Showing The Business End Of Your Site
PPC lander gets it right
Not Showing The Business End Of Your Site
SEO Lander gets it wrong
Not Showing The Business End Of Your Site
Via BlastAM.com (Blast Advanced Media)
SEO Lander gets it right.
Message Match On Longtail
Keyword highlights and ‘skip-to-next’ functionality
Message Match On Longtail
Keyword highlights and ‘skip-to-next’ functionality
Message Match On Longtail
Google cache does this Landing Sites WP Plugin
Message Match With Dynamic Slideshow
Visitors: “Where’s what I’m looking for?”
Message Match With Dynamic Slideshow
Solution 1: This isn’t chess. Kill the squares.
Message Match With Dynamic Slideshow
Solution 2:
Use previews and captions.
Visitors: “Oh, slide #3 has it”
Message Match With Dynamic Slideshow
Solution 3:
Skip to the relevant slide
Visitors: “Just what I wanted!”
Summary
SEOROI.com/downloads/pubcon-2010 to
download ppt and notes
• Come get a free pair of insoles
Please also offer me ...
If you reeeeeeally wanted a pitch...
Free advanced SEO book chapter
book.SEOROI.com
• CRO pay for performance
% of increas...
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SEO & CRO Problems - Pubcon Las Vegas 2010

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How to balance SEO and CRO for max traffic and conversions!

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SEO & CRO Problems - Pubcon Las Vegas 2010

  1. 1. Balancing SEO & Conversion by Gabriel Goldenberg, SEO ROI @GabGoldenberg Gab@SEOROI.com
  2. 2. The Pitch Slide • Blah Blah Blah my clients are awesome and you should totally work with me • Come get a free pair of insoles • Please also offer me constructive criticism: Gab@SEOROI.com or @GabGoldenberg
  3. 3. • Testing new content and losing rankings • Not showing the business end of your site • Message match on longtail traffic • Message match with dynamic slideshows SEO & CRO Problems
  4. 4. New Content Losing Rankings Control Challenger Challenger moved CTAs above intro [SEO] text. Hypothesis: Boost CTR.
  5. 5. New Content Losing Rankings Ranking ‘A’ mostly based on content - v. generic, head term Blue line: Google Red line: Bing
  6. 6. New Content Losing Rankings Ranking ‘B’ mostly based on content - v. generic, head term Blue line: Google Red line: Bing
  7. 7. New Content Losing Rankings Blue line: Google Red line: Bing Ranking ‘C’ mostly based on anchor text - niche, head term
  8. 8. Not Showing The Business End Of Your Site
  9. 9. Not Showing The Business End Of Your Site PPC lander gets it right
  10. 10. Not Showing The Business End Of Your Site SEO Lander gets it wrong
  11. 11. Not Showing The Business End Of Your Site Via BlastAM.com (Blast Advanced Media) SEO Lander gets it right.
  12. 12. Message Match On Longtail Keyword highlights and ‘skip-to-next’ functionality
  13. 13. Message Match On Longtail Keyword highlights and ‘skip-to-next’ functionality
  14. 14. Message Match On Longtail Google cache does this Landing Sites WP Plugin
  15. 15. Message Match With Dynamic Slideshow Visitors: “Where’s what I’m looking for?”
  16. 16. Message Match With Dynamic Slideshow Solution 1: This isn’t chess. Kill the squares.
  17. 17. Message Match With Dynamic Slideshow Solution 2: Use previews and captions. Visitors: “Oh, slide #3 has it”
  18. 18. Message Match With Dynamic Slideshow Solution 3: Skip to the relevant slide Visitors: “Just what I wanted!”
  19. 19. Summary SEOROI.com/downloads/pubcon-2010 to download ppt and notes • Come get a free pair of insoles Please also offer me constructive criticism: Live @GabGoldenberg Gab@SEOROI.com
  20. 20. If you reeeeeeally wanted a pitch... Free advanced SEO book chapter book.SEOROI.com • CRO pay for performance % of increase in revenue • Travel & Sports Link Building Pay per link, not retainer Come say hi, give me constructive criticism: Live, @GabGoldenberg, Gab@SEOROI.com
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