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Advanced SEO Strategies

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Free Webinar presented by Hitwise on 29th July 2009. …

Free Webinar presented by Hitwise on 29th July 2009.

Agenda:

- SEO Fundamentals
- Tactical SEO
- Structural SEO
- Promotional SEO
- Analytics / Conversion Optimisation

Please note, this presentation has been updated to include image attribution.

Published in: Technology, Business

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  • SEO is a monster, there’s thousands of:Onpage Factors to considerLink Building Avenues & methodsSEO is constantly evolvingThe game is changing, things are becoming more socialCompetition is growingWebsites need to have unique value propositionBecoming more transparent, more people are tracking ROI
  • We break SEO down internally into 3 segments:Tactical (40%) – Your research, the most important part imoStructucal (20%) – The onpage changes that have the impact (these cannot be executed without the Research)Promotional (40%)– Using PR/Social/Link Building to propel your content into the web
  • Tactical SEO is about preparation, how do you know which keywords to target or execute upon without the correct research?You do the research, use the tools then decide which actions to take.Goals & Objectives – What are the goals & objectives of your site?Opportunities – What are the opportunities for growth & keyword developmentPermutations – What language are people using to find your products & services?Gaps – Do you have long tail gaps in your current content or is your content too thin/not engagingInternal Search – What are YOUR users looking for when they use your site. Are they not finding what they’re looking for?Competitors – What search terms are your Competitiors targeting & why?Industry – What search terms are key in your industry?Seasonal Terms – Do terms for holiday accommodation in byron bay peak at certain times of the year? Are you planning around this? Do you have a content or SEO schedule?What’s the intent? Are people using commercial or informational terms to find your site Microsoft Adlabs has a commerical intent tool
  • During the process of Keyword Research you’ll need to compare data sources, DO NOT rely on a single source for all your data. The above example shows how Google’s Keyword data varies differently to Hitwise CI data (there’s no download related keywords, preorder keywords or price related keywords?). If you ran a price comparison website then the data on the left wouldn’t be very actionable for you?
  • Unfortunately the homepage is often the most underused pageQuick Exercise:Look in your analytics at the top performing productsLook at the top things people search for internallyResearch the keywords around these productsFor example you notice that you sell a lot of digital SLR cameras, you do your research & see the term “digital slr camera” & “digital slr cameras” are the top traffic permutations of digital cameras. You can now bring this content forward & link via the homepage using the anchor text.
  • Tactical content is the art of using existing content that you have in your database & segmenting it towards a tighter or more targeted keyword focus.Lets use the example above, you have a generic real estate site that lists everything at once when you search. Land, Apartments, Rentals etc. It’s easy to segment this data & create static pages for each group of terms. Have a static landing page that just shows apartments, one that shows land, one that shows rentals. You can then take the tactical content even further by generating location specific & state specific permutations.
  • Once you identify any tactical content area’s it’s pretty easy to bring this content forward & promote it. Homehound is a great example of this break things right down to a granular level. If you don’t have content around a specific term then how do you expect to rank for it?
  • Internal linking & navigation is key to good rankings. The Adobe reader example is a great example of the power of anchor text.
  • Transcript

    • 1. Advanced SEO Strategies
      Stuart McKeown, Product Director
      Edward Lakman, Sales Director
      29th July 2009
    • 2. Agenda
      • SEO Fundamentals
      • 3. Tactical SEO
      • 4. Structural SEO
      • 5. Promotional SEO
      • 6. Analytics & Conversion Optimisation
    • SEO is Complex
    • 7. Structural
      Promotional
      Tactical
      Fundamental Components
      Sub Domains vs Sub Folders
      Meta Data
      Keyword Focus
      URL Structure
      Navigation Structure
      Accessibility
      Sitewide Optimisation
      Internal Linking Focus
      Social Media
      Video Syndication
      Press Releases
      Social Bookmarking
      Directory Submissions
      Article Submissions
      Competitive Analysis
      Keyword Research
      Keyword Gaps
      Content Gaps
      User Generated Content
      Segmenting Content
    • 8. Tactical
      Preparation / Planning / Execution
      Improved rankings = more targeted traffic = more sales
    • 9. Advanced Keyword Research
      Research
      Tools
      Actions
      Goals & Objectives
      Opportunities
      Permutations (i.e. cheap)
      Gaps in current Content
      Internal Search
      Competitor Search Terms
      Industry Search Terms
      Seasonal Fluctuations
      Commercial or Informational
      Hitwise CI
      Search Intelligence
      Clickstream Data
      Google Keyword Tool
      Google SK Tool
      Analytics Data
      MSN Keyword Estimate
      MSN Forecaster
      Optimise Meta Data
      Generate New Content
      Restructure Site
      Segment Customers
      Plan Seasonal Offers
      Increase Conversions
      Improved rankings = more targeted traffic = more sales
    • 10. Compare Data Sources
      Data sources can be wildly different, always include multiple sources during the keyword research & selection process.
      Improved rankings = more targeted traffic = more sales
    • 11. Prepare in Advance
      Plan SEO Activity & SEO
      Promotions Early.
    • 12. Bring your Best Content Forward
      • Typically 90% of the backlinks to a website are pointed at the homepage.
      • 13. The homepage is often one of the most underused SEO advantages
      • 14. What are your top converting or performing pages? Bring them closer to the homepage to take advantage of that link juice
      • 15. Use descriptive anchor text, avoid using language like click here or more info
      Improved rankings = more targeted traffic = more sales
    • 16. Identifying Tactical Content
      • Use database driven templates to generate additional content or sections that target a specific keyword theme.
      • 17. Can you use your existing content better by segmenting it towards a different keyword focus?
      • 18. Can you break keywords down to a city or suburb level (i.e. real estate melbourne)
      • 19. Are you showing too much content on one page that could be split out into multiple pages?
      • 20. Does your keyword research identify keyword gaps that can easily be filled?
    • Tactical Content Creation
      • Tactical content can be highly targeted for relevancy (i.e. Holiday Homes in Lorne)
      • 21. Structure static pages for the content variations (i.e. yoursite.com/holidays-homes/lorne/
      • 22. Template your tags (i.e. Holiday Homes in Lorne </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-23-728.jpg?cb=1248954111" title="View slide 23 image" target="_blank"> 23. </a> Include key terms in H1 tags & content </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-24-728.jpg?cb=1248954111" title="View slide 24 image" target="_blank"> 24. </a> Bring the content closer to the homepage </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-25-728.jpg?cb=1248954111" title="View slide 25 image" target="_blank"> 25. </a> Include your top converting content as sitewide links in your navigation</li></ul>Improved rankings = more targeted traffic = more sales<br /> </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-26-728.jpg?cb=1248954111" title="View slide 26 image" target="_blank"> 26. </a> Use Descriptive Internal Linking<br /><ul><li>Avoid language like more info or click here </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-27-728.jpg?cb=1248954111" title="View slide 27 image" target="_blank"> 27. </a> Use product names as internal anchors </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-28-728.jpg?cb=1248954111" title="View slide 28 image" target="_blank"> 28. </a> Identify pages with similar content themes & use varying anchor text between them. </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-29-728.jpg?cb=1248954111" title="View slide 29 image" target="_blank"> 29. </a> Good internal linking also increases pageviews per user (more banner impressions) </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-30-728.jpg?cb=1248954111" title="View slide 30 image" target="_blank"> 30. </a> Use internal linking to silo pagerank into your content themes & tactical content </li></ul>Improved rankings = more targeted traffic = more sales<br /> </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-31-728.jpg?cb=1248954111" title="View slide 31 image" target="_blank"> 31. </a> Comparing SEO to other Channels<br /><ul><li>Tag all your campaigns so you can get a holistic view of everything from your analytics suite (i.e. utm_source=banner) </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-32-728.jpg?cb=1248954111" title="View slide 32 image" target="_blank"> 32. </a> Compare Organic against Paid, Search against Display & Search/Display against Email </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-33-728.jpg?cb=1248954111" title="View slide 33 image" target="_blank"> 33. </a> Use this data to remove non-converting sources for each campaign type & improve ROI </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-34-728.jpg?cb=1248954111" title="View slide 34 image" target="_blank"> 34. </a> This can easily help you win more budget for search when you show how it outperforms more traditional methods </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-35-728.jpg?cb=1248954111" title="View slide 35 image" target="_blank"> 35. </a> Measure the impact that conversion optimisation can have across multiple channels not just search</li></li></ul><li>Leveraging SEO through PPC<br /><ul><li>You can run tests quicker on new products & offers – SEO could take months to run a test </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-36-728.jpg?cb=1248954111" title="View slide 36 image" target="_blank"> 36. </a> You can run different messages in parallel </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-37-728.jpg?cb=1248954111" title="View slide 37 image" target="_blank"> 37. </a> You know your top converting terms </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-38-728.jpg?cb=1248954111" title="View slide 38 image" target="_blank"> 38. </a> You know the copy that works best </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-39-728.jpg?cb=1248954111" title="View slide 39 image" target="_blank"> 39. </a> You know which landing pages convert best </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-40-728.jpg?cb=1248954111" title="View slide 40 image" target="_blank"> 40. </a> SEO compliments your Paid results by reinforcing your position </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-41-728.jpg?cb=1248954111" title="View slide 41 image" target="_blank"> 41. </a> PPC Cost can reduce over time as the campaign becomes optimised</li></li></ul><li>Structural<br />Accessibility / Layout / Navigation<br />Improved rankings = more targeted traffic = more sales<br /> </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-42-728.jpg?cb=1248954111" title="View slide 42 image" target="_blank"> 42. </a> Identify your SEO Red Flags<br />There’s over 100 structural factors that can impact SEO performance, some of these include:<br />URL Canocalisation<br />URL Structure<br />301 Redirects<br />Title Tags &lt;title&gt;<br />Javascript Menus & AJAX<br />Navigation, Category & Brand Structure<br /> </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-43-728.jpg?cb=1248954111" title="View slide 43 image" target="_blank"> 43. </a> Canocalisation<br />This page: http://www.ebay.com.au/cars/<br />Can technically exist at 8 locations:<br />http://www.ebay.com.au/cars/<br />http://www.ebay.com.au/cars<br />https://www.ebay.com.au/cars/<br />https://www.ebay.com.au/cars<br />http://ebay.com.au/cars/<br />http://ebay.com.au/cars<br />https://ebay.com.au/cars/<br />https://ebay.com.au/cars<br />Not redirected properly & this can lead to duplicate content & usability problems<br /> </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-44-728.jpg?cb=1248954111" title="View slide 44 image" target="_blank"> 44. </a> URL Structure<br />http://www.alcatel-lucent.com/wps/portal/!ut/p/kcxml/04_Sj9SPykssy0xPLMnMz0vM0Y_QjzKLd4x3tXAESYGYRq6m-pEoYgbxjgiRIH1vfV-P_NxU_QD9gtzQiHJHR0UAFwCmzg!!/delta/base64xml/L3dJdyEvd0ZNQUFzQUMvNElVRS82X0FfNENR<br />http://www.alcatel-lucent.com/about/pr/<br />http://www.alcatel-lucent.com/about/pr.html<br />http://www.alcatel-lucent.com/about/pr.php<br />http://www.alcatel-lucent.com/about/pr.aspx<br /> </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-45-728.jpg?cb=1248954111" title="View slide 45 image" target="_blank"> 45. </a> 301 Redirects<br /><ul><li>Fixing URL Canocalisation </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-46-728.jpg?cb=1248954111" title="View slide 46 image" target="_blank"> 46. </a> Changing URL Structure </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-47-728.jpg?cb=1248954111" title="View slide 47 image" target="_blank"> 47. </a> Moving a Sub Domain </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-48-728.jpg?cb=1248954111" title="View slide 48 image" target="_blank"> 48. </a> Moving to a new Domain </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-49-728.jpg?cb=1248954111" title="View slide 49 image" target="_blank"> 49. </a> Redirecting an old domain</li></li></ul><li>Title Tags<br />Home<br />Cars, Car, Cars Online, Car Dealers, Buy a Car<br />Ebay Australia, Cars, Bikes, Electronics, DVD’s & More<br />Online Auctions, Buy & Sell Online at Ebay Australia<br />Title tags need to be relevant to the top traffic driving terms that are relevant to your site – keyword research is key here. <br /> </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-50-728.jpg?cb=1248954111" title="View slide 50 image" target="_blank"> 50. </a> Javascript Menus & AJAX<br />Search Engines can’t execute Javascript<br /> </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-51-728.jpg?cb=1248954111" title="View slide 51 image" target="_blank"> 51. </a> Navigation & Category Structure<br />‘Grab the handle & spin the cup for navigation’<br />Clear, usable & search engine crawlable navigation with rich anchor text<br /> </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-52-728.jpg?cb=1248954111" title="View slide 52 image" target="_blank"> 52. </a> Promotional<br />Link Building / PR / Social Media<br />Improved rankings = more targeted traffic = more sales<br /> </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-53-728.jpg?cb=1248954111" title="View slide 53 image" target="_blank"> 53. </a> Is it Natural?<br /><ul><li>Spiky link profile – indicates either paid links or heavy social media activity, highly dependant on how big the spike is in links but Google can detect this. Penalises untrusted sites quicker. </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-54-728.jpg?cb=1248954111" title="View slide 54 image" target="_blank"> 54. </a> Linear link profile – Link growth is never this linear </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-55-728.jpg?cb=1248954111" title="View slide 55 image" target="_blank"> 55. </a> Logarithmic / Geometric – Typical link profiles look like this, slow to start and build up over time at the site becomes a more trusted source of content.</li></ul>Improved rankings = more targeted traffic = more sales<br />Image Copyright SEOBook.com<br /> </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-56-728.jpg?cb=1248954111" title="View slide 56 image" target="_blank"> 56. </a> Link Quality Factors<br />“Backlink profiles are being scrutinised more than ever & paid links are easy to detect.”<br />Permanance<br />Named Anchor Text<br />Anchor Text Spread<br />Contextually Relevant<br />Domain Authority<br />In Content<br />Surrounded by Relevant Content<br />Temporary links indicate paid links or low trust<br />Does the link have relevant anchor text (i.e. Car Hire Melbourne)<br />Natural link profiles have varied anchor text<br />Is the domain linking in highly relevant to yours?<br />Is the domain linking in Strong / High Authority / Backlinks<br />Is the link within content or in the sidebar (could indicate paid)<br />Is the content surrounding the link relevant?<br />Improved rankings = more targeted traffic = more sales<br /> </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-57-728.jpg?cb=1248954111" title="View slide 57 image" target="_blank"> 57. </a> Outside the Box Link Building<br />Hiring journalists to write eye grabbing, sharable content<br />Bookmark the content on Digg, Stumbleupon, Tweetmeme & Reddit<br />Contact blogs and websites and promote the content (hint: offer incentives)<br />Create useful tools that your industry will use and link to (i.e. mortgage calculators)<br />Offer prizes and incentives to get people talking about your content<br />Improved rankings = more targeted traffic = more sales<br /> </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-58-728.jpg?cb=1248954111" title="View slide 58 image" target="_blank"> 58. </a> Analytics & Conversion Optimisation<br />Analysis / Actionable Data<br />Improved rankings = more targeted traffic = more sales<br /> </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-59-728.jpg?cb=1248954111" title="View slide 59 image" target="_blank"> 59. </a> Channel Conversion Rates<br />0.5%<br />TV<br />1%<br />Display<br />Conversion Optimisation<br />2.5%<br />3.1%<br />PPC<br />1.2% Increase to Conversion Rates<br />2.5%<br />Organic SEO<br />Huge increase to bottom line<br />3%<br />Email<br />2%<br />XML Feeds<br /> </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-60-728.jpg?cb=1248954111" title="View slide 60 image" target="_blank"> 60. </a> Segmentation Analysis<br />News visits up 50.85%<br />Lead visitation down by 20.35%<br /><ul><li>Aggregated data rarely provides the insights that you need </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-61-728.jpg?cb=1248954111" title="View slide 61 image" target="_blank"> 61. </a> Use segments & filters to split up sections of your site for deeper analysis </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-62-728.jpg?cb=1248954111" title="View slide 62 image" target="_blank"> 62. </a> Notice trends within specific product categories that aren’t apparent with unfiltered data </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-63-728.jpg?cb=1248954111" title="View slide 63 image" target="_blank"> 63. </a> Identify areas of your site that underperform against any metric that you set</li></li></ul><li>A/B Testing<br /><ul><li>You can run tests quicker on new products & offers – SEO could take months to run a test. </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-64-728.jpg?cb=1248954111" title="View slide 64 image" target="_blank"> 64. </a> You can run different messages in parallel </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-65-728.jpg?cb=1248954111" title="View slide 65 image" target="_blank"> 65. </a> You know your top converting terms </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-66-728.jpg?cb=1248954111" title="View slide 66 image" target="_blank"> 66. </a> You know the copy that works best </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-67-728.jpg?cb=1248954111" title="View slide 67 image" target="_blank"> 67. </a> You know which landing pages convert best </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-68-728.jpg?cb=1248954111" title="View slide 68 image" target="_blank"> 68. </a> SEO compliments your Paid results by reinforcing your position </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-69-728.jpg?cb=1248954111" title="View slide 69 image" target="_blank"> 69. </a> PPC Cost can reduce over time as the campaign becomes optimised</li></ul>Image Source - http://www.kaushik.net/avinash/2008/11/excellent-analytics-tip-measuring-value-of-ecommerce-sales-tools.html<br /> </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-70-728.jpg?cb=1248954111" title="View slide 70 image" target="_blank"> 70. </a> Multivariate Testing<br /><ul><li>Test multiple colours, variations and combinations across your user base </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-71-728.jpg?cb=1248954111" title="View slide 71 image" target="_blank"> 71. </a> Multivariate tests allow hundreds of thousands of combinations to be tested</li></li></ul><li>Improving Conversion Rates<br />58% Conversion rate increase<br /><ul><li>Thousands of potential variations can be tested </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-72-728.jpg?cb=1248954111" title="View slide 72 image" target="_blank"> 72. </a> Having controlled testing environments is the key to success – change, test, analyse, action </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-73-728.jpg?cb=1248954111" title="View slide 73 image" target="_blank"> 73. </a> Layout is just one part of the equation, notice in the example above how use of language can also have a huge impact on conversion rates </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-74-728.jpg?cb=1248954111" title="View slide 74 image" target="_blank"> 74. </a> Other factors to consider – removing noise on the page (navigation etc), adding testimonials, reducing ‘barrier to entry’</li></ul>Image Copyright SiteTuners.com<br /> </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-75-728.jpg?cb=1248954111" title="View slide 75 image" target="_blank"> 75. </a> Questions?<br /> </li> <li itemprop="text"> <a href="http://image.slidesharecdn.com/seowebinarrevised2-090729200437-phpapp02/95/advanced-seo-strategies-76-728.jpg?cb=1248954111" title="View slide 76 image" target="_blank"> 76. </a> Now You Know<br />stuart.mckeown@hitwise.com<br /> </li> </ul> </div> </div> </div> <aside id="side-panel" class="small-12 large-4 columns j-related-more-tab"> <div class="mediumRectangleAd"> <div id="topRightAd" class="j-top-right-div top-right-fillin"> <script type="text/javascript"> slideshare_object._adQueue.push({ tile : 5, 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