SEO and Conversion Optimization

SEO andConversion Optimization

Maximize Your SEO Efforts
By Increasing Conversion Rates
Dave Bascom, CEO
SEO.com
Scott Miller, CEO
Vertster.com

How Do SEO and CRO Fit Together?
SEO widens the top of the funnel
CRO makes the bottom of the funnel fatter
End result – more leads, sales, customers, and happiness

What is Search Engine Optimization?
Doing the things that will get your site to the top of the organic search results
Organic/SEO

What’s the Business Impact of SEO?
Substantial increase in traffic, leads, and sales
How much? Depends on rankings and search volume keywords

Real Life Examples
B2B – Marketing Services company
18,484 monthly organic search visits
2.53% conversion rate
467 sales leads
B2C – Niche Software Product
3.08% conversion rate
1,437 sales, $56K in revenue
B2C – Ecommerce
.36% conversion rate
1,479 transactions, $414K in revenue

SEO Conversion Rates
Conversion rates are normally high due to the nature of search traffic.
There are no “typical” conversion rates for SEO traffic. Varies by keyword and search engine.
Depends on several factors including:
Buying stage of customer
Keyword
Landing page
Offer
Competition

Use Analytics to Identify Top Performers

Landing Pages

What is Conversion Rate Optimization?
Proactive marketing designed to get more customers from existing traffic
Improves your sales efficiency
More sales without more expense
It is way easier to double conversion rate than traffic
10% increase in
Order clicks

What is a Conversion and What
can be Optimized?
Leads
Sales
Revenue
Stickiness
Engagement
Videos
Ad Clicks
Registration Flow
40% Increase

Static Optimization Tactics
Bigger Buttons
Use the word “Free”
Credibility Seals- McCaffee, Thawte, BBB, Verisign
Testimonials
Guarantees
Promotions (20% off)
Scarcity (deal ends on [date], only 100 seats left!)

“ProActive Optimization”
A/B Testing
Multivariate Optimization
Content Targeting
Behavioral Targeting
Dynamic Insertion
20% increase in RPV

The Risks and Reward of Combining
SEO and Organic Traffic
Risks
Could Hurt Rankings?
Traffic is not targeted
Noisy Data == hard to get clear results
Uncontrolled – SEO can help with this
Unclear stance from Google

Google Says…
“Google doesn’t view the ethical use of MVT testing tools as cloaking.”
But…
“When a redirect link is embedded in JavaScript, the search engine indexes the original page rather than following the link, whereas users are taken to the redirect target. Like cloaking, this practice is deceptive because it displays different content to users and to Googlebot, and can take a visitor somewhere other than where they intended to go.”

The Risks and Reward of Combining
SEO and Organic Traffic
Risks
Rewards
Could Hurt Rankings?
Traffic is not targeted
Noisy Data == hard to get clear results
Uncontrolled – SEO can help with this
Unclear stance from Google
Lots of traffic
The traffic is “free”
Potential for significant increase in sales
Use segmentation to “mine” the data

SEO and Conversion Optimization

by Vertster.com on Jun 17, 2010

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SEO and Conversion Optimization — Presentation Transcript

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