SEO and Conversion Optimization

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SEO and Conversion Optimization

  1. 1. SEO andConversion Optimization<br />
  2. 2. Maximize Your SEO Efforts<br />By Increasing Conversion Rates<br />Dave Bascom, CEO<br />SEO.com<br />Scott Miller, CEO<br />Vertster.com<br />
  3. 3. How Do SEO and CRO Fit Together?<br /><ul><li>SEO widens the top of the funnel
  4. 4. CRO makes the bottom of the funnel fatter
  5. 5. End result – more leads, sales, customers, and happiness</li></li></ul><li>What is Search Engine Optimization?<br /><ul><li>Doing the things that will get your site to the top of the organic search results</li></ul>Organic/SEO<br />
  6. 6. What’s the Business Impact of SEO?<br /><ul><li>Substantial increase in traffic, leads, and sales
  7. 7. How much? Depends on rankings and search volume keywords</li></li></ul><li>Real Life Examples<br /><ul><li>B2B – Marketing Services company
  8. 8. 18,484 monthly organic search visits
  9. 9. 2.53% conversion rate
  10. 10. 467 sales leads
  11. 11. B2C – Niche Software Product
  12. 12. 46,691 monthly organic search visits
  13. 13. 3.08% conversion rate
  14. 14. 1,437 sales, $56K in revenue
  15. 15. B2C – Ecommerce
  16. 16. 407,437 monthly organic search visits
  17. 17. .36% conversion rate
  18. 18. 1,479 transactions, $414K in revenue</li></li></ul><li>SEO Conversion Rates<br /><ul><li>Conversion rates are normally high due to the nature of search traffic.
  19. 19. There are no “typical” conversion rates for SEO traffic. Varies by keyword and search engine.
  20. 20. Depends on several factors including:
  21. 21. Buying stage of customer
  22. 22. Keyword
  23. 23. Landing page
  24. 24. Offer
  25. 25. Competition</li></li></ul><li>Use Analytics to Identify Top Performers<br />
  26. 26. Landing Pages<br />
  27. 27. What is Conversion Rate Optimization?<br /><ul><li>Proactive marketing designed to get more customers from existing traffic
  28. 28. Improves your sales efficiency
  29. 29. More sales without more expense
  30. 30. It is way easier to double conversion rate than traffic</li></ul>10% increase in<br />Order clicks<br />
  31. 31. What is a Conversion and What<br />can be Optimized?<br /><ul><li>Leads
  32. 32. Sales
  33. 33. Revenue
  34. 34. Stickiness
  35. 35. Engagement
  36. 36. Videos
  37. 37. Ad Clicks
  38. 38. Registration Flow</li></ul>40% Increase<br />
  39. 39. Static Optimization Tactics<br /><ul><li>Bigger Buttons
  40. 40. Use the word “Free”
  41. 41. Credibility Seals- McCaffee, Thawte, BBB, Verisign
  42. 42. Testimonials
  43. 43. Guarantees
  44. 44. Promotions (20% off)
  45. 45. Scarcity (deal ends on [date], only 100 seats left!)</li></li></ul><li>“ProActive Optimization”<br /><ul><li>A/B Testing
  46. 46. Multivariate Optimization
  47. 47. Content Targeting
  48. 48. Behavioral Targeting
  49. 49. Dynamic Insertion</li></ul>20% increase in RPV<br />
  50. 50. The Risks and Reward of Combining<br />SEO and Organic Traffic<br />Risks<br /><ul><li>Could Hurt Rankings?
  51. 51. Traffic is not targeted
  52. 52. Noisy Data == hard to get clear results
  53. 53. Uncontrolled – SEO can help with this
  54. 54. Unclear stance from Google</li></li></ul><li>Google Says…<br />“Google doesn’t view the ethical use of MVT testing tools as cloaking.”<br />But…<br /> “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.”<br />
  55. 55. The Risks and Reward of Combining<br />SEO and Organic Traffic<br />Risks<br />Rewards<br /><ul><li>Could Hurt Rankings?
  56. 56. Traffic is not targeted
  57. 57. Noisy Data == hard to get clear results
  58. 58. Uncontrolled – SEO can help with this
  59. 59. Unclear stance from Google
  60. 60. Lots of traffic
  61. 61. The traffic is “free”
  62. 62. Potential for significant increase in sales
  63. 63. Use segmentation to “mine” the data</li></li></ul><li>Q&A<br />

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