SEO Conversion Strategies (MacGyver Problem Solving Edition)

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Challenged at how to convert more organic search web traffic? Check out these hot tactics that dually aid BOTH search ranking and conversion optimization with a little help from the ultimate problem solver, MacGyver!

"A search query is simply a question for a root need or problem. To optimize for both search and conversion, PROVE you're the best solution." - Angie Schottmuller

Presented at Conductor's C3 SEO Conference (Sep 19, 2013)

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SEO Conversion Strategies (MacGyver Problem Solving Edition)

  1. 1. SEO CONVERSION STRATEGIES STARRING...
  2. 2. SEO CONVERSION PROBLEM SOLVING STRATEGIES Angie Schottmuller, @aschottmuller, Three Deep Marketing Sep 19, 2013
  3. 3. Angie Schottmuller Director, Interactive Strategy & Optimization @aschottmuller ThreeDeepMarketing.com linkedin.com/in/angieschottmuller aschottmuller@ThreeDeepMarketing.com Three Deep Marketing
  4. 4. SEO CONVERSION PROBLEM SOLVING STRATEGIES #C3NY #SEO #CRO @aschottmuller Tweet this session! Seriously. It's loaded with juicy stats guaranteed to get a retweet!
  5. 5. SEO Meet CRO. Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  6. 6. SEO CRO DRIVE CONVERT Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  7. 7. CONVERSION = Completion of a presented action. a.k.a. "Goal Completion" Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  8. 8. For every $92 spent acquiring customers, Only $1 is spent on conversion. Source: Econsultancy & RedEye CRO Report 2012 Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  9. 9. Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY SEO vs. CRO USERS to believe it's the best answer to a user's query enough to... RANK HIGH IN SEARCH RESULTS. METRIC: Search Rank COMPLETE THE CALL-TO-ACTION. METRIC: Conversions (Goal Completions) SEARCH ENGINES Optimize content for: SEARCH ENGINE OPTIMIZATION CONVERSION RATE OPTIMIZATION
  10. 10. 70%of people say they make purchasing decisions to solve a problem. Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Source: Impact Communications
  11. 11. Q & A(SOLUTION)(PROBLEM) Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  12. 12. To DRIVE and COVERT search traffic you must: Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Image credit: Under30ceo.com Be a problem solver.
  13. 13. MacGyver Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Image credit: tvlistings.zap2it.com If necessity is the mother all of invention, then the father would be...
  14. 14. Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  15. 15. MacGyver Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY MacGyver Problem Solving Lessons for: SEO CONVERSION STRATEGY
  16. 16. Image credit: fanpop.com LESSON 1: Assess the Situation Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY (Apologies for the poor pixel resolution. MacGyver was a 1980's TV show.)
  17. 17. What? When? Where? How? Who? Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  18. 18. Long-Tail Keyword Considerations Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Image credit: Elliance.com Longer tail also means higher conversion Scan for intent-indicators like: "how to", "compare", "coupon"... CONVERSION RATELow High
  19. 19. Organic Search Conversion Funnel Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY _____% _____% _____% _____% _____%
  20. 20. What's critical? Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY ...focus on that!
  21. 21. LESSON 2: Know Your Personas Image credit: fanpop.com Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY (Apologies for the poor pixel resolution. MacGyver was a 1980's TV show.)
  22. 22. Don't be afraid to ask questions... Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  23. 23. Why Image Credit: SocialProNow.com THE MOST IMPORTANT ELEMENT TO UNDERSTAND IS: Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  24. 24. The 3 Critical "Why" Questions: Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Image credit: urbanunit.gov WHY DO USERS _______? SEARCH BUY (Convert) NOT BUY (Not Convert)
  25. 25. ASK! Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  26. 26. Just DON'T make it weird... Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Image credit: mncm.org Interview Customer Service Survey Recent Customers Poll Sales Team Run Website Online Polls Start Discussion on Social Media
  27. 27. Good questions lead to good ideas and smarter marketing! Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Image credit: ico-consulting.com
  28. 28. LESSON 3: Track What's Important Image credit: dollardaze.com Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY (Apologies for the poor pixel resolution. MacGyver was a 1980's TV show.)
  29. 29. - Ben Yoskovitz @byosko, Author, "Lean Analytics" "If a metric won't change the way you behave, then it's a bad metric."
  30. 30. It's not ALL about the money... Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Image credit: omegabarrow.com
  31. 31. - Bryan Eisenberg @TheGrok, Conversion Optimization Expert, Speaker & Author Conversion rate is a measure of your ability to persuade visitors to take the action you want them to take... "For you to achieve your goals, VISITORS must first achieve theirs."
  32. 32. Reevaluate Goals BUSINESS GOALS What does the business want to accomplish? USER GOALS What does the user want to accomplish? Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  33. 33. BUSINESS GOALS What does the business want to accomplish? USER GOALS What does the user want to accomplish? Reevaluate Goals Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  34. 34. Top User Actions = Tracked Events = Goals Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY "Did you find what you were looking for?" "What was your reason for visiting today?"
  35. 35. Amazon.com has measurable actions everywhere! Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  36. 36. Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Reference: E-Nor Blog: Combining Qualitative and Quantitative Data to Gain Useful Insights http://j.mp/18agWIx
  37. 37. LESSON 3: Send Signals That Help Image credit: fanpop.com Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY (Apologies for the poor pixel resolution. MacGyver was a 1980's TV show.)
  38. 38. How compelling are your meta descriptions? VS. ORGANIC PAID Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  39. 39. Optimize organic search snippets like you would a PAID AD. Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Image credit: luxtica.com
  40. 40. VISUALS are processed 60,000x FASTER in the brain than text. Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Source: Neo Mammalian Studios
  41. 41. Check the SERPs for your latest competition... Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Oh, snippity snap!
  42. 42. On average, RICH SNIPPETS boost click-through rates by 20-30% Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Image credit: BlueGlass.com
  43. 43. Explainer videos boost conversion 20%(on average) Source: CommonCraft.com, Unbounce.com. http://bit.ly/explainervideostats CrazyEgg.com video Dropbox.com video +$21K SALES/MO +10% CR LIFT Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  44. 44. CAUTION: Context makes photos and video "sexy hot" to search engines! Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Mountains are dreamy. Skiing down a mountain video.
  45. 45. LESSON 4: Gather Testimonies & Proof Image credit: fanpop.com Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY (Apologies for the poor pixel resolution. MacGyver was a 1980's TV show.)
  46. 46. Be smart with credibility... Source: Wired.com and WatchDogNation.com, 2010 Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  47. 47. Where are YOU on the Credibility Scale? Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY SKEPTICAL AUTHORITATIVE Here? According to whom?
  48. 48. If you're making a product claim... We are the... best, fastest, leading, #1... Image credit: gizmodoinsider.com, ohmygodot.com someecards.com Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY ...always include evidence to back it up!
  49. 49. - Gregory Ciotti @GregoryCiotti, Customer Experience Director, Unbounce "Your customers will always be more persuasive than you."
  50. 50. Rank for <your product> + "reviews" Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Ahhh.... Freshness!
  51. 51. Check the SERPs for anomalies... Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY A review replaced the meta description!
  52. 52. CASE STUDY SKECHERS – Expert Q&A Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY BOOSTED CONVERSION 32% Source: Bazaarvoice Case Study, Nov 2012 ... AND AIDED "SHOES" PAGE 1 RANK
  53. 53. LESSON 5: Plan a Clear Course of Action Image credit: fanpop.com Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY (Apologies for the poor pixel resolution. MacGyver was a 1980's TV show.)
  54. 54. What's the path to your 1 best answer? Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Query (Keyword) Page (No Call-to-Action) Page Page Page Page Page ??? ...VERY CONFUSING!
  55. 55. 1 "ONE page. ONE purpose. ONE targeted keyword phrase. ONE best answer." - Angie Schottmuller @aschottmuller, SEO & Conversion Optimist, Three Deep Marketing
  56. 56. Map out the path to your best answer... Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Query (Keyword) Purpose (Call-to-Action) Audit Organic Traffic - Google Analytics Custom Report: http://bit.ly/gacustomreportorganictraffic Page <PAGE TYPE>
  57. 57. LESSON 6: Use the Right Tools Image credit: fanpop.com Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  58. 58. - Angus MacGyver World's Greatest Problem Solver since 1985 "A paperclip can be a wondrous thing. More times than I can remember one of these has gotten me out of a tight spot..." Image credit: clipartist.info
  59. 59. Yes, MacGyver's first name is Angus. Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  60. 60. A/B Testing Guidelines for SEO Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Reference: Google Guidelines for Website A/B Testing: http://bit.ly/googleabtestguidelines ORIGINAL VARIATION 1 If user-agent = Googlebot then... i.e. If use test, then temporarily redirect to... <link rel="canonical" href="ORIGINAL-URL" /> Use Rel="Canonical" (Not noindex. Not robots.txt) Use 302 Redirects (Not 301) No Cloaking
  61. 61. q  Relevant q  Credible q  Value-Added q  Usable q  Actionable Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Handy checklist for SEO and CRO factors!
  62. 62. Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY! ! CAUTION: Facets are great for UX and conversion, but potentially deadly for SEO if done incorrectly. >> Seek a proven expert! Faceted Navigation
  63. 63. One thing MacGyver taught us best.... The most important tool is your mind! Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  64. 64. Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Be a problem solver.
  65. 65. SEO + CRO: MacGyver Lesson Recap q  Focus on keywords likely to convert q  Determine WHY users: search, buy, & don't buy q  Measure smart; track top user actions as goals q  Provide fresh, quality supporting context as proof q  Plan a clear path for goal completion q  Use the right tools and checklists Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  66. 66. - Angie Schottmuller @aschottmuller, SEO & Conversion Optimist, Three Deep Marketing "A search query is simply a question for a problem. To optimize for both search and conversion, PROVE you're the best solution."
  67. 67. Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY Thanks to CLOO for the theme inspiration! They currently play MacGyver all-day on Mondays! #MacGyverMondays See me for your limited edition MacGyver multitool in Conductor green! Ready to solve problems?
  68. 68. Questions? Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  69. 69. Need help connecting SEO & CRO? At Three Deep, we truly "get-it" when it comes to driving and converting web traffic. We're problem solvers that bridge organic conversion tactics with powerful user-centric strategies to deliver lasting, tangible ROI. Contact Me for a FREE Consultation Maximize your SEO & CRO power play! Angie Schottmuller Director, Interactive Strategy & Optimization aschottmuller@threedeepmarketing.com @aschottmuller Your time and budget is finite. Grow ROI with a power play... Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
  70. 70. Proudly helping solve problems for... Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

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