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SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings
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SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings

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View the full replay here: http://www.marketingexperiments.com/search-optimization/seo-landing-pages.html

View the full replay here: http://www.marketingexperiments.com/search-optimization/seo-landing-pages.html

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  • Based on survey data from 134 SEO industry professionals.
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  • Transcript

    • 1. SEO Landing PagesHow we achieved 548% more conversions withoutdamaging organic rankings
    • 2. Join the conversation on Twitter #webclinic #webclinic
    • 3. Today’s team Dr. Flint McGlaughlin Jon Powell Managing Director Research Manager Aaron Rosenthal President, Thought Projects, LLC #webclinic
    • 4. Background and Test Design Experiment ID: REGonline SEO landing page test Location: MarketingExperiments Research Library Test Protocol Number: TP3055Research Notes: Background: A technology and media company specializing in online registration and event management software. Goal: To increase the amount of leads generated online. Primary research question: Which online capture process will generation the most leads? Approach: A/B multifactor split test #webclinic
    • 5. Control SEO Landing Page #webclinic
    • 6. Control Step 2 SEO Landing Page Step 2 6 #webclinic
    • 7. Treatment Treatment SEO Landing Page #webclinic
    • 8. Treatment Step 2 Treatment – Step 2 #webclinic
    • 9. Treatment Step 3 Treatment – Step 3 #webclinic
    • 10. Side-by-side Control Treatment 10 #webclinic
    • 11. Results 548% Increase in Total Leads The new page’s conversion rate increased by 548.46% Conversion Rate Relative Statistical Level Design (%) Difference of Confidence Original Page 0.7% - - Treatment 4.8% 548% 99%  What you needto the lead capture applying key optimization able to methodologies to understand: By process, the treatment was improve step-level clickthrough rates by 1,312%, and completed leads captured by 548% all without damaging our organic ranking. #webclinic
    • 12. ? What can we learn from this? 12#webclinic
    • 13. What we discoveredF Key Principles 1. The primary objective of any SEO campaign is to maximize profit. 2. To maximize profit on an SEO landing page, we must optimize for conversion while minimizing the risk of damaging our organic ranking. 3. To minimize the risk of damaging our organic ranking on a particular page, we must follow four basic steps. #webclinic
    • 14. Step 1: Prioritize Objectives 14#webclinic
    • 15. What is the objective of this path?It is not simply to maximizebrand equityIt is not simply to maximizetraffic volumeIt is not simply to maximizeconversion rateThe objective is tomaximize profit. 15 #webclinic
    • 16. Conversion Rate vs. Traffic Chart Traffic Conversion Rate Amount Profit Time *More traffic tends to drive conversion rate down but profit up. 16 #webclinic
    • 17. Median Conversion Rate on Organic Traffic 17 #webclinic
    • 18. Step 2: Understand the basics. 18#webclinic
    • 19. Understanding how Google ranks pages Source: SEOmoz Ranking Factors 19 #webclinic
    • 20. Content vs. Authority SEO FactorsNote: While contentwill always contributesomething to ranking, 28%in most cases, the Contentauthority of the page Authoritywill trump any content 72%changes. Using Data From: SEOmoz Ranking Factors 20 #webclinic
    • 21. We had to understand the basics Basic steps taken to minimize damage to rankings: Preserved Links: Moved navigation links/other links that tie the page to the overall site authority to the footer Maintained Keyword Density: Ensured copy changes kept the same keywords in the same relative places. Maintained Robot Accessibility: We made sure that we developed the test pages so that it wouldn’t stop the spider (SSL vs. Non SSL). 21 #webclinic
    • 22. We had to understand the basics Control Treatment 22 #webclinic
    • 23. Step 2: Assess the risk. 23 #webclinic
    • 24. 3 questions to identify the risk of content changesQUESTION 1:What is the actual impact of Traffic Source Total Total Overall Average Total Profityour organic traffic? Overall Conversions Conversion Visits Rate (per campaign) Email 9,560 598 7.38% $105,023 PPC 13,687 435 4.56% $90,567 Direct 2,378 202 1.67% $4,057 Organic 20,324 523 3.45% $100,873 Referral 15,143 103 0.54% $876 Note: The numbers above have been adjusted and do not represent the real context for the situation in discussion. 24 #webclinic
    • 25. 3 questions to identify the risk of content changes C = 4m + 3v + 2(i-f) - 2aQUESTION 1:What is the actual impact ofyour organic traffic?QUESTION 2:What is the potential gain fromconversion optimization? 25 #webclinic
    • 26. 3 questions to identify the risk of content changesQUESTION 1:What is the actual impact ofyour organic traffic?QUESTION 2:What is the potential gain fromconversion optimization?QUESTION 3:What key elements drivethe SEO rankings? 26 #webclinic
    • 27. Question 3: Example We noticed that while some of the ranking was a result of content, the primary cause of the ranking was authority. 27 #webclinic
    • 28. Free resources for analyzing your ranking Yahoo Site Explorer – Most comprehensive backlink index on the web. Bit.ly/siteexplorer SEOMoz SERP Analysis Presentation – Highlights an effective methodology for analyzing why a page ranks (worksheet included). Bit.ly/serpanalysis SEOQuake browser extension – Effective tool for quickly gathering ranking data. Bit.ly/browserextension 28 #webclinic
    • 29. Step 3: Minimize the impact. 29 #webclinic
    • 30. Minimizing Risk: Segmentation Segmentation: The process of directing non-organic traffic channels to dedicated landing pages. Balancing All Traffic SEO & LPO ORGANIC PPC LPO ONLY EMAIL LPO ONLY AFFILIATE LPO ONLY 30 #webclinic
    • 31. Minimizing Risk: Extension Extension: The process of using an SEO landing page as a continuation of the channel. Traffic Segment #1 LPO ONLY Balancing All Traffic SEO & Traffic Segment #2 LPO ONLY LPO Traffic Segment #3 LPO ONLY (Use this page as the extension of the channel) 31 #webclinic
    • 32. Minimizing Risk: Emphasis Emphasis: The process of emphasizing or de-emphasizing content on a page in an effort to minimize content changes and maximize conversion. Content Block #1 Content Block #3 Content Block #2 Content Content Block #2 Block #1 Content Block #3 32 #webclinic
    • 33. Emphasis: ExampleUsing color,important SEOcontent is de-emphasized 33 #webclinic
    • 34. Minimize Risk: Concealment Audience SubmissionEXAMPLE: Javascript Note: This page might see a lift through using Javascript to dynamically hide and display content sections. 34 #webclinic
    • 35. Summary: Putting it all togetherF Key Principles 1. The primary objective of any SEO campaign is to maximize profit. 2. To maximize profit on an SEO landing page, we must optimize for conversion while minimizing the risk of damaging our organic ranking. 3. To minimize the risk of damaging our organic ranking on a particular page, we must follow four basic steps: • Step 1: Prioritize your objectives • Step 2: Understand the basics. • Step 3: Assess the risk. • Step 4: Minimize the impact. 35 #webclinic
    • 36. Live Optimization#webclinic
    • 37. Submission #1Keyword: Credit ScorePosition: 8thBacklinks: 47,128 37 #webclinic
    • 38. Submission #2Keyword: trek canvastentPosition: 1stBacklinks: 23 38 #webclinic
    • 39. Submission #3Keyword: travelfranchisePosition: 8thBacklinks: 3,605 39 #webclinic
    • 40. Submission #4Keyword: NetworkMonitoring SoftwarePosition: 1stBacklinks: 15,005 40 #webclinic
    • 41. View the original presentation freeYou can view thispresentation in its entiretyfor free atMarketingExperiments.com View the original presentation >> #webclinic

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