SEO Landing PagesHow we achieved 548% more conversions withoutdamaging organic rankings
Join the conversation on Twitter               #webclinic  #webclinic
Today’s team               Dr. Flint McGlaughlin   Jon Powell               Managing Director       Research Manager      ...
Background and Test Design          Experiment ID: REGonline SEO landing page test           Location: MarketingExperimen...
Control               SEO Landing Page  #webclinic
Control Step 2                 SEO Landing Page                      Step 2                                    6  #webclinic
Treatment               Treatment SEO Landing Page  #webclinic
Treatment Step 2                   Treatment – Step 2  #webclinic
Treatment Step 3                   Treatment – Step 3  #webclinic
Side-by-side               Control   Treatment                                     10  #webclinic
Results               548% Increase in Total Leads               The new page’s conversion rate increased by 548.46%      ...
?   What can we learn from this?                                            12#webclinic
What we discoveredF      Key Principles  1. The primary objective of any SEO campaign is to maximize profit.  2. To maximi...
Step 1: Prioritize Objectives                                   14#webclinic
What is the objective of this path?It is not simply to maximizebrand equityIt is not simply to maximizetraffic volumeIt is...
Conversion Rate vs. Traffic Chart                                                                       Traffic           ...
Median Conversion Rate on Organic Traffic                                            17  #webclinic
Step 2: Understand the basics.                                    18#webclinic
Understanding how Google ranks pages               Source: SEOmoz Ranking Factors                                         ...
Content vs. Authority SEO FactorsNote: While contentwill always contributesomething to ranking,                 28%in most...
We had to understand the basics  Basic steps taken to minimize damage to rankings:  Preserved Links: Moved navigation link...
We had to understand the basics               Control            Treatment                                              22...
Step 2: Assess the risk.                           23  #webclinic
3 questions to identify the risk of content changesQUESTION 1:What is the actual impact of   Traffic Source      Total    ...
3 questions to identify the risk of content changes                                  C = 4m + 3v + 2(i-f) - 2aQUESTION 1:W...
3 questions to identify the risk of content changesQUESTION 1:What is the actual impact ofyour organic traffic?QUESTION 2:...
Question 3: Example We noticed that while some of the ranking was a result of content, the primary cause of the ranking wa...
Free resources for analyzing your ranking               Yahoo Site Explorer – Most comprehensive               backlink in...
Step 3: Minimize the impact.                               29  #webclinic
Minimizing Risk: Segmentation  Segmentation: The process of directing non-organic traffic channels                to dedic...
Minimizing Risk: Extension  Extension: The process of using an SEO landing page as a continuation of             the chann...
Minimizing Risk: Emphasis  Emphasis: The process of emphasizing or de-emphasizing content on a page in an  effort to minim...
Emphasis: ExampleUsing color,important SEOcontent is de-emphasized                    33   #webclinic
Minimize Risk: Concealment                              Audience SubmissionEXAMPLE: Javascript  Note: This page might  see...
Summary: Putting it all togetherF      Key Principles  1. The primary objective of any SEO campaign is to maximize profit....
Live Optimization#webclinic
Submission #1Keyword: Credit ScorePosition: 8thBacklinks: 47,128                        37    #webclinic
Submission #2Keyword: trek canvastentPosition: 1stBacklinks: 23                       38    #webclinic
Submission #3Keyword: travelfranchisePosition: 8thBacklinks: 3,605                   39    #webclinic
Submission #4Keyword: NetworkMonitoring SoftwarePosition: 1stBacklinks: 15,005                      40    #webclinic
View the original presentation freeYou can view thispresentation in its entiretyfor free atMarketingExperiments.com       ...
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SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings

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  • Based on survey data from 134 SEO industry professionals.
  • Submitted by Josh
  • Submitted by Marki
  • Submitted by Byron
  • Submitted by John
  • Submitted by Jason
  • SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings

    1. 1. SEO Landing PagesHow we achieved 548% more conversions withoutdamaging organic rankings
    2. 2. Join the conversation on Twitter #webclinic #webclinic
    3. 3. Today’s team Dr. Flint McGlaughlin Jon Powell Managing Director Research Manager Aaron Rosenthal President, Thought Projects, LLC #webclinic
    4. 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. 5. Control SEO Landing Page #webclinic
    6. 6. Control Step 2 SEO Landing Page Step 2 6 #webclinic
    7. 7. Treatment Treatment SEO Landing Page #webclinic
    8. 8. Treatment Step 2 Treatment – Step 2 #webclinic
    9. 9. Treatment Step 3 Treatment – Step 3 #webclinic
    10. 10. Side-by-side Control Treatment 10 #webclinic
    11. 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. 12. ? What can we learn from this? 12#webclinic
    13. 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. 14. Step 1: Prioritize Objectives 14#webclinic
    15. 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. 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. 17. Median Conversion Rate on Organic Traffic 17 #webclinic
    18. 18. Step 2: Understand the basics. 18#webclinic
    19. 19. Understanding how Google ranks pages Source: SEOmoz Ranking Factors 19 #webclinic
    20. 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. 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. 22. We had to understand the basics Control Treatment 22 #webclinic
    23. 23. Step 2: Assess the risk. 23 #webclinic
    24. 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. 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. 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. 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. 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. 29. Step 3: Minimize the impact. 29 #webclinic
    30. 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. 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. 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. 33. Emphasis: ExampleUsing color,important SEOcontent is de-emphasized 33 #webclinic
    34. 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. 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. 36. Live Optimization#webclinic
    37. 37. Submission #1Keyword: Credit ScorePosition: 8thBacklinks: 47,128 37 #webclinic
    38. 38. Submission #2Keyword: trek canvastentPosition: 1stBacklinks: 23 38 #webclinic
    39. 39. Submission #3Keyword: travelfranchisePosition: 8thBacklinks: 3,605 39 #webclinic
    40. 40. Submission #4Keyword: NetworkMonitoring SoftwarePosition: 1stBacklinks: 15,005 40 #webclinic
    41. 41. View the original presentation freeYou can view thispresentation in its entiretyfor free atMarketingExperiments.com View the original presentation >> #webclinic
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