How to Build Conversions Using SEO

How To Build ConversionsUsing SEOPatrick AltoftDirector of Search

http://www.seomoz.org/blog/the-definitive-howto-for-conversion-rate-optimization

Might return later Lacked Too certain expensive details ReasonsCouldn’t Didn’t likeuse the the site site Not what Prefer to they were buy looking elsewhere for

Conversions & SEO1. Increasing keyword relevancy will increase your conversion rates2. Getting more visits will increase your conversion numbers3. Attracting users at multiple stages during buying cycle will improve both conversion numbers & conversion rates

The Buying Cycle http://bit.ly/9bUGT4

Keyword ResearchMost people use the keyword tool to see whichkeywords have the biggest search volume

Advanced Keyword ResearchSome people even use data from PPC campaigns andinclude ranking data to choose “low hanging fruit”keywordsOpportunity Analysis using AdWords data shows whichkeywords have the biggest potential revenue

Example• Choose all keywords with potential revenue >1000/month that rank between 5th and 10th and have above average conversion rate in the PPC campaign

Branded3 ApproachWe approach keyword research from a landing pageperspective rather than a keyword perspectiveBy adding up the sum of the opportunity for eachlanding page we can find the most important pages tobuild links to, rather than the most important keywords

EXAMPLE

By Keyword - Overwhelming

By Landing Page - Simple7 landing pagescover 94% of all thesearch volumePivot Table

How this relates to link-buildingBuilding lots of links with the same anchor text willresult in the links being devalued and you will struggleto rankIf you vary the anchor text your link-building is moreeffectiveIf you are varying the anchor text this makes it veryeasy to target multiple keywords to a landing page

Varying anchor textBuild links to each landing page and vary the anchortext between the different target keywordsThis builds overall strength of page and helps rankingsfor all the long tail keywords that the page is focussedonAdd “noise” words & brand keywords to the mix

SEO Landing Pages• Typical site will have less than 50% of visits arriving on the homepage, less for non-brands• Most sites will create dedicated PPC landing pages• Most non-ecommerce sites don’t think about optimising SEO landing pages for conversion

PPC & SEO Landing Pages• We use combined landing pages which work for both PPC and SEO• This allows clients to apply results of any tests easily across both campaigns

Optimising Landing Pages

Long Tail Keyword Research• Use negative matches

Optimisation Roadmap Map Keywords Optimise Shortlist To Landing Landing Pages Keywords Pages Short Tail Research Long Tail Build Links & Long Tail Analysis in GA Vary Anchors Keywords Optimise Landing Pages Revenue Long Tail

2011 Year of Brands

Questions?• www.blogstorm.co.uk• www.branded3.com• www.slideshare.net/patrickaltoft• twitter.com/patrickaltoft• patrick@branded3.com

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How to Build Conversions Using SEO

by Patrick Altoft on Dec 01, 2011

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