Conversion Rate Optimization for Local Businesses

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Rand Fishkin's presentation from Be-Wizard! San Marino on Local Business traffic and conversion rate optimization, March 2011

Rand Fishkin's presentation from Be-Wizard! San Marino on Local Business traffic and conversion rate optimization, March 2011

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  • 1. CRO for Local BusinessesHow to make your local/small business website optimized for visitor conversions.
    Rand Fishkin, SEOmoz CEO, March 2011
  • 2. At SEOmoz, we make SOFTWARE!! We don’t offer any consulting.
  • 3. What is Conversion Rate Optimization (CRO)?
    Visitors Who ConvertTotal Visits
  • 4. CRO Measures the Rate at Which Your WebsiteGets Visitors to Make Desired Actions
    Hotel Forum probably wants lots of visitors to use this button
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.hotelforum.com/
  • 5. Desired Actions Could Include:
    Booking a Reservation
    Watching a Video
    Viewing Contact Details
    Tweeting a Link
    Signing Up for An Email List
    Sending an Email
    Filling Out a Form
    Liking/Sharing on Facebook
    Taking a Virtual Tour
    Clicking an Ad
    Downloading a Document
    Buying a Product
    Making a Donation
    Leaving a Comment/Review
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 6. Example of a Typical Local Website’s Funnel:
    Home Page
    List of Cheeses
    Hours + Directions
    15%
    10%
    Hopefully, this means a customer is going to come buy some cheese!
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.delaurenti.com
  • 7. How Can We Improve Desired Actions?
    Let’s Make it Better!
  • 8. More Traffic
    Home Page
    List of Cheeses
    Hours + Directions
    15%
    10%
    More visits to the home page means more people will decide to visit
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    It’s a lot of hard work to get more visits, though, and we don’t know if they’ll be the kind who love cheese!
  • 9. A Better Funnel
    Home Page
    List of Cheeses
    Hours + Directions
    25%
    20%
    A better “conversion rate” means more people who already visit the site will come to the store!
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    Woo hoo! Now for every 1,000 people that visit the site, 25 are potential cheese buyers!
  • 10. Tracking Local Business Funnels
    That which goes unmeasured cannot be improved.
  • 11. Basic Google Analytics Data
    2.7% of visitors click the “sneak a peek” link; maybe we should make that more obvious.
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.google.com/analytics
  • 12. Advanced Segments and Filters
    Our “Social Media” segment
    Includes sources like Twitter,
    Facebookand LinkedIn
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.nytimes.com/2011/02/11/business/media/11search.html
  • 13. Adding “Goals” in Analytics
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.nytimes.com/2011/02/11/business/media/11search.html
  • 14. Click-to-Call Tracking
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.kaushik.net/avinash/2011/02/mobile-analytics-tracking-click-to-call-mobile-ad-campaigns.html
  • 15. Creating a Weekly Conversion Dashboard
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    This is the overview report SEOmoz’s marketing team tracks each week
  • 16. Analyzing Quality of Traffic Sources
    Quality > Quantity
    (at least, most of the time)
  • 17. Segmenting Traffic by Conversion Rate
    Looks like Facebook & Twitter traffic are reasonably good, while StumbleUpon + LinkedIn aren’t so great.
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    We can use “goals” to understand which visit sources sent the most valuable traffic
  • 18. Focusing on “Good” Traffic Sources
    This filter lets me show only sites that sent more than 100 visits
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.nytimes.com/2011/02/11/business/media/11search.html
  • 19. Experimenting to Stay Fresh + Relevant
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    From November – February, I experimented with answering questions on Q+A sites
  • 20. Keys to Local Business Successon the Web
    What does it take?
  • 21. The Right Content
  • 22. Contact Information
    Excellent! The Gelateria has a link that says “Contact Us”
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.dambrosiogelato.com/
  • 23. Services List / Pricing
    There’s a list of all their offerings, but no prices 
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.salumicuredmeats.com/
  • 24. Photos
    Once I see it, I REALLY want to go!
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.osfashland.org/plays/theatres/elizabethan.aspx
  • 25. Reviews (Editorial + Users)
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://blueacreseafood.com/media.html and http://urbanspoon.com
  • 26. Viral/Blog/Share-Worthy Content(on the same domain!)
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.saltys.com/recipes/entrees/Heirloom_Tomato_BBQ_Glazed_Salmon.asp
  • 27. Search Friendly
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    Good recipes AND they’re included in Google? Way to go!
  • 28. Mobile Friendly
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.mobistro.com/Home.aspx
  • 29. Important Information is Easy to Access
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.riminiterme.com/
  • 30. The Right Interface / Design
  • 31. Simple
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.keithcakes.com.au/
  • 32. Easy to Navigate
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://easybistro.com/
  • 33. Great Design: Not Critical, But it Helps!
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.outdooritalia.it/
  • 34. The Right Funnel
  • 35. Contact Form and/or Conversion Page with Phone Number
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.kuletos.com/contact/
  • 36. Conversion Page w/ Events that “Trigger”
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.nytimes.com/2011/02/11/business/media/11search.html
  • 37. The Right Kinds of Traffic
  • 38. Local-Focused Intent
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 39. Evangelists and Those Likely to Share
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.siena-online.net/eng/siena-accommodation.html
  • 40. Recommended Tools + Resources
  • 41. Wordpress, Drupal and Joomla for CMS
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://wordpress.org/, http://www.joomla.org/ and http://drupal.org/
  • 42. GetListed.org (US/UK only right now)
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://getlisted.org
  • 43. Google Local / Maps / Places Registration
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://places.google.com/business
  • 44. Whitespark Local Citation Tool
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.whitespark.ca/local-citation-finder/
  • 45. MailChimp for Email Lists
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://mailchimp.com/pricing/
  • 46. Local SEO
  • 47. Make Your Information Consistent!
    Address
    Business Name
    Phone Number
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.google.com/search?q=coffee+seattle,+wa
  • 48. Consistency Everywhere on the Web
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 49. As Many Citations as Possible
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 50. Optimize Profile Pages & Places Listings
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.seomoz.org/blog/google-places-seo-lessons-learned-from-rank-correlation-data
  • 51. Examples of Great Local Sites
  • 52. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.villagerkent.com/
  • 53. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.zokacoffee.com
  • 54. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.skysguideservice.com
  • 55. Q+A
    Rand Fishkin, CEO & Co-Founder, SEOmoz
    • Twitter: @randfish
    • 56. Blog: www.seomoz.org/blog
    • 57. Email: rand@seomoz.org
    You can now try SEOmoz PRO Free!
    http://www.seomoz.org/freetrial
  • 58. Summary of This Presentation
    Creating a Conversion-Rate Optimized Local Site Requires:
    • Key information to inform curious users/searchers
    • 59. Accessible content (to search engines and mobile devices)
    • 60. A conversion funnel with proper tracking
    • 61. Experimentation with the quality/quantity of traffic driven by various sources
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html