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Conversion Rate Optimization for Local Businesses
 

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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    Conversion Rate Optimization for Local Businesses Conversion Rate Optimization for Local Businesses Presentation Transcript

    • CRO for Local BusinessesHow to make your local/small business website optimized for visitor conversions.
      Rand Fishkin, SEOmoz CEO, March 2011
    • At SEOmoz, we make SOFTWARE!! We don’t offer any consulting.
    • What is Conversion Rate Optimization (CRO)?
      Visitors Who ConvertTotal Visits
    • 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/
    • 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
    • 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
    • How Can We Improve Desired Actions?
      Let’s Make it Better!
    • 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!
    • 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!
    • Tracking Local Business Funnels
      That which goes unmeasured cannot be improved.
    • 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
    • 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
    • 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
    • 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
    • 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
    • Analyzing Quality of Traffic Sources
      Quality > Quantity
      (at least, most of the time)
    • 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
    • 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
    • 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
    • Keys to Local Business Successon the Web
      What does it take?
    • The Right Content
    • 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/
    • 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/
    • 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
    • Reviews (Editorial + Users)
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://blueacreseafood.com/media.html and http://urbanspoon.com
    • 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
    • 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!
    • Mobile Friendly
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.mobistro.com/Home.aspx
    • Important Information is Easy to Access
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.riminiterme.com/
    • The Right Interface / Design
    • Simple
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.keithcakes.com.au/
    • Easy to Navigate
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://easybistro.com/
    • Great Design: Not Critical, But it Helps!
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.outdooritalia.it/
    • The Right Funnel
    • 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/
    • 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
    • The Right Kinds of Traffic
    • Local-Focused Intent
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • 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
    • Recommended Tools + Resources
    • 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/
    • GetListed.org (US/UK only right now)
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://getlisted.org
    • Google Local / Maps / Places Registration
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://places.google.com/business
    • Whitespark Local Citation Tool
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.whitespark.ca/local-citation-finder/
    • MailChimp for Email Lists
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://mailchimp.com/pricing/
    • Local SEO
    • 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
    • Consistency Everywhere on the Web
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • As Many Citations as Possible
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • 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
    • Examples of Great Local Sites
    • http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.villagerkent.com/
    • http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.zokacoffee.com
    • http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.skysguideservice.com
    • Q+A
      Rand Fishkin, CEO & Co-Founder, SEOmoz
      • Twitter: @randfish
      • Blog: www.seomoz.org/blog
      • Email: rand@seomoz.org
      You can now try SEOmoz PRO Free!
      http://www.seomoz.org/freetrial
    • Summary of This Presentation
      Creating a Conversion-Rate Optimized Local Site Requires:
      • Key information to inform curious users/searchers
      • Accessible content (to search engines and mobile devices)
      • A conversion funnel with proper tracking
      • Experimentation with the quality/quantity of traffic driven by various sources
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html