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

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