SEO CONVERSION
STRATEGIES

CRO SEO
MEET

Angie Schottmuller, @aschottmuller, Three Deep Marketing

Conversion Conference C...
Angie Schottmuller
@aschottmuller

Director, Interactive Strategic Planning & Optimization
aschottmuller@threedeepmarketin...
Three Deep Marketing
180 E 5th St, Suite 910, St Paul, MN 55101 Ÿ (651) 789-7701
www.threedeepmarketing.com

ü Lead Gene...
OUR CLIENTS...
SEO CONVERSION STRATEGIES

Tweet this session!

@aschottmuller
#ConvCon #SEO #CRO
Seriously. It's loaded with juicy stats
...
It's time to farm some
organic conversions!

SEO
C

R

O
CONVERSION =
Completion of a presented action.
a.k.a. "Goal Completion"

Angie Schottmuller, @aschottmuller, Three Deep Ma...
SUBMIT FORM

BUY
SUBSCRIBE

WATCH VIDEO

SHARE

ACTIONS
a.k.a. "Goal Completions"
CLICK A LINK

RATE OR REVIEW
COMMENT

PH...
$92

For every
spent acquiring
customers,

ONLY $1 is spent
on conversion.

Source: Econsultancy & RedEye CRO Report 2012
...
CROs, to make an impact,
you'll need a partner...
...and by "partner", I mean shared budget and success. =)

Angie Schottm...
Organic Search [SEO] =

#1

WEBSITE
TRAFFIC
DRIVER

Angie Schottmuller, @aschottmuller, Three Deep Marketing
SEO Budgets are on the Rise!

SEM +39%

Source: MarketingCharts.com

Angie Schottmuller, @aschottmuller, Three Deep Market...
SEO vs. CRO
Optimize content for:
SEARCH ENGINES

USERS

to believe it's the best answer to a user's query
enough to...
RA...
Many SEOs were hit by
Google's 2012 Penguin
and Panda algorithm
updates.

POW!

Angie Schottmuller,, Three Deep Marketing
...
CRO PARTNER CHECKLIST:

q  High traffic volume
q  Big budget
q  Similar strategy
q  Looking for a win

SEO is PERFECT!
A...
CRO, Meet SEO
DRIVE

SEO
CRO
CONVERT
Angie Schottmuller, @aschottmuller, Three Deep Marketing
12

CONSIDERATIONS FOR

CRO & SEO
POWER PLAYS

Angie Schottmuller, @aschottmuller, Three Deep Marketing
#1: Derive Content From User Goals & FAQs
End silos. Align to visitors. Bridge the gaps.

Keyword Queries
=
User
Questions...
"Conversion rate is a measure of your ability to persuade
visitors to take the action you want them to take...

For you to...
#2: Define Clear Purpose For Every Page
q Purpose:
__________________________

q Call-to-Action:
_______________________...
#3: Focus on Common Optimization Factors
( R.A.C.U. )
Factor

CRO

SEO

Relevance
Authority
Call-to-Action

[Not Yet]

Usa...
#4: Assess SEO Conversion Funnel Opportunities

Audit Each Level:
•  What levels need help?
•  What content needs help?
• ...
#5: Optimize Organic Search Snippets

VS.

PAID

ORGANIC

(like you would any other ad)

Angie Schottmuller, @aschottmulle...
#5: OPTIMIZE ORGANIC SEARCH SNIPPETS

Rich Snippets

Rich snippets boost
click-through rates by

20-30%!
Visit Schema.org ...
#5: OPTIMIZE ORGANIC SEARCH SNIPPETS

Optimize to surface more value-added links...
On-page anchor or "table of contents" ...
#5: OPTIMIZE ORGANIC SEARCH SNIPPETS

More links in snippets help get users to the right page:

MAIN RESULT

SEARCH SNIPPE...
#6: Maintain Organic Ad to Entry Page "Scent"

1.

2.

Angie Schottmuller, @aschottmuller, Three Deep Marketing
#6: MAINTAIN ORGANIC AD TO ENTRY PAGE "SCENT"

Maintaining Scent Trick Ideas:
(Dynamically update content based on referre...
#7: Improve Page Load Time
Average page load reality is
5 seconds (3.5X) SLOWER
than user expectations!
YIKES!

47% of use...
Customer Satisfaction 16%
1-SECOND DELAY

Page Views 11%

Conversion 7%

Sources: Gomez.com, Akamai.com

Angie Schottmulle...
1

second

LOAD DELAY

Source: Tag Management http://bit.ly/15FFYMQ

=

7%

CONVERSION DROP

Angie Schottmuller, @aschottm...
#7: IMPROVE PAGE LOAD TIME

Measure "First View" Load Time

"First View Load Time" uniquely
accounts for first-time visito...
"No web server is powerful enough to
OVERCOME BAD CODE.
The only cure is cleanup and
performance optimization."
- Angie Sc...
#8: Anticipate Top Actions of Search Visitors

95%

of mobile users search for
local business info.
Then they...

61%

59%...
#8: ANTICIPATE TOP ACTIONS OF SEARCH VISITORS

Prioritize "Call" &
"Locate" Actions
On the mobile site:
(within top 200px)...
#8: ANTICIPATE TOP ACTIONS OF SEARCH VISITORS

Optimize Click-to-Call (CTC) links as buttons:

Call for a FREE CRO Quote
(...
#9: Get Visual - Optimize Images

Angie Schottmuller, @aschottmuller, Three Deep Marketing
#9: GET VISUAL - OPTIMIZE IMAGES

Photos Draw Eye Contact... (in search results too!)

Source: ThinkEyeTracking.com Study
...
#9: GET VISUAL - OPTIMIZE IMAGES

Image SEO Checklist:
q  Optimize filename with targeted keywords.
q  Optimize <img> al...
#10: Leverage Video

Source: www.Volerro.com

Angie Schottmuller, @aschottmuller, Three Deep Marketing
90%
of online shoppers

say video would
help their buying
decision.

Yet, ONLY 24% of national
brands use video marketing....
#10: LEVERAGE VIDEO

Explainer videos
boost conversion

20%

+$21K
SALES/MO

CrazyEgg.com video

+10%
CR LIFT

( on averag...
#9: GET VISUAL - OPTIMIZE IMAGES

Video SEO Checklist:
q  Optimize filename with targeted keywords.
q  Optimize title wi...
Test Video Thumbnail Images
TIP: Specify video thumbnail w/ the YouTube API <media:thumbnail> tag!

18.6% Conversion Rate
...
#11: Localize!
<Title tag>, URL, meta description
#12: Audit SEO CRO Funnel Flow in Analytics
ü  RANK:

Audit match of tracked keywords to ranking page URLs in
SEO reports...
CRO & SEO - 12 POWER PLAYS RECAP
1. 
2. 
3. 
4. 
5. 
6. 
7. 
8. 
9. 
10. 
11. 
12. 

Derive Content From User Goals & FAQs...
SEO & CRO Power Plays

TRENDS TO WATCH
Faceted Navigation

CAUTION: Facets are great for
UX and conversion, but potentially
deadly for SEO if done incorrectly.
>...
Capture leads from
users viewing PDFs!

Docalytics.com = Lead capture, analytics, and
mouse tracking heatmaps for PDFs and...
Lightboxes for Leads!

Source: http://barkbox.com

Angie Schottmuller, @aschottmuller, Three Deep Marketing
CRO & SEO - Key Takeaways
ü  User-centric, "best answer" content strategy is the foundation.
ü  The same "scoring" facto...
"A search query is simply a question.
TO OPTIMIZE for search and conversion,

PROVE you're the best answer."
- Angie Schot...
Need help connecting SEO & CRO?
At Three Deep, we truly "get-it" when it comes to driving and converting
web traffic. We bri...
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SEO Conversion Strategies - 12 Power Plays

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Presented by our very own Angie Schottmuller at Conversion Conference Chicago on June 11, 2013 and SMX Advanced on June 12, 2013.

CRO, meet SEO! It's time to maximize organic conversions with these 12 power plays. Learn common optimization factors, the SEO CRO funnel, tricks, trends, & more!

Need help connecting SEO & CRO?
At Three Deep, we truly "get-it" when it comes to driving and converting web traffic. We bridge organic conversion tactics with powerful user-centric strategies to deliver lasting, tangible ROI. Your time and budget is finite. Grow ROI with an SEO & CRO power play. >> Contact us today for a consultation!

Published in: Technology, Business

SEO Conversion Strategies - 12 Power Plays

  1. 1. SEO CONVERSION STRATEGIES CRO SEO MEET Angie Schottmuller, @aschottmuller, Three Deep Marketing Conversion Conference Chicago - June 11, 2013
  2. 2. Angie Schottmuller @aschottmuller Director, Interactive Strategic Planning & Optimization aschottmuller@threedeepmarketing.com
  3. 3. Three Deep Marketing 180 E 5th St, Suite 910, St Paul, MN 55101 Ÿ (651) 789-7701 www.threedeepmarketing.com ü Lead Generation ü Customer Acquisition ü Optimization (SEO/SMO/CRO/PPC) WE'RE HIRING!
  4. 4. OUR CLIENTS...
  5. 5. SEO CONVERSION STRATEGIES Tweet this session! @aschottmuller #ConvCon #SEO #CRO Seriously. It's loaded with juicy stats guaranteed to get a retweet!
  6. 6. It's time to farm some organic conversions! SEO C R O
  7. 7. CONVERSION = Completion of a presented action. a.k.a. "Goal Completion" Angie Schottmuller, @aschottmuller, Three Deep Marketing
  8. 8. SUBMIT FORM BUY SUBSCRIBE WATCH VIDEO SHARE ACTIONS a.k.a. "Goal Completions" CLICK A LINK RATE OR REVIEW COMMENT PHONE CALL INTERACT (GAME/CONFIGURATOR)
  9. 9. $92 For every spent acquiring customers, ONLY $1 is spent on conversion. Source: Econsultancy & RedEye CRO Report 2012 Angie Schottmuller, @aschottmuller, Three Deep Marketing
  10. 10. CROs, to make an impact, you'll need a partner... ...and by "partner", I mean shared budget and success. =) Angie Schottmuller, @aschottmuller, Three Deep Marketing
  11. 11. Organic Search [SEO] = #1 WEBSITE TRAFFIC DRIVER Angie Schottmuller, @aschottmuller, Three Deep Marketing
  12. 12. SEO Budgets are on the Rise! SEM +39% Source: MarketingCharts.com Angie Schottmuller, @aschottmuller, Three Deep Marketing
  13. 13. SEO vs. CRO Optimize content for: SEARCH ENGINES USERS to believe it's the best answer to a user's query enough to... RANK HIGH IN SEARCH RESULTS. COMPLETE THE CALL-TO-ACTION. METRIC: Search Rank METRIC: Goal Completions Angie Schottmuller (@aschottmuller), Three Deep Marketing
  14. 14. Many SEOs were hit by Google's 2012 Penguin and Panda algorithm updates. POW! Angie Schottmuller,, Three Deep Marketing Logo and infographic design by Chander, @FuzzOneMedia: http://bit.ly/newfaceofseopandapenguin
  15. 15. CRO PARTNER CHECKLIST: q  High traffic volume q  Big budget q  Similar strategy q  Looking for a win SEO is PERFECT! Angie Schottmuller, @aschottmuller, Three Deep Marketing
  16. 16. CRO, Meet SEO
  17. 17. DRIVE SEO CRO CONVERT Angie Schottmuller, @aschottmuller, Three Deep Marketing
  18. 18. 12 CONSIDERATIONS FOR CRO & SEO POWER PLAYS Angie Schottmuller, @aschottmuller, Three Deep Marketing
  19. 19. #1: Derive Content From User Goals & FAQs End silos. Align to visitors. Bridge the gaps. Keyword Queries = User Questions & Goals Content = Answers & Solutions for Users Angie Schottmuller, @aschottmuller, Three Deep Marketing
  20. 20. "Conversion rate is a measure of your ability to persuade visitors to take the action you want them to take... For you to achieve your goals, visitors must first achieve theirs." - Bryan Eisenberg @TheGrok Conversion Optimization Expert, Speaker & Author
  21. 21. #2: Define Clear Purpose For Every Page q Purpose: __________________________ q Call-to-Action: __________________________ WEB PAGE q User Segment & Goal: __________________________ q Goal Completion Action/Metric: __________________________ q Targeted Keyword(s) [SEO]: __________________________ Angie Schottmuller, @aschottmuller, Three Deep Marketing
  22. 22. #3: Focus on Common Optimization Factors ( R.A.C.U. ) Factor CRO SEO Relevance Authority Call-to-Action [Not Yet] Usability Angie Schottmuller, @aschottmuller, Three Deep Marketing
  23. 23. #4: Assess SEO Conversion Funnel Opportunities Audit Each Level: •  What levels need help? •  What content needs help? •  What content is doing well? Why? Angie Schottmuller, Three Deep Marketing
  24. 24. #5: Optimize Organic Search Snippets VS. PAID ORGANIC (like you would any other ad) Angie Schottmuller, @aschottmuller, Three Deep Marketing
  25. 25. #5: OPTIMIZE ORGANIC SEARCH SNIPPETS Rich Snippets Rich snippets boost click-through rates by 20-30%! Visit Schema.org for options! Infographic by BlueGlass: http://j.mp/richsnippetsig Angie Schottmuller, @aschottmuller, Three Deep Marketing
  26. 26. #5: OPTIMIZE ORGANIC SEARCH SNIPPETS Optimize to surface more value-added links... On-page anchor or "table of contents" links may potentially surface in search engine-generated meta descriptions or "jump to" links. (This example shows both.) http://bit.ly/seolightsabers Angie Schottmuller, @aschottmuller, Three Deep Marketing
  27. 27. #5: OPTIMIZE ORGANIC SEARCH SNIPPETS More links in snippets help get users to the right page: MAIN RESULT SEARCH SNIPPET: A. Rich Snippet Links (from Schema.org breadcrumbs, reviews, etc.) B. Meta Description Links SITELINKS C. "Jump to" Links (from on-page TOC bookmarks) http://bit.ly/googlesitelinks D. Sitelinks Angie Schottmuller, @aschottmuller, Three Deep Marketing
  28. 28. #6: Maintain Organic Ad to Entry Page "Scent" 1. 2. Angie Schottmuller, @aschottmuller, Three Deep Marketing
  29. 29. #6: MAINTAIN ORGANIC AD TO ENTRY PAGE "SCENT" Maintaining Scent Trick Ideas: (Dynamically update content based on referrer.) •  Search keyword "badging" on product images •  Default carousel slide to best match for the referring keyword •  Adjust layout based on keyword (e.g. search query includes "reviews") •  Feature related content or suggestions based on keyword (e.g. search query includes "how to", "ideas", etc.) •  Change to local ph# based on geoIP (set cookie) Angie Schottmuller, @aschottmuller, Three Deep Marketing
  30. 30. #7: Improve Page Load Time Average page load reality is 5 seconds (3.5X) SLOWER than user expectations! YIKES! 47% of users expect a site to load in 2 seconds. Yet, the average site only loads in ~7 seconds. Source: Akamai study, published in Sep 2009 Source: Econsultancy study, published in Oct 2012 Angie Schottmuller, @aschottmuller, Three Deep Marketing
  31. 31. Customer Satisfaction 16% 1-SECOND DELAY Page Views 11% Conversion 7% Sources: Gomez.com, Akamai.com Angie Schottmuller, @aschottmuller, Three Deep Marketing
  32. 32. 1 second LOAD DELAY Source: Tag Management http://bit.ly/15FFYMQ = 7% CONVERSION DROP Angie Schottmuller, @aschottmuller, Three Deep Marketing
  33. 33. #7: IMPROVE PAGE LOAD TIME Measure "First View" Load Time "First View Load Time" uniquely accounts for first-time visitors (prior to caching) along with mobile devices lacking caching abilities. Depicted: Report snippet from www.WebPageTest.org Angie Schottmuller, @aschottmuller, Three Deep Marketing
  34. 34. "No web server is powerful enough to OVERCOME BAD CODE. The only cure is cleanup and performance optimization." - Angie Schottmuller @aschottmuller SEO & Conversion Optimist, Three Deep Marketing
  35. 35. #8: Anticipate Top Actions of Search Visitors 95% of mobile users search for local business info. Then they... 61% 59% 90% CALL VISIT ACT IN 24 HOURS Source: Google Mobile Movement Study, 2011 Angie Schottmuller, @aschottmuller, Three Deep Marketing
  36. 36. #8: ANTICIPATE TOP ACTIONS OF SEARCH VISITORS Prioritize "Call" & "Locate" Actions On the mobile site: (within top 200px) TIP: Style buttons using CSS3 (no images) for speed. http://bit.ly/css3gradientbuttons Angie Schottmuller, Three Deep Marketing
  37. 37. #8: ANTICIPATE TOP ACTIONS OF SEARCH VISITORS Optimize Click-to-Call (CTC) links as buttons: Call for a FREE CRO Quote (651) 789-7724 Click-to-Call Hours: Monday - Friday, 9am - 5pm CT HTML with Google Analytics Tracking: <a href="tel:+16515551234" ! class="clicktocall" onClick="_gaq.push(['_trackEvent', ! 'Contact Us','Click-to-Call',this.innerHTML]);"! >Call for a FREE CRO Quote (651) 789-7724</a>! Angie Schottmuller, @aschottmuller, Three Deep Marketing
  38. 38. #9: Get Visual - Optimize Images Angie Schottmuller, @aschottmuller, Three Deep Marketing
  39. 39. #9: GET VISUAL - OPTIMIZE IMAGES Photos Draw Eye Contact... (in search results too!) Source: ThinkEyeTracking.com Study Angie Schottmuller, @aschottmuller, Three Deep Marketing
  40. 40. #9: GET VISUAL - OPTIMIZE IMAGES Image SEO Checklist: q  Optimize filename with targeted keywords. q  Optimize <img> alt attribute with targeted keywords. q  Provide supporting context and/or caption. q  Create the image XML sitemap. q  Ensure crawlability. Track Image Search Referral Traffic: Google Analytics Advanced Segment by John Doherty, @dohertyjf: http://bit.ly/GASS-OrgImg Angie Schottmuller, @aschottmuller, Three Deep Marketing
  41. 41. #10: Leverage Video Source: www.Volerro.com Angie Schottmuller, @aschottmuller, Three Deep Marketing
  42. 42. 90% of online shoppers say video would help their buying decision. Yet, ONLY 24% of national brands use video marketing. Source: Kantar Media study, Oct 2012 Angie Schottmuller, @aschottmuller, Three Deep Marketing
  43. 43. #10: LEVERAGE VIDEO Explainer videos boost conversion 20% +$21K SALES/MO CrazyEgg.com video +10% CR LIFT ( on average ) Dropbox.com video Source: CommonCraft.com, Unbounce.com http://bit.ly/explainervideostats Angie Schottmuller, @aschottmuller, Three Deep Marketing
  44. 44. #9: GET VISUAL - OPTIMIZE IMAGES Video SEO Checklist: q  Optimize filename with targeted keywords. q  Optimize title with targeted keywords. q  Write an engaging video description. q  Provide supporting context and/or caption near embed. q  Apply Schema.org microdata and Facebook Open Graph. q  Create a video XML sitemap. q  Ensure crawlability of pages with video embeds. Angie Schottmuller, @aschottmuller, Three Deep Marketing
  45. 45. Test Video Thumbnail Images TIP: Specify video thumbnail w/ the YouTube API <media:thumbnail> tag! 18.6% Conversion Rate (UI close up thumbnail) Source: ABtests.com - Yobongo.com case study. +70.9% CR LIFT 31.8% Conversion Rate (Room scene thumbnail) Angie Schottmuller, Three Deep Marketing
  46. 46. #11: Localize! <Title tag>, URL, meta description
  47. 47. #12: Audit SEO CRO Funnel Flow in Analytics ü  RANK: Audit match of tracked keywords to ranking page URLs in SEO reports. Pay special attention to keywords for support vs. product detail pages. ü  CLICK-THROUGH: Audit match of referring keyword to entry/ landing page in web analytics. ü  STICK: Audit page load time and bounce rate of organic traffic entry/landing pages in web analytics. Google Analytics Custom Report - Organic Search Traffic: http://bit.ly/gacustomreportorganictraffic (Click to import into GA.) Angie Schottmuller, @aschottmuller, Three Deep Marketing
  48. 48. CRO & SEO - 12 POWER PLAYS RECAP 1.  2.  3.  4.  5.  6.  7.  8.  9.  10.  11.  12.  Derive Content From User Goals & FAQs Define Clear Purpose For Every Page Focus on Common Optimization Factors (RACU) Assess SEO Conversion Funnel Opportunities Optimize Organic Search Snippets Maintain Organic Ad to Entry Page "Scent" Improve Page Load Time Anticipate Top Actions of Search Visitors Get Visual - Optimize Images Leverage Video Localize Audit SEO CRO Funnel Flow in Analytics Angie Schottmuller, @aschottmuller, Three Deep Marketing
  49. 49. SEO & CRO Power Plays TRENDS TO WATCH
  50. 50. Faceted Navigation CAUTION: Facets are great for UX and conversion, but potentially deadly for SEO if done incorrectly. >> Seek a proven expert! ! ! Angie Schottmuller, @aschottmuller, Three Deep Marketing
  51. 51. Capture leads from users viewing PDFs! Docalytics.com = Lead capture, analytics, and mouse tracking heatmaps for PDFs and other docs! LEAD GENERATION HEATMAPS Get a 3-month FREE starter plan w/ promo code USETHEFORCE. Expires 7/1/13. Angie Schottmuller, @aschottmuller, Three Deep Marketing
  52. 52. Lightboxes for Leads! Source: http://barkbox.com Angie Schottmuller, @aschottmuller, Three Deep Marketing
  53. 53. CRO & SEO - Key Takeaways ü  User-centric, "best answer" content strategy is the foundation. ü  The same "scoring" factors apply (RACU): Relevance, Authority, Call-to-Action, Usability ü  Don't just get rankings; get the best-match content /answer ranking well. ü  Optimize organic search snippets like you would any other ad. ü  SEO and CRO are the ultimate ROI power play. >> Prioritize tactics that serve both objectives! Angie Schottmuller, @aschottmuller, Three Deep Marketing
  54. 54. "A search query is simply a question. TO OPTIMIZE for search and conversion, PROVE you're the best answer." - Angie Schottmuller @aschottmuller SEO & Conversion Optimist, Three Deep Marketing
  55. 55. Need help connecting SEO & CRO? At Three Deep, we truly "get-it" when it comes to driving and converting web traffic. We bridge organic conversion tactics with powerful usercentric strategies to deliver lasting, tangible ROI. Your time and budget is finite. Grow ROI with a power play... Contact Me for a Consultation Maximize your SEO & CRO power play! Angie Schottmuller Director, Strategic Planning & Optimization aschottmuller@threedeepmarketing.com @aschottmuller

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