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SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
SEO Conversion Strategies - 12 Power Plays
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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. …

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!

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  • 1. SEO CONVERSION STRATEGIES CRO SEO MEET Angie Schottmuller, @aschottmuller, Three Deep Marketing Conversion Conference Chicago - June 11, 2013
  • 2. Angie Schottmuller @aschottmuller Director, Interactive Strategic Planning & Optimization aschottmuller@threedeepmarketing.com
  • 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. OUR CLIENTS...
  • 5. SEO CONVERSION STRATEGIES Tweet this session! @aschottmuller #ConvCon #SEO #CRO Seriously. It's loaded with juicy stats guaranteed to get a retweet!
  • 6. It's time to farm some organic conversions! SEO C R O
  • 7. CONVERSION = Completion of a presented action. a.k.a. "Goal Completion" Angie Schottmuller, @aschottmuller, Three Deep Marketing
  • 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. $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. 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. Organic Search [SEO] = #1 WEBSITE TRAFFIC DRIVER Angie Schottmuller, @aschottmuller, Three Deep Marketing
  • 12. SEO Budgets are on the Rise! SEM +39% Source: MarketingCharts.com Angie Schottmuller, @aschottmuller, Three Deep Marketing
  • 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. 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. 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. CRO, Meet SEO
  • 17. DRIVE SEO CRO CONVERT Angie Schottmuller, @aschottmuller, Three Deep Marketing
  • 18. 12 CONSIDERATIONS FOR CRO & SEO POWER PLAYS Angie Schottmuller, @aschottmuller, Three Deep Marketing
  • 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. "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. #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. #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. #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. #5: Optimize Organic Search Snippets VS. PAID ORGANIC (like you would any other ad) Angie Schottmuller, @aschottmuller, Three Deep Marketing
  • 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. #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. #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. #6: Maintain Organic Ad to Entry Page "Scent" 1. 2. Angie Schottmuller, @aschottmuller, Three Deep Marketing
  • 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. #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. Customer Satisfaction 16% 1-SECOND DELAY Page Views 11% Conversion 7% Sources: Gomez.com, Akamai.com Angie Schottmuller, @aschottmuller, Three Deep Marketing
  • 32. 1 second LOAD DELAY Source: Tag Management http://bit.ly/15FFYMQ = 7% CONVERSION DROP Angie Schottmuller, @aschottmuller, Three Deep Marketing
  • 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. "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. #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. #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. #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. #9: Get Visual - Optimize Images Angie Schottmuller, @aschottmuller, Three Deep Marketing
  • 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. #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. #10: Leverage Video Source: www.Volerro.com Angie Schottmuller, @aschottmuller, Three Deep Marketing
  • 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. #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. #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. 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. #11: Localize! <Title tag>, URL, meta description
  • 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. 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. SEO & CRO Power Plays TRENDS TO WATCH
  • 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. 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. Lightboxes for Leads! Source: http://barkbox.com Angie Schottmuller, @aschottmuller, Three Deep Marketing
  • 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. "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. 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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