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Alignment of Usability, SEO & CRO in Site Architecture

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Alignment of Usability, SEO &; CRO in Site Architecture
SMX Sydney 2015 Presentation
Benj Arriola, Internet Marketing Inc.

Check the other presentations Benj presented at SMX Sydney 2015. Visit: http://bit.ly/smxsydney2015

Published in: Marketing

Alignment of Usability, SEO & CRO in Site Architecture

  1. 1. Benj Arriola Work SEO VP, Internet Marketing Inc. Speaker SMX, Pubcon, IRCE, OMS, eMA, EmMeCon, SEMCon, MORCon, and more! Experience SEO: 11 years Web Design & Development: Since 1997 Chemist: Before 1997 Competitor Winner of several SEO contest winning cash and a brand new car in the 2007 SEO World Championship It’s my first time in Sydney!
  2. 2. KPI • Number of social shares and votes Use • Measure of efficiency of content promotion & content quality KPI • Number of links including quality metrics Use • Measure of efficiency of content marketing links • Clean up bad links KPI • Revenue, Profit Use • Measure success of the SEO campaign KPI • Conversion Rate Use • Determine efficiency of organic landing page • Improve CRO • Align search intent with page content KPI • YoY Organic Search Traffic Use • Determine efficiency of SERP CTR • Measure of effectiveness of the ranking KPI • Ranking Trends Use • Fine tune strategy & tactics • Find better keywords • Adjust content • Fix errors SEO Success Social Shares Links Ranking Organic Traffic Conversions SaleSocial Shares Links Ranking Organic Traffic Conversions Sale KPI • Number of social shares and votes Use • Measure of efficiency of content promotion & content quality KPI • Number of links including quality metrics Use • Measure of efficiency of content marketing links • Clean up bad links Social Shares Links Ranking Organic Traffic Conversions Sale What is SEO? Strategies and tactics involved in the improvement of traffic and conversions from organic search engines in order to maximize revenue, profit or popularity. If you want to maximize success in SEO, you really have to pay attention to the user behavior and conversions.
  3. 3. Search Engine Optimization Non-Branded Keywords Social Media Youtube Video Content Marketing Pay Per Click Search Engine Optimization Social Media Website Pay Per Click Display Advertising Landing Page Retargeting Branded Search Email Marketing CREATIVE CRO • Differs in Search Intent • Differs in Optimization • Keyword Research • Keyword Mapping • Content Optimization • Content Marketing SEO Conversion Funnel Introduce Influence Close
  4. 4. Integrated Action Path to Conversion Page Search Intent Intent Content Marketing Pages Appropriate Page Order Page Shares Conversion Links Introduce Path to Conversion • Unique Selling Proposition • Product Comparison • Live or Scheduled Demo • Promo / Specials • Time Sensitive • Whitepaper Download Introducers Influencers ClosersInformation Navigation Buy PPC, Creative, CRO/LPO Analytics, Usability, Creative Social Media, Creative Search Intent & The Conversion Funnel Introduce Influence Close
  5. 5. SEO On-Page Server Settings & Code Web Designers, Web Developers, Network Administrators Content Writers Off-Page Links Buzz Makers, Viral Marketers, Content Promotion SEO Diagnostics Content Marketing Foundational Continuous Content Marketing SEO Diagnostics SEO Overview Introduce Influence Close
  6. 6. Site Architecture & SEODiagnostics - Crawlable - Indexable - Visible - Keywords - Taxonomies - Microformats - Page Speed Content Marketing - Informative - Valuable - Interesting - Resource - Intriguing - Inspiring - Up-To-Date - Useful - Funny - Controversial Link Bait Passes Link Juice Improves Ranking Introduce Influence Close
  7. 7. SEO Case Studies on E-Commerce Links gained: Experimental Aircraft Association Websites EAA922.org (.edu & .gov) EAA32.org (1999) ProFlyersInc.com/EAA501 (2002) ExperimentalAirplane.com (2000) Other Airplane Pilot Groups FlyingGators.com (1999, .edu & .gov) AirMailPioneers.org (1998) Educational Insitutions COA.FIT.edu (1989) UkiahAviation.com (.edu & .gov) Informational/Resource Pages CrashSiteOrkney.com AirCrashSites-Scotland.co.uk Main Strategy Content Marketing Trust Baiting
  8. 8. SEO Case Studies on E-Commerce Links gained: Experimental Aircraft Association Websites EAA922.org (.edu & .gov) EAA32.org (1999) ProFlyersInc.com/EAA501 (2002) ExperimentalAirplane.com (2000) Other Airplane Pilot Groups FlyingGators.com (1999, .edu & .gov) AirMailPioneers.org (1998) Educational Insitutions COA.FIT.edu (1989) UkiahAviation.com (.edu & .gov) Informational/Resource Pages CrashSiteOrkney.com AirCrashSites-Scotland.co.uk Main Strategy Content Marketing Trust Baiting 20,000 increase in non-branded organic search traffic. (Pre-Not Provided 2012) • Links to content marketing pages help ranking of product pages. • The content marketing pages did not need to mention nor link to the product pages. • This is a strong testament to the improvement of the overall domain authority helping out ranking overall.
  9. 9. Long Tail Keyword Distribution Introduce Influence Close
  10. 10. Fat Head Long Tail Search Volume High Low Keyword Variations Low High Search Engine Ranking Harder to rank. Takes longer to rank. Easier to rank. Faster to rank. Competition Larger Smaller Conversions Less Likely More Likely Amount of Research Work Less More Fat Head Long Tail Search Volume High Low Keyword Variations Low High Search Engine Ranking Harder to rank. Takes longer to rank. Easier to rank. Faster to rank. Competition Larger Smaller Conversions Less Likely More Likely Amount of Research Work Less More Long Tail Keyword Advantage
  11. 11. Content Marketing - Informative - Valuable - Interesting - Resource - Intriguing - Inspiring - Up-To-Date - Useful - Funny - Controversial Diagnostics - Crawlable - Indexable - Visible - Keywords - Taxonomies - Microformats - Page Speed Link Bait Passes Link Juice Improves Ranking Site Architecture & SEO Targets more general fat headsTargets related keywords Branded Search Targets more specific long tails Introduce Influence Close • Category pages target more general keywords, product pages target more specific long tail keywords. • When dealing with category pages, always think of influencing the users to buy since there is some intent to buy already. • A common issue in ecommerce sites, the category pages have no content. • When adding content to category pages, don’t just think SEO. Think usability, give content that helps in the customer’s buying decision. • The goal in content marketing is to introduce your brand, your company, products & services, but these pages should not be blatantly selling, because the intent to buy is not there at all. • Planning your site architecture well, helps you plan you breadcrumb navigation well, which is very important in mobile search.
  12. 12. Summary Successful SEO always needs to consider usability and conversions. Deciphering the intent of a user helps guide you optimize for the right keywords for the right pages. After serving the intent of the user, always think of the customer journey going down the funnel. Content marketing goals are often not about gaining more conversions, but gaining more brand popularity, that helps out in social media and in SEO when natural links are gained. But content marketing can still gain some significant amount of conversions. Links to content marketing pages without internal links to products and not using any product related keywords still help out in the ranking of products, especially if they are all on the same domain. Preparing your site architecture well paying attentions to search intent, also prepares you for optimizing your breadcrumbs ideal for mobile search. All my 3 presentations at SMX will be uploaded on: http://bit.ly/smxsydney2015 I cannot stay long, if you have more questions, feel free to reach out to be using my social media info below.
  13. 13. Thanks Questions?

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