In the summer of 2012, Google reported to have approximately 3 billion searches per day, with more than 75% clicks going to organic results (not paid ads!). Join SEO experts Will Critchlow, founder of Distilled and Rebecca Churt, Marketing Manager at HubSpot for insider tips on improving your SEO in order to increase conversion rates and grow your business.
http://offers.hubspot.com/mastering-seo-cro
6. DEFINING
1. Search Engine Optimization (SEO): The process of improving
the volume or quality of traffic to a web site from search engines
via “natural” or un-paid (“organic”) search results.
2. Conversion Rate Optimization (CRO): The science and art of
creating an experience for a website visitor with the goal of
converting the visitor into a customer.
SEO & CRO have a lot in common Both deal with website visitors; End goal is more target traffic and better leadsSolving for the best user experience – solve for simplicity, speed and engagementBoth first and foremost optimize for users and user experience and then for search engines whereby you increase the likelihood of your content being found by the right audience and ultimately increase your contact databaseCRO wants to give users a certain experienceSEO wants to be where users are searching, and give them reason to visit a site. Both should rely on the quality of traffic, qualified vs. un-qualified. Both are ways to make more money online, so both are important to online marketers who want to improve the results of their business.Both also rely in part on art (listening to your gut) and science (listening to the numbers)
Know your audience – define a set persona
Optimize for users & user experience and then for search engines CRO wants to give users a certain experience – make it easier for them to chooseSEO is about being where users are & giving them a reason to visit
End Goal:Target traffic better leads How to do this...solve for the user
Know your audience – define a set persona
Solve for the User:SimplicitySpeedengagement Engage usersIncreased ctr from serpsIncreased use of contentBrand engages competitive type people; content engages researching people; social proof engages humanistic (social) people; and speed engages spontaneous people.
Create great content – content improves conversions. Need quality content to get quality traffic, which becomes quality leads.Content is more than just text.ImagesMetricsinformativeexamples AuthoritativeRelevant
Think of your marketing funnel. 75% of visitors are in a research phase. They are top of the funnel. They have no brand awareness and thus are finding you through non-branded terms. The more content you create the more you will capture those people. They are basically like aimless tourists looking to find a guide and your content will guide them right in.
Build LP….
-Get LP in SERPs-target long tail keywords Once you’ve built LPs/optimized SEO, time to make sure people are engaging and converting….transition to Will
Use data for insight – analytics on everything from keywords to visitor traffic flowDevelop a hypothesis before testing
You need quality traffic to get quality leadsLook at what is converting well alreadyTarget the Long TailBuild Landing Pages and get them in the SERPs
We will be scheduling a headshot day
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The trick to making sense of it all is to SEGMENT.
Remember:You have many levers.
Work out what to testMainly by listening to your prospects and customers