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Slifer Smith & Frampton
•7+ years working in search engine
optimization (SEO) and content
•Experience both in-house and at agencies
•Former freelance writer/blogger, SEO
•Started career as an English teacher
abroad, special education background
Increasing conversions on your website.
@alliberry3 | firstname.lastname@example.org
• Top 100 Content Marketers of 2018
(Express Writers & BuzzSumo)
• Moz Blog Top 50 of 2017
• 2017 Finalist for Best Conversion
Response from a Content Marketing
WHAT PROBLEMS ARE WE
SOLVING IN THIS SESSION?
1. SEO – issues preventing
people from finding your
website in search
2. Content – mistakes that
make prospects more
skeptical of your business
3. UX – issues that prevent
more users from
I have a problem.
What’s the solution?
• Best X for X
• 1st Person Stories
Is it right for me?
• Product Specific
• 3rd Party Reviews
Where should I buy it?
• What makes your
• Location page (if
• Customer testimonials
• What to expect from
our team/visiting our
store Image Credit: Conversioner
Can I afford it? Am I getting a
• Special offers
Image Credit: Conversioner
Am I satisfied with the
• How to use product/service
• Opportunities to share your
story/get reviews and
• New relevant initiatives from
Image Credit: http://davidsusman.com
WHAT IS A CALL-TO-ACTION (CTA)?
A call-to-action is an
image or line of text that
prompts your visitors to do
Often in a button form.
Could also be within an
article, in a side bar, etc.
AKA: a pitch.
Image credit: thecreativeagency.co.uk
Why are CTAs
You’ve done the hard part of
getting visitors to your
page…now you get to tell them
what to do next!
If you don’t, they are more likely
to leave your website.
TYPES OF CTAS Discovery Phase
Read More: Get People to Keep Reading
Subscribe: Get People to Subscribe to Your Content
Download eBook: Lead People to
Deeper Content + Email Capture
TYPES OF CTAS Consideration Phase
Tool: Provide some info for
Intro to product.
Deeper dive on
how you can help.
TYPES OF CTAS Purchase Phase
Apply: Visit affiliate website for final
conversion. Contact Us: If you don’t have a
product to buy online
Best Practice 1: Plan Your
CTAs with Your Content
• What’s the next logical step for a visitor to
• Know the buying cycle for your
• Don’t sell too soon.
Best Practice 2: Test CTAs
• Button language
• Side callout vs in-
• Form fields
Free Tool: Google Optimize
S NOT USED
•Does your website have
a testimonials or reviews
The trouble with
People often ignore them.
Best Practices for Testimonials
Ask recent customers
Ask your best customers individually
Ask good questions How much time/money does our product/service save?
What’s the best benefit/feature of this product/service?
Put thought into the design of testimonials
When does local content
•When you have a storefront
•(ex. Boutique store)
•When you have a service area
•When your product or service
has a local component to it
•(ex. Online distributor of Wisconsin
relevance in local
matters to your
involvement in the
What is local
Article about a
local event the
trends in a
Addresses the needs of an
audience in a particular area
How this happens
• Just trying to get words
on the pages to launch
• Copywriter is too close to
• No one does any keyword
• No one externally reviews
Image Credit: Literacy Teaching and Teacher Education
Signs this is a problem
• Not ranking well in search
• Getting unqualified leads
• High bounce rate
• Low conversion rate
• Customer feedback
What is the product and why should a
prospect care about it?
How will this product make the
prospect’s life easier/better?
What’s the next step? (CTA)
Use Customer Stories
They’ll give you the
language you need to
talk about your
What is duplicate content?
When the same content appears on more than one URL.
Why is this an issue?
1. Search engines aren’t sure
which version of the page to index
2. It can dilute the authority of your
page if you have links pointing to all
3. Search rankings can suffer as a
“25-30% of the web is duplicate
– Matt Cutts, Former head of web
spam team at Google
1. URL Variations
• http vs https
• www vs non-www
• Protects the integrity of your website
• Protects the privacy and security of your users
• It’s the future of the web
• Non-https sites marked as not secure in certain
• Google favoring https sites in rankings
• Improves the lives of people with
disabilities. It’s the right thing to do.
• Provides a larger potential customer
• Helps you avoid bad PR and potential
• Better for SEO.
“About 56.7 million
Americans (19% of the
population) have a disability.”
– US Census Bureau
In March 2018, Google starting rolling out
Image credit: Quora
WHAT DOES THIS
•Historically, Google has used the desktop
version of content for indexing and ranking.
•They recently switched to using (mostly) the
mobile version of content for indexing and
•This is a reflection of how searchers have
moved predominantly to mobile devices.
Image credit: extradigital.co.uk
TYPES OF MOBILE WEBSITES
1. Responsive Design
2. Adaptive Design
3. Separate Mobile Site
Image credit: Iconfinder.com
Layout changes based on size and capabilities of
Mobile-first indexing doesn’t impact responsive
• Cheap to build and maintain
• Future-proof for new device sizes
• Not a fully optimized mobile experience for
• Tend to be slower to load on mobile
Image credit: Surgeonsadvisor.com
Set designs for multiple sizes of devices; system
detects device size and serves appropriate
Mobile-first indexing could impact adaptive
• More optimized mobile experience
• Complex and often expensive solution
• Not future-proof for new devices
• More maintenance required than responsive
Image credit: uxplanet.org
Completely separate mobile-version of a website
Mobile-first indexing DOES impact separate
• Potential for fully optimized mobile experience
• Potential for duplicate content issues
• Requires more maintenance
• Bad link sharing experience between mobile
Image credit: clickseed.com
Don’t do it.
Responsive Design – Best solution if you are
resource strapped. Easier to build and maintain
than adaptive. Lots of templates to utilize.
Adaptive Design – Will give a better mobile
experience, and faster site speed. Will require
more developer time and maintenance than
Separate Mobile Website – Generally, don’t do
this. If you have complex tasks and lots of 3rd party
integrations, this might be a good solution. But
please hire SEO help.
What is Schema?
• Schema markup is code
(semantic vocabulary) that
you put on the backend of
your website to help the
search engines return more
richer results for users.
Why does it
Provides more context and clarity
to search engines about the
contents of your pages.
Allows you to occupy more space
in search engine results pages,
which can help click-through-rate.
Does it help search rankings?
Likely not. No study has proven it.
1. Have content for all stages of the
2. Have clear CTAs (UX)
3. Incorporate relevant testimonials in
4. Talk about pricing
5. Create locally relevant content
6. Speak the language of your
Technical SEO and UX Fixes:
1. Clean up duplicate content
2. Design for accessibility
3. Make your website mobile-
4. Use Schema markup