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HOW TO CONVERT ORGANIC SEARCH TRAFFIC
SEO CONVERSION
Angie Schottmuller | Conversion Hotel | Oct 22, 2014
5 STAR WARS INSI...
ANGIE SCHOTTMULLER
Director of Strategy & Optimization
@aschottmuller
ThreeDeepMarketing.com
linkedin.com/in/angieschottmu...
HOW TO CONVERT ORGANIC SEARCH TRAFFIC
#SEO #CRO #CH2014
@aschottmuller
Tweet this session!
Seriously. It's loaded with jui...
A long time ago on an un-optimized
website far, far away...
(last year in Australia)
:: SEO Conversion Optimization - Angi...
a Star Wars-themed wedding (Anakin and Padme) took place...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014I...
#FAIL
Who starts their marriage mimicking one that miserably failed??
(Australians Nadia and Dale. That's who.)
:: SEO Con...
SEO CRO
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
A RELATIONSHIP DESTINED TO ACTUALLY WORK.
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
SEO vs. CRO
USERS
to believe it's the best answer to a user'...
Yet an EVIL empire reins...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
For every $92 spent
acquiring customers,
Only $1 is spent on
conversion.
:: SEO Conversion Optimization - Angie Schottmull...
SEO
CRO
DRIVE
CONVERT
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
WE MUST BRING BALANCE
TO THE FORCE...
5 INSIGHTS TO BRING OPTIMIZATION BALANCE FROM
STAR WARS
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Use the information in this
R2 unit to help plan the
attack...
:: SEO Conversion Optimization - Angie Schottmuller - #CH20...
ASSESS THE SITUATION
STAR WARS OPTIMIZATION INSIGHT #1
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: de.ign.com
What? When? Where? How? Who?
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
DIVE INTO GOOGLE WEBMASTER TOOLS
DIVE INTO GOOGLE WEBMASTER TOOLS
What Needs a Lift?
BOOST CTR -- IT'S A QUICK WIN TO
MOVE FROM PAGE 2 TO PAGE 1
DIVE INTO GOOGLE WEBMASTER TOOLS
What IS Working for CTR?
DIVE INTO GOOGLE WEBMASTER TOOLS
What ISN'T Working for CTR?
Long-Tail Keyword Considerations
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: Elliance.com
C...
ORGANIC SEARCH CONVERSION FUNNEL
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
_____%
_____%
_____%
_____%...
What's critical?
...focus on that!
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
TRACK WHAT'S
IMPORTANT
STAR WARS OPTIMIZATION INSIGHT #2
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
“You’re sure the homing beacon is secure aboard
their ship? I’m taking an awful risk, Vader. This
had better work.”
~ Gran...
~ Ben Yoskovitz
@byosko, Author, "Lean Analytics"
"If a metric won't
change the way you behave,
then it's a BAD metric."
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Think beyond the funnel
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
It's not ALL about the money...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: omegabarrow.com
~ Bryan Eisenberg
@TheGrok, Conversion Optimization Expert, Speaker & Author
Conversion rate is a measure of your ability ...
REEVALUATE GOALS
BUSINESS
GOALS
What does the
business want to
accomplish?
USER
GOALS
What does the
user want to
accomplis...
BUSINESS
GOALS
What does the
business want to
accomplish?
USER
GOALS
What does the
user want to
accomplish?
USER-CENTRIC G...
RETHINK
Intention
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
What specific data do web visitors
need to make a good decision?
How can I make that data consumption
into a measurable ac...
What specific data do web visitors
need to make a good decision?
How can I make that data consumption
into a measurable ac...
Amazon.com... Measurable Actions Everywhere!
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Screenshot: Amaz...
Top User Actions = Tracked Events = Goals
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
"Did you find what...
TRACK "BOUNCE"
CORRECTLY
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
"BOUNCE RATE" (ORIGINAL)
PRIOR TO JULY 2012
GOOGLE ANALYTICS:
User enters and exits the same page.
:: SEO Conversion Optim...
"ADJUSTED BOUNCE RATE" (ABR)
AS OF JULY 2012
GOOGLE ANALYTICS:
User enters and exits the same page
WITH NO INTERACTION.
::...
A LOGGED EVENT QUALIFIES AS
AN "INTERACTION"
i.e. Logging an event at a 5-second view time (or whatever "first impression"...
STEP OUT OF THAT CRYOGENIC FREEZE, AND LEVERAGE SOME MEANINGFUL DATA...
:: SEO Conversion Optimization - Angie Schottmulle...
WATCH YOUR BOUNCE RATE PLUMMET...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
BEFORE ABR:
70%-90%
AFTER ...
LEVERAGE EVENT TRACKING
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
MUST
HAVE
FOR OPTIMIZATION
REVIEWS
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
REALITY
Those ARE the metrics you're looking for.
GA EVENT TRACKING FOR CRO:
http://bit.ly/gaeventtrackingforcro
:: SEO Conversion Optimization - Angie Schottmuller - #CH20...
IT'S A POWERFUL GIFT.
WIELD WISELY...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image source: independe...
DASHBOARD: http://bit.ly/conversionsgadashboard
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
CUSTOM REPORT: http://bit.ly/lpconversionflowgareport
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Reference: E-Nor Blog: Combining Qualitative and Quantitative...
SEND SIGNALS THAT
HELP
STAR WARS OPTIMIZATION INSIGHT #3
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image source: country933.com
How compelling are your meta descriptions?
VS.
ORGANIC
PAID
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Optimize organic
search snippets
like you would a
PAID AD.
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
I...
VISUALS are processed
60,000x
FASTER in the brain than text.
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014...
Check search results for your latest competition...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Oh, snip...
On average, RICH SNIPPETS
boost click-through rates by
20-30%
:: SEO Conversion Optimization - Angie Schottmuller - #CH201...
EXPLAINER VIDEOS boost
CLICK-THROUGH and
CONVERSION
20%(on average)
:: SEO Conversion Optimization - Angie Schottmuller - ...
LEVERAGE CAPTIONS
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Notice any IRRELEVANT IMAGE SEARCH RESULTS for your/my name?
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image source: wall321.com. Caption statistic via Ogilvy Resea...
OPTIMIZE SCENT
(prevent the bounce)
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014
MATCH Title Tag & H1 Page Heading
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014
TITLE TAG
...
COLORS WERE BELOW THE FOLD
...ON A TAB.
RELATED LESSON:
Don't save page tabs as different URLs!
Non-Match = Confusion = Bo...
AUDIT & FIX NON-MATCHES
1. Crawl your site with Screaming Frog.
2. Export to Excel.
3. Filter Title and H1 Differences.
4....
PROVIDE GUIDED
DIRECTION
STAR WARS OPTIMIZATION INSIGHT #4
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: imgkid.com
What's the path to your 1 best answer?
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Query
Page
(No Call-t...
"Let's get ONE
thing straight..."
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: starwars.com
ONE page.
ONE purpose.
ONE targeted keyword phrase.
ONE best answer.
~ Angie Schottmuller
@aschottmuller, Optimization Dir...
Map out the path to your best answer...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Query Purpose
(Call-...
Define Clear Purpose for ALL Content
 PAGE TYPE: _______________________
 TOPIC: ____________________________
(targeted ...
HOME &
CATEGORY PAGES
= "TRAFFIC COP"
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Do NOT be deceived by trendy, uber long,
mega-content, distracting homepages.
:: SEO Conversion Optimization - Angie Schot...
Home Page Conversion Goal =
SEGMENTATION
CLICK-THROUGH EXAMPLE:
:: SEO Conversion Optimization - Angie Schottmuller - #CH2...
Leverage "Grids" to Present Clear Paths
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Case study: http://wh...
RALLY FOR A COMMON
GOAL
STAR WARS OPTIMIZATION INSIGHT #5
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: screenrant.com
What do your USERS seek?
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
CHECK GOOGLE TYPE-AHEAD SUGGESTIONS...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Create, aggregate, or...
BTW, users search for "reviews",
NOT "testimonials"
(Use keywords that aid rankings and maintain scent.)
:: SEO Conversion...
CASE STUDY
Expert Q&A = SEO & CRO Power Play
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
BOOSTED CONVERS...
Check Search Results for Anomalies...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
A review replaced the
...
SEO CRO
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
WE CAN BRING BALANCE
TO THE FORCE...
~ Angie Schottmuller
@aschottmuller, Optimization Director, Three Deep Marketing
"A search query is simply a question. To
...
ORGANIC SEARCH CONVERSION FUNNEL
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
_____%
_____%
_____%
_____%...
SEO + CRO KEY TAKEAWAYS
 Prioritize opportunities by auditing each stage
of the organic search CRO funnel.
 Leverage eve...
Need Help Converting Organic Traffic?
:: Buying Modalities | Angie Schottmuller @aschottmuller | Three Deep Marketing | #C...
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SEO Conversion Optimization Star Wars Insights

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For every $92 spent acquiring customers, ONLY $1 is spent converting them. It's time to bring balance to the Force (a.k.a. your optimization strategy). Check out these 5 powerful Star Wars insights to unite your SEO and CRO efforts for impressive power play wins!

>> Keynote presentation Oct 22, 2014 for Conversion Hotel, Netherlands. #CH2014
Short link: http://j.mp/seocrostarwars

Published in: Marketing

SEO Conversion Optimization Star Wars Insights

  1. HOW TO CONVERT ORGANIC SEARCH TRAFFIC SEO CONVERSION Angie Schottmuller | Conversion Hotel | Oct 22, 2014 5 STAR WARS INSIGHTS TO HELP BRING OPTIMIZATION BALANCE
  2. ANGIE SCHOTTMULLER Director of Strategy & Optimization @aschottmuller ThreeDeepMarketing.com linkedin.com/in/angieschottmuller aschottmuller@ThreeDeepMarketing.com Three Deep Marketing
  3. HOW TO CONVERT ORGANIC SEARCH TRAFFIC #SEO #CRO #CH2014 @aschottmuller Tweet this session! Seriously. It's loaded with juicy stats guaranteed to get a retweet!
  4. A long time ago on an un-optimized website far, far away... (last year in Australia) :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  5. a Star Wars-themed wedding (Anakin and Padme) took place... :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: moviepilot.com. Wedding of Australians Nadia and Dale
  6. #FAIL Who starts their marriage mimicking one that miserably failed?? (Australians Nadia and Dale. That's who.) :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  7. SEO CRO :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 A RELATIONSHIP DESTINED TO ACTUALLY WORK.
  8. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 SEO vs. CRO USERS to believe it's the best answer to a user's query enough to... RANK HIGH IN SEARCH RESULTS. METRIC: Search Rank COMPLETE THE CALL-TO-ACTION. METRIC: Conversions (Goal Completions) SEARCH ENGINES Optimize content for: SEARCH ENGINE OPTIMIZATION CONVERSION RATE OPTIMIZATION
  9. Yet an EVIL empire reins... :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  10. For every $92 spent acquiring customers, Only $1 is spent on conversion. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Source: Econsultancy & RedEye CRO Report 2012
  11. SEO CRO DRIVE CONVERT :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  12. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 WE MUST BRING BALANCE TO THE FORCE...
  13. 5 INSIGHTS TO BRING OPTIMIZATION BALANCE FROM STAR WARS :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  14. Use the information in this R2 unit to help plan the attack... :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  15. ASSESS THE SITUATION STAR WARS OPTIMIZATION INSIGHT #1 :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  16. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: de.ign.com
  17. What? When? Where? How? Who? :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  18. DIVE INTO GOOGLE WEBMASTER TOOLS
  19. DIVE INTO GOOGLE WEBMASTER TOOLS What Needs a Lift? BOOST CTR -- IT'S A QUICK WIN TO MOVE FROM PAGE 2 TO PAGE 1
  20. DIVE INTO GOOGLE WEBMASTER TOOLS What IS Working for CTR?
  21. DIVE INTO GOOGLE WEBMASTER TOOLS What ISN'T Working for CTR?
  22. Long-Tail Keyword Considerations :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: Elliance.com CONVERSION RATELow High Scan for intent-indicators like: "how to", "compare", "coupon"... Longer tail typically also means more likely to convert
  23. ORGANIC SEARCH CONVERSION FUNNEL :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 _____% _____% _____% _____% _____%
  24. What's critical? ...focus on that! :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  25. TRACK WHAT'S IMPORTANT STAR WARS OPTIMIZATION INSIGHT #2 :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  26. “You’re sure the homing beacon is secure aboard their ship? I’m taking an awful risk, Vader. This had better work.” ~ Grand Moff Wilhuff Tarkin :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  27. ~ Ben Yoskovitz @byosko, Author, "Lean Analytics" "If a metric won't change the way you behave, then it's a BAD metric."
  28. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  29. Think beyond the funnel :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  30. It's not ALL about the money... :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: omegabarrow.com
  31. ~ Bryan Eisenberg @TheGrok, Conversion Optimization Expert, Speaker & Author 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."
  32. REEVALUATE GOALS BUSINESS GOALS What does the business want to accomplish? USER GOALS What does the user want to accomplish? :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  33. BUSINESS GOALS What does the business want to accomplish? USER GOALS What does the user want to accomplish? USER-CENTRIC GOALS :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  34. RETHINK Intention :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  35. What specific data do web visitors need to make a good decision? How can I make that data consumption into a measurable action? :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 ASSESSMENT: 1 2
  36. What specific data do web visitors need to make a good decision? How can I make that data consumption into a measurable action? :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 ASSESSMENT: 1 2 Seriously. This is HUGE. WRITE IT DOWN.
  37. Amazon.com... Measurable Actions Everywhere! :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek
  38. Top User Actions = Tracked Events = Goals :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 "Did you find what you were looking for?" "What was your reason for visiting today?"
  39. TRACK "BOUNCE" CORRECTLY :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  40. "BOUNCE RATE" (ORIGINAL) PRIOR TO JULY 2012 GOOGLE ANALYTICS: User enters and exits the same page. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 JULY 2012 11
  41. "ADJUSTED BOUNCE RATE" (ABR) AS OF JULY 2012 GOOGLE ANALYTICS: User enters and exits the same page WITH NO INTERACTION. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 JULY 2012 12 Reference: Justin Cutroni - http://cutroni.com/blog/2012/07/27/rethinking-blog-metrics/
  42. A LOGGED EVENT QUALIFIES AS AN "INTERACTION" i.e. Logging an event at a 5-second view time (or whatever "first impression" time makes sense for your audience) results in Google Analytics NOT counting the visit as a bounce. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  43. STEP OUT OF THAT CRYOGENIC FREEZE, AND LEVERAGE SOME MEANINGFUL DATA... :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image source: musingsfromanotherstar.blogspot.com
  44. WATCH YOUR BOUNCE RATE PLUMMET... :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 BEFORE ABR: 70%-90% AFTER ABR: 5%-20%
  45. LEVERAGE EVENT TRACKING :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 MUST HAVE FOR OPTIMIZATION REVIEWS
  46. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 REALITY Those ARE the metrics you're looking for.
  47. GA EVENT TRACKING FOR CRO: http://bit.ly/gaeventtrackingforcro :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 INCLUDES: • Adjusted Bounce Rate • Scrolling (beyond fold, page bottom) • Dynamic Click Tracking tabs, jump-to buttons/links, file downloads, click-to-call ph# [tel:], email [mailto:] , and external domain links
  48. IT'S A POWERFUL GIFT. WIELD WISELY... :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image source: independent.co.uk
  49. DASHBOARD: http://bit.ly/conversionsgadashboard :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  50. CUSTOM REPORT: http://bit.ly/lpconversionflowgareport :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  51. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Reference: E-Nor Blog: Combining Qualitative and Quantitative Data to Gain Useful Insights http://j.mp/18agWIx
  52. SEND SIGNALS THAT HELP STAR WARS OPTIMIZATION INSIGHT #3 :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  53. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image source: country933.com
  54. How compelling are your meta descriptions? VS. ORGANIC PAID :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  55. Optimize organic search snippets like you would a PAID AD. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 Image credit: luxtica.com
  56. VISUALS are processed 60,000x FASTER in the brain than text. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Source: Neo Mammalian Studios
  57. Check search results for your latest competition... :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 Oh, snippity snap!
  58. On average, RICH SNIPPETS boost click-through rates by 20-30% :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 Image credit: BlueGlass.com
  59. EXPLAINER VIDEOS boost CLICK-THROUGH and CONVERSION 20%(on average) :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Source: CommonCraft.com, Unbounce.com. http://bit.ly/explainervideostats CrazyEgg.com video Dropbox.com video +$21K SALES/MO +10% CR LIFT
  60. LEVERAGE CAPTIONS :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  61. Notice any IRRELEVANT IMAGE SEARCH RESULTS for your/my name? :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 ?? ? ? ? ? ?
  62. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image source: wall321.com. Caption statistic via Ogilvy Research. SEO+CRO POWER PLAY: Photos and videos are likely to rank for nearby keywords. Plus, users read captions 300x more on average than body text!
  63. OPTIMIZE SCENT (prevent the bounce) Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014
  64. MATCH Title Tag & H1 Page Heading Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014 TITLE TAG H1 PAGE HEADING Where are the colors?! Site Reference: Cars.com
  65. COLORS WERE BELOW THE FOLD ...ON A TAB. RELATED LESSON: Don't save page tabs as different URLs! Non-Match = Confusion = Bounce Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014Site Reference: Cars.com
  66. AUDIT & FIX NON-MATCHES 1. Crawl your site with Screaming Frog. 2. Export to Excel. 3. Filter Title and H1 Differences. 4. Audit and Fix! Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014 Screaming Frog SEO Tool: http://bit.ly/screamingfrogtool Crawls websites and extracts page meta data (and much more) info. 500 URLs free. Unlimited-use license $99/yr.
  67. PROVIDE GUIDED DIRECTION STAR WARS OPTIMIZATION INSIGHT #4 :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  68. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: imgkid.com
  69. What's the path to your 1 best answer? :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 Query Page (No Call-to-Action) Page Page Page Page Page ??? ...VERY CONFUSING!
  70. "Let's get ONE thing straight..." :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: starwars.com
  71. ONE page. ONE purpose. ONE targeted keyword phrase. ONE best answer. ~ Angie Schottmuller @aschottmuller, Optimization Director, Three Deep Marketing Quote adapted from Oli Gardner's "one page, purpose"
  72. Map out the path to your best answer... :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 Query Purpose (Call-to-Action) Page <PAGE TYPE>
  73. Define Clear Purpose for ALL Content  PAGE TYPE: _______________________  TOPIC: ____________________________ (targeted keyword/phrase)  PURPOSE: _________________________ (primary call-to-action)  RELATED INTENT PATHS: ___________ :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 WEB PAGE
  74. HOME & CATEGORY PAGES = "TRAFFIC COP" :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  75. Do NOT be deceived by trendy, uber long, mega-content, distracting homepages. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: lylesmoviefiles.com
  76. Home Page Conversion Goal = SEGMENTATION CLICK-THROUGH EXAMPLE: :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image source: enterrasolutions.com MARKETERS DEVELOPERS
  77. Leverage "Grids" to Present Clear Paths :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Case study: http://whichtestwon.com/archives/24201 CASE STUDY: 15% LIFT for CTR
  78. RALLY FOR A COMMON GOAL STAR WARS OPTIMIZATION INSIGHT #5 :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  79. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: screenrant.com
  80. What do your USERS seek? :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  81. CHECK GOOGLE TYPE-AHEAD SUGGESTIONS... :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 Create, aggregate, or optimize "BEST ANSWER" pages with long-tail opportunity.
  82. BTW, users search for "reviews", NOT "testimonials" (Use keywords that aid rankings and maintain scent.) :: SEO Conversion Optimization - Angie Schottmuller - #CH2014(It's a generalization. Naturally a few folks search for "testimonials." (Most likely to compare search volume to queries for "reviews.")
  83. CASE STUDY Expert Q&A = SEO & CRO Power Play :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 BOOSTED CONVERSION 32% Source: Bazaarvoice Case Study, Nov 2012 ... AND AIDED "SHOES" PAGE 1 RANK
  84. Check Search Results for Anomalies... :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 A review replaced the meta description!
  85. SEO CRO :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  86. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 WE CAN BRING BALANCE TO THE FORCE...
  87. ~ Angie Schottmuller @aschottmuller, Optimization Director, Three Deep Marketing "A search query is simply a question. To optimize for both search and conversion, prove you're the BEST ANSWER."
  88. ORGANIC SEARCH CONVERSION FUNNEL :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 _____% _____% _____% _____% _____%
  89. SEO + CRO KEY TAKEAWAYS  Prioritize opportunities by auditing each stage of the organic search CRO funnel.  Leverage event tracking to measure *user goal* completion and engagement. (adjusted bounce rate, scrolling, etc.)  Optimize organic search snippets like paid ads.  Provide guided direction to ONE best answer.  Treat home and category pages like a "traffic cop" with segmentation goals. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  90. Need Help Converting Organic Traffic? :: Buying Modalities | Angie Schottmuller @aschottmuller | Three Deep Marketing | #CTAConf Get a FREE SEO+CRO Funnel Consult Maximize your optimization impact with an organic power play today! Angie Schottmuller Director of Optimization angie.schottmuller@threedeepmarketing.com @aschottmuller

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