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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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PROVIDE GUIDED DIRECTION STAR WARS SEO Conversion Optimization Star Wars Insights

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PROVIDE GUIDED
DIRECTION
STAR WARS OPTIMIZATION INSIGHT #4
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

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