SlideShare a Scribd company logo
1 of 57
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Why We Can’t Do SEO Without CRO
Shifts in Google’s rankings & searcher behavior have changed
how SEOs must apply CRO
Bit.ly/seocro2017
SEO Historically
Measured by: Traffic Driven
Measured by: Rankings Achieved
Via Moz Pro
Improved by: Boosting Accessibility
Via Moz Pro
Improved by: Optimizing Keywords
Via Moz Pro
Improved by: Acquiring Links
Via Moz Pro
Improved by: Upgrading Visibility
What Changed?
Google Evolved
Via Avinash
Kaushik
Solving the Searcher’s Query Became
Google’s Ultimate Search Quality Metric
Engagement Emerged as a Ranking Signal
Google’s Search Quality team is
always asking the same question:
Are searchers satisfied by this?
How do they get the answer?...
Aggregate Behavioral Data
Do searchers, on average,
click the results we rank highly
more than the results we rank
lower?
35% of clicks
19% of clicks
11% of clicks
All Good!
Do many searchers click on
nothing at all, and instead
change their query, or choose
a “related search?”
If it’s these, maybe we show
more results for where sour
beer is available.
Do searchers, on average, “short-
click” some results, while “long-
clicking” others?
If clicks on Wikipedia result in a
quick bounce back to the SERP
While SeattleMag gets high
engagement w/ few bounces…
Google may swap their rankings
Not Sure You Should Believe Me?
Here’s Google Search Engineer Paul Haahr:
Via Paul Haahr
A brief aside…
What’s up Brad? You
sure that’s the best
possible name for your
real estate agency?
Google’s Also Shifted from Prioritizing
Good Results to The Fastest Answer
This is all about speed –
predicting my next search
query w/ more accuracy
based on my prior one.
Powerful Query-Interpretation Processes Now Help
Google Sort Out Which Signals toApply
Via Rankbrain Unleashed
And Content Analysis Algorithms Have
Grown Vastly More Sophisticated
Via Google Research’s SyntaxNet Announcement
An Emerging SEO Priority:
Searcher Task
Accomplishment
Can the Searcher Quickly, Comprehensively Solve
Their Problem via this SERP?
Do the Top Results Take Them
All the Way Through Their Issue?
Thinking about
writing a book…
Financial
expectations
Odds of getting
a publisher
Self-publishing
vs. traditional
Finding
an agent
Choosing a
publisher
Tips by genre Book marketingThe pitch
Google’s Goal:
Find Signals &Algos that
Reward Pages Optimized
for TaskAccomplishment
IMO, this page (#12) does the best
job of solving the searcher’s problem
SEO’s Goal:
Align the Business’&
Searcher’s Objectives,
then Optimize
Jane’s “next steps” perfectly
align (& balance) the searcher’s
needs w/ her content, products,
& services
The CRO Process for
Searcher Task Accomplishment
Via Conversion Rate Experts
We want to replicate this process, but apply it to the
“conversion” of searcher task accomplishment
what searchers are seeking.
searchers come away unsatisfied.
STEP 1: Establish Your Primary KW Target
Via Keyword Explorer
STEP 2: Expand w/ Related KWs that Share the
Same Searcher Intent
STEP 3:Add In KWs w/ Slightly Expanded Intent
The grouping features in KW
research tools can be useful for
ID’ing unique searcher intents
STEP 4: Visit the Competition – What Tasks Are
They Helping Searchers Solve?
Amazon-specific process info
Self-publishing tips
How to write a best-seller
Process to find a literary agent
STEP 5: Survey a Small Group
Sample survey here
STEP 6: Curate Your List of Searcher Expectations
STEP7: Create the Content to Match Each Need, & Use a
Layout that MakesAccessing Each Element Easy
VS.
STEP 8:Apply the On-Page SEO Checklist
Createtrust&engagementthroughUI,UX,&branding
EmployKWsintelligently(title,headline,content,URL,img,etc)
OptimizeyoursnippettoearnthehighestpossibleCTR
Deliveruniquevaluebeyondwhatothersitescanoffer
Craftcontentthatfulfillsthesearcher’sprimarygoals
Speed,speed,andmorespeed
Avoidelementsthatdissuadevisitors
Userelatedtopicstoboostrelevancy&rankingpotential
Via On-Page SEO
STEP 9: Usability Test Your Page Like a Product
Via UsabilityHub’s “Question Test” Surveys
STEP 10: Launch, Learn, & Iterate
Via Sprint from Jake Knapp & Google Ventures
SEO+CRO Isn’t Just
Task Accomplishment…
CRO Can Help You StayAhead of Your
Competitors’SEO Invesments
If ShipYourEnemiesGlitter.com has
a higher conversion rate, they can
re-invest more budget in SEO, and
eventually overtake RuinDays.com
Traditional CROAlso Matters Because It’s How
Execs Decide Where to Put Budget
Yes. There’s Conflict Between
*Who* Gets the Conversion
Conversion Rates & Searcher Satisfaction Are
Sometimes in Direct Opposition
AHigher Conversion Rate w/ Worse Searcher
Satisfaction May Yield Lower Organic Traffic
But… There’s a Win/Win
Helping Users First Often Leads to
Better Long-Term ROI
Searcher
Satisfaction
Trust &
Loyalty
Return
Visits
Stronger Long-Term
Conversions
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Bit.ly/seocro2017

More Related Content

What's hot

Digital Olympus State of Link Building 2016
Digital Olympus State of Link Building  2016Digital Olympus State of Link Building  2016
Digital Olympus State of Link Building 2016Nicholas Chimonas
 
Pulling B2B Buyers Through the Funnel with SEM
Pulling B2B Buyers Through the Funnel with SEMPulling B2B Buyers Through the Funnel with SEM
Pulling B2B Buyers Through the Funnel with SEMStacy Sutton Williams
 
Surprising Facts about Google and 2017 SEO
Surprising Facts about Google and 2017 SEOSurprising Facts about Google and 2017 SEO
Surprising Facts about Google and 2017 SEOAffiliate Summit
 
Social Networking for LeaderPromos
Social Networking for LeaderPromosSocial Networking for LeaderPromos
Social Networking for LeaderPromosDana Zezzo, CAS
 
Searching higher up the funnel
Searching higher up the funnelSearching higher up the funnel
Searching higher up the funnelJono Alderson
 
3 Ways SEO Has Changed This Year & What It Means for You
3 Ways SEO Has Changed This Year & What It Means for You3 Ways SEO Has Changed This Year & What It Means for You
3 Ways SEO Has Changed This Year & What It Means for YouSearch Engine Journal
 
Link Building's Tipping Point
Link Building's Tipping PointLink Building's Tipping Point
Link Building's Tipping PointRand Fishkin
 
eCommerce Revenue Hack: How to generate effective ideas
eCommerce Revenue Hack: How to generate effective ideas eCommerce Revenue Hack: How to generate effective ideas
eCommerce Revenue Hack: How to generate effective ideas Gabriel GOUROVITCH
 
Search Engines, SEO and SEM
Search Engines, SEO and SEMSearch Engines, SEO and SEM
Search Engines, SEO and SEMSarah Robbins
 
Planning Your SEO Strategy in 2017
Planning Your SEO Strategy in 2017Planning Your SEO Strategy in 2017
Planning Your SEO Strategy in 2017DUBSEO
 
How to Evaluate Site Quality for Link Building
How to Evaluate Site Quality for Link BuildingHow to Evaluate Site Quality for Link Building
How to Evaluate Site Quality for Link BuildingSearch Engine Journal
 
Web Analytics Course
Web Analytics Course Web Analytics Course
Web Analytics Course Matt Bailey
 
Creating A Marketing Strategy for your Auto Body Shop That Works!
Creating A Marketing Strategy for your Auto Body Shop That Works!Creating A Marketing Strategy for your Auto Body Shop That Works!
Creating A Marketing Strategy for your Auto Body Shop That Works!Lee Emmons
 
SEO + SEM Presentation
SEO + SEM PresentationSEO + SEM Presentation
SEO + SEM PresentationByrne Hobart
 
Intro to Mozcon 2016
Intro to Mozcon 2016Intro to Mozcon 2016
Intro to Mozcon 2016Rand Fishkin
 
Turbo-Charging your SEO & Link-Building Strategy
Turbo-Charging your SEO & Link-Building StrategyTurbo-Charging your SEO & Link-Building Strategy
Turbo-Charging your SEO & Link-Building StrategyPatrick Altoft
 
Web Analytics: Free Yourself from Analysis Paralysis
Web Analytics: Free Yourself from Analysis ParalysisWeb Analytics: Free Yourself from Analysis Paralysis
Web Analytics: Free Yourself from Analysis ParalysisThe Loud Few
 
Top 19 Things Business Owners Need to Know About SEM in 2011
Top 19 Things Business Owners Need to Know About SEM in 2011Top 19 Things Business Owners Need to Know About SEM in 2011
Top 19 Things Business Owners Need to Know About SEM in 2011Stacy Sutton Williams
 

What's hot (20)

Digital Olympus State of Link Building 2016
Digital Olympus State of Link Building  2016Digital Olympus State of Link Building  2016
Digital Olympus State of Link Building 2016
 
Pulling B2B Buyers Through the Funnel with SEM
Pulling B2B Buyers Through the Funnel with SEMPulling B2B Buyers Through the Funnel with SEM
Pulling B2B Buyers Through the Funnel with SEM
 
Surprising Facts about Google and 2017 SEO
Surprising Facts about Google and 2017 SEOSurprising Facts about Google and 2017 SEO
Surprising Facts about Google and 2017 SEO
 
SEO trends 2018
SEO trends 2018SEO trends 2018
SEO trends 2018
 
Social Networking for LeaderPromos
Social Networking for LeaderPromosSocial Networking for LeaderPromos
Social Networking for LeaderPromos
 
Searching higher up the funnel
Searching higher up the funnelSearching higher up the funnel
Searching higher up the funnel
 
3 Ways SEO Has Changed This Year & What It Means for You
3 Ways SEO Has Changed This Year & What It Means for You3 Ways SEO Has Changed This Year & What It Means for You
3 Ways SEO Has Changed This Year & What It Means for You
 
Link Building's Tipping Point
Link Building's Tipping PointLink Building's Tipping Point
Link Building's Tipping Point
 
eCommerce Revenue Hack: How to generate effective ideas
eCommerce Revenue Hack: How to generate effective ideas eCommerce Revenue Hack: How to generate effective ideas
eCommerce Revenue Hack: How to generate effective ideas
 
Search Engines, SEO and SEM
Search Engines, SEO and SEMSearch Engines, SEO and SEM
Search Engines, SEO and SEM
 
Planning Your SEO Strategy in 2017
Planning Your SEO Strategy in 2017Planning Your SEO Strategy in 2017
Planning Your SEO Strategy in 2017
 
31 Case Studies on Conversion Optimization
31 Case Studies on Conversion Optimization31 Case Studies on Conversion Optimization
31 Case Studies on Conversion Optimization
 
How to Evaluate Site Quality for Link Building
How to Evaluate Site Quality for Link BuildingHow to Evaluate Site Quality for Link Building
How to Evaluate Site Quality for Link Building
 
Web Analytics Course
Web Analytics Course Web Analytics Course
Web Analytics Course
 
Creating A Marketing Strategy for your Auto Body Shop That Works!
Creating A Marketing Strategy for your Auto Body Shop That Works!Creating A Marketing Strategy for your Auto Body Shop That Works!
Creating A Marketing Strategy for your Auto Body Shop That Works!
 
SEO + SEM Presentation
SEO + SEM PresentationSEO + SEM Presentation
SEO + SEM Presentation
 
Intro to Mozcon 2016
Intro to Mozcon 2016Intro to Mozcon 2016
Intro to Mozcon 2016
 
Turbo-Charging your SEO & Link-Building Strategy
Turbo-Charging your SEO & Link-Building StrategyTurbo-Charging your SEO & Link-Building Strategy
Turbo-Charging your SEO & Link-Building Strategy
 
Web Analytics: Free Yourself from Analysis Paralysis
Web Analytics: Free Yourself from Analysis ParalysisWeb Analytics: Free Yourself from Analysis Paralysis
Web Analytics: Free Yourself from Analysis Paralysis
 
Top 19 Things Business Owners Need to Know About SEM in 2011
Top 19 Things Business Owners Need to Know About SEM in 2011Top 19 Things Business Owners Need to Know About SEM in 2011
Top 19 Things Business Owners Need to Know About SEM in 2011
 

Viewers also liked

Chat bot get ready for the next trend of business [en]
Chat bot   get ready for the next trend of business [en]Chat bot   get ready for the next trend of business [en]
Chat bot get ready for the next trend of business [en]Sikharin Cholpratin
 
Integrated marketing plan
Integrated marketing planIntegrated marketing plan
Integrated marketing planVidur Pandit
 
10 Things Every PHP Developer Should Know About Machine Learning
10 Things Every PHP Developer Should Know About Machine Learning10 Things Every PHP Developer Should Know About Machine Learning
10 Things Every PHP Developer Should Know About Machine Learning10x Nation
 
Chat bot bussiness.pptx (1) (1)
Chat bot bussiness.pptx (1) (1)Chat bot bussiness.pptx (1) (1)
Chat bot bussiness.pptx (1) (1)yernar123
 
Breaking into Bots
Breaking into BotsBreaking into Bots
Breaking into BotsSarah Sexton
 
High tech consulting marketing plan
High tech consulting marketing planHigh tech consulting marketing plan
High tech consulting marketing planzubeditufail
 
The Chat Revolution
The Chat RevolutionThe Chat Revolution
The Chat Revolutiontrs4
 
TADSummit, The MONEH Innovation Showcase chaired by James Body, Telet Research
TADSummit, The MONEH Innovation Showcase chaired by James Body, Telet ResearchTADSummit, The MONEH Innovation Showcase chaired by James Body, Telet Research
TADSummit, The MONEH Innovation Showcase chaired by James Body, Telet ResearchAlan Quayle
 
Building an Integrated Marketing Plan
Building an Integrated Marketing PlanBuilding an Integrated Marketing Plan
Building an Integrated Marketing PlanMargaret Dawson
 
The Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our MarketingThe Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our MarketingRand Fishkin
 
DataArt Innovation Showcase Omni-Channel Bots
DataArt Innovation Showcase Omni-Channel BotsDataArt Innovation Showcase Omni-Channel Bots
DataArt Innovation Showcase Omni-Channel BotsAlan Quayle
 
Why Startups Suck at Marketing
Why Startups Suck at MarketingWhy Startups Suck at Marketing
Why Startups Suck at MarketingRand Fishkin
 
2015 Marketing Strategy & Planning Template
2015 Marketing Strategy & Planning Template2015 Marketing Strategy & Planning Template
2015 Marketing Strategy & Planning TemplateRed Bamboo Marketing
 
A Primer On Digital Marketing in India (includes statistics, Digital Strategy...
A Primer On Digital Marketing in India (includes statistics, Digital Strategy...A Primer On Digital Marketing in India (includes statistics, Digital Strategy...
A Primer On Digital Marketing in India (includes statistics, Digital Strategy...Ethinos Digital Marketing
 
Marketing Plan Presentation Template
Marketing Plan Presentation TemplateMarketing Plan Presentation Template
Marketing Plan Presentation TemplateDemand Metric
 
Why Social Media Chat Bots Are the Future of Communication - Deck
Why Social Media Chat Bots Are the Future of Communication - DeckWhy Social Media Chat Bots Are the Future of Communication - Deck
Why Social Media Chat Bots Are the Future of Communication - DeckJan Rezab
 
Inside Google's Numbers in 2017
Inside Google's Numbers in 2017Inside Google's Numbers in 2017
Inside Google's Numbers in 2017Rand Fishkin
 

Viewers also liked (19)

Chat bot get ready for the next trend of business [en]
Chat bot   get ready for the next trend of business [en]Chat bot   get ready for the next trend of business [en]
Chat bot get ready for the next trend of business [en]
 
Integrated marketing plan
Integrated marketing planIntegrated marketing plan
Integrated marketing plan
 
10 Things Every PHP Developer Should Know About Machine Learning
10 Things Every PHP Developer Should Know About Machine Learning10 Things Every PHP Developer Should Know About Machine Learning
10 Things Every PHP Developer Should Know About Machine Learning
 
Chat bot bussiness.pptx (1) (1)
Chat bot bussiness.pptx (1) (1)Chat bot bussiness.pptx (1) (1)
Chat bot bussiness.pptx (1) (1)
 
Breaking into Bots
Breaking into BotsBreaking into Bots
Breaking into Bots
 
High tech consulting marketing plan
High tech consulting marketing planHigh tech consulting marketing plan
High tech consulting marketing plan
 
The Chat Revolution
The Chat RevolutionThe Chat Revolution
The Chat Revolution
 
TADSummit, The MONEH Innovation Showcase chaired by James Body, Telet Research
TADSummit, The MONEH Innovation Showcase chaired by James Body, Telet ResearchTADSummit, The MONEH Innovation Showcase chaired by James Body, Telet Research
TADSummit, The MONEH Innovation Showcase chaired by James Body, Telet Research
 
Building an Integrated Marketing Plan
Building an Integrated Marketing PlanBuilding an Integrated Marketing Plan
Building an Integrated Marketing Plan
 
The Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our MarketingThe Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our Marketing
 
DataArt Innovation Showcase Omni-Channel Bots
DataArt Innovation Showcase Omni-Channel BotsDataArt Innovation Showcase Omni-Channel Bots
DataArt Innovation Showcase Omni-Channel Bots
 
Why Startups Suck at Marketing
Why Startups Suck at MarketingWhy Startups Suck at Marketing
Why Startups Suck at Marketing
 
B2B SEO in 2017
B2B SEO in 2017B2B SEO in 2017
B2B SEO in 2017
 
2015 Marketing Strategy & Planning Template
2015 Marketing Strategy & Planning Template2015 Marketing Strategy & Planning Template
2015 Marketing Strategy & Planning Template
 
A Primer On Digital Marketing in India (includes statistics, Digital Strategy...
A Primer On Digital Marketing in India (includes statistics, Digital Strategy...A Primer On Digital Marketing in India (includes statistics, Digital Strategy...
A Primer On Digital Marketing in India (includes statistics, Digital Strategy...
 
Marketing Plan Presentation Template
Marketing Plan Presentation TemplateMarketing Plan Presentation Template
Marketing Plan Presentation Template
 
Why Social Media Chat Bots Are the Future of Communication - Deck
Why Social Media Chat Bots Are the Future of Communication - DeckWhy Social Media Chat Bots Are the Future of Communication - Deck
Why Social Media Chat Bots Are the Future of Communication - Deck
 
SEO in 2017/18
SEO in 2017/18SEO in 2017/18
SEO in 2017/18
 
Inside Google's Numbers in 2017
Inside Google's Numbers in 2017Inside Google's Numbers in 2017
Inside Google's Numbers in 2017
 

Similar to Why We Can't Do SEO WIthout CRO

Search engine optimization (seo) workshop 2
Search engine optimization (seo) workshop 2Search engine optimization (seo) workshop 2
Search engine optimization (seo) workshop 2Pinny
 
Maximizing Search Engines
Maximizing Search EnginesMaximizing Search Engines
Maximizing Search EnginesSusby Digital
 
Search Engine Marketing Services: What You Need to Know Now
Search Engine Marketing Services: What You Need to Know NowSearch Engine Marketing Services: What You Need to Know Now
Search Engine Marketing Services: What You Need to Know NowLeslie Carruthers
 
Search Marketing For Travel - ABTA | 2019
Search Marketing For Travel - ABTA | 2019Search Marketing For Travel - ABTA | 2019
Search Marketing For Travel - ABTA | 2019Alex Wright
 
SEM - Understanding the core components of Search Engine Marketing
SEM - Understanding the core components of Search Engine MarketingSEM - Understanding the core components of Search Engine Marketing
SEM - Understanding the core components of Search Engine MarketingJoseph DeMicco
 
Introduction to Search Engine Optimization and Marketing for Nonprofit Organi...
Introduction to Search Engine Optimization and Marketing for Nonprofit Organi...Introduction to Search Engine Optimization and Marketing for Nonprofit Organi...
Introduction to Search Engine Optimization and Marketing for Nonprofit Organi...Abila
 
Web Wise: Search Overview Sage Nonprofit Webinar
Web Wise: Search Overview  Sage Nonprofit WebinarWeb Wise: Search Overview  Sage Nonprofit Webinar
Web Wise: Search Overview Sage Nonprofit Webinardanielgonzalez
 
C-T-R-You Ready for 2021?! - On-SERP SEO Strategies
C-T-R-You Ready for 2021?! - On-SERP SEO StrategiesC-T-R-You Ready for 2021?! - On-SERP SEO Strategies
C-T-R-You Ready for 2021?! - On-SERP SEO StrategiesIzzi Smith
 
Optimize Your Bottom Line: Mile High Young Professionals Education Seminar
Optimize Your Bottom Line: Mile High Young Professionals Education SeminarOptimize Your Bottom Line: Mile High Young Professionals Education Seminar
Optimize Your Bottom Line: Mile High Young Professionals Education SeminarInflow
 
BrightonSEO Takeaways – September 2018
BrightonSEO Takeaways – September 2018BrightonSEO Takeaways – September 2018
BrightonSEO Takeaways – September 2018Semrush
 
Optimize Your Bottom line: What You Need To Know About SEO
Optimize Your Bottom line: What You Need To Know About SEOOptimize Your Bottom line: What You Need To Know About SEO
Optimize Your Bottom line: What You Need To Know About SEOInflow
 
What is seo & its importance
What is seo & its importanceWhat is seo & its importance
What is seo & its importancealekyaiiii
 
Top SEO Company, SEO Services India, Web Designing and Development Agency Delhi
Top SEO Company, SEO Services India, Web Designing and Development Agency DelhiTop SEO Company, SEO Services India, Web Designing and Development Agency Delhi
Top SEO Company, SEO Services India, Web Designing and Development Agency Delhisjohn2804
 
Helping customers find you online - Rand Fishkin at Business of Software Conf...
Helping customers find you online - Rand Fishkin at Business of Software Conf...Helping customers find you online - Rand Fishkin at Business of Software Conf...
Helping customers find you online - Rand Fishkin at Business of Software Conf...Business of Software Conference
 
SEO Tactics to Love vs. Leave
SEO Tactics to Love vs. LeaveSEO Tactics to Love vs. Leave
SEO Tactics to Love vs. LeaveRand Fishkin
 
Ranking Elements of the Future
Ranking Elements of the FutureRanking Elements of the Future
Ranking Elements of the FutureRand Fishkin
 
PracticeWEB SEO Workshop
PracticeWEB SEO WorkshopPracticeWEB SEO Workshop
PracticeWEB SEO WorkshopPracticeWEB
 
Intro to SEO - Denver Entrepreneur Meetup
Intro to SEO - Denver Entrepreneur MeetupIntro to SEO - Denver Entrepreneur Meetup
Intro to SEO - Denver Entrepreneur MeetupInflow
 
What you don't know about SEO CAN hurt you
What you don't know about SEO CAN hurt youWhat you don't know about SEO CAN hurt you
What you don't know about SEO CAN hurt youLeading Results, Inc
 

Similar to Why We Can't Do SEO WIthout CRO (20)

Search engine optimization (seo) workshop 2
Search engine optimization (seo) workshop 2Search engine optimization (seo) workshop 2
Search engine optimization (seo) workshop 2
 
Maximizing Search Engines
Maximizing Search EnginesMaximizing Search Engines
Maximizing Search Engines
 
Search Engine Marketing Services: What You Need to Know Now
Search Engine Marketing Services: What You Need to Know NowSearch Engine Marketing Services: What You Need to Know Now
Search Engine Marketing Services: What You Need to Know Now
 
Search Marketing For Travel - ABTA | 2019
Search Marketing For Travel - ABTA | 2019Search Marketing For Travel - ABTA | 2019
Search Marketing For Travel - ABTA | 2019
 
SEM - Understanding the core components of Search Engine Marketing
SEM - Understanding the core components of Search Engine MarketingSEM - Understanding the core components of Search Engine Marketing
SEM - Understanding the core components of Search Engine Marketing
 
Introduction to Search Engine Optimization and Marketing for Nonprofit Organi...
Introduction to Search Engine Optimization and Marketing for Nonprofit Organi...Introduction to Search Engine Optimization and Marketing for Nonprofit Organi...
Introduction to Search Engine Optimization and Marketing for Nonprofit Organi...
 
Web Wise: Search Overview Sage Nonprofit Webinar
Web Wise: Search Overview  Sage Nonprofit WebinarWeb Wise: Search Overview  Sage Nonprofit Webinar
Web Wise: Search Overview Sage Nonprofit Webinar
 
C-T-R-You Ready for 2021?! - On-SERP SEO Strategies
C-T-R-You Ready for 2021?! - On-SERP SEO StrategiesC-T-R-You Ready for 2021?! - On-SERP SEO Strategies
C-T-R-You Ready for 2021?! - On-SERP SEO Strategies
 
Optimize Your Bottom Line: Mile High Young Professionals Education Seminar
Optimize Your Bottom Line: Mile High Young Professionals Education SeminarOptimize Your Bottom Line: Mile High Young Professionals Education Seminar
Optimize Your Bottom Line: Mile High Young Professionals Education Seminar
 
BrightonSEO Takeaways – September 2018
BrightonSEO Takeaways – September 2018BrightonSEO Takeaways – September 2018
BrightonSEO Takeaways – September 2018
 
Optimize Your Bottom line: What You Need To Know About SEO
Optimize Your Bottom line: What You Need To Know About SEOOptimize Your Bottom line: What You Need To Know About SEO
Optimize Your Bottom line: What You Need To Know About SEO
 
What is seo & its importance
What is seo & its importanceWhat is seo & its importance
What is seo & its importance
 
Top SEO Company, SEO Services India, Web Designing and Development Agency Delhi
Top SEO Company, SEO Services India, Web Designing and Development Agency DelhiTop SEO Company, SEO Services India, Web Designing and Development Agency Delhi
Top SEO Company, SEO Services India, Web Designing and Development Agency Delhi
 
Helping customers find you online - Rand Fishkin at Business of Software Conf...
Helping customers find you online - Rand Fishkin at Business of Software Conf...Helping customers find you online - Rand Fishkin at Business of Software Conf...
Helping customers find you online - Rand Fishkin at Business of Software Conf...
 
SEO Tactics to Love vs. Leave
SEO Tactics to Love vs. LeaveSEO Tactics to Love vs. Leave
SEO Tactics to Love vs. Leave
 
Ranking Elements of the Future
Ranking Elements of the FutureRanking Elements of the Future
Ranking Elements of the Future
 
PracticeWEB SEO Workshop
PracticeWEB SEO WorkshopPracticeWEB SEO Workshop
PracticeWEB SEO Workshop
 
Intro to SEO - Denver Entrepreneur Meetup
Intro to SEO - Denver Entrepreneur MeetupIntro to SEO - Denver Entrepreneur Meetup
Intro to SEO - Denver Entrepreneur Meetup
 
What you don't know about SEO CAN hurt you
What you don't know about SEO CAN hurt youWhat you don't know about SEO CAN hurt you
What you don't know about SEO CAN hurt you
 
Basic seo essentials
Basic seo essentialsBasic seo essentials
Basic seo essentials
 

More from Rand Fishkin

SparkToro Beta Sneak Peek
SparkToro Beta Sneak PeekSparkToro Beta Sneak Peek
SparkToro Beta Sneak PeekRand Fishkin
 
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreThe Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreRand Fishkin
 
Building Influence in 2019
Building Influence in 2019Building Influence in 2019
Building Influence in 2019Rand Fishkin
 
Influence Not Influencers
Influence Not InfluencersInfluence Not Influencers
Influence Not InfluencersRand Fishkin
 
The Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & BeyondThe Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & BeyondRand Fishkin
 
How to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email OutreachHow to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email OutreachRand Fishkin
 
The Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing MistakesThe Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing MistakesRand Fishkin
 
Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)Rand Fishkin
 
SEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing TalkSEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing TalkRand Fishkin
 
7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better EntrepreneurRand Fishkin
 
How to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the WebHow to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the WebRand Fishkin
 
What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017Rand Fishkin
 
The Digital Marketer's Framework
The Digital Marketer's FrameworkThe Digital Marketer's Framework
The Digital Marketer's FrameworkRand Fishkin
 
SEO & UX: So Happy Together
SEO & UX: So Happy TogetherSEO & UX: So Happy Together
SEO & UX: So Happy TogetherRand Fishkin
 
The Paradox of Great Content
The Paradox of Great ContentThe Paradox of Great Content
The Paradox of Great ContentRand Fishkin
 
Strategies to Drive Web Traffic in the Real Estate World
Strategies to Drive Web Traffic in the Real Estate WorldStrategies to Drive Web Traffic in the Real Estate World
Strategies to Drive Web Traffic in the Real Estate WorldRand Fishkin
 
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation Model
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation ModelIncorporating Clicks, Attention and Satisfaction into a SERP Evaluation Model
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation ModelRand Fishkin
 
Keeping Up With SEO in 2017 & Beyond
Keeping Up With SEO in 2017 & BeyondKeeping Up With SEO in 2017 & Beyond
Keeping Up With SEO in 2017 & BeyondRand Fishkin
 
The Worst Lessons Marketing Ever Taught Content
The Worst Lessons Marketing Ever Taught ContentThe Worst Lessons Marketing Ever Taught Content
The Worst Lessons Marketing Ever Taught ContentRand Fishkin
 
Internal Moz Pitch Deck for Keyword Explorer
Internal Moz Pitch Deck for Keyword ExplorerInternal Moz Pitch Deck for Keyword Explorer
Internal Moz Pitch Deck for Keyword ExplorerRand Fishkin
 

More from Rand Fishkin (20)

SparkToro Beta Sneak Peek
SparkToro Beta Sneak PeekSparkToro Beta Sneak Peek
SparkToro Beta Sneak Peek
 
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreThe Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
 
Building Influence in 2019
Building Influence in 2019Building Influence in 2019
Building Influence in 2019
 
Influence Not Influencers
Influence Not InfluencersInfluence Not Influencers
Influence Not Influencers
 
The Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & BeyondThe Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & Beyond
 
How to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email OutreachHow to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email Outreach
 
The Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing MistakesThe Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing Mistakes
 
Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)
 
SEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing TalkSEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing Talk
 
7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur
 
How to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the WebHow to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the Web
 
What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017
 
The Digital Marketer's Framework
The Digital Marketer's FrameworkThe Digital Marketer's Framework
The Digital Marketer's Framework
 
SEO & UX: So Happy Together
SEO & UX: So Happy TogetherSEO & UX: So Happy Together
SEO & UX: So Happy Together
 
The Paradox of Great Content
The Paradox of Great ContentThe Paradox of Great Content
The Paradox of Great Content
 
Strategies to Drive Web Traffic in the Real Estate World
Strategies to Drive Web Traffic in the Real Estate WorldStrategies to Drive Web Traffic in the Real Estate World
Strategies to Drive Web Traffic in the Real Estate World
 
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation Model
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation ModelIncorporating Clicks, Attention and Satisfaction into a SERP Evaluation Model
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation Model
 
Keeping Up With SEO in 2017 & Beyond
Keeping Up With SEO in 2017 & BeyondKeeping Up With SEO in 2017 & Beyond
Keeping Up With SEO in 2017 & Beyond
 
The Worst Lessons Marketing Ever Taught Content
The Worst Lessons Marketing Ever Taught ContentThe Worst Lessons Marketing Ever Taught Content
The Worst Lessons Marketing Ever Taught Content
 
Internal Moz Pitch Deck for Keyword Explorer
Internal Moz Pitch Deck for Keyword ExplorerInternal Moz Pitch Deck for Keyword Explorer
Internal Moz Pitch Deck for Keyword Explorer
 

Recently uploaded

A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainBanyanbrain
 
Prezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media TrendsPrezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media TrendsCristian Manafu
 
Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023
Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023
Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023Marketing BRANDING
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local LeadsSearch Engine Journal
 
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Marketing BRANDING
 
15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing Strategy15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing StrategyBlue Atlas Marketing
 
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfResearch and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfVWO
 
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Marketing BRANDING
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligenceHinde Lamrani
 
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubSEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubNitin Manchanda
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar CManojkumar C
 
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...Ahrefs
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxSahil Srivastava
 
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...LazarinaStoyanova
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessLiv Day
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxGeorgeCulica
 
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...Hugues Rey
 
Master the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfMaster the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfHigher Education Marketing
 
Unlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingUnlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingDaniel
 
social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroductioninfoshraddha747
 

Recently uploaded (20)

A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | Banyanbrain
 
Prezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media TrendsPrezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media Trends
 
Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023
Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023
Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
 
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
 
15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing Strategy15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing Strategy
 
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfResearch and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
 
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligence
 
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubSEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar C
 
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptx
 
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise Success
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptx
 
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
 
Master the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfMaster the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdf
 
Unlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingUnlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate Marketing
 
social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroduction
 

Why We Can't Do SEO WIthout CRO

  • 1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Why We Can’t Do SEO Without CRO Shifts in Google’s rankings & searcher behavior have changed how SEOs must apply CRO
  • 5. Measured by: Rankings Achieved Via Moz Pro
  • 6. Improved by: Boosting Accessibility Via Moz Pro
  • 7. Improved by: Optimizing Keywords Via Moz Pro
  • 8. Improved by: Acquiring Links Via Moz Pro
  • 12. Solving the Searcher’s Query Became Google’s Ultimate Search Quality Metric
  • 13. Engagement Emerged as a Ranking Signal Google’s Search Quality team is always asking the same question: Are searchers satisfied by this? How do they get the answer?... Aggregate Behavioral Data
  • 14. Do searchers, on average, click the results we rank highly more than the results we rank lower? 35% of clicks 19% of clicks 11% of clicks All Good!
  • 15. Do many searchers click on nothing at all, and instead change their query, or choose a “related search?” If it’s these, maybe we show more results for where sour beer is available.
  • 16. Do searchers, on average, “short- click” some results, while “long- clicking” others? If clicks on Wikipedia result in a quick bounce back to the SERP While SeattleMag gets high engagement w/ few bounces… Google may swap their rankings
  • 17. Not Sure You Should Believe Me? Here’s Google Search Engineer Paul Haahr: Via Paul Haahr
  • 18. A brief aside… What’s up Brad? You sure that’s the best possible name for your real estate agency?
  • 19. Google’s Also Shifted from Prioritizing Good Results to The Fastest Answer
  • 20.
  • 21. This is all about speed – predicting my next search query w/ more accuracy based on my prior one.
  • 22. Powerful Query-Interpretation Processes Now Help Google Sort Out Which Signals toApply Via Rankbrain Unleashed
  • 23. And Content Analysis Algorithms Have Grown Vastly More Sophisticated Via Google Research’s SyntaxNet Announcement
  • 24.
  • 25.
  • 26.
  • 27.
  • 28. An Emerging SEO Priority: Searcher Task Accomplishment
  • 29. Can the Searcher Quickly, Comprehensively Solve Their Problem via this SERP?
  • 30. Do the Top Results Take Them All the Way Through Their Issue? Thinking about writing a book… Financial expectations Odds of getting a publisher Self-publishing vs. traditional Finding an agent Choosing a publisher Tips by genre Book marketingThe pitch
  • 31. Google’s Goal: Find Signals &Algos that Reward Pages Optimized for TaskAccomplishment IMO, this page (#12) does the best job of solving the searcher’s problem
  • 32. SEO’s Goal: Align the Business’& Searcher’s Objectives, then Optimize Jane’s “next steps” perfectly align (& balance) the searcher’s needs w/ her content, products, & services
  • 33. The CRO Process for Searcher Task Accomplishment
  • 35. We want to replicate this process, but apply it to the “conversion” of searcher task accomplishment what searchers are seeking. searchers come away unsatisfied.
  • 36. STEP 1: Establish Your Primary KW Target Via Keyword Explorer
  • 37. STEP 2: Expand w/ Related KWs that Share the Same Searcher Intent
  • 38. STEP 3:Add In KWs w/ Slightly Expanded Intent The grouping features in KW research tools can be useful for ID’ing unique searcher intents
  • 39. STEP 4: Visit the Competition – What Tasks Are They Helping Searchers Solve? Amazon-specific process info Self-publishing tips How to write a best-seller Process to find a literary agent
  • 40. STEP 5: Survey a Small Group Sample survey here
  • 41.
  • 42.
  • 43. STEP 6: Curate Your List of Searcher Expectations
  • 44. STEP7: Create the Content to Match Each Need, & Use a Layout that MakesAccessing Each Element Easy VS.
  • 45. STEP 8:Apply the On-Page SEO Checklist Createtrust&engagementthroughUI,UX,&branding EmployKWsintelligently(title,headline,content,URL,img,etc) OptimizeyoursnippettoearnthehighestpossibleCTR Deliveruniquevaluebeyondwhatothersitescanoffer Craftcontentthatfulfillsthesearcher’sprimarygoals Speed,speed,andmorespeed Avoidelementsthatdissuadevisitors Userelatedtopicstoboostrelevancy&rankingpotential Via On-Page SEO
  • 46. STEP 9: Usability Test Your Page Like a Product Via UsabilityHub’s “Question Test” Surveys
  • 47. STEP 10: Launch, Learn, & Iterate Via Sprint from Jake Knapp & Google Ventures
  • 48. SEO+CRO Isn’t Just Task Accomplishment…
  • 49. CRO Can Help You StayAhead of Your Competitors’SEO Invesments If ShipYourEnemiesGlitter.com has a higher conversion rate, they can re-invest more budget in SEO, and eventually overtake RuinDays.com
  • 50.
  • 51. Traditional CROAlso Matters Because It’s How Execs Decide Where to Put Budget
  • 52. Yes. There’s Conflict Between *Who* Gets the Conversion
  • 53. Conversion Rates & Searcher Satisfaction Are Sometimes in Direct Opposition
  • 54. AHigher Conversion Rate w/ Worse Searcher Satisfaction May Yield Lower Organic Traffic
  • 56. Helping Users First Often Leads to Better Long-Term ROI Searcher Satisfaction Trust & Loyalty Return Visits Stronger Long-Term Conversions
  • 57. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Bit.ly/seocro2017