This presentation examines how Google's ranking systems have prioritized searcher-task-accomplishment, and how SEOs must respond by optimizing for this process.
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
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?
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
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 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
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
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