3 Factors That Can Improve Your SEO & Conversions Today
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Three current factors which can improve your SEO & conversions include- mobile SEO, data-driven marketing decisions and setting up & tracking conversions. Have a look at this webinar for further details. Visit http://wsiwebenhancers.com/albuquerque/albuquerque-seo/
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3 Factors That Can Improve Your SEO & Conversions Today
- 1. 3 FACTORS THAT CAN IMPROVE YOUR SEO AND CONVERSIONS TODAY Presented By: Crystal Wiltshire
- 2. ©2015 WSI. All rights reserved. Housekeeping Items • All lines are muted • Submit questions via dashboard • Q&A session at end • Webinar is being recorded
- 3. ©2015 WSI. All rights reserved. ABOUT WSI Global Leader in Digital Marketing Global Knowledge. Local Results. • Provide advanced digital marketing solutions • Businesses of all sizes and industries • World’s largest network of Internet Consultants • Service more than 80 countries internationally • Industry winning solutions • Corporate head office in Toronto, Canada
- 4. ©2015 WSI. All rights reserved. About the Presenter • Crystal Wiltshire • Senior Marketing Manager, gShift Labs • Nearly 10 years experience in digital marketing • Strong passion for content and social marketing strategies • Blogger & Social Media Addict @gshiftlabs
- 5. ©2015 WSI. All rights reserved. Agenda 1. Mobile SEO 2. Data-Driven Marketing Decisions 3. Setting Up & Tracking Conversions @gshiftlabs
- 6. ©2015 WSI. All rights reserved. 1. Mobile SEO
- 7. ©2015 WSI. All rights reserved. What Is Mobile SEO? Mobile search refers specifically to the search queries made on mobile devices vs a desktop, laptop or tablet User experience is likely the same, but results may vary Marketers have struggled to understand the difference @gshiftlabs
- 8. ©2015 WSI. All rights reserved. Mobile SEO Algorithm • As of April 21st, Google now factors in mobile- friendliness into ranking • If your site is not mobile friendly, you may not be found • Continues Google’s effort to improve user experience @gshiftlabs
- 9. ©2015 WSI. All rights reserved. The Rise of Mobile Device Use @gshiftlabs
- 10. ©2015 WSI. All rights reserved. Mobile SEO Elements Page speed Site design (mobile ready, responsive) Optimized images Minimal HTML and CSS Ensure fonts are legible @gshiftlabs
- 11. ©2015 WSI. All rights reserved. Mobile SEO Data • Discoverability in mobile search vs desktop search @gshiftlabs • Traffic by device and by channel • Mobile, local rank data is crucial for local businesses
- 12. ©2015 WSI. All rights reserved. 2. Data-Driven Marketing Decisions
- 13. ©2015 WSI. All rights reserved. What Is Data-Driven Marketing? • Marketers today have a larger strategy matrix than ever before • Nearly every marketing activity has some measurable component • Data-driven marketing evaluates metrics to gage ROI • It is not always about a true, direct revenue based return @gshiftlabs
- 14. ©2015 WSI. All rights reserved. Measuring Marketing Data @gshiftlabs
- 15. ©2015 WSI. All rights reserved. Proprietary Marketing Data Sessions (traffic) by channel and by device Conversion rates Leads/Contacts generated Site exploration - time on site, pages per session Keyword rank data Omni-channel content marketing performance – sessions, social shares, etc @gshiftlabs
- 16. ©2015 WSI. All rights reserved. External Marketing Data Online social interactions Web browsing behavior Online search behavior Survey data from 3rd party @gshiftlabs
- 17. ©2015 WSI. All rights reserved. Tracking Marketing Data @gshiftlabs • Web analytics platform with insightful dashboards • Google & Bing toolset – Analytics & Webmaster • Social analytics from each network
- 18. ©2015 WSI. All rights reserved. 3. Setting Up & Tracking Conversions
- 19. ©2015 WSI. All rights reserved. What Are Conversions? Completed a form • Request for demo • Newsletter sign up • Content download Clicking a call button Completing a transaction @gshiftlabs
- 20. ©2015 WSI. All rights reserved. Setting Up & Tracking Conversions Conversions are a key metric to track performance Every analytics system has some form of goals or conversions Review your system extensively to leverage the potential insights @gshiftlabs
- 21. ©2015 WSI. All rights reserved. Why Are Conversions Important? Take the guess work out of marketing effectiveness Highlight what is working and what is not Allow for better ROI Easy to do, but still under used @gshiftlabs
- 22. ©2015 WSI. All rights reserved. Questions & Answers @gshiftlabs
- 23. ©2015 WSI. All rights reserved. We Wrote the Book On This! Get your copy today! 12 Things Every Business Needs to Know About Digital Marketing bit.ly/WSIDigitalMindsBook
- 24. ©2015 WSI. All rights reserved. Thanks for Attending!
- 25. ©2015 WSI. All rights reserved. Thanks for Attending!
Editor's Notes
- Today we will be looking at 3 current factors that can improve your SEO and conversions. We will review the rise of Mobile SEO, using data-driven insights for your marketing decisions and the basics of setting up and tracking conversions.
- Mobile search is when someone has done a search, for example in Google, from their mobile device, versus a desktop, laptop or tablet. What the user sees in the search results from a user experience level is the same, however the actual order in which the results appear may be different. Marketers have struggled to understand and track the difference of these two search environments.
- As of April 21st, Google now factors in mobile-friendliness into ranking. Therefore, if your site is not mobile friendly, you may not be found as quickly when someone is searching for a business or service like yours. This move by Google continues their effort to improve user experience by presenting relevant and user friendly results.
- Why the rise in focus on mobile SEO? This chart highlights likely one of the biggest reasons; the number of mobile devices in use has surpassed the number of people on the planet. People now conduct full business on a smart phone and search for goods and services the same way.
- There are many elements that can impact whether or not your site is mobile friendly. A few more notable ones are: Page speed, having a mobile ready, responsive site with minimal HTML & CSS, having optimized images and ensuring fonts are readable on smaller screens.
- Comparative reporting to show how a keyword is performing when search on mobile vs desktop. You could be on page 1 on desktop and not ranking at all on mobile devices. You should also look at traffic by device and by channel (organic, paid, social, etc). Mobile, local rank data is also crucial for local businesses.
- Marketers today have a larger strategy matrix than ever before. Nearly every marketing activity has some measurable component to it, whether it is traffic, impressions, shares, views, etc. Using data-driven marketing evaluates metrics to gage ROI in a much faster and more adaptable way. It is important to note that not all marketing wins are about a true, direct revenue based return, but may rather be about building brand awareness and exposure.
- The marketing tool landscape has grown exponentially over the past 5 years. This Landscape image is published every year. In 2014 there were 947 companies listed. There are now 1,876 listed in the 2015 graphic above.
- There are a number of pieces of proprietary marketing data that you should be reviewing: Sessions (traffic) by channel and by device Conversion rates Leads/Contacts generated Site exploration - time on site, pages per session Keyword rank data Omni-channel content marketing performance – sessions, social shares, etc
- There are also a number of external points of data that you can be tracking. A few key ones are: Online social interactions Web browsing behavior Online search behavior Survey data from 3rd party
- As you saw in the marketing tool landscape image, there are a number of great tools on the market to help you track and manage your digital marketing and SEO strategy. Look for a web analytics platform with insightful dashboards, so that you can pull in the data you most want to see in a quick glance setting. You can also use Google & Bing toolset such as analytics & webmaster. You can also review social analytics from each network to gage how you are performing there.
- Moving onto conversions. Conversions are the completion of Goals that you have set up through Google Analytics. Looking at conversions and tracking which activities increase conversions, can help you to evaluate what is working and what is not within your strategy. Goals can include: Completing a form, such as Request for demo Newsletter sign up Content download Clicking a call button Completing a transaction
- As previously mentioned, your onsite conversions is a key metric to gage the performance of various marketing activities. The attached image shows you the goal set up screen for Google Analytics, but pretty much every analytics system has some form of goals or conversions built in to you. Review your system extensively to leverage the potential insights that you can gain from using tracking measures like goals and conversions.
- Conversions are important because they take the guess work out of measuring your marketing effectiveness. As previously mentioned, they highlight what is working and what is not. Conversions allow for better ROI because they can help you make smarter and faster decisions to change your strategy accordingly. Lastly, they are easy to do, but still under used. Take advantage of setting up goals and conversions and set up a more informed strategy for your business.