Angie Schottmuller, well known SEO and conversion consultant and star wars lover. Slides from her friday keynote at Conversion Hotel 2014 #CH2014 #enjoy

1. SEO CONVERSION
HOW TO CONVERT ORGANIC SEARCH TRAFFIC
5 STAR WARS INSIGHTS TO HELP BRING OPTIMIZATION BALANCE
Angie Schottmuller - Conversion Hotel, Oct 22, 2014

2. ANGIE SCHOTTMULLER
Director of Strategy & Optimization
Three Deep Marketing
@aschottmuller
linkedin.com/in/angieschottmuller
aschottmuller@ThreeDeepMarketing.com
ThreeDeepMarketing.com

3. HOW TO CONVERT ORGANIC SEARCH TRAFFIC
Tweet this session!
@aschottmuller
#CH2014 #SEO #CRO
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...
Image credit: moviepilot.com. Wedding of Australians Nadia and Dale :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

6. #FAIL
Who starts their marriage mimicking one that was destined to fail??
(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 vs. CRO
SEARCH ENGINE OPTIMIZATION CONVERSION RATE OPTIMIZATION
Optimize content for:
USERS
to believe it's the best answer to a user's query
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
enough to...
RANK HIGH IN
SEARCH RESULTS.
METRIC: Search Rank
COMPLETE THE
CALL-TO-ACTION.
METRIC: Conversions (Goal Completions)
SEARCH ENGINES

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.
Source: Econsultancy & RedEye CRO Report 2012 :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

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. Image credit: de.ign.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

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
Scan for intent-indicators like:
"how to", "compare", "coupon"...
Low CONVERSION RATE High
Longer tail typically also means
more likely to convert
Image credit: Elliance.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

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. "If a metric won't
change the way you behave,
then it's a BAD metric."
~ Ben Yoskovitz
@byosko, Author, "Lean Analytics"

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...
Image credit: omegabarrow.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

31. 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."
~ Bryan Eisenberg
@TheGrok, Conversion Optimization Expert, Speaker & Author

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. USER-CENTRIC 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

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 the data consumption
into a measurable action?
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
ASSESSMENT:
1
2

36. Top User Actions = Tracked Events = Goals
"What was your reason
for visiting today?"
"Did you find what
you were looking for?"
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

37. Amazon.com... Measurable Actions Everywhere!
Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

38. TRACK "BOUNCE"
CORRECTLY
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

39. "BOUNCE RATE" (ORIGINAL)
PRIOR TO JULY 2012
GOOGLE ANALYTICS:
User enters and exits the same page.
JULY 2012
11
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

40. "ADJUSTED BOUNCE RATE" (ABR)
AS OF JULY 2012
GOOGLE ANALYTICS:
User enters and exits the same page
WITH NO INTERACTION.
JULY 2012
12
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Reference: Justin Cutroni - http://cutroni.com/blog/2012/07/27/rethinking-blog-metrics/

41. 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

42. STEP OUT OF THAT CRYOGENIC FREEZE, AND LEVERAGE SOME MEANINGFUL DATA...
Image source: musingsfromanotherstar.blogspot.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

43. WATCH YOUR BOUNCE RATE PLUMMET...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
BEFORE ABR:
70%-90%
AFTER ABR:
5%-20%

44. LEVERAGE EVENT TRACKING
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
MUST
HAVE
FOR OPTIMIZATION
REVIEWS

45. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
REALITY
Those ARE the metrics you're looking for.

46. 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

47. IT'S A POWERFUL GIFT.
WIELD WISELY...
Image source: independent.co.uk :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

48. DASHBOARD: http://bit.ly/conversionsgadashboard
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

49. CUSTOM REPORT: http://bit.ly/lpconversionflowgareport
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

50. Reference: E-Nor Blog: Combining Qualitative and Quantitative Data to Gain Useful Insights http://j.mp/18agWIx :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

51. SEND SIGNALS THAT
HELP
STAR WARS OPTIMIZATION INSIGHT #3
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

52. Image source: country933.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

53. How compelling are your meta descriptions?
VS.
ORGANIC
PAID
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

54. Optimize organic
search snippets
like you would a
PAID AD.
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014 Image credit: luxtica.com

55. VISUALS are processed
FASTER in the brain than text.
Source: Neo Mammalian Studios :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

56. Check search results for your latest competition...
Oh, snippity
snap!
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

57. On average, RICH SNIPPETS
boost click-through rates by
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014 Image credit: BlueGlass.com

58. EXPLAINER VIDEOS boost
CLICK-THROUGH and
CONVERSION
(on average)
CrazyEgg.com video
Dropbox.com video
+$21K
SALES/MO
+10%
CR LIFT
Source: CommonCraft.com, Unbounce.com. http://bit.ly/explainervideostats :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

59. LEVERAGE CAPTIONS
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

60. Notice irrelevant inclusions in image search results for your/my name?
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
? ?
? ? ? ?

61. STORMTROOPER OPTIMIZATION. Photos and videos are likely to rank for nearby keywords. Plus,
users read captions 300x more than body text. -Ogilvy Research
Image source: wall321.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

62. OPTIMIZE SCENT
(prevent the bounce)
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014

63. MATCH Title Tag & H1 Page Heading
TITLE TAG
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014
H1 PAGE HEADING
Where are the colors?!
Site Reference: Cars.com

64. Non-Match = Confusion = Bounce
COLORS WERE BELOW THE FOLD
...ON A TAB.
RELATED LESSON:
Don't save page tabs as different URLs!
Site Reference: Cars.com Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014

65. 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!
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.
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014

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

67. Image credit: imgkid.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

68. 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!

69. "Let's get ONE
thing straight..."
Image credit: starwars.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

70. ONE page.
ONE purpose.
ONE targeted keyword phrase.
ONE best answer.
~ Angie Schottmuller
@aschottmuller, SEO & Conversion Optimist, Three Deep Marketing

71. Map out the path to your best answer...
Query Purpose
(Call-to-Action) Page
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
<PAGE TYPE>

72. 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

73. HOME &
CATEGORY PAGES
= "TRAFFIC COP"
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

74. Do NOT be deceived uber long, mega-content,
distracting homepages.
Image credit: lylesmoviefiles.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

75. Home Page Conversion Goal =
SEGMENTATION
(CLICK-THROUGH)
MARKETERS DEVELOPERS
Image source: enterrasolutions.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

76. Leverage "Grids" to Present Clear Paths
CASE STUDY:
15% LIFT
for CTR
Case study: http://whichtestwon.com/archives/24201 :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

77. RALLY FOR A COMMON
GOAL
STAR WARS OPTIMIZATION INSIGHT #5
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

78. Image credit: screenrant.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

79. What do your users SEEK?
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

80. CHECK GOOGLE TYPE-AHEAD SUGGESTIONS...
Create, aggregate, or optimize "BEST ANSWER" pages with long-tail opportunity.
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

81. BTW, users search for "reviews",
NOT "testimonials"
(Use keywords that aid rankings and maintain scent.)
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

82. Expert Q&A = SEO & CRO Power Play
CASE STUDY
BOOSTED CONVERSION
32%
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Source: Bazaarvoice Case Study, Nov 2012
... AND AIDED "SHOES"
PAGE 1 RANK

83. Check Search Results for Anomalies...
A review replaced the
meta description!
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

84. SEO CRO
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

85. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
WE CAN BRING BALANCE
TO THE FORCE...

86. "A search query is simply a question. To
optimize for both search and conversion,
prove you're the BEST ANSWER."
~ Angie Schottmuller
@aschottmuller, SEO & Conversion Optimist, Three Deep Marketing

87. ORGANIC SEARCH CONVERSION FUNNEL
_____%
_____%
_____%
_____%
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
_____%

88. 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

89. Need Help Connecting SEO & CRO?
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
:: Buying Modalities | Angie Schottmuller @aschottmuller | Three Deep Marketing | #CTAConf