Conversion mistakes—and how CRO affects SEO (with Rand Fishkin and Karl Blanks)
Learning from your mistakes is expensive. So learn from ours. Rand Fishkin is the co-founder of Moz, and one of the web industry’s most innovative thought leaders. His company’s values—embodied by the acronym TAGFEE—are well worth reading; they are bold and innovative. In addition to being an expert in search engine optimization (SEO), he has extensive knowledge of conversion rate optimization (CRO), having contributed a whole chapter to the first edition of Marketing Sherpa’s Landing Page Handbook. Dr Karl Blanks is the co-founder of Conversion Rate Experts, a consultancy that has designed pages for more top-500 websites than any other company. He has the benefit of having grown almost every type of web business. In this webcast, you’ll get * Strategic and tactical mistakes that we have made and seen. It’s likely that your company is making some of these mistakes right now, and can easily fix them. * How CRO affects SEO. Many companies worry that CRO will damage their search-engine rankings. Rand will explain how to increase your conversions whilst keeping—or even enhancing—your organic rankings. * Q&A: Ask Rand and Karl your burning conversion questions.
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Conversion mistakes—and how CRO affects SEO (with Rand Fishkin and Karl Blanks)
- 2. What you’ll get from this talk How CRO affects SEO: How to increase your conversions whilst keeping —or even enhancing—your SEO rankings. Q&A 1 2 3 Strategic and tactical mistakes that Moz and Conversion Rate Experts have made and seen.
- 3. Rand Fishkin, Wizard of Moz Conversion Mistakes —and how CRO affects SEO Dr Karl Blanks, Chairman
- 4. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com How CRO Affects SEO (and how marketers should be combining the two practices)
- 5. How to think about and design for search visitors vs. conversion funnel Landing Pages?
- 6. Pages for SEO / Content Marketing Designed to satisfy searchers’ queries Intentionally built to earn links, shares, & engagement CTA is non-existent
- 7. Pages in the Conversion Funnel Built to convert Don’t necessarily need to target search keywords Don’t need to be shared, linked-to, or amplified
- 8. Pages that Do Both Need to both rank and convert Must be amplification- worthy, but also have a clear path to conversion Usually leverage the authority the host domain has built
- 9. Or can they live in harmony? Does CRO Mess Up SEO?
- 10. Over-Simplified Google Algo KW CQ DA UD SPPA Ranking Ability + + + + + = Keyword& On-Page Content Quality Domain Authority Page Authority User& UsageData Spam Analysis Changesmadetopages forCROusuallyonlyaffectthesethree
- 11. Over-Simplified Google Algo KW CQ DA UD SPPA Ranking Ability + + + + + = Keyword& On-Page Content Quality Domain Authority Page Authority User& UsageData Spam Analysis And,ifyourconversionrateisrising, theimpactto thesetwoispositive!
- 12. Over-Simplified Google Algo KW CQ DA UD SPPA Ranking Ability + + + + + = Keyword& On-Page Content Quality Domain Authority Page Authority User& UsageData Spam Analysis Thatjustleaveskeywordtargeting, whichisprettystraightforward
- 13. Via Rand’s Visual Guide to Keyword Targeting & On-Page Optimization There’s no CRO requirement I’ve ever seen that interferes w/ getting keyword-targeting (AKA smart use of terms in the title, URL, & headline) right
- 14. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com How CRO Affects SEO Go Make Some Awesome SEO & CRO Happen!
- 15. Rand Fishkin, Wizard of Moz Conversion Mistakes —and how CRO affects SEO Dr Karl Blanks, Chairman
- 17. How we became “conversion obsessed”
- 19. Clients in 9 languages in 22 countries
- 21. Mistake #1 The 海外携帯 problem “kaigai keitai”
- 24. Mistake #2 The Cinema-Foyer Effect
- 27. The problem Nothing you do makes a difference. It can be on a page. Or on a type of test (e.g. testimonials). Or on a page element. 1 2 3 All of your tests are inconclusive. None win—or lose. You are pulling on a lever that isn’t connected to anything.4
- 29. The Cinema-Foyer Effect Be aware that you may be“barking up the wrong tree.” E.g, ask customers when/where the“persuasive content”was. 1 2 3 Identify where/when the conversion is really happening.
- 30. The cinema foyer effect
- 31. Mistake #3 Returning customers can cause noise
- 32. 2 Ran a test: it didn’t reach significance. Ran the test with“new customers”as the goal. 114% more new customers.3 Repeat customers New customers Existing customers can cause noise Landing page for health supplements.1
- 33. Mistake #4 Not havingADAon the project
- 34. Not having ADA on the project Authority = The person whose permission must be sought. Ability = Can do the work (or controls those who can). 1 2 3 Duty = Neck’s on the line.
- 35. Mistake #5 Switching to the beauty track
- 43. Why beauty kills web businesses +20% Conversion rate (%) Time Func4onal designs Beau4ful designs
- 44. Q&A
- 45. Conversion Rate Experts Moz Start the free 30-day trial: www.moz.com Annual revenue $1M+? Get a free phone consultation: www.conversion-rate-experts.com/contact-us/ Work for us: www.conversion-rate-experts.com/careers/ Get your free CRO toolkit: www.conversion-rate-experts.com/learning-zone/