Angie Schottmuller discusses strategies to convert organic web traffic effectively, emphasizing the importance of integrating search engine optimization (SEO) with conversion rate optimization (CRO). She outlines actionable steps such as creating clear paths for user intent, optimizing search snippets, and maintaining a focused content strategy to improve engagement and boost conversion rates. The session also highlights the need for continuous auditing and user-centric approaches to maximize return on investment.

1. :: Angie Schottmuller  Three Deep Marketing  Conversion Conference  Mar 18, 2014
15 ACTIONABLE WINS TO CONVERT ORGANIC WEB TRAFFIC
$
ORGANIC
CONVERSION

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

3. Our Clients...

4. CONVERSION TRICKS FOR ORGANIC WEB TRAFFIC
Seriously. It's loaded with juicy stats
guaranteed to get a retweet!
#ConvCon #SEO #CRO
@aschottmuller
Tweet this session!

5. Organic Search [SEO] =
#
WEBSITE
TRAFFIC
DRIVER
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

6. :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Driving traffic is futile without
a conversion strategy.

7. :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Conversion optimization is
futile without adequate traffic.

8. :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
SEO vs. CRO
SEARCH ENGINES
Optimize content for:
USERS
to believe it's the best answer to a user's query
RANK HIGH IN
SEARCH RESULTS.
COMPLETE THE
CALL-TO-ACTION.
METRIC: Search Rank METRIC: Goal Completions)
enough to...
SEARCH ENGINE OPTIMIZATION CONVERSION RATE OPTIMIZATION

9. Why is it so
CHALLENGING?!

10. DEMYSTIFYING INTENT

11. Where is "Intent?"
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Search
Query
Search
Results
Page
View
Search engine
presents the
best results
User clicks-
through on result

12. Referral keywords RARELY
include intent.
Google (not provided) keywords are a not the problem.
Your content strategy is.
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

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

14. What's the path to your 1 best answer?
1 Query
(Keyword)
(No Call-to-Action)
PAGE
PAGE
PAGE
PAGE
PAGE
One query = Many pages??? VERY CONFUSING!
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

15. Map out your best answer path...
Query
Keyword
Purpose
Call-to-Action
For queries with lots of matches, create "best answer" aggregator/category
pages that collectively feature a grid of paths to top content. (i.e.
news, how-to videos, download resources, etc.)
Page
<PAGE TYPE>
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

16. 1
Content Strategy Planning Tree Guide
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Home Page
Category or
List Page
Detail Page
or Resource
1-2 Words
2-3 Words
3+ Words
TARGETED SEO PHRASEPAGE TYPELEVEL
2
3

17. WEB PAGE
Define Clear Purpose For All Content
 PAGE TYPE:
__________________________
 TOPIC: (Targeted Keyword/Phrase)
__________________________
 PURPOSE: (Primary Call-to-Action)
__________________________
 RELATED INTENT PATHS:
__________________________
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

18. Home & Category = "Traffic Cop" Pages
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

19. Leverage "Grids" to Present Clear Paths
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Category Grid versus Product List boosted CTR by 15%.: http://whichtestwon.com/archives/24201

20. OPTIMIZING FOR INTENT

21. Organic Search Conversion Funnel
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
____%
____%
____%
____%
____%

22. BOOST RANKINGS
(with tactics that equally support conversion)
CONVERTING ORGANIC WEB TRAFFIC - GOAL #1:
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

23. SKECHERS – Expert Q&A
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Case Study Source: Bazaarvoice, Nov 2012
BOOSTED CONVERSION
32%
... AND AIDED "SHOES"
PAGE 1 RANK

24. Reviews & Search Result Anomalies
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
A review replaced
the meta description!

25. Review & Comment SEO+CRO Strategy
Schema.org Markup Review/Rating Summary
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

26. Review & Comment SEO+CRO Strategy
Sort by Most Recent
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Review "Ratings/Reviews"

27. Review & Comment SEO+CRO Strategy
Easy-Select Attributes Custom Settings/Labels
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

28. BOOST CTR
(CLICK-THROUGH RATE)
CONVERTING ORGANIC WEB TRAFFIC - GOAL #2:
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

29. How compelling are your search snippets?
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
ORGANICPAID
VALUE-ADDED
NO VALUE

30. Optimize
organic search
snippets like
you would a
PAID AD.
Image credit: luxtica.com
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

31. Search Snippet Anatomy
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Title Beginning with Targeted Keyword (~60 chars)
Engaging, unique, page-specific description highlighting details and benefits what
can be found in the content. Include a call-to-action or action verb to boost click-
through. Search query keywords display bold. (139-156 chars max)
http://www.mydomain.com/page-url-keyword-query-bolded/
TITLE
URL
DESCRIPTION
BASICS =
BLENDING-IN

32. Rich Snippets
BOOST CTR
20%-40%
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

33. :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
LET'S PLAY...
Pimp My Search Snippet!

34. Breadcrumbs: Search Snippet "Bling"
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
CODE EXAMPLE:
<div itemscope itemtype="http://schema.org/WebPage">
<div itemprop="breadcrumb">
<a href="/">Home</a> > <a href="/category/">Books</a> > Page Name
</div>
</div>
Use Schema microdata: http://schema.org/WebPage
EXAMPLE:

35. Ratings & Video: Search Snippet "Bling"
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
EXAMPLE:
Use Schema microdata:
http://schema.org/AggregateRating + http://schema.org/Review
http://schema.org/VideoObject
http://bit.ly/yoastvideoseoplugin (Annual license: 1 Site= $69. Up to 20 Sites= $249)

36. Authorship: Search Snippet "Bling"
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Use Google+ Authorship: https://plus.google.com/authorship
EXAMPLE:

37. That's right. PDFs!
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

38. PDF SEO Optimization
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Leverage Document Properties (Document Title, Author and Description) as well as author by line mentions in body content.

39. Measure Your CTR Trends
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

40. Dive Into Google Webmaster Tools
Prioritize fixing low CTRs...
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

41. REDUCE BOUNCES
CONVERTING ORGANIC WEB TRAFFIC - GOAL #3:
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

42. First, Measure "Bounce" Correctly
"Adjusted Bounce Rate"
3 seconds? 5 seconds?
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Tracking Adjusted Bounce Rate In Google Analytics http://j.mp/ULdygk
How to Implement Adjusted Bounce Rate (ABR) via Google Tag Manager http://j.mp/1nzk62t

43. Optimize Scent
(prevent the bounce)
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

44. Match Title Tag & H1 Page Heading
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
A) TITLE TAG
B) PAGE
HEADING
Where are
the colors?!
Site Reference: Cars.com

45. Colors were below the
fold ...on a tab.
RELATED LESSON:
Don't save page tabs as
different URLs!
Non-Match = Confusion = Bounce
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Site Reference: Cars.com

46. 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!
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
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.

47. If your main content
appears below 50% of
the screen...
(Your scent trail is tainted.)
You're a "HEAD CASE!"
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
20%
40%
60%
80%
550pxABOVE-THE-FOLD
Note: Browser head + foot uses about 20-23%.

48. Crate & Barrel - 50% "Head Case"
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Site Reference: CrateAndBarrel.com

49. Keep title/heading
high and flush left to
best MAINTAIN SCENT.
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
-PATTERN
Image Credit: IB.deviantart.com

50. Embrace Breadcrumbs
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

51. BREADCRUMB UX EPIDEMIC:
Sites Done Right =
Source: Baymard Homepage & Category Usability Report 2013 - A review of the top 40 e-commerce websites
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
68% = Sub-Par Breadcrumbs
23% = No Breadcrumbs
9%

52. VISUALS are processed
60,000x
FASTER than text.
Source: Neo Mammalian Studios
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

53. Enhance Scent with Visuals
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Visuals....
ABOVE-THE-FOLD
reduce bounce.
CROSSING-THE-FOLD
encourage scrolling.
Site Reference: ExtremeTerrain.com

55. BOOST
INTERACTION
CONVERTING ORGANIC WEB TRAFFIC - GOAL #4:
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

56. - Bryan Eisenberg
@TheGrok, Conversion Optimization Expert, Speaker & Author
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.

57. Reevaluate Goals
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
USER
GOALS
What does the
user want to
accomplish?
BUSINESS
GOALS
What does the
business want to
accomplish?

58. User-Centric Goals
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
USER
GOALS
What does the
user want to
accomplish?
BUSINESS
GOALS
What does the
business want to
accomplish?

59. RETHINK
Intention
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

60. What specific data do web
visitors need to make a
good decision?
How can I make the data
consumption into a
measurable action?
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
ASSESSMENT:
1
2

61. Amazon has measurable actions everywhere!
Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

62. Top User Actions = Tracked Events = Goals
"What was your
reason for visiting
today?"
"Did you find
what you were
looking for?"
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

63. /landing-page-3/
/landing-page-2/
/landing-page-4/
/landing-page-1/
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

64. BOOST ORGANIC
CONVERSION
CONVERTING ORGANIC WEB TRAFFIC - GOAL #5:
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

65. Eliminate the Distractions
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

66. Do NOT Distract Your Buyer's Journey
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

67. What's the Call-to-Action?
Source: WilliamSonoma.com 3/10/14
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

68. Let the Hero Shot & Primary CTA STAND OUT.
Neutralize all other colors.
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Audit with the 6-foot and
5-second tests!

69. You can even get conversions from PDFs
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
LEAD GENERATION HEATMAPS
Docalytics: http://docalytics.com
Lead capture, analytics and mouse tracking heatmaps for PDFs and docs!

70. Organic Search Conversion Funnel
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
____%
____%
____%
____%
____%

71. Organic Conversion Key Takeaways
 Audit your "best answer" pages
Don't worry about (not provided) keywords.
 Pimp your search snippets
 Audit, maintain, and enhance scent
 Track user actions with clickable events
 Make the primary CTA the hero
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

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

73. Need help connecting SEO & CRO?
At Three Deep, we truly "get-it" when it comes to driving and
converting web traffic. We bridge organic conversion tactics with
powerful user-centric strategies to deliver lasting, tangible ROI.
Contact Me for a
Consultation
Maximize your SEO & CRO power play!
Angie Schottmuller
Director of Strategy & Optimization
aschottmuller@threedeepmarketing.com
@aschottmuller
Your time and budget is finite.
Grow ROI with a power play!

74. THREE DEEP MARKETING
 Lead Generation
 Search Marketing
 Optimization (SEO/SMO/CRO/PPC)
180 E 5th St, Suite 910, St Paul, MN 55101  (651) 789-7701
www.threedeepmarketing.com
WE'RE HIRING!