SEO Conversion Optimization Star Wars Insights

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

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

HOW TO CONVERT ORGANIC SEARCH TRAFFIC
#SEO #CRO #CH2014
@aschottmuller
Tweet this session!
Seriously. It's loaded with juicy stats guaranteed to get a retweet!

A long time ago on an un-optimized
website far, far away...
(last year in Australia)
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

a Star Wars-themed wedding (Anakin and Padme) took place...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: moviepilot.com. Wedding of Australians Nadia and Dale

#FAIL
Who starts their marriage mimicking one that miserably failed??
(Australians Nadia and Dale. That's who.)

SEO CRO
A RELATIONSHIP DESTINED TO ACTUALLY WORK.

SEO vs. CRO
USERS
to believe it's the best answer to a user's query
enough to...
RANK HIGH IN
SEARCH RESULTS.
METRIC: Search Rank
COMPLETE THE
CALL-TO-ACTION.
METRIC: Conversions (Goal Completions)
SEARCH ENGINES
Optimize content for:
SEARCH ENGINE OPTIMIZATION CONVERSION RATE OPTIMIZATION

Yet an EVIL empire reins...

For every $92 spent
acquiring customers,
Only $1 is spent on
conversion.
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Source: Econsultancy & RedEye CRO Report 2012

SEO
CRO
DRIVE
CONVERT

WE MUST BRING BALANCE
TO THE FORCE...

5 INSIGHTS TO BRING OPTIMIZATION BALANCE FROM
STAR WARS

Use the information in this
R2 unit to help plan the
attack...

ASSESS THE SITUATION
STAR WARS OPTIMIZATION INSIGHT #1

:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: de.ign.com

What? When? Where? How? Who?

DIVE INTO GOOGLE WEBMASTER TOOLS

What Needs a Lift?
BOOST CTR -- IT'S A QUICK WIN TO
MOVE FROM PAGE 2 TO PAGE 1

What IS Working for CTR?

What ISN'T Working for CTR?

Long-Tail Keyword Considerations
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: Elliance.com
CONVERSION RATELow High
Scan for intent-indicators like:
"how to", "compare", "coupon"...
Longer tail typically also means
more likely to convert

ORGANIC SEARCH CONVERSION FUNNEL
_____%
_____%
_____%
_____%
_____%

What's critical?
...focus on that!

TRACK WHAT'S
IMPORTANT

“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

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

Think beyond the funnel

It's not ALL about the money...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: omegabarrow.com

~ 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."

REEVALUATE GOALS
BUSINESS
GOALS
What does the
business want to
accomplish?
USER
GOALS
What does the
user want to
accomplish?

BUSINESS
GOALS
What does the
business want to
accomplish?
USER
GOALS
What does the
user want to
accomplish?
USER-CENTRIC GOALS

RETHINK
Intention

What specific data do web visitors
need to make a good decision?
How can I make that data consumption
into a measurable action?
ASSESSMENT:
1
2

What specific data do web visitors
need to make a good decision?
How can I make that data consumption
into a measurable action?
ASSESSMENT:
1
2
Seriously. This is HUGE. WRITE IT DOWN.

Amazon.com... Measurable Actions Everywhere!
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek

Top User Actions = Tracked Events = Goals
"Did you find what
you were looking for?"
"What was your reason
for visiting today?"

TRACK "BOUNCE"
CORRECTLY

"BOUNCE RATE" (ORIGINAL)
PRIOR TO JULY 2012
GOOGLE ANALYTICS:
User enters and exits the same page.
JULY 2012
11

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

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.

STEP OUT OF THAT CRYOGENIC FREEZE, AND LEVERAGE SOME MEANINGFUL DATA...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image source: musingsfromanotherstar.blogspot.com

WATCH YOUR BOUNCE RATE PLUMMET...
BEFORE ABR:
70%-90%
AFTER ABR:
5%-20%

LEVERAGE EVENT TRACKING
MUST
HAVE
FOR OPTIMIZATION
REVIEWS

REALITY
Those ARE the metrics you're looking for.

GA EVENT TRACKING FOR CRO:
http://bit.ly/gaeventtrackingforcro
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

IT'S A POWERFUL GIFT.
WIELD WISELY...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image source: independent.co.uk

DASHBOARD: http://bit.ly/conversionsgadashboard

CUSTOM REPORT: http://bit.ly/lpconversionflowgareport

:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Reference: E-Nor Blog: Combining Qualitative and Quantitative Data to Gain Useful Insights http://j.mp/18agWIx

SEND SIGNALS THAT
HELP

:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image source: country933.com

How compelling are your meta descriptions?
VS.
ORGANIC
PAID

Optimize organic
search snippets
like you would a
PAID AD.
Image credit: luxtica.com

VISUALS are processed
60,000x
FASTER in the brain than text.
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Source: Neo Mammalian Studios

Check search results for your latest competition...
Oh, snippity
snap!

On average, RICH SNIPPETS
boost click-through rates by
20-30%
Image credit: BlueGlass.com

EXPLAINER VIDEOS boost
CLICK-THROUGH and
CONVERSION
20%(on average)
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Source: CommonCraft.com, Unbounce.com. http://bit.ly/explainervideostats
CrazyEgg.com video
Dropbox.com video
+$21K
SALES/MO
+10%
CR LIFT

LEVERAGE CAPTIONS

Notice any IRRELEVANT IMAGE SEARCH RESULTS for your/my name?
?? ?
? ? ? ?

:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image source: wall321.com. Caption statistic via Ogilvy Research.
SEO+CRO POWER PLAY: Photos and videos are likely to rank for nearby keywords.
Plus, users read captions 300x more on average than body text!

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

MATCH Title Tag & H1 Page Heading
TITLE TAG
H1 PAGE HEADING
Where are the colors?!
Site Reference: Cars.com

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 | #CH2014Site Reference: Cars.com

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.

PROVIDE GUIDED
DIRECTION

:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: imgkid.com

What's the path to your 1 best answer?
Query
Page
(No Call-to-Action)
Page
Page
Page
Page
Page
??? ...VERY CONFUSING!

"Let's get ONE
thing straight..."
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: starwars.com

ONE page.
ONE purpose.
ONE targeted keyword phrase.
ONE best answer.
~ Angie Schottmuller
@aschottmuller, Optimization Director, Three Deep Marketing
Quote adapted from Oli Gardner's "one page, purpose"

Map out the path to your best answer...
Query Purpose
(Call-to-Action)
Page
<PAGE TYPE>

Define Clear Purpose for ALL Content
 PAGE TYPE: _______________________
 TOPIC: ____________________________
(targeted keyword/phrase)
 PURPOSE: _________________________
(primary call-to-action)
 RELATED INTENT PATHS: ___________
WEB PAGE

HOME &
CATEGORY PAGES
= "TRAFFIC COP"

Do NOT be deceived by trendy, uber long,
mega-content, distracting homepages.
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: lylesmoviefiles.com

Home Page Conversion Goal =
SEGMENTATION
CLICK-THROUGH EXAMPLE:
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image source: enterrasolutions.com
MARKETERS DEVELOPERS

Leverage "Grids" to Present Clear Paths
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Case study: http://whichtestwon.com/archives/24201
CASE STUDY:
15% LIFT
for CTR

RALLY FOR A COMMON
GOAL

:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: screenrant.com

What do your USERS seek?

CHECK GOOGLE TYPE-AHEAD SUGGESTIONS...
Create, aggregate, or optimize "BEST ANSWER" pages with long-tail opportunity.

BTW, users search for "reviews",
NOT "testimonials"
(Use keywords that aid rankings and maintain scent.)
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014(It's a generalization. Naturally a few folks search for "testimonials." (Most likely to compare search volume to queries for "reviews.")

CASE STUDY
Expert Q&A = SEO & CRO Power Play
BOOSTED CONVERSION
32%
Source: Bazaarvoice Case Study, Nov 2012
... AND AIDED "SHOES"
PAGE 1 RANK

Check Search Results for Anomalies...
A review replaced the
meta description!

SEO CRO

WE CAN BRING BALANCE
TO THE FORCE...

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

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.

Need Help Converting Organic Traffic?
:: Buying Modalities | Angie Schottmuller @aschottmuller | Three Deep Marketing | #CTAConf
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

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