The document discusses conversion in marketing, which is the completion of a desired action, such as a goal completion. It provides a checklist for factors related to search engine optimization (SEO) and conversion rate optimization (CRO), including relevance, credibility, value, usability, and actionability. The document also recaps lessons about focusing on converting keywords, understanding user motivations, measuring key actions as goals, providing supporting context, and planning for goal completion.

7. CONVERSION =
Completion of a presented action.
a.k.a. "Goal Completion"
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

19. Organic Search Conversion Funnel
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
_____%
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35. Amazon.com has measurable actions everywhere!
Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

61. q Relevant
q Credible
q Value-Added
q Usable
q Actionable
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Handy checklist for
SEO and CRO
factors!

65. SEO + CRO: MacGyver Lesson Recap
q Focus on keywords likely to convert
q Determine WHY users: search, buy, & don't buy
q Measure smart; track top user actions as goals
q Provide fresh, quality supporting context as proof
q Plan a clear path for goal completion
q Use the right tools and checklists
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY