Traffic vs conversions how seo & cro can work together

•

1 like•1,224 views

SEOs are focused on driving traffic to a website (to increase sales) and CROs are focused on driving conversions on a website (to increase sales) – the end goal is the same. Diving into the conversion funnel, this talk will show you how CRO and SEO techniques can be combined to drive relevant, converting traffic to landing pages, targeting a broad range of queries from high to low intent.

@chloefair_
#measurefest
TRAFFIC VS CONVERSIONS:
How SEO & CRO Can
Work Together

@chloefair_
#measurefest
Ever changing landscape of SEO
What makes a user convert
3 ways an SEO should focus on CRO
practises
CONTENT
1
2
3

@chloefair_
#measurefest
SEO has changed a
lot over the years

@chloefair_
#measurefest
The way user’s behave
has changed

@chloefair_
#measurefest
Busy
2019
Lazy Voice AI
Data Ecommerce 0 Click Mobile

@chloefair_
#measurefest
Four key changes in SEO
over the past 5 years

@chloefair_
#measurefest
MACHINE
3
LEARNING

@chloefair_
#measurefest
POGO
4
STICKING

@chloefair_
#measurefest
SEOs are
doing CRO

@chloefair_
#measurefest
A DEFINITION OF CRO
Content, rich media,
images etc.
Data science
& testing

@chloefair_
#measurefest
Where are
the parallels?

@chloefair_
#measurefest
What makes
you convert?

@chloefair_
#measurefest
Price Ease Trust
Reviews Delivery speed
Service/product
information
Landing on the
right page
In line with expectationsFast checkout

@chloefair_
#measurefest
What an SEO
should consider is...

@chloefair_
#measurefest
When trafﬁc &
conversions look separate?

@chloefair_
#measurefest
Can it be crawled?
= ?
Can it be indexed?
Should it be indexed?
Is enough being indexed?

@chloefair_
#measurefest
TRAFFIC
Can it be crawled?
Can it be indexed?
Should it be indexed?
Is enough being indexed?
=

@chloefair_
#measurefest
But they can’t work
without each other

@chloefair_
#measurefest
Low
quality content
Low quality images,
slow, spammy, thin,
irrelevant, over
optimised...

@chloefair_
#measurefest
Is it ﬁt for
purpose?
Low quality images,
slow, spammy, thin,
irrelevant, over
optimised...

@chloefair_
#measurefest
The
conversion
funnel

@chloefair_
#measurefest
FAQs and
guides
The
product/service
page
Publications and
press a few steps
away from the
client
Off-page
features

@chloefair_
#measurefest
Three ways SEOs need to
think about conversion in
their workﬂow

@chloefair_
#measurefest
Retaining
engagement
Ensure that the
content is in line with
the user’s expectations
1

@chloefair_
#measurefest
→ Content gap
→ More content
→ Review user’s intent
→ Assess conversion funnel
Ensure that the
content is in line with
the user’s expectations

@chloefair_
#measurefest
The site is quick and
the checkout process
is easy without too
many fields for me to
fill in
Optimise
the checkout
process
3

@chloefair_
#measurefest
The site is quick and
the checkout process
is easy without too
many fields for the
user to fill in
→ Make things simple
→ Think about trust signals
→ Speak to the sales/customer
service team
→ Assess conversion funnel

@chloefair_
#measurefest
Four key changes in SEO
What makes a user buy is at the heart of
what we do
Creating content in line with the
conversion funnel will assist the end goal
SUMMARY
1
2
3

Georgie Kemp discussing at Women in Tech Birmingham how the search engine results page is altering to a more user-centric experience. Within my talk I outline: 1. The evolution of voice search and assistants 2. What is voice search? 3. How does voice search work? 4. The rise of new search terms emerging 5. How are global organisations adapting? 6. Why should we care? 7. How can we prepare for voice search?

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Traffic vs conversions how seo & cro can work together

1. @chloefair_ #measurefest TRAFFIC VS CONVERSIONS: How SEO & CRO Can Work Together

2. @chloefair_ #measurefest Ever changing landscape of SEO What makes a user convert 3 ways an SEO should focus on CRO practises CONTENT 1 2 3

3. @chloefair_ #measurefest SEO has changed a lot over the years

4. @chloefair_ #measurefest

5. @chloefair_ #measurefest

6. @chloefair_ #measurefest The way user’s behave has changed

7. @chloefair_ #measurefest Busy 2019 Lazy Voice AI Data Ecommerce 0 Click Mobile

8. @chloefair_ #measurefest Four key changes in SEO over the past 5 years

9. @chloefair_ #measurefest MOBILE 1

10. @chloefair_ #measurefest PAGE SPEED 2

11. @chloefair_ #measurefest MACHINE 3 LEARNING

12. @chloefair_ #measurefest POGO 4 STICKING

13. @chloefair_ #measurefest SEOs are doing CRO

14. @chloefair_ #measurefest A DEFINITION OF CRO Content, rich media, images etc. Data science & testing

15. @chloefair_ #measurefest

16. @chloefair_ #measurefest SEO CRO

17. @chloefair_ #measurefest Where are the parallels?

18. @chloefair_ #measurefest

19. @chloefair_ #measurefest What makes you convert?

20. @chloefair_ #measurefest Price Ease Trust Reviews Delivery speed Service/product information Landing on the right page In line with expectationsFast checkout

21. @chloefair_ #measurefest Price Ease Trust Reviews Delivery speed Service/product information Landing on the right page In line with expectationsFast checkout

22. @chloefair_ #measurefest What an SEO should consider is...

23. @chloefair_ #measurefest When trafﬁc & conversions look separate?

24. @chloefair_ #measurefest Can it be crawled? = ? Can it be indexed? Should it be indexed? Is enough being indexed?

25. @chloefair_ #measurefest TRAFFIC Can it be crawled? Can it be indexed? Should it be indexed? Is enough being indexed? =

26. @chloefair_ #measurefest TRAFFIC

27. @chloefair_ #measurefest But they can’t work without each other

28. @chloefair_ #measurefest Low quality content Low quality images, slow, spammy, thin, irrelevant, over optimised...

29. @chloefair_ #measurefest Is it ﬁt for purpose? Low quality images, slow, spammy, thin, irrelevant, over optimised...

30. @chloefair_ #measurefest The conversion funnel

31. @chloefair_ #measurefest FAQs and guides The product/service page Publications and press a few steps away from the client Off-page features

32. @chloefair_ #measurefest Three ways SEOs need to think about conversion in their workﬂow

33. @chloefair_ #measurefest Retaining engagement Ensure that the content is in line with the user’s expectations 1

34. @chloefair_ #measurefest

35. @chloefair_ #measurefest

36. @chloefair_ #measurefest

37. @chloefair_ #measurefest → Content gap → More content → Review user’s intent → Assess conversion funnel Ensure that the content is in line with the user’s expectations

38. @chloefair_ #measurefest The site is trustworthy and the brand and products have positive and reliable reviews Creating a trustworthy brand 2

39. @chloefair_ #measurefest

40. @chloefair_ #measurefest

41. @chloefair_ #measurefest The site is trustworthy and the brand and products have positive and reliable reviews → Think of the user → & the competitor landscape → Consider user’s from other marketing activity → Assess conversion funnel

42. @chloefair_ #measurefest The site is quick and the checkout process is easy without too many fields for me to fill in Optimise the checkout process 3

43. @chloefair_ #measurefest

44. @chloefair_ #measurefest

45. @chloefair_ #measurefest

46. @chloefair_ #measurefest The site is quick and the checkout process is easy without too many fields for the user to fill in → Make things simple → Think about trust signals → Speak to the sales/customer service team → Assess conversion funnel

47. @chloefair_ #measurefest Four key changes in SEO What makes a user buy is at the heart of what we do Creating content in line with the conversion funnel will assist the end goal SUMMARY 1 2 3

48. @chloefair_ #measurefest Thank you

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