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SEO CONVERSION 
HOW TO CONVERT ORGANIC SEARCH TRAFFIC 
5 STAR WARS INSIGHTS TO HELP BRING OPTIMIZATION BALANCE 
Angie Scho...
ANGIE SCHOTTMULLER 
Director of Strategy & Optimization 
Three Deep Marketing 
@aschottmuller 
linkedin.com/in/angieschott...
HOW TO CONVERT ORGANIC SEARCH TRAFFIC 
Tweet this session! 
@aschottmuller 
#CH2014 #SEO #CRO 
Seriously. It's loaded with...
A long time ago on an un-optimized 
website far, far away... 
(last year in Australia) 
:: SEO Conversion Optimization - A...
a Star Wars-themed wedding (Anakin and Padme) took place... 
Image credit: moviepilot.com. Wedding of Australians Nadia an...
#FAIL 
Who starts their marriage mimicking one that was destined to fail?? 
(Australians Nadia and Dale. That's who.) 
:: ...
SEO CRO 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014 
A RELATIONSHIP DESTINED TO ACTUALLY WORK.
SEO vs. CRO 
SEARCH ENGINE OPTIMIZATION CONVERSION RATE OPTIMIZATION 
Optimize content for: 
USERS 
to believe it's the be...
Yet an EVIL empire reins... 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
For every $92 spent 
acquiring customers, 
Only $1 is spent on 
conversion. 
Source: Econsultancy & RedEye CRO Report 2012...
SEO 
CRO 
DRIVE 
CONVERT 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014 
WE MUST BRING BALANCE 
TO THE FORCE...
5 INSIGHTS TO BRING OPTIMIZATION BALANCE FROM 
STAR WARS 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Use the information in this 
R2 unit to help plan the 
attack... 
:: SEO Conversion Optimization - Angie Schottmuller - #C...
ASSESS THE SITUATION 
STAR WARS OPTIMIZATION INSIGHT #1 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Image credit: de.ign.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
What? When? Where? How? Who? 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
DIVE INTO GOOGLE WEBMASTER TOOLS
DIVE INTO GOOGLE WEBMASTER TOOLS 
What Needs a Lift? 
BOOST CTR -- IT'S A QUICK WIN TO 
MOVE FROM PAGE 2 TO PAGE 1
DIVE INTO GOOGLE WEBMASTER TOOLS 
What IS Working for CTR?
DIVE INTO GOOGLE WEBMASTER TOOLS 
What ISN'T Working for CTR?
Long-Tail Keyword Considerations 
Scan for intent-indicators like: 
"how to", "compare", "coupon"... 
Low CONVERSION RATE ...
ORGANIC SEARCH CONVERSION FUNNEL 
_____% 
_____% 
_____% 
_____% 
:: SEO Conversion Optimization - Angie Schottmuller - #C...
What's critical? 
...focus on that! 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
TRACK WHAT'S 
IMPORTANT 
STAR WARS OPTIMIZATION INSIGHT #2 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
“You’re sure the homing beacon is secure 
aboard their ship? I’m taking an awful risk, 
Vader. This had better work.” 
~ G...
"If a metric won't 
change the way you behave, 
then it's a BAD metric." 
~ Ben Yoskovitz 
@byosko, Author, "Lean Analytic...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Think beyond the funnel 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
It's not ALL about the money... 
Image credit: omegabarrow.com :: SEO Conversion Optimization - Angie Schottmuller - #CH20...
Conversion rate is a measure of your ability to persuade 
visitors to take the action you want them to take... 
"For you t...
REEVALUATE GOALS 
BUSINESS 
GOALS 
What does the 
business want to 
accomplish? 
USER 
GOALS 
What does the 
user want to ...
USER-CENTRIC GOALS 
BUSINESS 
GOALS 
What does the 
business want to 
accomplish? 
USER 
GOALS 
What does the 
user want t...
RETHINK 
Intention 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
What specific data do web visitors 
need to make a good decision? 
How can I make the data consumption 
into a measurable ...
Top User Actions = Tracked Events = Goals 
"What was your reason 
for visiting today?" 
"Did you find what 
you were looki...
Amazon.com... Measurable Actions Everywhere! 
Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek :: SEO Convers...
TRACK "BOUNCE" 
CORRECTLY 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
"BOUNCE RATE" (ORIGINAL) 
PRIOR TO JULY 2012 
GOOGLE ANALYTICS: 
User enters and exits the same page. 
JULY 2012 
11 
:: S...
"ADJUSTED BOUNCE RATE" (ABR) 
AS OF JULY 2012 
GOOGLE ANALYTICS: 
User enters and exits the same page 
WITH NO INTERACTION...
A LOGGED EVENT QUALIFIES AS 
AN "INTERACTION" 
i.e. Logging an event at a 5-second view time (or whatever "first impressio...
STEP OUT OF THAT CRYOGENIC FREEZE, AND LEVERAGE SOME MEANINGFUL DATA... 
Image source: musingsfromanotherstar.blogspot.com...
WATCH YOUR BOUNCE RATE PLUMMET... 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014 
BEFORE ABR: 
70%-90% 
AF...
LEVERAGE EVENT TRACKING 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014 
MUST 
HAVE 
FOR OPTIMIZATION 
REVI...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014 
REALITY 
Those ARE the metrics you're looking for.
GA EVENT TRACKING FOR CRO: 
http://bit.ly/gaeventtrackingforcro 
:: SEO Conversion Optimization - Angie Schottmuller - #CH...
IT'S A POWERFUL GIFT. 
WIELD WISELY... 
Image source: independent.co.uk :: SEO Conversion Optimization - Angie Schottmulle...
DASHBOARD: http://bit.ly/conversionsgadashboard 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
CUSTOM REPORT: http://bit.ly/lpconversionflowgareport 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Reference: E-Nor Blog: Combining Qualitative and Quantitative Data to Gain Useful Insights http://j.mp/18agWIx :: SEO Conv...
SEND SIGNALS THAT 
HELP 
STAR WARS OPTIMIZATION INSIGHT #3 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Image source: country933.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
How compelling are your meta descriptions? 
VS. 
ORGANIC 
PAID 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2...
Optimize organic 
search snippets 
like you would a 
PAID AD. 
:: SEO Conversion Optimization - Angie Schottmuller - #CH20...
VISUALS are processed 
FASTER in the brain than text. 
Source: Neo Mammalian Studios :: SEO Conversion Optimization - Angi...
Check search results for your latest competition... 
Oh, snippity 
snap! 
:: SEO Conversion Optimization - Angie Schottmul...
On average, RICH SNIPPETS 
boost click-through rates by 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014 Ima...
EXPLAINER VIDEOS boost 
CLICK-THROUGH and 
CONVERSION 
(on average) 
CrazyEgg.com video 
Dropbox.com video 
+$21K 
SALES/M...
LEVERAGE CAPTIONS 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Notice irrelevant inclusions in image search results for your/my name? 
:: SEO Conversion Optimization - Angie Schottmulle...
STORMTROOPER OPTIMIZATION. Photos and videos are likely to rank for nearby keywords. Plus, 
users read captions 300x more ...
OPTIMIZE SCENT 
(prevent the bounce) 
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014
MATCH Title Tag & H1 Page Heading 
TITLE TAG 
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH201...
Non-Match = Confusion = Bounce 
COLORS WERE BELOW THE FOLD 
...ON A TAB. 
RELATED LESSON: 
Don't save page tabs as differe...
AUDIT & FIX NON-MATCHES 
1. Crawl your site with Screaming Frog. 
2. Export to Excel. 
3. Filter Title and H1 Differences....
PROVIDE GUIDED 
DIRECTION 
STAR WARS OPTIMIZATION INSIGHT #4 
:: SEO Conversion Optimization - Angie Schottmuller - #CH201...
Image credit: imgkid.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
What's the path to your 1 best answer? 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014 
Query 
Page 
(No Ca...
"Let's get ONE 
thing straight..." 
Image credit: starwars.com :: SEO Conversion Optimization - Angie Schottmuller - #CH20...
ONE page. 
ONE purpose. 
ONE targeted keyword phrase. 
ONE best answer. 
~ Angie Schottmuller 
@aschottmuller, SEO & Conve...
Map out the path to your best answer... 
Query Purpose 
(Call-to-Action) Page 
:: SEO Conversion Optimization - Angie Scho...
Define Clear Purpose for ALL Content 
 PAGE TYPE: _______________________ 
 TOPIC: ____________________________ 
(target...
HOME & 
CATEGORY PAGES 
= "TRAFFIC COP" 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Do NOT be deceived uber long, mega-content, 
distracting homepages. 
Image credit: lylesmoviefiles.com :: SEO Conversion O...
Home Page Conversion Goal = 
SEGMENTATION 
(CLICK-THROUGH) 
MARKETERS DEVELOPERS 
Image source: enterrasolutions.com :: SE...
Leverage "Grids" to Present Clear Paths 
CASE STUDY: 
15% LIFT 
for CTR 
Case study: http://whichtestwon.com/archives/2420...
RALLY FOR A COMMON 
GOAL 
STAR WARS OPTIMIZATION INSIGHT #5 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Image credit: screenrant.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
What do your users SEEK? 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
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 Convers...
Expert Q&A = SEO & CRO Power Play 
CASE STUDY 
BOOSTED CONVERSION 
32% 
:: SEO Conversion Optimization - Angie Schottmulle...
Check Search Results for Anomalies... 
A review replaced the 
meta description! 
:: SEO Conversion Optimization - Angie Sc...
SEO CRO 
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014 
WE CAN BRING BALANCE 
TO THE FORCE...
"A search query is simply a question. To 
optimize for both search and conversion, 
prove you're the BEST ANSWER." 
~ Angi...
ORGANIC SEARCH CONVERSION FUNNEL 
_____% 
_____% 
_____% 
_____% 
:: SEO Conversion Optimization - Angie Schottmuller - #C...
SEO + CRO KEY TAKEAWAYS 
 Prioritize opportunities by auditing each stage 
of the organic search CRO funnel. 
 Leverage ...
Need Help Connecting SEO & CRO? 
Get a FREE SEO+CRO Funnel Consult 
Maximize your optimization impact with an organic powe...
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Conversion Hotel 2014: Angie Schotmuller (US) keynote

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Angie Schottmuller, well known SEO and conversion consultant and star wars lover. Slides from her friday keynote at Conversion Hotel 2014 #CH2014 #enjoy

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Conversion Hotel 2014: Angie Schotmuller (US) keynote

  1. 1. SEO CONVERSION HOW TO CONVERT ORGANIC SEARCH TRAFFIC 5 STAR WARS INSIGHTS TO HELP BRING OPTIMIZATION BALANCE Angie Schottmuller - Conversion Hotel, Oct 22, 2014
  2. 2. ANGIE SCHOTTMULLER Director of Strategy & Optimization Three Deep Marketing @aschottmuller linkedin.com/in/angieschottmuller aschottmuller@ThreeDeepMarketing.com ThreeDeepMarketing.com
  3. 3. HOW TO CONVERT ORGANIC SEARCH TRAFFIC Tweet this session! @aschottmuller #CH2014 #SEO #CRO Seriously. It's loaded with juicy stats guaranteed to get a retweet!
  4. 4. A long time ago on an un-optimized website far, far away... (last year in Australia) :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  5. 5. a Star Wars-themed wedding (Anakin and Padme) took place... Image credit: moviepilot.com. Wedding of Australians Nadia and Dale :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  6. 6. #FAIL Who starts their marriage mimicking one that was destined to fail?? (Australians Nadia and Dale. That's who.) :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  7. 7. SEO CRO :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 A RELATIONSHIP DESTINED TO ACTUALLY WORK.
  8. 8. SEO vs. CRO SEARCH ENGINE OPTIMIZATION CONVERSION RATE OPTIMIZATION Optimize content for: USERS to believe it's the best answer to a user's query :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 enough to... RANK HIGH IN SEARCH RESULTS. METRIC: Search Rank COMPLETE THE CALL-TO-ACTION. METRIC: Conversions (Goal Completions) SEARCH ENGINES
  9. 9. Yet an EVIL empire reins... :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  10. 10. For every $92 spent acquiring customers, Only $1 is spent on conversion. Source: Econsultancy & RedEye CRO Report 2012 :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  11. 11. SEO CRO DRIVE CONVERT :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  12. 12. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 WE MUST BRING BALANCE TO THE FORCE...
  13. 13. 5 INSIGHTS TO BRING OPTIMIZATION BALANCE FROM STAR WARS :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  14. 14. Use the information in this R2 unit to help plan the attack... :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  15. 15. ASSESS THE SITUATION STAR WARS OPTIMIZATION INSIGHT #1 :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  16. 16. Image credit: de.ign.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  17. 17. What? When? Where? How? Who? :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  18. 18. DIVE INTO GOOGLE WEBMASTER TOOLS
  19. 19. DIVE INTO GOOGLE WEBMASTER TOOLS What Needs a Lift? BOOST CTR -- IT'S A QUICK WIN TO MOVE FROM PAGE 2 TO PAGE 1
  20. 20. DIVE INTO GOOGLE WEBMASTER TOOLS What IS Working for CTR?
  21. 21. DIVE INTO GOOGLE WEBMASTER TOOLS What ISN'T Working for CTR?
  22. 22. Long-Tail Keyword Considerations Scan for intent-indicators like: "how to", "compare", "coupon"... Low CONVERSION RATE High Longer tail typically also means more likely to convert Image credit: Elliance.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  23. 23. ORGANIC SEARCH CONVERSION FUNNEL _____% _____% _____% _____% :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 _____%
  24. 24. What's critical? ...focus on that! :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  25. 25. TRACK WHAT'S IMPORTANT STAR WARS OPTIMIZATION INSIGHT #2 :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  26. 26. “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 :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  27. 27. "If a metric won't change the way you behave, then it's a BAD metric." ~ Ben Yoskovitz @byosko, Author, "Lean Analytics"
  28. 28. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  29. 29. Think beyond the funnel :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  30. 30. It's not ALL about the money... Image credit: omegabarrow.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  31. 31. 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." ~ Bryan Eisenberg @TheGrok, Conversion Optimization Expert, Speaker & Author
  32. 32. REEVALUATE GOALS BUSINESS GOALS What does the business want to accomplish? USER GOALS What does the user want to accomplish? :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  33. 33. USER-CENTRIC GOALS BUSINESS GOALS What does the business want to accomplish? USER GOALS What does the user want to accomplish? :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  34. 34. RETHINK Intention :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  35. 35. What specific data do web visitors need to make a good decision? How can I make the data consumption into a measurable action? :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 ASSESSMENT: 1 2
  36. 36. Top User Actions = Tracked Events = Goals "What was your reason for visiting today?" "Did you find what you were looking for?" :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  37. 37. Amazon.com... Measurable Actions Everywhere! Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  38. 38. TRACK "BOUNCE" CORRECTLY :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  39. 39. "BOUNCE RATE" (ORIGINAL) PRIOR TO JULY 2012 GOOGLE ANALYTICS: User enters and exits the same page. JULY 2012 11 :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  40. 40. "ADJUSTED BOUNCE RATE" (ABR) AS OF JULY 2012 GOOGLE ANALYTICS: User enters and exits the same page WITH NO INTERACTION. JULY 2012 12 :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 Reference: Justin Cutroni - http://cutroni.com/blog/2012/07/27/rethinking-blog-metrics/
  41. 41. 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. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  42. 42. STEP OUT OF THAT CRYOGENIC FREEZE, AND LEVERAGE SOME MEANINGFUL DATA... Image source: musingsfromanotherstar.blogspot.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  43. 43. WATCH YOUR BOUNCE RATE PLUMMET... :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 BEFORE ABR: 70%-90% AFTER ABR: 5%-20%
  44. 44. LEVERAGE EVENT TRACKING :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 MUST HAVE FOR OPTIMIZATION REVIEWS
  45. 45. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 REALITY Those ARE the metrics you're looking for.
  46. 46. GA EVENT TRACKING FOR CRO: http://bit.ly/gaeventtrackingforcro :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 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
  47. 47. IT'S A POWERFUL GIFT. WIELD WISELY... Image source: independent.co.uk :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  48. 48. DASHBOARD: http://bit.ly/conversionsgadashboard :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  49. 49. CUSTOM REPORT: http://bit.ly/lpconversionflowgareport :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  50. 50. Reference: E-Nor Blog: Combining Qualitative and Quantitative Data to Gain Useful Insights http://j.mp/18agWIx :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  51. 51. SEND SIGNALS THAT HELP STAR WARS OPTIMIZATION INSIGHT #3 :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  52. 52. Image source: country933.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  53. 53. How compelling are your meta descriptions? VS. ORGANIC PAID :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  54. 54. Optimize organic search snippets like you would a PAID AD. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 Image credit: luxtica.com
  55. 55. VISUALS are processed FASTER in the brain than text. Source: Neo Mammalian Studios :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  56. 56. Check search results for your latest competition... Oh, snippity snap! :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  57. 57. On average, RICH SNIPPETS boost click-through rates by :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 Image credit: BlueGlass.com
  58. 58. EXPLAINER VIDEOS boost CLICK-THROUGH and CONVERSION (on average) CrazyEgg.com video Dropbox.com video +$21K SALES/MO +10% CR LIFT Source: CommonCraft.com, Unbounce.com. http://bit.ly/explainervideostats :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  59. 59. LEVERAGE CAPTIONS :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  60. 60. Notice irrelevant inclusions in image search results for your/my name? :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 ? ? ? ? ? ?
  61. 61. STORMTROOPER OPTIMIZATION. Photos and videos are likely to rank for nearby keywords. Plus, users read captions 300x more than body text. -Ogilvy Research Image source: wall321.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  62. 62. OPTIMIZE SCENT (prevent the bounce) Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014
  63. 63. MATCH Title Tag & H1 Page Heading TITLE TAG Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014 H1 PAGE HEADING Where are the colors?! Site Reference: Cars.com
  64. 64. Non-Match = Confusion = Bounce COLORS WERE BELOW THE FOLD ...ON A TAB. RELATED LESSON: Don't save page tabs as different URLs! Site Reference: Cars.com Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014
  65. 65. 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. Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014
  66. 66. PROVIDE GUIDED DIRECTION STAR WARS OPTIMIZATION INSIGHT #4 :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  67. 67. Image credit: imgkid.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  68. 68. What's the path to your 1 best answer? :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 Query Page (No Call-to-Action) Page Page Page Page Page ??? ...VERY CONFUSING!
  69. 69. "Let's get ONE thing straight..." Image credit: starwars.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  70. 70. ONE page. ONE purpose. ONE targeted keyword phrase. ONE best answer. ~ Angie Schottmuller @aschottmuller, SEO & Conversion Optimist, Three Deep Marketing
  71. 71. Map out the path to your best answer... Query Purpose (Call-to-Action) Page :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 <PAGE TYPE>
  72. 72. Define Clear Purpose for ALL Content  PAGE TYPE: _______________________  TOPIC: ____________________________ (targeted keyword/phrase)  PURPOSE: _________________________ (primary call-to-action)  RELATED INTENT PATHS: ___________ :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 WEB PAGE
  73. 73. HOME & CATEGORY PAGES = "TRAFFIC COP" :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  74. 74. Do NOT be deceived uber long, mega-content, distracting homepages. Image credit: lylesmoviefiles.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  75. 75. Home Page Conversion Goal = SEGMENTATION (CLICK-THROUGH) MARKETERS DEVELOPERS Image source: enterrasolutions.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  76. 76. Leverage "Grids" to Present Clear Paths CASE STUDY: 15% LIFT for CTR Case study: http://whichtestwon.com/archives/24201 :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  77. 77. RALLY FOR A COMMON GOAL STAR WARS OPTIMIZATION INSIGHT #5 :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  78. 78. Image credit: screenrant.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  79. 79. What do your users SEEK? :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  80. 80. CHECK GOOGLE TYPE-AHEAD SUGGESTIONS... Create, aggregate, or optimize "BEST ANSWER" pages with long-tail opportunity. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  81. 81. BTW, users search for "reviews", NOT "testimonials" (Use keywords that aid rankings and maintain scent.) :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  82. 82. Expert Q&A = SEO & CRO Power Play CASE STUDY BOOSTED CONVERSION 32% :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 Source: Bazaarvoice Case Study, Nov 2012 ... AND AIDED "SHOES" PAGE 1 RANK
  83. 83. Check Search Results for Anomalies... A review replaced the meta description! :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  84. 84. SEO CRO :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  85. 85. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 WE CAN BRING BALANCE TO THE FORCE...
  86. 86. "A search query is simply a question. To optimize for both search and conversion, prove you're the BEST ANSWER." ~ Angie Schottmuller @aschottmuller, SEO & Conversion Optimist, Three Deep Marketing
  87. 87. ORGANIC SEARCH CONVERSION FUNNEL _____% _____% _____% _____% :: SEO Conversion Optimization - Angie Schottmuller - #CH2014 _____%
  88. 88. 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. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
  89. 89. Need Help Connecting SEO & CRO? 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 :: Buying Modalities | Angie Schottmuller @aschottmuller | Three Deep Marketing | #CTAConf

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