seo conversion strategies - 12 power plays
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CRO SEO SEO CONVERSION
STRATEGIES
Angie Schottmuller, @aschottmuller, Three Deep Marketing
MEET
Conversion Conference Chicago - June 11, 2013
Director, Interactive Strategic Planning & Optimization aschottmuller@threedeepmarketing.com
Angie Schottmuller @aschottmuller
Three Deep Marketing
ü Lead Generation
ü Customer Acquisition
ü Optimization (SEO/SMO/CRO/PPC)
180 E 5th St, Suite 910, St Paul, MN 55101 � (651) 789-7701 www.threedeepmarketing.com WE'RE HIRING!
SEO CONVERSION STRATEGIES
#ConvCon #SEO #CRO @aschottmuller
Tweet this session!
Seriously. It's loaded with juicy stats guaranteed to get a retweet!
It's time to farm some organic conversions!
C
SEO R O
CONVERSION = Completion of a presented action.
a.k.a. "Goal Completion"
Angie Schottmuller, @aschottmuller, Three Deep Marketing
ACTIONS
SUBSCRIBE WATCH VIDEO
BUY SUBMIT FORM
COMMENT RATE OR REVIEW
SHARE
CLICK A LINK
INTERACT (GAME/CONFIGURATOR) PHONE CALL
a.k.a. "Goal Completions"
For every $92 spent acquiring
customers,
ONLY $1 is spent on conversion.
Source: Econsultancy & RedEye CRO Report 2012 Angie Schottmuller, @aschottmuller, Three Deep Marketing
CROs, to make an impact, you'll need a partner...
...and by "partner", I mean shared budget and success. =)
Angie Schottmuller, @aschottmuller, Three Deep Marketing
#1
WEBSITE TRAFFIC DRIVER
Organic Search [SEO] =
Angie Schottmuller, @aschottmuller, Three Deep Marketing
Angie Schottmuller, @aschottmuller, Three Deep Marketing
SEO Budgets are on the Rise!
SEM +39%
Source: MarketingCharts.com
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...
Many SEOs were hit by Google's 2012 Penguin and Panda algorithm updates.
Logo and infographic design by Chander, @FuzzOneMedia: http://bit.ly/newfaceofseopandapenguin
POW!
Angie Schottmuller,, Three Deep Marketing
CRO PARTNER CHECKLIST:
q High traffic volume
q Big budget
q Similar strategy
q Looking for a win
SEO is PERFECT! Angie Schottmuller, @aschottmuller, Three Deep Marketing
CRO, Meet SEO
SEO CRO
DRIVE
CONVERT Angie Schottmuller, @aschottmuller, Three Deep Marketing
12 CONSIDERATIONS FOR
CRO & SEO POWER PLAYS
Angie Schottmuller, @aschottmuller, Three Deep Marketing
#1: Derive Content From User Goals & FAQs End silos. Align to visitors. Bridge the gaps.
Angie Schottmuller, @aschottmuller, Three Deep Marketing
Keyword Queries
User Questions
& Goals
Content
Answers & Solutions
for Users
= =
- 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 "rst achieve theirs."
WEB PAGE
#2: De"ne Clear Purpose For Every Page
q Purpose: __________________________
q Call-to-Action: __________________________
q User Segment & Goal: __________________________
q Goal Completion Action/Metric: __________________________
q Targeted Keyword(s) [SEO]: __________________________
Angie Schottmuller, @aschottmuller, Three Deep Marketing
#3: Focus on Common Optimization Factors
Factor CRO SEO
Relevance
Authority
Call-to-Action [Not Yet]
Usability
Angie Schottmuller, @aschottmuller, Three Deep Marketing
( R.A.C.U. )
#4: Assess SEO Conversion Funnel Opportunities
Audit Each Level: • What levels need help? • What content needs help? • What content is doing well? Why?
Angie Schottmuller, Three Deep Marketing
#5: Optimize Organic Search Snippets (like you would any other ad)
Angie Schottmuller, @aschottmuller, Three Deep Marketing
VS.
PAID
ORG
AN
IC
#5: OPTIMIZE ORGANIC SEARCH SNIPPETS
Rich Snippets
Rich snippets boost click-through rates by
20-30%!
Angie Schottmuller, @aschottmuller, Three Deep Marketing Infographic by BlueGlass: http://j.mp/richsnippetsig
Visit Schema.org for options!
#5: OPTIMIZE ORGANIC SEARCH SNIPPETS
Optimize to surface more value-added links...
Angie Schottmuller, @aschottmuller, Three Deep Marketing http://bit.ly/seolightsabers
On-page anchor or "table of contents" links may potentially surface in search engine-generated meta descriptions or "jump to" links.
(This example shows both.)
#5: OPTIMIZE ORGANIC SEARCH SNIPPETS
More links in snippets help get users to the right page:
MA
IN R
ESU
LT
SITE
LIN
KS
B. Meta Description Links
D. Sitelinks
http://bit.ly/googlesitelinks
SEARCH SNIPPET:
Angie Schottmuller, @aschottmuller, Three Deep Marketing
C. "Jump to" Links (from on-page TOC bookmarks)
A. Rich Snippet Links (from Schema.org breadcrumbs, reviews, etc.)
#6: Maintain Organic Ad to Entry Page "Scent"
2.
1.
Angie Schottmuller, @aschottmuller, Three Deep Marketing
#6: MAINTAIN ORGANIC AD TO ENTRY PAGE "SCENT"
Maintaining Scent Trick Ideas: (Dynamically update content based on referrer.)
• Search keyword "badging" on product images
• Default carousel slide to best match for the referring keyword
• Adjust layout based on keyword (e.g. search query includes "reviews")
• Feature related content or suggestions based on keyword (e.g. search query includes "how to", "ideas", etc.)
• Change to local ph# based on geoIP (set cookie)
Angie Schottmuller, @aschottmuller, Three Deep Marketing
#7: Improve Page Load Time
Average page load reality is 5 seconds (3.5X) SLOWER than user expectations!
Yet, the average site only loads in ~7 seconds.
Source: Econsultancy study, published in Oct 2012
47% of users expect a site to load in 2 seconds. Source: Akamai study, published in Sep 2009
YIKES!
Angie Schottmuller, @aschottmuller, Three Deep Marketing
Angie Schottmuller, @aschottmuller, Three Deep Marketing Sources: Gomez.com, Akamai.com
1-SECOND DELAY
Page Views 11%
Conversion 7%
Customer Satisfaction 16%
7% CONVERSION DROP
Source: Tag Management http://bit.ly/15FFYMQ
1second LOAD DELAY
=
Angie Schottmuller, @aschottmuller, Three Deep Marketing
#7: IMPROVE PAGE LOAD TIME
Measure "First View" Load Time
Depicted: Report snippet from www.WebPageTest.org
"First View Load Time" uniquely accounts for !rst-time visitors (prior to caching) along with mobile devices lacking caching abilities.
Angie Schottmuller, @aschottmuller, Three Deep Marketing
- Angie Schottmuller @aschottmuller
SEO & Conversion Optimist, Three Deep Marketing
"No web server is powerful enough to OVERCOME BAD CODE. The only cure is cleanup and performance optimization."
#8: Anticipate Top Actions of Search Visitors
Angie Schottmuller, @aschottmuller, Three Deep Marketing
95%
Source: Google Mobile Movement Study, 2011
of mobile users search for local business info.
61% CALL
59% VISIT
90% ACT IN 24 HOURS
Then they...
#8: ANTICIPATE TOP ACTIONS OF SEARCH VISITORS
Prioritize "Call" & "Locate" Actions
TIP: Style buttons using CSS3 (no images) for speed. http://bit.ly/css3gradientbuttons
On the mobile site: (within top 200px)
Angie Schottmuller, Three Deep Marketing
Call for a FREE CRO Quote (651) 789-7724
#8: ANTICIPATE TOP ACTIONS OF SEARCH VISITORS
Optimize Click-to-Call (CTC) links as buttons:
HTML with Google Analytics Tracking:
<a href="tel:+16515551234" ! class="clicktocall" onClick="_gaq.push(['_trackEvent', ! 'Contact Us','Click-to-Call',this.innerHTML]);"! >Call for a FREE CRO Quote (651) 789-7724</a>!
Hours: Monday - Friday, 9am - 5pm CT
Click-to-Call
Angie Schottmuller, @aschottmuller, Three Deep Marketing
#9: Get Visual - Optimize Images
Angie Schottmuller, @aschottmuller, Three Deep Marketing
#9: GET VISUAL - OPTIMIZE IMAGES
Photos Draw Eye Contact... (in search results too!)
Source: ThinkEyeTracking.com Study Angie Schottmuller, @aschottmuller, Three Deep Marketing
#9: GET VISUAL - OPTIMIZE IMAGES
Image SEO Checklist:
q Optimize !lename with targeted keywords.
q Optimize <img> alt attribute with targeted keywords.
q Provide supporting context and/or caption.
q Create the image XML sitemap.
q Ensure crawlability.
Track Image Search Referral Traffic: Google Analytics Advanced Segment by John Doherty, @dohertyjf: http://bit.ly/GASS-OrgImg
Angie Schottmuller, @aschottmuller, Three Deep Marketing
#10: Leverage Video
Angie Schottmuller, @aschottmuller, Three Deep Marketing Source: www.Volerro.com
90%
Angie Schottmuller, @aschottmuller, Three Deep Marketing
Yet, ONLY 24% of national brands use video marketing.
of online shoppers
say video would help their buying decision.
Source: Kantar Media study, Oct 2012
Source: CommonCraft.com, Unbounce.com http://bit.ly/explainervideostats
Explainer videos boost conversion
#10: LEVERAGE VIDEO
20% ( on average )
CrazyEgg.com video
Dropbox.com video
+$21K SALES/MO
+10% CR LIFT
Angie Schottmuller, @aschottmuller, Three Deep Marketing
#9: GET VISUAL - OPTIMIZE IMAGES
Video SEO Checklist:
q Optimize !lename with targeted keywords.
q Optimize title with targeted keywords.
q Write an engaging video description.
q Provide supporting context and/or caption near embed.
q Apply Schema.org microdata and Facebook Open Graph.
q Create a video XML sitemap.
q Ensure crawlability of pages with video embeds.
Angie Schottmuller, @aschottmuller, Three Deep Marketing
Test Video Thumbnail Images
18.6% Conversion Rate (UI close up thumbnail)
31.8% Conversion Rate (Room scene thumbnail)
TIP: Specify video thumbnail w/ the YouTube API <media:thumbnail> tag!
Source: ABtests.com - Yobongo.com case study.
+70.9% CR LIFT
Angie Schottmuller, Three Deep Marketing
#11: Localize! <Title tag>, URL, meta description
#12: Audit SEO CRO Funnel Flow in Analytics
ü RANK: Audit match of tracked keywords to ranking page URLs in SEO reports.
ü CLICK-THROUGH: Audit match of referring keyword to entry/landing page in web analytics.
ü STICK: Audit page load time and bounce rate of organic traffic entry/landing pages in web analytics.
Angie Schottmuller, @aschottmuller, Three Deep Marketing
Pay special attention to keywords for support vs. product detail pages.
Google Analytics Custom Report - Organic Search Traffic: http://bit.ly/gacustomreportorganictraffic (Click to import into GA.)
CRO & SEO - 12 POWER PLAYS RECAP 1. Derive Content From User Goals & FAQs 2. De!ne Clear Purpose For Every Page 3. Focus on Common Optimization Factors (RACU) 4. Assess SEO Conversion Funnel Opportunities 5. Optimize Organic Search Snippets 6. Maintain Organic Ad to Entry Page "Scent" 7. Improve Page Load Time 8. Anticipate Top Actions of Search Visitors 9. Get Visual - Optimize Images 10. Leverage Video 11. Localize 12. Audit SEO CRO Funnel Flow in Analytics
Angie Schottmuller, @aschottmuller, Three Deep Marketing
TRENDS TO WATCH SEO & CRO Power Plays
Faceted Navigation
Angie Schottmuller, @aschottmuller, Three Deep Marketing
!!
CAUTION: Facets are great for UX and conversion, but potentially deadly for SEO if done incorrectly. >> Seek a proven expert!
Docalytics.com = Lead capture, analytics, and mouse tracking heatmaps for PDFs and other docs!
LEAD GENERATION HEATMAPS
Capture leads from users viewing PDFs!
Get a 3-month FREE starter plan w/ promo code USETHEFORCE. Expires 7/1/13.
Angie Schottmuller, @aschottmuller, Three Deep Marketing
Source: http://barkbox.com
Lightboxes for Leads!
Angie Schottmuller, @aschottmuller, Three Deep Marketing
CRO & SEO - Key Takeaways ü User-centric, "best answer" content strategy is the foundation.
ü The same "scoring" factors apply (RACU): Relevance, Authority, Call-to-Action, Usability
ü Don't just get rankings; get the best-match content /answer ranking well.
ü Optimize organic search snippets like you would any other ad.
ü SEO and CRO are the ultimate ROI power play. >> Prioritize tactics that serve both objectives!
Angie Schottmuller, @aschottmuller, Three Deep Marketing
- Angie Schottmuller @aschottmuller
SEO & Conversion Optimist, Three Deep Marketing
"A search query is simply a question. TO OPTIMIZE for search and conversion,
PROVE you're the best answer."
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, Strategic Planning & Optimization aschottmuller@threedeepmarketing.com @aschottmuller
Your time and budget is !nite.
Grow ROI with a power play...
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