from search to purch(ase): closing customers quickly
TRANSCRIPT
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From Search to Purch(ase):Closing Customers Quickly
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Eric ReischVP of Strategic Sales
Trustpilot
Presenters
Sara LeafAccount Manager
Elite SEM
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Agenda
Intro to Elite SEM and Trustpilot
Consumer Research and Behavior
What you should know about SEO 2017
Trust Matters More than Ever
Why & where to display reviews in search
Post SEO - Increasing Conversions
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Performance Display
Paid Social
Paid Search
SEO Shopping & Feed
CRO Insight & Analytics
Who is Elite SEM?
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Who is Trustpilot?
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Why does Trustpilot Exist?
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Consumers and Search What to Know In 2017
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● Mobile traffic surpassed desktop traffic for the first time in Q4 2016.
● Nearly 60% of all search traffic comes from mobile devices
● People who use mobile devices to read reviews jumped to 61% in 2016 from 38% in 2015
● 54% of people will visit a website after reading positive reviews
● Online reviews make up 13% of how Google ranks local search results according to Moz’s 2017 Local Search Ranking Factors
Businesses Need to Adapt to Consumer Behaviors
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Revamping Your SEO Strategyin 2017
Recent Google UpdatesMobile First Indexation
AMP PagesUniversal Results
HTTPS
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RECENT GOOGLE UPDATES• “Fred” Update (March 7th, 2017) – Unconfirmed update,
focused on spam algorithm and poor quality backlinks.
• Core Algorithm Update (February 7th, 2017) – Changes were made to Google’s core ranking algorithm, specifically focused on content quality.
• Interstitial Ad Penalty (January 11th, 2017) – Websites showing Ads that cover a significant portion of the screen on mobile devices may be penalized.
• Mobile First Index (November 4th, 2016) – The mobile index will become the primary index since more searches are taking place on smartphones vs. desktop.
seo industryGoogle UpdatesRecent changes in Google’s search engine ranking algorithm
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seo industryInterstitial AdsExamples of potential penalty
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mobile strategyMoving Towards Mobile-First Indexation
• Mobile content will eventually be the primary index used for showing listing to both desktop and mobile users.
• Announcement was made from Google’s Webmaster Central Blog on Nov 4, 2016.
• Goal is to improve experience as Mobile devices now account for 60%+ of search queries.
Source: Search Engine Land
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mobile strategyMobile Friendly Does Not Equal Mobile Optimized
• A ‘mobile friendly’ website may use a responsive design however, a ‘mobile optimized’ website is specifically designed with smartphone users in mind.
• Missing key usability elements and low page speed scores can prevent a site from being mobile optimized.
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mobile strategyKey Principles Of Mobile Site Design
Research has shown five key design areas matter most to provide exceptional mobile user experience and increase mobile conversions.
Source: Mobile Transformation Workshop
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mobile strategySlow Load Times and User Experience“What do you dislike the most when browsing the web on your mobile device?”
AMP is a way to build mobile web pages for static content that render fast.
Source: Mobile Transformation Workshop
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What is AMP? • Accelerated Mobile Pages• Introduced in February 2016• Created for publishers to
have mobile-friendly content
Who can use AMP? • Publishing, e-commerce,
content sites
Why does AMP exist? • AMP pages load quickly and
with less data used
How does AMP work?• Developers rely on AMP
HTML – a new open framework
AMP Example in Search Engine Result Page
ampCreating Fast Mobile Content
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POLL:Are you using AMP pages?
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ampSeen In The SERPNews & Content
Example of news content using AMP Improved page speed for AMP pages
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ampSeen In The SERPE-Commerce & Page Speed
Example of Ebay using AMP for product pages
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How can you use AMP?• Product pages• Content pages • News items
How can AMP help SEO? • Not a direct ranking factor – but speed
matters• Value is determined based off user
interaction
Is AMP free?• AMP pages are not free – expenses
may vary• May require an outside developer
Left: An article without AMP HTMLRight: An article with AMP HTML
ampWill It Boost My Rankings?
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Universal Results
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universal resultsSearch Solution Within SERPInstantly stand out to users
• Universal Results are part of Google’s intention to deliver the user “the best result” as quickly as possible
• These results come in a variety of forms such as knowledge graph, instant answer, featured snippets, people also ask, news, images, video, etc.
• Universal results include content extracted from on-page content
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universal resultsSeen In The SERPBulleted lists & instant answers
Example of instant answer + images
Example of a bulleted list
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universal resultsSeen In The SERPKnowledge Graph & People also ask
Example of Knowledge Graph Examples of People also ask
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universal resultsHow To Optimize Your SiteBest practices to get recognized by Google
• Identify simple, direct questions on a topic that your audience or consumers are interested in
• Provide a succinct answer that directly answers the question with targeted keywords
• Follow SEO best practices
• Create additional relevant, high-quality content on that theme with related targeted keywords
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HTTPSfor SEO and Credibility
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httpsMoving To A Fully Secured SiteSecure or not secure: that is the question
• Google is working towards a fully secured web
• Ensures encryption, data integrity, and authentication
• 84% of users would abandon a purchase if data was sent over an insecure connection
• Google calls the move “imperative” in 2017
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httpsBenefits Of A Secured SiteIt’s much, much safer
• HTTPS sites receive a small ranking boost
• 40% of Google’s page one rankings are HTTPS
• They also protect users and add a layer of trust
• Google Chrome labels HTTP sites as insecure, warning users of the potential risk
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httpsSwitching To HTTPSWhat To Expect When You Make The Move
• Sites may see a temporary fluctuation in site rankings during the move
• All HTTP URLs must be 301 redirected to their HTTPS version
• Set up new Google Search Console profile
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Trust and Reputation MatterMore Than Ever
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● Consumers need to be able to trust the message, the company, and what a company is selling.
● Third-party credibility is a major differentiator in the large eCommerce industry.
● Security, data protection, privacy, and even shipping all matter to a consumer.
Why is Credibility Important?
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Do consumers read reviews when shopping online?
• 89% read reviews “Sometimes”, “Most of the time”, or “Always”
• Less than 3% read reviews “Never”
Takeaway The vast majority of consumers read reviews when making online buying decisions.
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Where do you go to find reviews?
> 50% → search engines
> 20% → company’s website
>10% → 3rd party review websites
Takeaway Consumers conduct the majority of review-related research via Google.
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How Do Reviews Affect Buying Behavior?● 84% of people trust online reviews as much as a personal
recommendation● 33.8% of consumers find customer reviews as the most
important feature of an online store● 12x more consumers trust product reviews than manufacturer
descriptions● 65% of respondents rate “a person like yourself” as a credible or
extremely credible spokesperson. The color is so much
brighter in person!
Fit is a bit tight…order one size up!User generated content from reviews help you get your site
rank higher and look more credible in organic search
results
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Where to Leverage Reviews in Search
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Rich snippets provide an indirect SEO boostRich snippets on product pages and key business pages displays more relevant information to potential consumers.
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Rich Snippet Stars are everywhere in search
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Third-party validation in organic search drives conversionsHaving positive reviews on a third-party platform can improve your brand reputation with positive organic impressions.If consumers search for branded reputation terms, they are looking for validation in order to make a purchase.
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Boost organic search with product reviews➔ Improve organic rankings
with content that is...● Relevant & keyword-rich ● Engaging & user-generated ● Fresh & always updated
➔ Improve organic click-throughs with stand-out search results featuring Rich Snippets
➔ Product reviews on your product pages will also help boost conversion
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Post-SEOIncreasing Conversions
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Approximately 75% of online shopping carts are abandoned every year
Leverage Conversion Rate Optimization Strategies to Increase Revenue
Leveraging CRO best practices will increase conversions and revenue on all conversion
points.
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Utilize trust symbols to improve your credibility
42% increase in landing page conversions
72% increase in product page conversions
45% increase in retargeting ad CTR
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Social Proof Can Increase Conversion Rates ● Social Proof can include:
○ Customer list or logos
○ Press mentions
○ Reviews
○ Social media integration
○ Testimonials
This Is It StoresGroupon
130% increase in conversions, 315%
in revenue
ID Wholesaler
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Use Personalization to Convert Customers
● 75% of customers like when brands personalize shopping experiences for them.
● 40% of online revenue comes from returning customers.
Very.Co.Uk SpearmintLove
Burton Menswear
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Key Takeaways From Today’s Webinar
● Leverage a mobile-first SEO strategy that takes advantage of high ranking factors based on recent updates
● Remember that HTTPS is a must in 2017
● Use trust signals, badges, and symbols that surface on your site and search results to improve your credibility and reputation.
● Leverage social proof to optimize your conversion rates.
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Thank you!
Elite SEM Questions?www.elitesem.com
Sara Leaf: [email protected]
Trustpilot Questions?www.trustpilot.com
Eric Reisch: [email protected]