how to build conversions using seo
DESCRIPTION
Presentation from Conversion Conference London 2011 on how to increase conversions using SEO.TRANSCRIPT
How To Build ConversionsUsing SEOPatrick AltoftDirector of Search
http://www.seomoz.org/blog/the-definitive-howto-for-conversion-rate-optimization
Reasons
Might return later
Too expensiv
e
Didn’t like the
site
Prefer to buy
elsewhere
Not what they were
looking for
Couldn’t use the
site
Lacked certain details
Conversions & SEO1. Increasing keyword relevancy will increase
your conversion rates2. Getting more visits will increase your
conversion numbers3. Attracting users at multiple stages during
buying cycle will improve both conversion numbers & conversion rates
The Buying Cycle
http://bit.ly/9bUGT4
Keyword ResearchMost people use the keyword tool to see which keywords have the biggest search volume
Advanced Keyword ResearchSome people even use data from PPC campaigns and include ranking data to choose “low hanging fruit” keywords
Opportunity Analysis using AdWords data shows which keywords have the biggest potential revenue
Example• Choose all keywords with potential revenue
>1000/month that rank between 5th and 10th and have above average conversion rate in the PPC campaign
Branded3 ApproachWe approach keyword research from a landing page perspective rather than a keyword perspective
By adding up the sum of the opportunity for each landing page we can find the most important pages to build links to, rather than the most important keywords
EXAMPLE
By Keyword - Overwhelming
By Landing Page - Simple7 landing pages cover 94% of all thesearch volume
Pivot Table
How this relates to link-buildingBuilding lots of links with the same anchor text will result in the links being devalued and you will struggle to rank
If you vary the anchor text your link-building is more effective
If you are varying the anchor text this makes it very easy to target multiple keywords to a landing page
Varying anchor textBuild links to each landing page and vary the anchor text between the different target keywords
This builds overall strength of page and helps rankings for all the long tail keywords that the page is focussed on
Add “noise” words & brand keywords to the mix
SEO Landing Pages• Typical site will have less than 50% of visits
arriving on the homepage, less for non-brands
• Most sites will create dedicated PPC landing pages
• Most non-ecommerce sites don’t think about optimising SEO landing pages for conversion
PPC & SEO Landing Pages• We use combined landing pages which work
for both PPC and SEO• This allows clients to apply results of any tests
easily across both campaigns
Optimising Landing Pages
Long Tail Keyword Research• Use negative matches
Optimisation Roadmap
Shortlist Keywords
Map Keywords To
Landing Pages
Optimise Landing
Pages Short Tail
Build Links & Vary Anchors
Research Long Tail Keywords
Long Tail Analysis in
GA
Optimise Landing
Pages Long Tail
Revenue
2011 Year of Brands
2011 Year of Brands
Questions?
• www.blogstorm.co.uk• www.branded3.com• www.slideshare.net/patrickaltoft
• twitter.com/patrickaltoft• [email protected]