mastering the ins and outs of seo & cro
TRANSCRIPT
![Page 1: Mastering the Ins and Outs of SEO & CRO](https://reader030.vdocuments.us/reader030/viewer/2022032514/55d52f59bb61eb7c0b8b46ea/html5/thumbnails/1.jpg)
Everything You Need to Master SEO & CRO
Featuring:
&
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Webinar slides + video will be emailed to all
Interact with us on Twitter: #MasterCRO
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Housekeeping Notes
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Meet Your Experts
Will Critchlow Founder & CMO of Distilled
@willcritchlow
Rebecca ChurtMarketing Manager at HubSpot
@RChurt
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RebeccaChurt
Marketing Manager at HubSpot
@RChurt
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SEO & CRO (mates for life).
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DEFINING
1. Search Engine Optimization (SEO): The process of improving the volume or quality of traffic to a web site from search engines via “natural” or un-paid (“organic”) search results.
2. Conversion Rate Optimization (CRO): The science and art of creating an experience for a website visitor with the goal of converting the visitor into a customer.
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RULES FOR SUCCESS
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#1 Know your audience.
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Make it clear.
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Targeting yieldsresults.
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#2 Solve for user experience.
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Solving for the user means …
Simple Fast Engaging
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#3 Create content.
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75% of Your VisitorsAre Still Doing Research.
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#4 Test everything.
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#5 Measure & analyze.
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WillCritchlow
Founder & CMO at Distilled
@willcritchlow
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What do we mean byConversion Rate?
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Total conversionsTotal visitors
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Not all conversions are equal.
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Different revenue.
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Different products.
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Not all visitors are equal.
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Different channels.
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New vs. returning.
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Timing is crucial.
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Conversion rate of email traffic to small value items
>Conversion rate of new visitors to
expensive items
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Segment!
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How do we improve our conversion rate?
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We naturally start thinking aboutsplit-testing tweaks.
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Which is fine – this is (almost)
free money.
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But think BIGGERIt’s often as costly to test a small change as a big one.
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Remember your levers.
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#1 Initial conversion rate.
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#2 Average Revenue per User(ARPU)
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#3 Churn
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Work out WHAT to test.
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You might even end up changing your business model.
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FINALTIPS
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#1 Ask questions
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Encourage email replies.
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Get feedback from people who leave.
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Survey your customers and prospects.
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#3 Decide if you are testing ACQUIRE, ASSIST or CONVERT.
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If you aren’t directly testing conversions (to money) be careful about knock-on effects
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#4 Look for mismatches between search intent and page type
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This blog post ranks …But until recently didn’t prominently link to
DistilledU.
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#5 Remember: New visitors from unbranded search don’t buy big
things immediately.
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#6 Use keyword research as an input into your content calendar
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THANK YOU!
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Q+A