seo & cro: can't we just be friends? #croelite17
TRANSCRIPT
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SEO & CRO:Can’t we just be friends?
Stephen Kenwright @stekenwright
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1.SEO is a business case – not a channel
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2.Google is playing catch-up
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We use CRO as a business case toobranded3.com/site-speed-conversion-rate
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Framework
Discovery
Analytics
Paid search data Social listening
CONVERSION
•Category landing pages
•Product pages
CONSIDERATION
•Guides
•FAQs
AWARENESS
•Events calendar
•Campaign plan
•Social content calendar
•Blog content calendar
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I’m not going to talk about conversion
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Only…
Discovery
Analytics Social listening
CONVERSION
•Category landing pages
•Product pages
CONSIDERATION
•Guides
•FAQs
AWARENESS
•Events calendar
•Campaign plan
•Social content calendar
•Blog content calendar
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Consideration is everything for SEO
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…but only if you start with conversion
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I don’t give a f*ck what Google says
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I care what customers think
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This is why discovery is important
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Conversion rateLead gen website
Mobile
6.79%
Desktop
4.30%
Tablet
4.57%
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Traffic trendsEcommerce
Desktop Mobile Tablet Linear (Desktop) Linear (Mobile) Linear (Tablet)
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Mobile rate of growthEcommerce
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
Percent of mobile traffic from Google organic Percentage of mobile traffic excluding Google organic
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Mobile40%
Tablet23%
Desktop37%
Search volume by device
Search volume vs. actual trafficEcommerce
Mobile14%
Tablet36%
Desktop50%
Organic data sources
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Ranking positionEcommerce: mobile vs. desktop
-9000
-8000
-7000
-6000
-5000
-4000
-3000
-2000
-1000
0
1000
Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16
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A (brief) history of Google and mobileApple launches
the iPhone
2007
2010
Responsive Web Design
Google launches
1998
Google launchesits first Android
2009
2015
Mobile search
overtakes desktop
Google pays $1bn to be iPhone search default
2014
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1 2 3 4 5 6 7 8 9 10
CTR Decrease -10.00% -20.00% -30.00% -40.00% -50.00% -52.00% -54.00% -55.00% -56.00% -57.00%
CPC Increase 10.00% 15.00% 20.00% 30.00% 35.00% 40.00% 55.00% 60.00% 85.00% 105.00%
-80.00%
-60.00%
-40.00%
-20.00%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
Programmatic flatteningFrequency and CTR vs. CPC
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Other sources of conversions
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Other sources of conversions
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A story about location extensions
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90% of users start a task on one deviceand complete it on another
LukeW
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Good luck with that
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Framework
Discovery
Analytics Social listening
CONVERSION
•Category landing pages
•Product pages
CONSIDERATION
•Guides
•FAQs
AWARENESS
•Events calendar
•Campaign plan
•Social content calendar
•Blog content calendar
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Build a knowledge databaseUse:
1. Analytics
2. Talk to your call centre(s)
3. User surveys
4. Keyword research
To:
Create a database of questions customers want answers to
Create an inventory of answers
If you want to be lazy…
…use keyword research for wording and rank-check to find relevant pages.
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*The* search engine for cruise information in 2013
web.archive.org/web/*/cruise.co.uk
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Making information more accessible…2013 style
virginholidayscruises.co.uk/cruise-guide
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294% higher avg. visit durationvs. site average
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138% improvement in bounce ratevs. site average
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273% increase in number of pages clickedvs. site average
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Content structured for conversion
Category page
ProductAuthor page
Content hub
Campaign page
Content hub
Content Content
Rankings Conversions
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We built it for SEO
We didn’t build any links
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…but search for “drinks packages”…
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Wouldn’t the results below the fold have been better?
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The website makes it easy for me tofind what I want
The website offers a cutting edgeinteractive experience
The website has a beautifulappearance
Other
What’s the most important factor in the design of a website?
HubSpot
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Friction hierarchyLow friction
High friction
AI
SEARCH
IA / NAV
WEBSITE
CONTENT
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30% of visitors will perform an onsite search
econsultancy.com/reports/site-search-report
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Searchers generate more revenue than non-searchers
econsultancy.com/reports/site-search-report
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2.41%
5.45%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Non-site search users Site search users
Average conversion rateNon site search users vs. site search users
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84% of companies don’t optimiseor even measure site search
econsultancy.com/reports/site-search-report
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Turn on site search analytics
Click
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Turn on site search analyticsClick
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Turn on site search analytics
Make sure this is checked
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Find your report
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Visitors whose search returns 0 resultsare 2.5x more likely to leave
econsultancy.com/reports/site-search-report
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Create variables in Tag Manager
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What text is displayed for 0 result searches?
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Variable #1 looks for CSS Selector called “#search-results”
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Variable #2 codifies all pages with results as “Results”
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Variable #3 scrapes the searched keyword
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Create a tag to fire the event on Search Results pages
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…and get this back
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branded3.com/blog/track-internal-site-search-using-google-tag-manager
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The Search Meter plugin does this for you
wordpress.org/plugins/search-meter
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How to audit your site search
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Questions to askTechnology
Which product/platform/tool powers it?
Was it implemented in house or externally?
Whose job is it?
Is there a functional spec/search user journey document available?
Is there another site with a search experience you think is good?
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Questions to askResponse
Are there known use cases where search results are poor?
Are the results returned (particularly first page) highly relevant to your query?
What happens when you add more complexity to a query?
How fast are results returned?
Is relevance/speed consistent?
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Questions to askFunctions
Is there an autosuggest/autocomplete feature?
Can it cope with typos?
Can you sort the results?
Are queries for dates/numbers/special characters supported?
Is the number of results shown correct/useful?
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What’s happening now?
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“Alexa, ask Virgin Holidays what drinks packages are available on Celebrity Equinox”
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Natural language CXSEARCH
Customers typically show one of three intents
• Research your products and services
• Lookup a specific file or document
• Navigate sitemap e.g. login
RESPONDER AI
Customers have a direct questionand expect a good answer
• Simple example is an FAQ
• Most chatbots and Alexa skills are at this level today
CONSULTATIVE AI
Customers require specific adviceor want to achieve a goal
• Requires a complex conversational interaction
• AI can automate this but typically hard-coded today
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Example interactionsSEARCH
> fund fact sheet
> fixed rate mortgage
> login page
RESPONDER AI
What is APR?
CONSULTATIVE AI
Am I eligible for your fixed rate mortgage?
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careers.branded3.com
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