(Webinar) SEO meet CRO: Conversion Hacks for Organic Search Traffic
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Transcript of (Webinar) SEO meet CRO: Conversion Hacks for Organic Search Traffic
Copyright © 2014, SiteTuners - All Rights Reserved.
SEO meet CRO: Conversion Hacks for Organic
Search Traffic
Featuring Angie Schottmuller Director, Interactive Strategic Planning & Optimization Three Deep Marketing @aschottmuller
Free Webinar Series
Copyright © 2014, SiteTuners - All Rights Reserved.
About SiteTuners
• Conversion Rate Optimization agency
• More than 1,200 large and small company
clients worldwide
Practice areas:
– Conversion-focused website blueprints (full
redesigns & quick facelifts)
– Landing page test plans & testing strategy
development
– Ongoing conversion Management
Copyright © 2014, SiteTuners - All Rights Reserved.
Today’s Presenter: Angie Schottmuller
• Inbound marketing and optimization advisor at Three Deep
Marketing
• SEO expert contributor for Moz Search Ranking Factors Report
Top rated speaker at Conversion Conference + many others!
• Recognized "Top Conversion Optimization Expert" 2012-14 by
Visual Website Optimizer & Optimizely
• Prolific blogger on SEO, social, conversion and mobile
FAVORITE QUOTES:
"Do or do not... there is no try." - Yoda "It's supposed to be hard; if it wasn't hard, everyone would do it. The 'hard' is what makes it great.“ - Tom Hanks in A League of Their Own
:: Angie Schottmuller Three Deep Marketing SiteTuners Webinar Sep 24, 2014
15 ACTIONABLE WINS TO CONVERT ORGANIC WEB TRAFFIC
$$
ORGANIC CONVERSION
ANGIE SCHOTTMULLERDirector of Optimization
@aschottmuller
ThreeDeepMarketing.com
linkedin.com/in/angieschottmuller
Three Deep Marketing
CONVERSION HACKS FOR ORGANIC WEB TRAFFIC
Seriously. It's loaded with juicy stats guaranteed to get a retweet!
#SEO #CRO
@aschottmuller
Tweet this session!
Organic Search [SEO] =
WEBSITE TRAFFIC DRIVER
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Driving traffic is futile without a conversion strategy.
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Conversion optimization is futile without adequate traffic.
:: Organic Conversion Optimization - 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: Conversions (Goal Completions)
enough to...
SEARCH ENGINE OPTIMIZATION CONVERSION RATE OPTIMIZATION
Why is it so CHALLENGING?!
DEMYSTIFYING INTENT
Where is "Intent?"
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Search Query
Search Results
Page View
Search engine presents the best results
User clicks-through on result
Referral keywords RARELY include intent.
Google (not provided) keywords are a not the problem.
Your content strategy is.
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
- Angie Schottmuller
@aschottmuller, Director of Optimization, Three Deep Marketing
ONE page. ONE purpose.ONE targeted keyword phrase.ONE best answer.
What's the path to your 1 best answer?
1 Query(Keyword) (No Call-to-Action)(No Call-to-Action)
PAGE
PAGE
PAGE
PAGE
PAGE
One query = Many pages??? VERY CONFUSING!
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Map out your best answer path...
QueryKeyword
PurposeCall-to-Action
For queries with lots of matches, create "best answer" aggregator/category pages that collectively feature a grid of paths to top content. (i.e. products, news, how-to videos, download resources, etc.)
Page
<PAGE TYPE>
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
1
Content Strategy Planning Tree Guide
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Home Page
Category or List Page
Detail Page or Resource
1-2 Words
2-3 Words
3+ Words
TARGETED SEO PHRASEPAGE TYPELEVEL
2
3
WEB PAGE
Define Clear Purpose For All Content
PAGE TYPE:__________________________
TOPIC: (Targeted Keyword/Phrase)__________________________
PURPOSE: (Primary Call-to-Action)__________________________
RELATED INTENT PATHS: __________________________
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Home & Category = "Traffic Cop" Pages
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Leverage "Grids" to Present Clear Paths
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Category Grid versus Product List boosted CTR by 15%.: http://whichtestwon.com/archives/24201
OPTIMIZING FOR INTENT
Organic Search Conversion Funnel
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
____%
____%
____%
____%
____%
BOOST RANKINGS(with tactics that equally support conversion)
CONVERTING ORGANIC WEB TRAFFIC - GOAL #1:
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
SKECHERS – Expert Q&A
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Case Study Source: Bazaarvoice, Nov 2012
BOOSTED CONVERSION
32%... AND AIDED "SHOES"
PAGE 1 RANK
Reviews & Search Result Anomalies
Angie Schottmuller @aschottmuller | Three Deep Marketing | #ConvCon
A review replaced the meta
description!
Review & Comment SEO+CRO Strategy
SCHEMA.ORGMARKUP
REVIEW SUMMARY
EASY-SELECT ATTRIBUTES
Angie Schottmuller @aschottmuller | Three Deep Marketing | #ConvCon
Review & Comment SEO+CRO Strategy
SORT BY MOST RECENT
CUSTOM FIELDS & LABELS
Angie Schottmuller @aschottmuller | Three Deep Marketing | #ConvCon
BOOST CTR (CLICK-THROUGH RATE)
CONVERTING ORGANIC WEB TRAFFIC - GOAL #2:
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
How compelling are your search snippets?
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
ORG
AN
ICPA
ID
VALUE-ADDED
NO VALUE
Optimize organic search snippets like you would a PAID AD.
Image credit: luxtica.com Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Search Snippet Anatomy
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Title Beginning with Targeted Keyword (~60 chars)
Engaging, unique, page-specific description highlighting details and benefits what can be found in the content. Include a call-to-action or action verb to boost click-through. Search query keywords display bold. (139-156 chars max)
http://www.mydomain.com/page-url-keyword-query-bolded/
TITLE
URL
DESCRIPTION
BASICS = BLENDING-IN
Rich Snippets BOOST CTR
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
LET'S PLAY...
Pimp My Search Snippet!
Breadcrumbs: Search Snippet "Bling"
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
CODE EXAMPLE:<div itemscope itemtype="http://schema.org/WebPage"><div itemprop="breadcrumb"><a href="/">Home</a> > <a href="/category/">Books</a> > Page Name
</div> </div>
Use Schema microdata: http://schema.org/WebPage
EXAMPLE:
Ratings & Video: Search Snippet "Bling"
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
EXAMPLE:
Use Schema microdata: http://schema.org/AggregateRating + http://schema.org/Reviewhttp://schema.org/VideoObjecthttp://bit.ly/yoastvideoseoplugin (Annual license: 1 Site= $69. Up to 20 Sites= $249)
Authorship: Search Snippet "Bling"
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Use Google+ Authorship: https://plus.google.com/authorship
EXAMPLE:
Measure Your CTR Trends
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Dive Into Google Webmaster Tools
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
WHAT'S WORKING?
Dive Into Google Webmaster Tools
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
WHAT ISN'TWORKING?
Dive Into Google Webmaster Tools
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
WHAT NEEDS A LIFT?
REDUCE BOUNCESCONVERTING ORGANIC WEB TRAFFIC - GOAL #3:
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
First, Measure "Bounce" Correctly
"Adjusted Bounce Rate"3 seconds? 5 seconds?
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Tracking Adjusted Bounce Rate In Google Analytics http://j.mp/ULdygkHow to Implement Adjusted Bounce Rate (ABR) via Google Tag Manager http://j.mp/1nzk62t
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
"This is lame. Let's bounce!"
Image credit: listdose.com
Optimize Scent(prevent the bounce)
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Match Title Tag & H1 Page Heading
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
A) TITLE TAG
B) PAGE HEADING
Where are the colors?!
Site Reference: Cars.com
Colors were below the fold ...on a tab.
RELATED LESSON: Don't save page tabs as different URLs!
Non-Match = Confusion = Bounce
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CROSite Reference: Cars.com
Audit & Fix Non-Matches
1. Crawl your site with Screaming Frog.2. Export to Excel.3. Filter Title and H1 Differences.4. Audit and Fix!
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Screaming Frog SEO Tool: http://bit.ly/screamingfrogtoolCrawls websites and extracts page meta data (and much more) info. 500 URLs free. Unlimited use license = $99/yr.
If your main content appears below 45% of the screen...(Your scent trail is tainted.)
You're a "HEAD CASE!"
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
20%
40%
60%
80%
550px ABO
VE-THE-FO
LD
Note: Browser head + foot uses about 20-23%.
Crate & Barrel - 50% "Head Case"
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CROSite Reference: CrateAndBarrel.com
Keep title/heading high and flush left to best MAINTAIN SCENT.
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
-PATTERN
Image Credit: IB.deviantart.com
VISUALS are processed
FASTER than text.
Source: Neo Mammalian Studios Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Enhance Scent with Visuals
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Visuals....
ABOVE-THE-FOLDreduce bounce.
CROSSING-THE-FOLDencourage scrolling.
Site Reference: ExtremeTerrain.com
Be Strategic with Surrounding Text
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Lead captions with targeted keywords for SEO. David Ogilvy research found users read captions 300% more than body text!
Search engines evaluate text surrounding images and video for keyword relevance.
Jeep Wrangler Minnesota winter adventure!
A Jeep image captioned to rank well =
BOOST INTERACTION
CONVERTING ORGANIC WEB TRAFFIC - GOAL #4:
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
- 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 first achieve theirs.
Reevaluate Goals
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
USERGOALS
What does the user want to accomplish?
BUSINESS GOALSWhat does the business want to accomplish?
User-Centric Goals
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
USERGOALS
What does the user want to accomplish?
BUSINESS GOALSWhat does the business want to accomplish?
RETHINK
Intention
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
What specific data do web visitors need to make a good decision?
How can I make the data consumption into a measurable action?
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
ASSESSMENT:
1
2
Amazon has measurable actions everywhere!
Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Top User Actions = Tracked Events = Goals
"What was your reason for visiting
today?"
"Did you findwhat you were looking for?"
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
/landing-page-3/
/landing-page-2/
/landing-page-4/
/landing-page-1/
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
BOOST ORGANIC CONVERSION
CONVERTING ORGANIC WEB TRAFFIC - GOAL #5:
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Eliminate the Distractions
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Do NOT Distract Your Buyer's Journey
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
What's the Call-to-Action?
Source: WilliamSonoma.com 3/10/14
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Let the Hero Shot & Primary CTA STAND OUT. Neutralize all other colors.
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Audit with the 6-foot and 5-second tests!
You can even get conversions from PDFs
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
LEAD GENERATION HEATMAPS
Docalytics: http://docalytics.comLead capture, analytics and mouse tracking heatmaps for PDFs and docs!
Organic Search Conversion Funnel
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
____%
____%
____%
____%
____%
Organic Conversion Key Takeaways
Audit your "best answer" pagesDon't worry about (not provided) keywords.
Pimp your search snippets
Audit, maintain, and enhance scent
Track user actions with clickable events
Make the primary CTA obvious, relevant
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
- Angie Schottmuller
@aschottmuller, Director of Optimization, 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 SchottmullerDirector of [email protected]@aschottmuller
Your time and budget is finite.
Grow ROI with a power play!
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Our Clients...
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
THREE DEEP MARKETING
Lead Generation
Search Marketing
Optimization (SEO/SMO/CRO/PPC)
180 E 5th St, Suite 910, St Paul, MN 55101 (651) 789-7701www.threedeepmarketing.com
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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