What you’ll get from this talk
How CRO affects SEO: How to increase your conversions whilst keeping—or even enhancing—your SEO rankings.
Q&A
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Strategic and tactical mistakes that Moz and Conversion Rate Experts have made and seen.
Rand Fishkin, Wizard of Moz
Conversion Mistakes —and how CRO affects SEO
Dr Karl Blanks, Chairman
Rand Fishkin, Wizard of Moz | @randfish | [email protected]
How CRO Affects SEO (and how marketers should be combining the two practices)
How to think about and design for search visitors vs. conversion funnel
Landing Pages?
Pages for SEO / Content Marketing
Designed to satisfy searchers’ queries
Intentionally built to earn links, shares, & engagement
CTA is non-existent
Pages in the Conversion Funnel
Built to convert
Don’t necessarily need to target search keywords
Don’t need to be shared, linked-to, or amplified
Pages that Do Both
Need to both rank and convert
Must be amplification-worthy, but also have a clear path to conversion
Usually leverage the authority the host domain has built
Or can they live in harmony?
Does CRO Mess Up SEO?
Over-Simplified Google Algo
KW CQ DA UD SP PA Ranking Ability + + + + + =
Keyword & On-Page
Content Quality
Domain Authority
Page Authority
User & Usage Data
Spam Analysis
Changes made to pages for CRO usually only affect these three
Over-Simplified Google Algo
KW CQ DA UD SP PA Ranking Ability + + + + + =
Keyword & On-Page
Content Quality
Domain Authority
Page Authority
User & Usage Data
Spam Analysis
And, if your conversion rate is rising, the impact to these two is positive!
Over-Simplified Google Algo
KW CQ DA UD SP PA Ranking Ability + + + + + =
Keyword & On-Page
Content Quality
Domain Authority
Page Authority
User & Usage Data
Spam Analysis
That just leaves keyword targeting, which is pretty straightforward
Via Rand’s Visual Guide to Keyword Targeting & On-Page Optimization
There’s no CRO requirement I’ve ever seen that interferes w/ getting
keyword-targeting (AKA smart use of terms in the title, URL, & headline) right
Rand Fishkin, Wizard of Moz | @randfish | [email protected]
How CRO Affects SEO Go Make Some Awesome SEO & CRO Happen!
Rand Fishkin, Wizard of Moz
Conversion Mistakes —and how CRO affects SEO
Dr Karl Blanks, Chairman
About Conversion Rate Experts
How we became “conversion obsessed”
Google took notice
Clients in 9 languages in 22 countries
Our results Our clients
Mistake #1 The 海外携帯 problem
“kaigai keitai”
Mistake #2 The Cinema-Foyer Effect
Sensitivity analysis
The problem
Nothing you do makes a difference.
It can be on a page. Or on a type of test (e.g. testimonials). Or on a page element.
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All of your tests are inconclusive. None win—or lose.
You are pulling on a lever that isn’t connected to anything. 4
The Cinema-Foyer Effect
The Cinema-Foyer Effect
Be aware that you may be “barking up the wrong tree.”
E.g, ask customers when/where the “persuasive content” was.
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Identify where/when the conversion is really happening.
The cinema foyer effect
Mistake #3 Returning customers can cause noise
2 Ran a test: it didn’t reach significance.
Ran the test with “new customers” as the goal. 114% more new customers. 3
Repeat customers
New customers
Existing customers can cause noise
Landing page for health supplements. 1
Mistake #4 Not having ADA on the project
Not having ADA on the project
Authority = The person whose permission must be sought.
Ability = Can do the work (or controls those who can).
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Duty = Neck’s on the line.
Mistake #5 Switching to the beauty track
Why beauty kills web businesses
+20%
Conversion
rate (%
)
Time
Func4onal designs Beau4ful
designs
Q&A
Conversion Rate Experts
Moz
Start the free 30-day trial: www.moz.com
Annual revenue $1M+? Get a free phone consultation: www.conversion-rate-experts.com/contact-us/
Work for us:
www.conversion-rate-experts.com/careers/
Get your free CRO toolkit: www.conversion-rate-experts.com/learning-zone/
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