SEO Conversion Strategies - 12 Power Plays
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The document presents insights from Angie Schottmuller on SEO and conversion optimization strategies shared during a conference in Chicago. It emphasizes the importance of user-centric content, clear purpose for web pages, and the need to optimize for both search engine visibility and user engagement to enhance conversion rates. Key strategies include improving page load times, leveraging visuals and video, and maintaining consistent messaging between organic ads and entry pages.
![#1
WEBSITE
TRAFFIC
DRIVER
Organic Search [SEO] =
Angie Schottmuller, @aschottmuller, Three Deep Marketing](https://image.slidesharecdn.com/seo-conversion-strategies-by-angie-schottmuller-convcon-chicago-2013-130617120027-phpapp02/85/SEO-Conversion-Strategies-12-Power-Plays-11-320.jpg)
![WEB PAGE
#2: Define Clear Purpose For Every Page
q Purpose:
__________________________
q Call-to-Action:
__________________________
q User Segment & Goal:
__________________________
q Goal Completion Action/Metric:
__________________________
q Targeted Keyword(s) [SEO]:
__________________________
Angie Schottmuller, @aschottmuller, Three Deep Marketing](https://image.slidesharecdn.com/seo-conversion-strategies-by-angie-schottmuller-convcon-chicago-2013-130617120027-phpapp02/85/SEO-Conversion-Strategies-12-Power-Plays-21-320.jpg)
![#3: Focus on Common Optimization Factors
Factor CRO SEO
Relevance
Authority
Call-to-Action [Not Yet]
Usability
Angie Schottmuller, @aschottmuller, Three Deep Marketing
( R.A.C.U. )](https://image.slidesharecdn.com/seo-conversion-strategies-by-angie-schottmuller-convcon-chicago-2013-130617120027-phpapp02/85/SEO-Conversion-Strategies-12-Power-Plays-22-320.jpg)
![Call for a FREE CRO Quote
(651) 789-7724
#8: ANTICIPATE TOP ACTIONS OF SEARCH VISITORS
Optimize Click-to-Call (CTC) links as buttons:
HTML with Google Analytics Tracking:
<a href="tel:+16515551234" !
class="clicktocall" onClick="_gaq.push(['_trackEvent', !
'Contact Us','Click-to-Call',this.innerHTML]);"!
>Call for a FREE CRO Quote (651) 789-7724</a>!
Hours: Monday - Friday, 9am - 5pm CT
Click-to-Call
Angie Schottmuller, @aschottmuller, Three Deep Marketing](https://image.slidesharecdn.com/seo-conversion-strategies-by-angie-schottmuller-convcon-chicago-2013-130617120027-phpapp02/85/SEO-Conversion-Strategies-12-Power-Plays-37-320.jpg)
SEO Conversion Strategies - 12 Power Plays
- 1. CRO SEO SEO CONVERSION STRATEGIES Angie Schottmuller, @aschottmuller, Three Deep Marketing MEET Conversion Conference Chicago - June 11, 2013
- 2. Director, Interactive Strategic Planning & Optimization [email protected] Angie Schottmuller @aschottmuller
- 3. Three Deep Marketing ü Lead Generation ü Customer Acquisition ü Optimization (SEO/SMO/CRO/PPC) 180 E 5th St, Suite 910, St Paul, MN 55101 Ÿ (651) 789-7701 www.threedeepmarketing.com WE'RE HIRING!
- 5. SEO CONVERSION STRATEGIES #ConvCon #SEO #CRO @aschottmuller Tweet this session! Seriously. It's loaded with juicy stats guaranteed to get a retweet!
- 6. It's time to farm some organic conversions! C SEO R O
- 7. CONVERSION = Completion of a presented action. a.k.a. "Goal Completion" Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 8. ACTIONS SUBSCRIBE WATCH VIDEO BUY SUBMIT FORM COMMENT RATE OR REVIEW SHARE CLICK A LINK INTERACT (GAME/CONFIGURATOR) PHONE CALL a.k.a. "Goal Completions"
- 9. For every $92 spent acquiring customers, ONLY $1is spent on conversion. Source: Econsultancy & RedEye CRO Report 2012 Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 10. CROs, to make an impact, you'll need a partner... ...and by "partner", I mean shared budget and success. =) Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 11. #1 WEBSITE TRAFFIC DRIVER Organic Search [SEO] = Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 12. Angie Schottmuller, @aschottmuller, Three Deep Marketing SEO Budgets are on the Rise! SEM +39% Source: MarketingCharts.com
- 13. 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: Goal Completions enough to...
- 14. Many SEOs were hit by Google's 2012 Penguin and Panda algorithm updates. Logo and infographic design by Chander, @FuzzOneMedia: http://bit.ly/newfaceofseopandapenguin POW! Angie Schottmuller,, Three Deep Marketing
- 15. CRO PARTNER CHECKLIST: q High traffic volume q Big budget q Similar strategy q Looking for a win SEO is PERFECT! Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 16. CRO, Meet SEO
- 17. SEO CRO DRIVE CONVERT Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 18. 12CONSIDERATIONS FOR CRO & SEO POWER PLAYS Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 19. #1: Derive Content From User Goals & FAQs End silos. Align to visitors. Bridge the gaps. Angie Schottmuller, @aschottmuller, Three Deep Marketing Keyword Queries User Questions & Goals Content Answers & Solutions for Users = =
- 20. - 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."
- 21. WEB PAGE #2: Define Clear Purpose For Every Page q Purpose: __________________________ q Call-to-Action: __________________________ q User Segment & Goal: __________________________ q Goal Completion Action/Metric: __________________________ q Targeted Keyword(s) [SEO]: __________________________ Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 22. #3: Focus on Common Optimization Factors Factor CRO SEO Relevance Authority Call-to-Action [Not Yet] Usability Angie Schottmuller, @aschottmuller, Three Deep Marketing ( R.A.C.U. )
- 23. #4: Assess SEO Conversion Funnel Opportunities Audit Each Level: • What levels need help? • What content needs help? • What content is doing well? Why? Angie Schottmuller, Three Deep Marketing
- 24. #5: Optimize Organic Search Snippets (like you would any other ad) Angie Schottmuller, @aschottmuller, Three Deep Marketing VS. PAID ORGANIC
- 25. #5: OPTIMIZE ORGANIC SEARCH SNIPPETS Rich Snippets Rich snippets boost click-through rates by 20-30%! Angie Schottmuller, @aschottmuller, Three Deep MarketingInfographic by BlueGlass: http://j.mp/richsnippetsig Visit Schema.org for options!
- 26. #5: OPTIMIZE ORGANIC SEARCH SNIPPETS Optimize to surface more value-added links... Angie Schottmuller, @aschottmuller, Three Deep Marketinghttp://bit.ly/seolightsabers On-page anchor or "table of contents" links may potentially surface in search engine-generated meta descriptions or "jump to" links. (This example shows both.)
- 27. #5: OPTIMIZE ORGANIC SEARCH SNIPPETS More links in snippets help get users to the right page: MAINRESULT SITELINKS B. Meta Description Links D. Sitelinks http://bit.ly/googlesitelinks SEARCH SNIPPET: Angie Schottmuller, @aschottmuller, Three Deep Marketing C. "Jump to" Links (from on-page TOC bookmarks) A. Rich Snippet Links (from Schema.org breadcrumbs, reviews, etc.)
- 28. #6: Maintain Organic Ad to Entry Page "Scent" 2. 1. Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 29. #6: MAINTAIN ORGANIC AD TO ENTRY PAGE "SCENT" Maintaining Scent Trick Ideas: (Dynamically update content based on referrer.) • Search keyword "badging" on product images • Default carousel slide to best match for the referring keyword • Adjust layout based on keyword (e.g. search query includes "reviews") • Feature related content or suggestions based on keyword (e.g. search query includes "how to", "ideas", etc.) • Change to local ph# based on geoIP (set cookie) Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 30. #7: Improve Page Load Time Average page load reality is 5 seconds (3.5X) SLOWER than user expectations! Yet, the average site only loads in ~7 seconds. Source: Econsultancy study, published in Oct 2012 47% of users expect a site to load in 2 seconds. Source: Akamai study, published in Sep 2009 YIKES! Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 31. Angie Schottmuller, @aschottmuller, Three Deep MarketingSources: Gomez.com, Akamai.com 1-SECOND DELAY Page Views 11% Conversion 7% Customer Satisfaction 16%
- 32. 7%CONVERSION DROP Source: Tag Management http://bit.ly/15FFYMQ 1second LOAD DELAY = Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 33. #7: IMPROVE PAGE LOAD TIME Measure "First View" Load Time Depicted: Report snippet from www.WebPageTest.org "First View Load Time" uniquely accounts for first-time visitors (prior to caching) along with mobile devices lacking caching abilities. Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 34. - Angie Schottmuller @aschottmuller SEO & Conversion Optimist, Three Deep Marketing "No web server is powerful enough to OVERCOME BAD CODE. The only cure is cleanup and performance optimization."
- 35. #8: Anticipate Top Actions of Search Visitors Angie Schottmuller, @aschottmuller, Three Deep Marketing 95% Source: Google Mobile Movement Study, 2011 of mobile users search for local business info. 61% CALL 59% VISIT 90% ACT IN 24 HOURS Then they...
- 36. #8: ANTICIPATE TOP ACTIONS OF SEARCH VISITORS Prioritize "Call" & "Locate" Actions TIP: Style buttons using CSS3 (no images) for speed. http://bit.ly/css3gradientbuttons On the mobile site: (within top 200px) Angie Schottmuller, Three Deep Marketing
- 37. Call for a FREE CRO Quote (651) 789-7724 #8: ANTICIPATE TOP ACTIONS OF SEARCH VISITORS Optimize Click-to-Call (CTC) links as buttons: HTML with Google Analytics Tracking: <a href="tel:+16515551234" ! class="clicktocall" onClick="_gaq.push(['_trackEvent', ! 'Contact Us','Click-to-Call',this.innerHTML]);"! >Call for a FREE CRO Quote (651) 789-7724</a>! Hours: Monday - Friday, 9am - 5pm CT Click-to-Call Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 38. #9: Get Visual - Optimize Images Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 39. #9: GET VISUAL - OPTIMIZE IMAGES Photos Draw Eye Contact... (in search results too!) Source: ThinkEyeTracking.com Study Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 40. #9: GET VISUAL - OPTIMIZE IMAGES Image SEO Checklist: q Optimize filename with targeted keywords. q Optimize <img> alt attribute with targeted keywords. q Provide supporting context and/or caption. q Create the image XML sitemap. q Ensure crawlability. Track Image Search Referral Traffic: Google Analytics Advanced Segment by John Doherty, @dohertyjf: http://bit.ly/GASS-OrgImg Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 41. #10: Leverage Video Angie Schottmuller, @aschottmuller, Three Deep MarketingSource: www.Volerro.com
- 42. 90% Angie Schottmuller, @aschottmuller, Three Deep Marketing Yet, ONLY 24% of national brands use video marketing. of online shoppers say video would help their buying decision. Source: Kantar Media study, Oct 2012
- 43. Source: CommonCraft.com, Unbounce.com http://bit.ly/explainervideostats Explainer videos boost conversion #10: LEVERAGE VIDEO 20%( on average ) CrazyEgg.com video Dropbox.com video +$21K SALES/MO +10% CR LIFT Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 44. #9: GET VISUAL - OPTIMIZE IMAGES Video SEO Checklist: q Optimize filename with targeted keywords. q Optimize title with targeted keywords. q Write an engaging video description. q Provide supporting context and/or caption near embed. q Apply Schema.org microdata and Facebook Open Graph. q Create a video XML sitemap. q Ensure crawlability of pages with video embeds. Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 45. Test Video Thumbnail Images 18.6% Conversion Rate (UI close up thumbnail) 31.8% Conversion Rate (Room scene thumbnail) TIP: Specify video thumbnail w/ the YouTube API <media:thumbnail> tag! Source: ABtests.com - Yobongo.com case study. +70.9% CR LIFT Angie Schottmuller, Three Deep Marketing
- 46. #11: Localize! <Title tag>, URL, meta description
- 47. #12: Audit SEO CRO Funnel Flow in Analytics ü RANK: Audit match of tracked keywords to ranking page URLs in SEO reports. ü CLICK-THROUGH: Audit match of referring keyword to entry/ landing page in web analytics. ü STICK: Audit page load time and bounce rate of organic traffic entry/landing pages in web analytics. Angie Schottmuller, @aschottmuller, Three Deep Marketing Pay special attention to keywords for support vs. product detail pages. Google Analytics Custom Report - Organic Search Traffic: http://bit.ly/gacustomreportorganictraffic (Click to import into GA.)
- 48. CRO & SEO - 12 POWER PLAYS RECAP 1. Derive Content From User Goals & FAQs 2. Define Clear Purpose For Every Page 3. Focus on Common Optimization Factors (RACU) 4. Assess SEO Conversion Funnel Opportunities 5. Optimize Organic Search Snippets 6. Maintain Organic Ad to Entry Page "Scent" 7. Improve Page Load Time 8. Anticipate Top Actions of Search Visitors 9. Get Visual - Optimize Images 10. Leverage Video 11. Localize 12. Audit SEO CRO Funnel Flow in Analytics Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 49. TRENDS TO WATCH SEO & CRO Power Plays
- 50. Faceted Navigation Angie Schottmuller, @aschottmuller, Three Deep Marketing ! ! CAUTION: Facets are great for UX and conversion, but potentially deadly for SEO if done incorrectly. >> Seek a proven expert!
- 51. Docalytics.com = Lead capture, analytics, and mouse tracking heatmaps for PDFs and other docs! LEAD GENERATION HEATMAPS Capture leads from users viewing PDFs! Get a 3-month FREE starter plan w/ promo code USETHEFORCE. Expires 7/1/13. Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 52. Source: http://barkbox.com Lightboxes for Leads! Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 53. CRO & SEO - Key Takeaways ü User-centric, "best answer" content strategy is the foundation. ü The same "scoring" factors apply (RACU): Relevance, Authority, Call-to-Action, Usability ü Don't just get rankings; get the best-match content /answer ranking well. ü Optimize organic search snippets like you would any other ad. ü SEO and CRO are the ultimate ROI power play. >> Prioritize tactics that serve both objectives! Angie Schottmuller, @aschottmuller, Three Deep Marketing
- 54. - Angie Schottmuller @aschottmuller SEO & Conversion Optimist, Three Deep Marketing "A search query is simply a question. TO OPTIMIZE for search and conversion, PROVE you're the best answer."
- 55. 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 Schottmuller Director, Strategic Planning & Optimization [email protected] @aschottmuller Your time and budget is finite. Grow ROI with a power play...