How To Build ConversionsUsing SEOPatrick AltoftDirector of Search

http://www.seomoz.org/blog/the-definitive-howto-for-conversion-rate-optimization

Reasons

Might return later

Too expensiv

e

Didn’t like the

site

Prefer to buy

elsewhere

Not what they were

looking for

Couldn’t use the

site

Lacked certain details

Conversions & SEO1. Increasing keyword relevancy will increase

your conversion rates2. Getting more visits will increase your

conversion numbers3. Attracting users at multiple stages during

buying cycle will improve both conversion numbers & conversion rates

The Buying Cycle

http://bit.ly/9bUGT4

Keyword ResearchMost people use the keyword tool to see which keywords have the biggest search volume

Advanced Keyword ResearchSome people even use data from PPC campaigns and include ranking data to choose “low hanging fruit” keywords

Opportunity Analysis using AdWords data shows which keywords have the biggest potential revenue

Example• Choose all keywords with potential revenue

>1000/month that rank between 5th and 10th and have above average conversion rate in the PPC campaign

Branded3 ApproachWe approach keyword research from a landing page perspective rather than a keyword perspective

By adding up the sum of the opportunity for each landing page we can find the most important pages to build links to, rather than the most important keywords

EXAMPLE

By Keyword - Overwhelming

By Landing Page - Simple7 landing pages cover 94% of all thesearch volume

Pivot Table

How this relates to link-buildingBuilding lots of links with the same anchor text will result in the links being devalued and you will struggle to rank

If you vary the anchor text your link-building is more effective

If you are varying the anchor text this makes it very easy to target multiple keywords to a landing page

Varying anchor textBuild links to each landing page and vary the anchor text between the different target keywords

This builds overall strength of page and helps rankings for all the long tail keywords that the page is focussed on

Add “noise” words & brand keywords to the mix

SEO Landing Pages• Typical site will have less than 50% of visits

arriving on the homepage, less for non-brands

• Most sites will create dedicated PPC landing pages

• Most non-ecommerce sites don’t think about optimising SEO landing pages for conversion

PPC & SEO Landing Pages• We use combined landing pages which work

for both PPC and SEO• This allows clients to apply results of any tests

easily across both campaigns

Optimising Landing Pages

Long Tail Keyword Research• Use negative matches

Optimisation Roadmap

Shortlist Keywords

Map Keywords To

Landing Pages

Optimise Landing

Pages Short Tail

Build Links & Vary Anchors

Research Long Tail Keywords

Long Tail Analysis in

GA

Optimise Landing

Pages Long Tail

Revenue

2011 Year of Brands

2011 Year of Brands

Questions?

• www.blogstorm.co.uk• www.branded3.com• www.slideshare.net/patrickaltoft

• twitter.com/patrickaltoft• patrick@branded3.com