CRO SEO SEO CONVERSION

STRATEGIES

Angie Schottmuller, @aschottmuller, Three Deep Marketing

MEET

Conversion Conference Chicago - June 11, 2013

Director, Interactive Strategic Planning & Optimization aschottmuller@threedeepmarketing.com

Angie Schottmuller @aschottmuller

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 � (651) 789-7701 www.threedeepmarketing.com WE'RE HIRING!

OUR CLIENTS...

SEO CONVERSION STRATEGIES

#ConvCon #SEO #CRO @aschottmuller

Tweet this session!

Seriously. It's loaded with juicy stats guaranteed to get a retweet!

It's time to farm some organic conversions!

C

SEO R O

CONVERSION = Completion of a presented action.

a.k.a. "Goal Completion"

Angie Schottmuller, @aschottmuller, Three Deep Marketing

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"

For every $92 spent acquiring

customers,

ONLY $1 is spent on conversion.

Source: Econsultancy & RedEye CRO Report 2012 Angie Schottmuller, @aschottmuller, Three Deep Marketing

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

#1

WEBSITE TRAFFIC DRIVER

Organic Search [SEO] =

Angie Schottmuller, @aschottmuller, Three Deep Marketing

Angie Schottmuller, @aschottmuller, Three Deep Marketing

SEO Budgets are on the Rise!

SEM +39%

Source: MarketingCharts.com

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...

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

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

CRO, Meet SEO

SEO CRO

DRIVE

CONVERT Angie Schottmuller, @aschottmuller, Three Deep Marketing

12 CONSIDERATIONS FOR

CRO & SEO POWER PLAYS

Angie Schottmuller, @aschottmuller, Three Deep Marketing

#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

= =

- 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 "rst achieve theirs."

WEB PAGE

#2: De"ne 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

#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. )

#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

#5: Optimize Organic Search Snippets (like you would any other ad)

Angie Schottmuller, @aschottmuller, Three Deep Marketing

VS.

PAID

ORG

AN

IC

#5: OPTIMIZE ORGANIC SEARCH SNIPPETS

Rich Snippets

Rich snippets boost click-through rates by

20-30%!

Angie Schottmuller, @aschottmuller, Three Deep Marketing Infographic by BlueGlass: http://j.mp/richsnippetsig

Visit Schema.org for options!

#5: OPTIMIZE ORGANIC SEARCH SNIPPETS

Optimize to surface more value-added links...

Angie Schottmuller, @aschottmuller, Three Deep Marketing http://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.)

#5: OPTIMIZE ORGANIC SEARCH SNIPPETS

More links in snippets help get users to the right page:

MA

IN R

ESU

LT

SITE

LIN

KS

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.)

#6: Maintain Organic Ad to Entry Page "Scent"

2.

1.

Angie Schottmuller, @aschottmuller, Three Deep Marketing

#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

#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

Angie Schottmuller, @aschottmuller, Three Deep Marketing Sources: Gomez.com, Akamai.com

1-SECOND DELAY

Page Views 11%

Conversion 7%

Customer Satisfaction 16%

7% CONVERSION DROP

Source: Tag Management http://bit.ly/15FFYMQ

1second LOAD DELAY

=

Angie Schottmuller, @aschottmuller, Three Deep Marketing

#7: IMPROVE PAGE LOAD TIME

Measure "First View" Load Time

Depicted: Report snippet from www.WebPageTest.org

"First View Load Time" uniquely accounts for !rst-time visitors (prior to caching) along with mobile devices lacking caching abilities.

Angie Schottmuller, @aschottmuller, Three Deep Marketing

- 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."

#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...

#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

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

#9: Get Visual - Optimize Images

Angie Schottmuller, @aschottmuller, Three Deep Marketing

#9: GET VISUAL - OPTIMIZE IMAGES

Photos Draw Eye Contact... (in search results too!)

Source: ThinkEyeTracking.com Study Angie Schottmuller, @aschottmuller, Three Deep Marketing

#9: GET VISUAL - OPTIMIZE IMAGES

Image SEO Checklist:

q  Optimize !lename 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

#10: Leverage Video

Angie Schottmuller, @aschottmuller, Three Deep Marketing Source: www.Volerro.com

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

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

#9: GET VISUAL - OPTIMIZE IMAGES

Video SEO Checklist:

q  Optimize !lename 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

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

#11: Localize! <Title tag>, URL, meta description

#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.)

CRO & SEO - 12 POWER PLAYS RECAP 1.  Derive Content From User Goals & FAQs 2.  De!ne 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

TRENDS TO WATCH SEO & CRO Power Plays

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!

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

Source: http://barkbox.com

Lightboxes for Leads!

Angie Schottmuller, @aschottmuller, Three Deep Marketing

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

- 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."

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 aschottmuller@threedeepmarketing.com @aschottmuller

Your time and budget is !nite.

Grow ROI with a power play...