seo & cro problems - pubcon las vegas 2010
DESCRIPTION
How to balance SEO and CRO for max traffic and conversions!TRANSCRIPT
Balancing SEO & Conversion
by Gabriel Goldenberg, SEO ROI
@GabGoldenberg
The Pitch Slide
• Blah Blah Blah my clients are awesome and you should totally work with me
• Come get a free pair of insoles
• Please also offer me constructive criticism: [email protected] or @GabGoldenberg
• Testing new content and losing rankings• Not showing the business end of your site• Message match on longtail traffic• Message match with dynamic slideshows
SEO & CRO Problems
New Content Losing RankingsControl Challenger
Challenger moved CTAs above intro [SEO] text. Hypothesis: Boost CTR.
New Content Losing RankingsRanking ‘A’ mostly based on content - v. generic, head term
Blue line: Google Red line: Bing
New Content Losing RankingsRanking ‘B’ mostly based on content - v. generic, head term
Blue line: Google Red line: Bing
New Content Losing Rankings
Blue line: Google Red line: Bing
Ranking ‘C’ mostly based on anchor text - niche, head term
Not Showing The Business End Of Your Site
Not Showing The Business End Of Your Site
PPC lander gets it right
Not Showing The Business End Of Your Site
SEO Lander gets it wrong
Not Showing The Business End Of Your Site
Via BlastAM.com (Blast Advanced Media)
SEO Lander gets it right.
Message Match On Longtail
Keyword highlights and ‘skip-to-next’ functionality
Message Match On Longtail
Keyword highlights and ‘skip-to-next’ functionality
Message Match On Longtail
Google cache does this Landing Sites WP Plugin
Message Match With Dynamic Slideshow
Visitors: “Where’s what I’m looking for?”
Message Match With Dynamic Slideshow
Solution 1: This isn’t chess. Kill the squares.
Message Match With Dynamic Slideshow
Solution 2:
Use previews and captions. Visitors: “Oh, slide #3 has it”
Message Match With Dynamic Slideshow
Solution 3:
Skip to the relevant slide Visitors: “Just what I wanted!”
Summary
SEOROI.com/downloads/pubcon-2010 to download ppt and notes
• Come get a free pair of insoles
Please also offer me constructive criticism:Live @GabGoldenberg [email protected]
If you reeeeeeally wanted a pitch...
Free advanced SEO book chapterbook.SEOROI.com
• CRO pay for performance % of increase in revenue
• Travel & Sports Link Building Pay per link, not retainer
Come say hi, give me constructive criticism: Live, @GabGoldenberg, [email protected]