(webinar) seo meet cro: conversion hacks for organic search traffic
DESCRIPTION
Featured Presenter: Angie Schottmuller On average 70% of website traffic comes from search results. Are you optimizing conversion for organic traffic? More than 99% of websites are not, so it's a huge opportunity for you to gain an advantage. Learn how, when and where to provide search visitors a clear path to conversion, regardless of where a they enter your site... and despite Google's "not provided" keyword madness. From ranking, click-through, stick (cleverly maintained scent), and conversion, you'll leave this webinar loaded with tips to overhaul your regular website with some powerful SEO conversion boosters.TRANSCRIPT
![Page 1: (Webinar) SEO meet CRO: Conversion Hacks for Organic Search Traffic](https://reader034.vdocuments.site/reader034/viewer/2022042813/547096b7b4af9fa30a8b480a/html5/thumbnails/1.jpg)
Copyright © 2014, SiteTuners - All Rights Reserved.
SEO meet CRO: Conversion Hacks for Organic
Search Traffic
Featuring Angie Schottmuller Director, Interactive Strategic Planning & Optimization Three Deep Marketing @aschottmuller
Free Webinar Series
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Copyright © 2014, SiteTuners - All Rights Reserved.
About SiteTuners
• Conversion Rate Optimization agency
• More than 1,200 large and small company
clients worldwide
Practice areas:
– Conversion-focused website blueprints (full
redesigns & quick facelifts)
– Landing page test plans & testing strategy
development
– Ongoing conversion Management
![Page 3: (Webinar) SEO meet CRO: Conversion Hacks for Organic Search Traffic](https://reader034.vdocuments.site/reader034/viewer/2022042813/547096b7b4af9fa30a8b480a/html5/thumbnails/3.jpg)
Copyright © 2014, SiteTuners - All Rights Reserved.
Today’s Presenter: Angie Schottmuller
• Inbound marketing and optimization advisor at Three Deep
Marketing
• SEO expert contributor for Moz Search Ranking Factors Report
Top rated speaker at Conversion Conference + many others!
• Recognized "Top Conversion Optimization Expert" 2012-14 by
Visual Website Optimizer & Optimizely
• Prolific blogger on SEO, social, conversion and mobile
FAVORITE QUOTES:
"Do or do not... there is no try." - Yoda "It's supposed to be hard; if it wasn't hard, everyone would do it. The 'hard' is what makes it great.“ - Tom Hanks in A League of Their Own
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:: Angie Schottmuller Three Deep Marketing SiteTuners Webinar Sep 24, 2014
15 ACTIONABLE WINS TO CONVERT ORGANIC WEB TRAFFIC
$$
ORGANIC CONVERSION
![Page 5: (Webinar) SEO meet CRO: Conversion Hacks for Organic Search Traffic](https://reader034.vdocuments.site/reader034/viewer/2022042813/547096b7b4af9fa30a8b480a/html5/thumbnails/5.jpg)
ANGIE SCHOTTMULLERDirector of Optimization
@aschottmuller
ThreeDeepMarketing.com
linkedin.com/in/angieschottmuller
Three Deep Marketing
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CONVERSION HACKS FOR ORGANIC WEB TRAFFIC
Seriously. It's loaded with juicy stats guaranteed to get a retweet!
#SEO #CRO
@aschottmuller
Tweet this session!
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Organic Search [SEO] =
WEBSITE TRAFFIC DRIVER
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Driving traffic is futile without a conversion strategy.
![Page 9: (Webinar) SEO meet CRO: Conversion Hacks for Organic Search Traffic](https://reader034.vdocuments.site/reader034/viewer/2022042813/547096b7b4af9fa30a8b480a/html5/thumbnails/9.jpg)
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Conversion optimization is futile without adequate traffic.
![Page 10: (Webinar) SEO meet CRO: Conversion Hacks for Organic Search Traffic](https://reader034.vdocuments.site/reader034/viewer/2022042813/547096b7b4af9fa30a8b480a/html5/thumbnails/10.jpg)
:: Organic Conversion Optimization - 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: Conversions (Goal Completions)
enough to...
SEARCH ENGINE OPTIMIZATION CONVERSION RATE OPTIMIZATION
![Page 11: (Webinar) SEO meet CRO: Conversion Hacks for Organic Search Traffic](https://reader034.vdocuments.site/reader034/viewer/2022042813/547096b7b4af9fa30a8b480a/html5/thumbnails/11.jpg)
Why is it so CHALLENGING?!
![Page 12: (Webinar) SEO meet CRO: Conversion Hacks for Organic Search Traffic](https://reader034.vdocuments.site/reader034/viewer/2022042813/547096b7b4af9fa30a8b480a/html5/thumbnails/12.jpg)
DEMYSTIFYING INTENT
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Where is "Intent?"
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Search Query
Search Results
Page View
Search engine presents the best results
User clicks-through on result
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Referral keywords RARELY include intent.
Google (not provided) keywords are a not the problem.
Your content strategy is.
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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- Angie Schottmuller
@aschottmuller, Director of Optimization, Three Deep Marketing
ONE page. ONE purpose.ONE targeted keyword phrase.ONE best answer.
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What's the path to your 1 best answer?
1 Query(Keyword) (No Call-to-Action)(No Call-to-Action)
PAGE
PAGE
PAGE
PAGE
PAGE
One query = Many pages??? VERY CONFUSING!
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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Map out your best answer path...
QueryKeyword
PurposeCall-to-Action
For queries with lots of matches, create "best answer" aggregator/category pages that collectively feature a grid of paths to top content. (i.e. products, news, how-to videos, download resources, etc.)
Page
<PAGE TYPE>
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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1
Content Strategy Planning Tree Guide
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Home Page
Category or List Page
Detail Page or Resource
1-2 Words
2-3 Words
3+ Words
TARGETED SEO PHRASEPAGE TYPELEVEL
2
3
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WEB PAGE
Define Clear Purpose For All Content
PAGE TYPE:__________________________
TOPIC: (Targeted Keyword/Phrase)__________________________
PURPOSE: (Primary Call-to-Action)__________________________
RELATED INTENT PATHS: __________________________
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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Home & Category = "Traffic Cop" Pages
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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Leverage "Grids" to Present Clear Paths
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Category Grid versus Product List boosted CTR by 15%.: http://whichtestwon.com/archives/24201
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OPTIMIZING FOR INTENT
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Organic Search Conversion Funnel
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
____%
____%
____%
____%
____%
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BOOST RANKINGS(with tactics that equally support conversion)
CONVERTING ORGANIC WEB TRAFFIC - GOAL #1:
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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SKECHERS – Expert Q&A
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Case Study Source: Bazaarvoice, Nov 2012
BOOSTED CONVERSION
32%... AND AIDED "SHOES"
PAGE 1 RANK
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Reviews & Search Result Anomalies
Angie Schottmuller @aschottmuller | Three Deep Marketing | #ConvCon
A review replaced the meta
description!
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Review & Comment SEO+CRO Strategy
SCHEMA.ORGMARKUP
REVIEW SUMMARY
EASY-SELECT ATTRIBUTES
Angie Schottmuller @aschottmuller | Three Deep Marketing | #ConvCon
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Review & Comment SEO+CRO Strategy
SORT BY MOST RECENT
CUSTOM FIELDS & LABELS
Angie Schottmuller @aschottmuller | Three Deep Marketing | #ConvCon
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BOOST CTR (CLICK-THROUGH RATE)
CONVERTING ORGANIC WEB TRAFFIC - GOAL #2:
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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How compelling are your search snippets?
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
ORG
AN
ICPA
ID
VALUE-ADDED
NO VALUE
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Optimize organic search snippets like you would a PAID AD.
Image credit: luxtica.com Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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Search Snippet Anatomy
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Title Beginning with Targeted Keyword (~60 chars)
Engaging, unique, page-specific description highlighting details and benefits what can be found in the content. Include a call-to-action or action verb to boost click-through. Search query keywords display bold. (139-156 chars max)
http://www.mydomain.com/page-url-keyword-query-bolded/
TITLE
URL
DESCRIPTION
BASICS = BLENDING-IN
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Rich Snippets BOOST CTR
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
![Page 34: (Webinar) SEO meet CRO: Conversion Hacks for Organic Search Traffic](https://reader034.vdocuments.site/reader034/viewer/2022042813/547096b7b4af9fa30a8b480a/html5/thumbnails/34.jpg)
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
LET'S PLAY...
Pimp My Search Snippet!
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Breadcrumbs: Search Snippet "Bling"
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
CODE EXAMPLE:<div itemscope itemtype="http://schema.org/WebPage"><div itemprop="breadcrumb"><a href="/">Home</a> > <a href="/category/">Books</a> > Page Name
</div> </div>
Use Schema microdata: http://schema.org/WebPage
EXAMPLE:
![Page 36: (Webinar) SEO meet CRO: Conversion Hacks for Organic Search Traffic](https://reader034.vdocuments.site/reader034/viewer/2022042813/547096b7b4af9fa30a8b480a/html5/thumbnails/36.jpg)
Ratings & Video: Search Snippet "Bling"
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
EXAMPLE:
Use Schema microdata: http://schema.org/AggregateRating + http://schema.org/Reviewhttp://schema.org/VideoObjecthttp://bit.ly/yoastvideoseoplugin (Annual license: 1 Site= $69. Up to 20 Sites= $249)
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Authorship: Search Snippet "Bling"
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Use Google+ Authorship: https://plus.google.com/authorship
EXAMPLE:
![Page 38: (Webinar) SEO meet CRO: Conversion Hacks for Organic Search Traffic](https://reader034.vdocuments.site/reader034/viewer/2022042813/547096b7b4af9fa30a8b480a/html5/thumbnails/38.jpg)
Measure Your CTR Trends
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
![Page 39: (Webinar) SEO meet CRO: Conversion Hacks for Organic Search Traffic](https://reader034.vdocuments.site/reader034/viewer/2022042813/547096b7b4af9fa30a8b480a/html5/thumbnails/39.jpg)
Dive Into Google Webmaster Tools
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
WHAT'S WORKING?
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Dive Into Google Webmaster Tools
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
WHAT ISN'TWORKING?
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Dive Into Google Webmaster Tools
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
WHAT NEEDS A LIFT?
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REDUCE BOUNCESCONVERTING ORGANIC WEB TRAFFIC - GOAL #3:
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
![Page 43: (Webinar) SEO meet CRO: Conversion Hacks for Organic Search Traffic](https://reader034.vdocuments.site/reader034/viewer/2022042813/547096b7b4af9fa30a8b480a/html5/thumbnails/43.jpg)
First, Measure "Bounce" Correctly
"Adjusted Bounce Rate"3 seconds? 5 seconds?
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Tracking Adjusted Bounce Rate In Google Analytics http://j.mp/ULdygkHow to Implement Adjusted Bounce Rate (ABR) via Google Tag Manager http://j.mp/1nzk62t
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Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
"This is lame. Let's bounce!"
Image credit: listdose.com
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Optimize Scent(prevent the bounce)
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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Match Title Tag & H1 Page Heading
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
A) TITLE TAG
B) PAGE HEADING
Where are the colors?!
Site Reference: Cars.com
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Colors were below the fold ...on a tab.
RELATED LESSON: Don't save page tabs as different URLs!
Non-Match = Confusion = Bounce
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CROSite Reference: Cars.com
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Audit & Fix Non-Matches
1. Crawl your site with Screaming Frog.2. Export to Excel.3. Filter Title and H1 Differences.4. Audit and Fix!
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Screaming Frog SEO Tool: http://bit.ly/screamingfrogtoolCrawls websites and extracts page meta data (and much more) info. 500 URLs free. Unlimited use license = $99/yr.
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If your main content appears below 45% of the screen...(Your scent trail is tainted.)
You're a "HEAD CASE!"
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
20%
40%
60%
80%
550px ABO
VE-THE-FO
LD
Note: Browser head + foot uses about 20-23%.
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Crate & Barrel - 50% "Head Case"
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CROSite Reference: CrateAndBarrel.com
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Keep title/heading high and flush left to best MAINTAIN SCENT.
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
-PATTERN
Image Credit: IB.deviantart.com
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VISUALS are processed
FASTER than text.
Source: Neo Mammalian Studios Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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Enhance Scent with Visuals
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Visuals....
ABOVE-THE-FOLDreduce bounce.
CROSSING-THE-FOLDencourage scrolling.
Site Reference: ExtremeTerrain.com
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Be Strategic with Surrounding Text
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Lead captions with targeted keywords for SEO. David Ogilvy research found users read captions 300% more than body text!
Search engines evaluate text surrounding images and video for keyword relevance.
Jeep Wrangler Minnesota winter adventure!
A Jeep image captioned to rank well =
![Page 55: (Webinar) SEO meet CRO: Conversion Hacks for Organic Search Traffic](https://reader034.vdocuments.site/reader034/viewer/2022042813/547096b7b4af9fa30a8b480a/html5/thumbnails/55.jpg)
BOOST INTERACTION
CONVERTING ORGANIC WEB TRAFFIC - GOAL #4:
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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- 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.
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Reevaluate Goals
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
USERGOALS
What does the user want to accomplish?
BUSINESS GOALSWhat does the business want to accomplish?
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User-Centric Goals
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
USERGOALS
What does the user want to accomplish?
BUSINESS GOALSWhat does the business want to accomplish?
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RETHINK
Intention
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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What specific data do web visitors need to make a good decision?
How can I make the data consumption into a measurable action?
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
ASSESSMENT:
1
2
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Amazon has measurable actions everywhere!
Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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Top User Actions = Tracked Events = Goals
"What was your reason for visiting
today?"
"Did you findwhat you were looking for?"
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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/landing-page-3/
/landing-page-2/
/landing-page-4/
/landing-page-1/
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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BOOST ORGANIC CONVERSION
CONVERTING ORGANIC WEB TRAFFIC - GOAL #5:
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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Eliminate the Distractions
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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Do NOT Distract Your Buyer's Journey
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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What's the Call-to-Action?
Source: WilliamSonoma.com 3/10/14
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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Let the Hero Shot & Primary CTA STAND OUT. Neutralize all other colors.
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Audit with the 6-foot and 5-second tests!
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You can even get conversions from PDFs
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
LEAD GENERATION HEATMAPS
Docalytics: http://docalytics.comLead capture, analytics and mouse tracking heatmaps for PDFs and docs!
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Organic Search Conversion Funnel
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
____%
____%
____%
____%
____%
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Organic Conversion Key Takeaways
Audit your "best answer" pagesDon't worry about (not provided) keywords.
Pimp your search snippets
Audit, maintain, and enhance scent
Track user actions with clickable events
Make the primary CTA obvious, relevant
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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- Angie Schottmuller
@aschottmuller, Director of Optimization, Three Deep Marketing
"A search query is simply a question.TO OPTIMIZE for search and conversion,
PROVE you're the best answer."
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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 SchottmullerDirector of [email protected]@aschottmuller
Your time and budget is finite.
Grow ROI with a power play!
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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Our Clients...
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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Lead Generation
Search Marketing
Optimization (SEO/SMO/CRO/PPC)
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Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
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