The main point of this presentation (presented on eMetrics San Jose 2009) is to show ways to integrate and improve both SEO and Website usability (using Web Analytics) and create a synergy that will improve the conversion rates of websites. In the past, SEO success was measured by rankings of target keywords; then the focus moved to traffic; today we have moved to the bottom-line era: organic traffic should be measured by its impact on revenue.

1. Going Green:
Organic Conversions
Daniel Waisberg

2. Agenda
About me
SEO Challenges
Conversion-Driven SEO
Content is King – Usability is Queen
SEO Target Pages
Targeting Customer Intent
Summary

3. About me

4. About me

5. About me

6. About me

7. SEO Challenges
Personal Search
GEO location
Google domain
Wikisearch
Cookies History
Last Search
Language GEO behavior patterns

8. There’s no
such thing
as a free
lunch.
Milton Friedman

9. How much
There’s no
does your
such thing
FREE
as a free
organic traffic
lunch.
COST?
Milton Friedman

10. Conversion-Driven SEO
Content is King – Usability is Queen
SEO Target Pages
Targeting Customer Intent

11. Content is King – Usability is Queen

12. BEFORE AFTER
Navigation Logo Navigation Logo
Call to Call to
Picture Picture
Action Action
Call to Action Call to Action
News, tips, fresh content
More info about my products Navigation Navigation
More info about my products

13. Content is King,
but sometimes
the Queen rules!
Nathan Rodriguez

14. Choosing your SEO Target Pages
Create or use existing page?
Test using Adwords
Which landing page works best?

15. Optimizing your SEO Target Pages
Call to Action
BEFORE

16. Optimizing your SEO Target Pages
Call to Action
BEFORE AFTER

17. Optimizing your SEO Target Pages
Promise vs. Delivery

18. Optimizing your SEO Target Pages
Promise vs. Delivery
25%
GROwTh
in TRaFFiC
50%
GROwTh in
COnvERSiOn

19. Targeting Customer Intent
Using
Internal
Site
Search

20. Targeting Customer Intent
Above the Average Under the Average
PARAMETERS
CLICK THROUGH NEWSLETTER ...
TIME ON SITE REGISTER
RATE SIGNUP
INTERNAL
SEARCH QUERIES
GOOD TALKS
PRESENTATIONS
SIR KEN
ROBINSON
AL GORE
...

21. Targeting Customer Intent

22. Targeting Customer Intent
Sir Ken
Robinson

23. Summary
SEO Challenges
Conversion-Driven SEO
Content is King – Usability is Queen
SEO Target Pages
Targeting Customer Intent

24. Thank You!
Daniel Waisberg