The intersection of SEO & CRO from Pubcon Las Vegas 2016

1. #pubcon
The intersection between
SEO & CRO
Presented by: Ant Robinson
@antrobbo

2. #pubcon
Evolve: Demonstrate value better
• Simple
• Concise
• No digital jargon or No acronyms
• Tied to business goals
@antrobbo

3. #pubcon
Reports must be “Tied to business goals”
Reporting should
•not be about traffic or
sessions
•Tie metrics back to the
strategy
•ONLY 1 page or 1 or 2 slides
@antrobbo

4. #pubcon
Working with Finance to monetize
landing pages
@antrobbo
Find a mid
level finance
exec to find
the average
annual
revenue per
landing page

5. #pubcon
Leverage CFO power to protect landing
pages
@antrobbo
Go live process for any
amends has to involve
you to protect the
monetised landing pages
from
– Brand Police
– Developers
– Product owners

6. #pubcon
Moz Whiteboard Friday
https://moz.com/blog/tie-marketing-metrics-data-
boards-cxos-investors-care-about-whiteboard-friday

7. #pubcon
From an SEO perspective
Interesting with the CRO Team
@antrobbo

8. #pubcon
It’s easy to bring in traffic at scale right?
…. But if the traffic doesn’t add value
@antrobbo

9. #pubcon
Evolve: Deliver better value
• If we as SEOs intersect with CRO, Paid & Social etc
… The landing page value can skyrocket
@antrobbo

10. #pubcon
Site structure & page design
SEO Landing Pages
•Content
•Low bounce
•High engagement
•Clear CTAs
@antrobbo
CRO Landing
Pages
•100% conversion
•Pre qualified
users from site
•Paid search
Combo Landing
Pages
•Content
•Low bounce
•High engagement
•High conversion

11. #pubcon
CRO focused Landing Page
@antrobbo

12. #pubcon
@antrobbo
SEO focused
page
Needs for Ranking
– Greater focus on
content
– Low bounce
– High engagement

13. #pubcon
Working with Combo pages
• Balance is key
• Content still needs to attract editorial links
• Page layouts need to be flexible based on user
journey/intent

14. #pubcon
@antrobbo
Keyword Target:
“Golf Holidays Portugal”
•Early stage of user
research
CR
increase
of 35%

15. #pubcon
Tools I use every day
Promo code PureAntSEO
30 days free (usually 14 days)

16. #pubcon
Thanks for Listening
Co Founder of boutique agency Pure Optimisation
US, UK & EU Search Awards Judge
@antrobbo