SEO Conversion Strategies - 12 Power Plays

SEO CONVERSION
STRATEGIES

CRO SEO
MEET

Angie Schottmuller, @aschottmuller, Three Deep Marketing

Conversion Conference Chicago - June 11, 2013

Angie Schottmuller
@aschottmuller

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

Three Deep Marketing
180 E 5th St, Suite 910, St Paul, MN 55101 Ÿ (651) 789-7701
www.threedeepmarketing.com

ü Lead Generation
ü Customer Acquisition
ü Optimization (SEO/SMO/CRO/PPC)

WE'RE HIRING!

SEO CONVERSION STRATEGIES

Tweet this session!

@aschottmuller
#ConvCon #SEO #CRO
Seriously. It's loaded with juicy stats
guaranteed to get a retweet!

It's time to farm some
organic conversions!

SEO
C

R

O

CONVERSION =
Completion of a presented action.
a.k.a. "Goal Completion"


SUBMIT FORM

BUY
SUBSCRIBE

WATCH VIDEO

SHARE

ACTIONS
a.k.a. "Goal Completions"
CLICK A LINK

RATE OR REVIEW
COMMENT

PHONE CALL
INTERACT (GAME/CONFIGURATOR)

$92

For every
spent acquiring
customers,

ONLY $1 is spent
on conversion.

Source: Econsultancy & RedEye CRO Report 2012


CROs, to make an impact,
you'll need a partner...
...and by "partner", I mean shared budget and success. =)


Organic Search [SEO] =

#1

WEBSITE
TRAFFIC
DRIVER


SEO Budgets are on the Rise!

SEM +39%

Source: MarketingCharts.com


SEO vs. CRO
Optimize content for:
SEARCH ENGINES

USERS

to believe it's the best answer to a user's query
enough to...
RANK HIGH IN
SEARCH RESULTS.

COMPLETE THE
CALL-TO-ACTION.

METRIC: Search Rank

METRIC: Goal Completions

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Many SEOs were hit by
Google's 2012 Penguin
and Panda algorithm
updates.

POW!

Angie Schottmuller,, Three Deep Marketing

Logo and infographic design by Chander, @FuzzOneMedia:
http://bit.ly/newfaceofseopandapenguin

CRO PARTNER CHECKLIST:

q  High traﬃc volume
q  Big budget
q  Similar strategy
q  Looking for a win

SEO is PERFECT!

DRIVE

SEO
CRO
CONVERT

12

CONSIDERATIONS FOR

CRO & SEO
POWER PLAYS


#1: Derive Content From User Goals & FAQs
End silos. Align to visitors. Bridge the gaps.

Keyword Queries
=
User
Questions
& Goals

Content
=
Answers
& Solutions
for Users


"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."
- Bryan Eisenberg
@TheGrok
Conversion Optimization Expert, Speaker & Author

#2: Define Clear Purpose For Every Page
q Purpose:
__________________________

q Call-to-Action:
__________________________

WEB PAGE

q User Segment & Goal:
__________________________

q Goal Completion Action/Metric:
__________________________

q Targeted Keyword(s) [SEO]:
__________________________

#3: Focus on Common Optimization Factors
( R.A.C.U. )
Factor

CRO

SEO

Relevance
Authority
Call-to-Action

[Not Yet]

Usability

#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

VS.

PAID

ORGANIC

(like you would any other ad)


#5: OPTIMIZE ORGANIC SEARCH SNIPPETS

Rich Snippets

Rich snippets boost
click-through rates by

20-30%!
Visit Schema.org for options!

Infographic by BlueGlass: http://j.mp/richsnippetsig



Optimize to surface more value-added links...
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.)

http://bit.ly/seolightsabers



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

MAIN RESULT

SEARCH SNIPPET:

A. Rich Snippet Links (from Schema.org breadcrumbs, reviews, etc.)
B. Meta Description Links

SITELINKS

C. "Jump to" Links (from on-page TOC bookmarks)

http://bit.ly/googlesitelinks

D. Sitelinks


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

1.

2.


#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)


#7: Improve Page Load Time
Average page load reality is
5 seconds (3.5X) SLOWER
than user expectations!
YIKES!

47% of users expect a site to
load in 2 seconds.

Yet, the average site only
loads in ~7 seconds.

Source: Akamai study, published in Sep 2009

Source: Econsultancy study, published in Oct 2012

Customer Satisfaction 16%
1-SECOND DELAY

Page Views 11%

Conversion 7%

Sources: Gomez.com, Akamai.com


1

second

LOAD DELAY

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

=

7%

CONVERSION DROP


#7: IMPROVE PAGE LOAD TIME

Measure "First View" Load Time

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

Depicted: Report snippet from www.WebPageTest.org


"No web server is powerful enough to
OVERCOME BAD CODE.
The only cure is cleanup and
performance optimization."
- Angie Schottmuller
@aschottmuller
SEO & Conversion Optimist, Three Deep Marketing

#8: Anticipate Top Actions of Search Visitors

95%

of mobile users search for
local business info.
Then they...

61%

59%

90%

CALL

VISIT

ACT
IN 24 HOURS

Source: Google Mobile Movement Study, 2011


#8: ANTICIPATE TOP ACTIONS OF SEARCH VISITORS

Prioritize "Call" &
"Locate" Actions
On the mobile site:
(within top 200px)

TIP: Style buttons using
CSS3 (no images) for speed.
http://bit.ly/css3gradientbuttons


#8: ANTICIPATE TOP ACTIONS OF SEARCH VISITORS

Optimize Click-to-Call (CTC) links as buttons:

Call for a FREE CRO Quote
(651) 789-7724
Click-to-Call
Hours: Monday - Friday, 9am - 5pm CT
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>!

#9: Get Visual - Optimize Images


#9: GET VISUAL - OPTIMIZE IMAGES

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

Source: ThinkEyeTracking.com Study



Image SEO Checklist:
q  Optimize filename 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

#10: Leverage Video

Source: www.Volerro.com


90%
of online shoppers

say video would
help their buying
decision.

Yet, ONLY 24% of national
brands use video marketing.
Source: Kantar Media study, Oct 2012


#10: LEVERAGE VIDEO

Explainer videos
boost conversion

20%

+$21K
SALES/MO

CrazyEgg.com video

+10%
CR LIFT

( on average )

Dropbox.com video
Source: CommonCraft.com, Unbounce.com
http://bit.ly/explainervideostats



Video SEO Checklist:
q  Optimize filename 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.


Test Video Thumbnail Images
TIP: Specify video thumbnail w/ the YouTube API <media:thumbnail> tag!

18.6% Conversion Rate
(UI close up thumbnail)
Source: ABtests.com - Yobongo.com case study.

+70.9%
CR LIFT

31.8% Conversion Rate
(Room scene thumbnail)

#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.
Pay special attention to keywords for
support vs. product detail pages.

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.
Google Analytics Custom Report - Organic Search Traffic:
http://bit.ly/gacustomreportorganictraffic (Click to import into GA.)

CRO & SEO - 12 POWER PLAYS RECAP
1. 
2. 
3. 
4. 
5. 
6. 
7. 
8. 
9. 
10. 
11. 
12. 

Derive Content From User Goals & FAQs
Define Clear Purpose For Every Page
Focus on Common Optimization Factors (RACU)
Assess SEO Conversion Funnel Opportunities
Optimize Organic Search Snippets
Maintain Organic Ad to Entry Page "Scent"
Improve Page Load Time
Anticipate Top Actions of Search Visitors
Get Visual - Optimize Images
Leverage Video
Localize
Audit SEO CRO Funnel Flow in Analytics

SEO & CRO Power Plays

TRENDS TO WATCH

Faceted Navigation

CAUTION: Facets are great for
UX and conversion, but potentially
deadly for SEO if done incorrectly.
>> Seek a proven expert!

!

!

Capture leads from
users viewing PDFs!

Docalytics.com = Lead capture, analytics, and
mouse tracking heatmaps for PDFs and other docs!
LEAD GENERATION

HEATMAPS

Get a 3-month FREE starter plan w/ promo code USETHEFORCE. Expires 7/1/13.

Lightboxes for Leads!

Source: http://barkbox.com


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!


"A search query is simply a question.
TO OPTIMIZE for search and conversion,

PROVE you're the best answer."
- Angie Schottmuller
@aschottmuller
SEO & Conversion Optimist, Three Deep Marketing

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 usercentric strategies to deliver lasting, tangible ROI.

Your time and budget is finite.

Grow ROI with a power play...

Contact Me for a
Consultation
Maximize your SEO & CRO power play!

Angie Schottmuller
Director, Strategic Planning & Optimization
aschottmuller@threedeepmarketing.com
@aschottmuller

SEO Conversion Strategies - 12 Power Plays

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