What you’ll get from this talk

How CRO affects SEO: How to increase your conversions whilst keeping—or even enhancing—your SEO rankings.

Q&A

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Strategic and tactical mistakes that Moz and Conversion Rate Experts have made and seen.

Rand Fishkin, Wizard of Moz

Conversion Mistakes —and how CRO affects SEO

Dr Karl Blanks, Chairman

Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com

How CRO Affects SEO (and how marketers should be combining the two practices)

How to think about and design for search visitors vs. conversion funnel

Landing Pages?

Pages for SEO / Content Marketing

Designed to satisfy searchers’ queries

Intentionally built to earn links, shares, & engagement

CTA is non-existent

Pages in the Conversion Funnel

Built to convert

Don’t necessarily need to target search keywords

Don’t need to be shared, linked-to, or amplified

Pages that Do Both

Need to both rank and convert

Must be amplification-worthy, but also have a clear path to conversion

Usually leverage the authority the host domain has built

Or can they live in harmony?

Does CRO Mess Up SEO?

Over-Simplified Google Algo

KW CQ DA UD SP PA Ranking Ability + + + + + =

Keyword & On-Page

Content Quality

Domain Authority

Page Authority

User & Usage Data

Spam Analysis

Changes made to pages for CRO usually only affect these three

Over-Simplified Google Algo

KW CQ DA UD SP PA Ranking Ability + + + + + =

Keyword & On-Page

Content Quality

Domain Authority

Page Authority

User & Usage Data

Spam Analysis

And, if your conversion rate is rising, the impact to these two is positive!

Over-Simplified Google Algo

KW CQ DA UD SP PA Ranking Ability + + + + + =

Keyword & On-Page

Content Quality

Domain Authority

Page Authority

User & Usage Data

Spam Analysis

That just leaves keyword targeting, which is pretty straightforward

Via Rand’s Visual Guide to Keyword Targeting & On-Page Optimization

There’s no CRO requirement I’ve ever seen that interferes w/ getting

keyword-targeting (AKA smart use of terms in the title, URL, & headline) right

Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com

How CRO Affects SEO Go Make Some Awesome SEO & CRO Happen!

Rand Fishkin, Wizard of Moz

Conversion Mistakes —and how CRO affects SEO

Dr Karl Blanks, Chairman

About Conversion Rate Experts

How we became “conversion obsessed”

Google took notice

Clients in 9 languages in 22 countries

Our results Our clients

Mistake #1 The 海外携帯 problem

“kaigai keitai”

Mistake #2 The Cinema-Foyer Effect

Sensitivity analysis

The problem

Nothing you do makes a difference.

It can be on a page. Or on a type of test (e.g. testimonials). Or on a page element.

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All of your tests are inconclusive. None win—or lose.

You are pulling on a lever that isn’t connected to anything. 4

The Cinema-Foyer Effect

The Cinema-Foyer Effect

Be aware that you may be “barking up the wrong tree.”

E.g, ask customers when/where the “persuasive content” was.

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Identify where/when the conversion is really happening.

The cinema foyer effect

Mistake #3 Returning customers can cause noise

2 Ran a test: it didn’t reach significance.

Ran the test with “new customers” as the goal. 114% more new customers. 3

Repeat customers

New customers

Existing customers can cause noise

Landing page for health supplements. 1

Mistake #4 Not having ADA on the project

Not having ADA on the project

Authority = The person whose permission must be sought.

Ability = Can do the work (or controls those who can).

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Duty = Neck’s on the line.

Mistake #5 Switching to the beauty track

Why beauty kills web businesses

+20%

Conversion

 rate  (%

)  

Time  

Func4onal  designs   Beau4ful  

designs  

Q&A

Conversion Rate Experts

Moz

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