#State of Search @Chrisdayley

Influencing On-Site Metrics

UX and SEO Collide!

#stateofsearch @Chrisdayley

Who Am I?

2015 Non-Keyword Ranking Factors

“Not my problem, my designersjust suck”

Designers

#stateofsearch @Chrisdayley

#Searchlove @Chrisdayley

Onsite metrics can no longer be considered “SOMEONE ELSE’S

PROBLEM”

#stateofsearch @Chrisdayley

#stateofsearch @Chrisdayley

85%15%

#stateofsearch @Chrisdayley

90-95% of purchasedecisions occur in

the subconsciousmind

http://hbs.me/1QleHnI

#stateofsearch @Chrisdayley

What todo?

#stateofsearch @Chrisdayley

1

Gain InsightsAbout YourAudience

2

Move theNeedle

3

Easy ContentTest

#stateofsearch @Chrisdayley

Gaining InsightsAbout Your Audience

#Searchlove @Chrisdayley

Heatmaps

#stateofsearch @Chrisdayley

#stateofsearch @Chrisdayley

Where are people clicking?

How far are people scrolling?

#stateofsearch @Chrisdayley

#stateofsearch @Chrisdayley

Bookings+31%

#stateofsearch @Chrisdayley

Moving the Needle

#Searchlove @Chrisdayley

BigChanges

=Big

Impact#stateofsearch @Chrisdayley

#stateofsearch @Chrisdayley

Bounce Rates48%

Product Views410%

#stateofsearch @Chrisdayley

Don’t overload users with content

#stateofsearch @Chrisdayley

#stateofsearch @Chrisdayley

#stateofsearch @Chrisdayley

Create a test plan -pivot as needed

#stateofsearch @Chrisdayley

#stateofsearch @Chrisdayley

#stateofsearch @Chrisdayley

8.1%Funnel Entrance

#stateofsearch @Chrisdayley

#stateofsearch @Chrisdayley

Failed tests are equally as important as successful tests. You just learned what your audience

doesn't like.

#stateofsearch @Chrisdayley

8.1%Funnel Entrance

72%

#stateofsearch @Chrisdayley

#stateofsearch @Chrisdayley

12.3%Funnel Entrance

#stateofsearch @Chrisdayley

Content Test

#Searchlove @Chrisdayley

How much contentdoes the audiencewant?

#stateofsearch @Chrisdayley

Is it different on mobile & desktop?

=?

#stateofsearch @Chrisdayley

Tools

#stateofsearch @Chrisdayley

3 Variations:

Short (< 500 words)Medium (500-1,000 words)Long (>1,000 words)

#stateofsearch @Chrisdayley

64.9%

1750 Words1055 Words542 Words

76.7%45.5%

TOP1:30

TOP3:49

TOP4:47

#stateofsearch @Chrisdayley

542 Words 1055 Words 1750 Words

76.9% 62.2% 44.4%

TOP3:36

TOP4:37

TOP2:01

#stateofsearch @Chrisdayley

Mobile Winner - 542 Words

83.1%

Desktop Winner - 1055 Words

DONATIONS

28.4%DONATIONS

#stateofsearch @Chrisdayley

So What?

#stateofsearch @Chrisdayley

disruptiveadvertising.

com/guide

#stateofsearch @Chrisdayley

#Searchlove @Chrisdayley