Post on 28-Oct-2014
description
digital and interactive marketing
7
SEM and CRO
SEM and CRO
SEM …search engine marketing… has two key components…
Search Engine Optimisation (SEO) is about organic search results
Pay Per Click (PPC) is about paid for or ‘sponsored’ results
CRO …conversion rate optimisation… relates to the experience and actions on the site that lead to the desired action
we can relate this to the RACE model…
SmartInsights, 2012
So let’s think about SEO and Reach…
Title
the Mirst thing we need… a unique title in the HTML head
the title should accurately describe the p
age content
each page should have a unique title
<title> I Love DIM – it’s the best! </title>
there are many activities we as marketers can engage in to
improve SEO and maximise our organic SERP listing…
according to google it should be brief and informative…
don’t stuff it with keywords
next… make use of the description meta tag
this gives users and the Search Engine a summary of what the page is about
words in the description appear in bold if they are searched fo
r… highlighting relevance
Google would use these if it cannot Mind a suitable ‘snippet’ of text on your page to
summarise the content
the description should be interesting and informative
each page should have its own description
improve your URLs
Keywords, simplicity and descriptive categories work well
The content of the URL is indexed and displayed
make your site easy to navigate
Identify the home or root page and build a simple structure lin
king form this…
Develop an XML sitemap Mile that can be submitted directly to google
Plan how it can be navigated… develop a site map and make t
his available
…have a good, useful 404 page!
optimise content… offer compelling and useful content…
think of all those inbound or back links!
offer content that no one else does… be unique!
Make sure it’s easy to ready, organised, on topic, up to date…
…and for your users not for the search engine
Optimise content for search…
think about the different levels of knowledge and understanding in relation to your site and content… What words might be used in relation to searching…
Try and anticipate the likely different responses to your offering and the different search terms
Use tools like google AdWords or bingAds…
write better anchor text for links format your links so they’re easy to Mind
use the alt-‐text option to optimise images
Create an image directory, simplify and standardise Mile names and types and create a sitemap…
…just for images
optimise, optimise, optimise…
Use heading tags for key text and content…
You can set code to restrict content crawling by ‘robots’ so certain content isn’t found or shown on the SERP’s You may also want to set a “nofollow” for comments made on the site to avoid the spammers…
…and those trying to piggy-‐back on your sites reputation
Control the indexing…
ensure the bot, robot or spider… whatever you fancy calling it… can access and index your mobile site
set re-‐directs for corresponding pages of the desktop site with those of the mobile site
make sure that the content delivered reMlects the platform used to access
optimise for mobile
increase backlinks to increase ‘value’ of your site
publicise content via blogs an social platforms, provide an RSS feed
Don’t forget the value of promoting ofMline as well!
Make sure you add the site to google places
Never spam link requests or new content… don’t buy backlinks
Backlinks…
…is a paid search platform …companies bid for advertising placement in the sponsored sections of the SERP
…highly relevant to what has been clicked on
a fee is paid for each click… hence the name!!
keywords are researched and identiMied to intelligently target potential customers
PPC
These adverts should link back to specially created landing pages…
…the research into keyword and search is ongoing…
http://www.wordstream.com/articles/google-‐statistics, 2012
…another way of generating trafMic – moving from the reach stage to the act stage
…you only have a small number of words to work with…
…so being relevant, easy to understand and appealing is key
Google Adwords, BingAds and similar provide us with tools in order to conduct research…
PPC
CRO… conversion rate optimisation
the third stage in the RACE model…
…think – what is the intended action here?
Is it cognitive, affective or conative… or a combination?
So… when they land on the site… how can we stop them
bouncing, keep them there…
…and how can we get the desired action?
Understand the online journey, the route taken to your ‘hub’ and what they see…
Know all of your trafMic sources…
…we could use tools provided by KISSmetrics or google Mlow
There’s plenty of research and guidance out
there for maximising CRO…
…but we’ll keep it simple!
Pulling it together with google goal Mlow and funnels
conversion rate optimisation
You may have different types of visitors, not ju
st
visiting for your identiMied purpose
…what problems do they face in terms of the online expe
rience
Study the marketplace… what are competitors doing,
what are customers saying?
…what do they like and what do they dislike
?
…do some research, speak to customers… and ask them why
they didn’t click, or convert
Start to develop web content, begin with layout and conduct research…
perform A/B tests… tweak and change just one variable at a time and measure the impact on conversions …when you Mind content that works… words, images, instructions and so on – make the most of it in other media!
CRO is about the journey and experimentation
Some examples of A/B testing experiments for CRO
http://www.zippycart.com/infographics/how-‐sales-‐messaging-‐affects-‐conversion-‐rates.html 2012
Some examples of call to action best practice for CRO
http://www.zippycart.com/infographics/how-‐sales-‐messaging-‐affects-‐conversion-‐rates.html 2012
…but what should we test?
http://marketingland.com/wp-‐content/ml-‐loads/2012/01/concurrent_live_tests-‐1.png 2012
Make sure you know your conversion goals
So there’s the generic RACE funnel…
SmartInsights, 2012
…but we need to work on our own!
bibliography
http://marketingland.com/wp-‐content/ml-‐loads/2012/01/concurrent_live_tests-‐1.png 2012 http://www.zippycart.com/infographics/how-‐sales-‐messaging-‐affects-‐conversion-‐rates.html 2012 http://www.wordstream.com/articles/google-‐statistics, 2012 http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.co.uk/en/uk/webmasters/docs/search-‐engine-‐optimization-‐starter-‐guide.pdf 2012 www.smartinsights.com 2012 C. Li and J. Bernoff, 2011. Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business School Press.