Balancing SEO & Conversion

by Gabriel Goldenberg, SEO ROI

@GabGoldenberg

Gab@SEOROI.com

The Pitch Slide

• Blah Blah Blah my clients are awesome and you should totally work with me

• Come get a free pair of insoles

• Please also offer me constructive criticism: Gab@SEOROI.com or @GabGoldenberg

• Testing new content and losing rankings• Not showing the business end of your site• Message match on longtail traffic• Message match with dynamic slideshows

SEO & CRO Problems

New Content Losing RankingsControl Challenger

Challenger moved CTAs above intro [SEO] text. Hypothesis: Boost CTR.

New Content Losing RankingsRanking ‘A’ mostly based on content - v. generic, head term

Blue line: Google Red line: Bing

New Content Losing RankingsRanking ‘B’ mostly based on content - v. generic, head term

Blue line: Google Red line: Bing

New Content Losing Rankings

Blue line: Google Red line: Bing

Ranking ‘C’ mostly based on anchor text - niche, head term

Not Showing The Business End Of Your Site

Not Showing The Business End Of Your Site

PPC lander gets it right

Not Showing The Business End Of Your Site

SEO Lander gets it wrong

Not Showing The Business End Of Your Site

Via BlastAM.com (Blast Advanced Media)

SEO Lander gets it right.

Message Match On Longtail

Keyword highlights and ‘skip-to-next’ functionality

Message Match On Longtail

Keyword highlights and ‘skip-to-next’ functionality

Message Match On Longtail

Google cache does this Landing Sites WP Plugin

Message Match With Dynamic Slideshow

Visitors: “Where’s what I’m looking for?”

Message Match With Dynamic Slideshow

Solution 1: This isn’t chess. Kill the squares.

Message Match With Dynamic Slideshow

Solution 2:

Use previews and captions. Visitors: “Oh, slide #3 has it”

Message Match With Dynamic Slideshow

Solution 3:

Skip to the relevant slide Visitors: “Just what I wanted!”

Summary

SEOROI.com/downloads/pubcon-2010 to download ppt and notes

• Come get a free pair of insoles

Please also offer me constructive criticism:Live @GabGoldenberg Gab@SEOROI.com

If you reeeeeeally wanted a pitch...

Free advanced SEO book chapterbook.SEOROI.com

• CRO pay for performance % of increase in revenue

• Travel & Sports Link Building Pay per link, not retainer

Come say hi, give me constructive criticism: Live, @GabGoldenberg, Gab@SEOROI.com