(Webinar) SEO meet CRO: Conversion Hacks for Organic Search Traffic

SEO meet CRO: Conversion Hacks for Organic

Search Traffic

Featuring Angie Schottmuller Director, Interactive Strategic Planning & Optimization Three Deep Marketing @aschottmuller

Free Webinar Series

About SiteTuners

• Conversion Rate Optimization agency

• More than 1,200 large and small company

clients worldwide

Practice areas:

– Conversion-focused website blueprints (full

redesigns & quick facelifts)

– Landing page test plans & testing strategy

development

– Ongoing conversion Management

Today’s Presenter: Angie Schottmuller

• Inbound marketing and optimization advisor at Three Deep

Marketing

• SEO expert contributor for Moz Search Ranking Factors Report

Top rated speaker at Conversion Conference + many others!

• Recognized "Top Conversion Optimization Expert" 2012-14 by

Visual Website Optimizer & Optimizely

• Prolific blogger on SEO, social, conversion and mobile

FAVORITE QUOTES:

"Do or do not... there is no try." - Yoda "It's supposed to be hard; if it wasn't hard, everyone would do it. The 'hard' is what makes it great.“ - Tom Hanks in A League of Their Own

:: Angie Schottmuller Three Deep Marketing SiteTuners Webinar Sep 24, 2014

15 ACTIONABLE WINS TO CONVERT ORGANIC WEB TRAFFIC

ORGANIC CONVERSION

ANGIE SCHOTTMULLERDirector of Optimization

@aschottmuller

ThreeDeepMarketing.com

linkedin.com/in/angieschottmuller

aschottmuller@ThreeDeepMarketing.com

Three Deep Marketing

CONVERSION HACKS FOR ORGANIC WEB TRAFFIC

Seriously. It's loaded with juicy stats guaranteed to get a retweet!

#SEO #CRO

@aschottmuller

Tweet this session!

Organic Search [SEO] =

WEBSITE TRAFFIC DRIVER

Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

Driving traffic is futile without a conversion strategy.

Conversion optimization is futile without adequate traffic.

:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

SEO vs. CRO

SEARCH ENGINES

Optimize content for

to believe it's the best answer to a user's query

RANK HIGH IN SEARCH RESULTS.

COMPLETE THE CALL-TO-ACTION.

METRIC: Search Rank METRIC: Conversions (Goal Completions)

enough to...

SEARCH ENGINE OPTIMIZATION CONVERSION RATE OPTIMIZATION

Why is it so CHALLENGING?!

DEMYSTIFYING INTENT

Where is "Intent?"

Search Query

Search Results

Page View

Search engine presents the best results

User clicks-through on result

Referral keywords RARELY include intent.

Google (not provided) keywords are a not the problem.

Your content strategy is.

- Angie Schottmuller

@aschottmuller, Director of Optimization, Three Deep Marketing

ONE page. ONE purpose.ONE targeted keyword phrase.ONE best answer.

What's the path to your 1 best answer?

1 Query(Keyword) (No Call-to-Action)(No Call-to-Action)

One query = Many pages??? VERY CONFUSING!

Map out your best answer path...

QueryKeyword

PurposeCall-to-Action

For queries with lots of matches, create "best answer" aggregator/category pages that collectively feature a grid of paths to top content. (i.e. products, news, how-to videos, download resources, etc.)

Content Strategy Planning Tree Guide

Home Page

Category or List Page

Detail Page or Resource

1-2 Words

2-3 Words

3+ Words

TARGETED SEO PHRASEPAGE TYPELEVEL

WEB PAGE

Define Clear Purpose For All Content

PAGE TYPE:__________________________

TOPIC: (Targeted Keyword/Phrase)__________________________

PURPOSE: (Primary Call-to-Action)__________________________

RELATED INTENT PATHS: __________________________

Home & Category = "Traffic Cop" Pages

Leverage "Grids" to Present Clear Paths

Category Grid versus Product List boosted CTR by 15%.: http://whichtestwon.com/archives/24201

OPTIMIZING FOR INTENT

Organic Search Conversion Funnel

BOOST RANKINGS(with tactics that equally support conversion)

CONVERTING ORGANIC WEB TRAFFIC - GOAL #1:

SKECHERS – Expert Q&A

Case Study Source: Bazaarvoice, Nov 2012

BOOSTED CONVERSION

32%... AND AIDED "SHOES"

Reviews & Search Result Anomalies

Angie Schottmuller @aschottmuller | Three Deep Marketing | #ConvCon

A review replaced the meta

description!

Review & Comment SEO+CRO Strategy

SCHEMA.ORGMARKUP

REVIEW SUMMARY

EASY-SELECT ATTRIBUTES

Review & Comment SEO+CRO Strategy

SORT BY MOST RECENT

CUSTOM FIELDS & LABELS

BOOST CTR (CLICK-THROUGH RATE)

How compelling are your search snippets?

VALUE-ADDED

NO VALUE

Optimize organic search snippets like you would a PAID AD.

Image credit: luxtica.com Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

Search Snippet Anatomy

Title Beginning with Targeted Keyword (~60 chars)

Engaging, unique, page-specific description highlighting details and benefits what can be found in the content. Include a call-to-action or action verb to boost click-through. Search query keywords display bold. (139-156 chars max)

http://www.mydomain.com/page-url-keyword-query-bolded/

DESCRIPTION

BASICS = BLENDING-IN

Rich Snippets BOOST CTR

LET'S PLAY...

Pimp My Search Snippet!

Breadcrumbs: Search Snippet "Bling"

CODE EXAMPLE:<div itemscope itemtype="http://schema.org/WebPage"><div itemprop="breadcrumb"><a href="/">Home</a> > <a href="/category/">Books</a> > Page Name

</div> </div>

Use Schema microdata: http://schema.org/WebPage

EXAMPLE:

Ratings & Video: Search Snippet "Bling"

EXAMPLE:

Use Schema microdata: http://schema.org/AggregateRating + http://schema.org/Reviewhttp://schema.org/VideoObjecthttp://bit.ly/yoastvideoseoplugin (Annual license: 1 Site= $69. Up to 20 Sites= $249)

Authorship: Search Snippet "Bling"

Use Google+ Authorship: https://plus.google.com/authorship

EXAMPLE:

Measure Your CTR Trends

Dive Into Google Webmaster Tools

WHAT'S WORKING?

WHAT ISN'TWORKING?

WHAT NEEDS A LIFT?

REDUCE BOUNCESCONVERTING ORGANIC WEB TRAFFIC - GOAL #3:

First, Measure "Bounce" Correctly

"Adjusted Bounce Rate"3 seconds? 5 seconds?

Tracking Adjusted Bounce Rate In Google Analytics http://j.mp/ULdygkHow to Implement Adjusted Bounce Rate (ABR) via Google Tag Manager http://j.mp/1nzk62t

"This is lame. Let's bounce!"

Image credit: listdose.com

Optimize Scent(prevent the bounce)

Match Title Tag & H1 Page Heading

A) TITLE TAG

B) PAGE HEADING

Where are the colors?!

Site Reference: Cars.com

Colors were below the fold ...on a tab.

RELATED LESSON: Don't save page tabs as different URLs!

Non-Match = Confusion = Bounce

Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CROSite Reference: Cars.com

Audit & Fix Non-Matches

1. Crawl your site with Screaming Frog.2. Export to Excel.3. Filter Title and H1 Differences.4. Audit and Fix!

Screaming Frog SEO Tool: http://bit.ly/screamingfrogtoolCrawls websites and extracts page meta data (and much more) info. 500 URLs free. Unlimited use license = $99/yr.

If your main content appears below 45% of the screen...(Your scent trail is tainted.)

You're a "HEAD CASE!"

550px ABO

VE-THE-FO

Note: Browser head + foot uses about 20-23%.

Crate & Barrel - 50% "Head Case"

Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CROSite Reference: CrateAndBarrel.com

Keep title/heading high and flush left to best MAINTAIN SCENT.

-PATTERN

Image Credit: IB.deviantart.com

VISUALS are processed

FASTER than text.

Source: Neo Mammalian Studios Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

Enhance Scent with Visuals

Visuals....

ABOVE-THE-FOLDreduce bounce.

CROSSING-THE-FOLDencourage scrolling.

Site Reference: ExtremeTerrain.com

Be Strategic with Surrounding Text

Lead captions with targeted keywords for SEO. David Ogilvy research found users read captions 300% more than body text!

Search engines evaluate text surrounding images and video for keyword relevance.

Jeep Wrangler Minnesota winter adventure!

A Jeep image captioned to rank well =

BOOST INTERACTION

- Bryan Eisenberg

@TheGrok, Conversion Optimization Expert, Speaker & Author

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.

Reevaluate Goals

USERGOALS

What does the user want to accomplish?

BUSINESS GOALSWhat does the business want to accomplish?

User-Centric Goals

USERGOALS

What does the user want to accomplish?

BUSINESS GOALSWhat does the business want to accomplish?

RETHINK

Intention

What specific data do web visitors need to make a good decision?

How can I make the data consumption into a measurable action?

ASSESSMENT:

Amazon has measurable actions everywhere!

Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

Top User Actions = Tracked Events = Goals

"What was your reason for visiting

today?"

"Did you findwhat you were looking for?"

/landing-page-3/

/landing-page-2/

/landing-page-4/

/landing-page-1/

BOOST ORGANIC CONVERSION

Eliminate the Distractions

Do NOT Distract Your Buyer's Journey

What's the Call-to-Action?

Source: WilliamSonoma.com 3/10/14

Let the Hero Shot & Primary CTA STAND OUT. Neutralize all other colors.

Audit with the 6-foot and 5-second tests!

You can even get conversions from PDFs

LEAD GENERATION HEATMAPS

Docalytics: http://docalytics.comLead capture, analytics and mouse tracking heatmaps for PDFs and docs!

Organic Search Conversion Funnel

Organic Conversion Key Takeaways

Audit your "best answer" pagesDon't worry about (not provided) keywords.

Pimp your search snippets

Audit, maintain, and enhance scent

Track user actions with clickable events

Make the primary CTA obvious, relevant

- Angie Schottmuller

@aschottmuller, Director of Optimization, Three Deep Marketing

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

PROVE you're the best answer."

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 user-centric strategies to deliver lasting, tangible ROI.

Contact Me for a Consultation

Maximize your SEO & CRO power play!

Angie SchottmullerDirector of Optimizationaschottmuller@threedeepmarketing.com@aschottmuller

Your time and budget is finite.

Grow ROI with a power play!

Our Clients...

THREE DEEP MARKETING

Lead Generation

Search Marketing

Optimization (SEO/SMO/CRO/PPC)

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

Special Offer – Free 15 Minute Website Review

• Interactive review of a website or landing page

• Conducted by SiteTuners conversion staff

• Identify key elements that could be affecting your conversion

• Video transcript recorded via GoToMeeting

To take advantage of this FREE offer

you must schedule by October 3, 2014

Bit.ly/CROreview

May 13-15, 2015

REGISTER NOW AND SAVE!

www.ConversionConference.com

4 tracks. 40 breakout sessions. 100% focused on CRO.

(Webinar) SEO meet CRO: Conversion Hacks for Organic Search Traffic

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