How to Build Conversions Using SEO
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Transcript of How to Build Conversions Using SEO
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How To Build ConversionsUsing SEOPatrick AltoftDirector of Search
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http://www.seomoz.org/blog/the-definitive-howto-for-conversion-rate-optimization
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Reasons
Might return later
Too expensiv
e
Didn’t like the
site
Prefer to buy
elsewhere
Not what they were
looking for
Couldn’t use the
site
Lacked certain details
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Conversions & SEO1. Increasing keyword relevancy will increase
your conversion rates2. Getting more visits will increase your
conversion numbers3. Attracting users at multiple stages during
buying cycle will improve both conversion numbers & conversion rates
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The Buying Cycle
http://bit.ly/9bUGT4
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Keyword ResearchMost people use the keyword tool to see which keywords have the biggest search volume
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Advanced Keyword ResearchSome people even use data from PPC campaigns and include ranking data to choose “low hanging fruit” keywords
Opportunity Analysis using AdWords data shows which keywords have the biggest potential revenue
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Example• Choose all keywords with potential revenue
>1000/month that rank between 5th and 10th and have above average conversion rate in the PPC campaign
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Branded3 ApproachWe approach keyword research from a landing page perspective rather than a keyword perspective
By adding up the sum of the opportunity for each landing page we can find the most important pages to build links to, rather than the most important keywords
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EXAMPLE
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By Keyword - Overwhelming
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By Landing Page - Simple7 landing pages cover 94% of all thesearch volume
Pivot Table
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How this relates to link-buildingBuilding lots of links with the same anchor text will result in the links being devalued and you will struggle to rank
If you vary the anchor text your link-building is more effective
If you are varying the anchor text this makes it very easy to target multiple keywords to a landing page
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Varying anchor textBuild links to each landing page and vary the anchor text between the different target keywords
This builds overall strength of page and helps rankings for all the long tail keywords that the page is focussed on
Add “noise” words & brand keywords to the mix
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SEO Landing Pages• Typical site will have less than 50% of visits
arriving on the homepage, less for non-brands
• Most sites will create dedicated PPC landing pages
• Most non-ecommerce sites don’t think about optimising SEO landing pages for conversion
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PPC & SEO Landing Pages• We use combined landing pages which work
for both PPC and SEO• This allows clients to apply results of any tests
easily across both campaigns
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Optimising Landing Pages
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Long Tail Keyword Research• Use negative matches
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Optimisation Roadmap
Shortlist Keywords
Map Keywords To
Landing Pages
Optimise Landing
Pages Short Tail
Build Links & Vary Anchors
Research Long Tail Keywords
Long Tail Analysis in
GA
Optimise Landing
Pages Long Tail
Revenue
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2011 Year of Brands
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2011 Year of Brands
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Questions?
• www.blogstorm.co.uk• www.branded3.com• www.slideshare.net/patrickaltoft
• twitter.com/patrickaltoft• [email protected]