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The intersection between SEO & CRO

Presented by: Ant Robinson

@antrobbo

#pubcon

Evolve: Demonstrate value better• Simple• Concise• No digital jargon or No acronyms• Tied to business goals

@antrobbo

#pubcon

Reports must be “Tied to business goals”Reporting should •not be about traffic or sessions•Tie metrics back to the strategy•ONLY 1 page or 1 or 2 slides

@antrobbo

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Working with Finance to monetize landing pages

@antrobbo

Find a mid level finance exec to find the average annual revenue per landing page

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Leverage CFO power to protect landing pages

@antrobbo

Go live process for any amends has to involve you to protect the monetised landing pages from

– Brand Police– Developers– Product owners

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Moz Whiteboard Fridayhttps://moz.com/blog/tie-marketing-metrics-data-boards-cxos-investors-care-about-whiteboard-friday

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From an SEO perspective

Interesting with the CRO Team

@antrobbo

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It’s easy to bring in traffic at scale right?

…. But if the traffic doesn’t add value

@antrobbo

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Evolve: Deliver better value• If we as SEOs intersect with CRO, Paid & Social

etc

… The landing page value can skyrocket

@antrobbo

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Site structure & page designSEO Landing Pages•Content•Low bounce•High engagement•Clear CTAs

@antrobbo

CRO Landing Pages•100% conversion•Pre qualified users from site•Paid search

Combo Landing Pages•Content•Low bounce•High engagement•High conversion

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CRO focused Landing Page

@antrobbo

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SEO focused pageNeeds for Ranking

– Greater focus on content

– Low bounce– High

engagement

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Working with Combo pages• Balance is key• Content still needs to attract editorial links• Page layouts need to be flexible based on user

journey/intent

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Keyword Target:“Golf Holidays Portugal”•Early stage of user research

CR increas

e of 35%

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Tools I use every day

Promo code PureAntSEO  30 days free (usually 14 days)

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Thanks for ListeningCo Founder of boutique agency Pure

OptimisationUS, UK & EU Search Awards Judge

@antrobbo