#pubcon
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
#pubcon
Working with Finance to monetize landing pages
@antrobbo
Find a mid level finance exec to find the average annual revenue per landing page
#pubcon
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
#pubcon
Moz Whiteboard Fridayhttps://moz.com/blog/tie-marketing-metrics-data-boards-cxos-investors-care-about-whiteboard-friday
#pubcon
From an SEO perspective
Interesting with the CRO Team
@antrobbo
#pubcon
It’s easy to bring in traffic at scale right?
…. But if the traffic doesn’t add value
@antrobbo
#pubcon
Evolve: Deliver better value• If we as SEOs intersect with CRO, Paid & Social
etc
… The landing page value can skyrocket
@antrobbo
#pubcon
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
#pubcon
CRO focused Landing Page
@antrobbo
#pubcon@antrobbo
SEO focused pageNeeds for Ranking
– Greater focus on content
– Low bounce– High
engagement
#pubcon
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
#pubcon@antrobbo
Keyword Target:“Golf Holidays Portugal”•Early stage of user research
CR increas
e of 35%
#pubcon
Tools I use every day
Promo code PureAntSEO 30 days free (usually 14 days)
#pubcon
Thanks for ListeningCo Founder of boutique agency Pure
OptimisationUS, UK & EU Search Awards Judge
@antrobbo