Alignment of Usability, SEO &; CRO in Site Architecture SMX Sydney 2015 Presentation Benj Arriola, Internet Marketing Inc. Check the other presentations Benj presented at SMX Sydney 2015. Visit: http://bit.ly/smxsydney2015

2. Benj Arriola
Work
SEO VP, Internet
Marketing Inc.
Speaker
SMX, Pubcon, IRCE,
OMS, eMA, EmMeCon,
SEMCon, MORCon, and
more!
Experience
SEO: 11 years
Web Design &
Development: Since
1997
Chemist: Before 1997
Competitor
Winner of several SEO
contest winning cash
and a brand new car in
the 2007 SEO World
Championship
It’s my first
time in Sydney!

3. KPI
• Number of
social shares
and votes
Use
• Measure of
efficiency of
content
promotion &
content
quality
KPI
• Number of
links including
quality
metrics
Use
• Measure of
efficiency of
content
marketing
links
• Clean up bad
links
KPI
• Revenue,
Profit
Use
• Measure
success of the
SEO campaign
KPI
• Conversion
Rate
Use
• Determine
efficiency of
organic
landing page
• Improve CRO
• Align search
intent with
page content
KPI
• YoY Organic
Search Traffic
Use
• Determine
efficiency of
SERP CTR
• Measure of
effectiveness
of the ranking
KPI
• Ranking
Trends
Use
• Fine tune
strategy &
tactics
• Find better
keywords
• Adjust
content
• Fix errors
SEO Success
Social Shares Links Ranking Organic Traffic Conversions SaleSocial Shares Links Ranking Organic Traffic Conversions Sale
KPI
• Number of
social shares
and votes
Use
• Measure of
efficiency of
content
promotion &
content
quality
KPI
• Number of
links including
quality
metrics
Use
• Measure of
efficiency of
content
marketing
links
• Clean up bad
links
Social Shares Links Ranking Organic Traffic Conversions Sale
What is SEO?
Strategies and tactics involved in the improvement of traffic and conversions from organic search engines in order to
maximize revenue, profit or popularity.
If you want to maximize success in SEO, you really have to pay attention to the user behavior and conversions.

4. Search Engine Optimization
Non-Branded Keywords
Social Media
Youtube Video
Content Marketing
Pay Per Click
Search Engine Optimization
Social Media
Website
Pay Per Click
Display Advertising
Landing Page
Retargeting
Branded Search
Email Marketing
CREATIVE
CRO
• Differs in Search Intent
• Differs in Optimization
• Keyword Research
• Keyword Mapping
• Content Optimization
• Content Marketing
SEO Conversion Funnel
Introduce Influence Close

5. Integrated
Action
Path to
Conversion
Page
Search Intent
Intent
Content
Marketing Pages
Appropriate
Page
Order
Page
Shares
Conversion
Links
Introduce
Path to Conversion
• Unique Selling Proposition
• Product Comparison
• Live or Scheduled Demo
• Promo / Specials
• Time Sensitive
• Whitepaper Download
Introducers Influencers ClosersInformation Navigation Buy
PPC, Creative,
CRO/LPO
Analytics, Usability,
Creative
Social Media,
Creative
Search Intent &
The Conversion Funnel
Introduce Influence Close

6. SEO
On-Page
Server Settings
& Code
Web Designers,
Web Developers,
Network
Administrators
Content Writers
Off-Page Links
Buzz Makers, Viral
Marketers, Content
Promotion
SEO Diagnostics
Content Marketing
Foundational
Continuous
Content
Marketing
SEO
Diagnostics
SEO Overview
Introduce Influence Close

7. Site Architecture & SEODiagnostics
- Crawlable
- Indexable
- Visible
- Keywords
- Taxonomies
- Microformats
- Page Speed
Content
Marketing
- Informative
- Valuable
- Interesting
- Resource
- Intriguing
- Inspiring
- Up-To-Date
- Useful
- Funny
- Controversial
Link
Bait
Passes Link Juice Improves
Ranking
Introduce Influence Close

8. SEO Case Studies on E-Commerce
Links gained:
Experimental Aircraft Association Websites
EAA922.org (.edu & .gov)
EAA32.org (1999)
ProFlyersInc.com/EAA501 (2002)
ExperimentalAirplane.com (2000)
Other Airplane Pilot Groups
FlyingGators.com (1999, .edu & .gov)
AirMailPioneers.org (1998)
Educational Insitutions
COA.FIT.edu (1989)
UkiahAviation.com (.edu & .gov)
Informational/Resource Pages
CrashSiteOrkney.com
AirCrashSites-Scotland.co.uk
Main Strategy
Content Marketing
Trust Baiting

9. SEO Case Studies on E-Commerce
Links gained:
Experimental Aircraft Association Websites
EAA922.org (.edu & .gov)
EAA32.org (1999)
ProFlyersInc.com/EAA501 (2002)
ExperimentalAirplane.com (2000)
Other Airplane Pilot Groups
FlyingGators.com (1999, .edu & .gov)
AirMailPioneers.org (1998)
Educational Insitutions
COA.FIT.edu (1989)
UkiahAviation.com (.edu & .gov)
Informational/Resource Pages
CrashSiteOrkney.com
AirCrashSites-Scotland.co.uk
Main Strategy
Content Marketing
Trust Baiting
20,000 increase
in non-branded
organic search
traffic. (Pre-Not
Provided 2012)
• Links to content marketing pages help ranking of product pages.
• The content marketing pages did not need to mention nor link to the product pages.
• This is a strong testament to the improvement of the overall domain authority helping out ranking overall.

10. Long Tail Keyword Distribution
Introduce Influence Close

11. Fat Head Long Tail
Search Volume High Low
Keyword Variations Low High
Search Engine Ranking
Harder to rank.
Takes longer to rank.
Easier to rank.
Faster to rank.
Competition Larger Smaller
Conversions Less Likely More Likely
Amount of Research Work Less More
Fat Head Long Tail
Search Volume High Low
Keyword Variations Low High
Search Engine Ranking
Harder to rank.
Takes longer to rank.
Easier to rank.
Faster to rank.
Competition Larger Smaller
Conversions Less Likely More Likely
Amount of Research Work Less More
Long Tail Keyword Advantage

12. Content
Marketing
- Informative
- Valuable
- Interesting
- Resource
- Intriguing
- Inspiring
- Up-To-Date
- Useful
- Funny
- Controversial
Diagnostics
- Crawlable
- Indexable
- Visible
- Keywords
- Taxonomies
- Microformats
- Page Speed
Link
Bait
Passes Link Juice Improves
Ranking
Site Architecture & SEO
Targets more general fat headsTargets related keywords
Branded Search Targets more specific long tails
Introduce Influence Close
• Category pages target more general keywords, product pages target more specific long tail keywords.
• When dealing with category pages, always think of influencing the users to buy since there is some intent to buy already.
• A common issue in ecommerce sites, the category pages have no content.
• When adding content to category pages, don’t just think SEO. Think usability, give content that helps in the customer’s buying
decision.
• The goal in content marketing is to introduce your brand, your company, products & services, but these pages should not be blatantly
selling, because the intent to buy is not there at all.
• Planning your site architecture well, helps you plan you breadcrumb navigation well, which is very important in mobile search.

13. Summary
Successful SEO always needs to consider usability and
conversions.
Deciphering the intent of a user helps guide you
optimize for the right keywords for the right pages.
After serving the intent of the user, always think of the
customer journey going down the funnel.
Content marketing goals are often not about gaining
more conversions, but gaining more brand popularity,
that helps out in social media and in SEO when natural
links are gained.
But content marketing can still gain some
significant amount of conversions.
Links to content marketing pages without internal links
to products and not using any product related
keywords still help out in the ranking of products,
especially if they are all on the same domain.
Preparing your site architecture well paying
attentions to search intent, also prepares you for
optimizing your breadcrumbs ideal for mobile
search.
All my 3 presentations at SMX
will be uploaded on:
http://bit.ly/smxsydney2015
I cannot stay long, if you have
more questions, feel free to
reach out to be using my social
media info below.

14. Thanks
Questions?