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Mastering the Ins and Outs of SEO & CRO

In the summer of 2012, Google reported to have approximately 3 billion searches per day, with more than 75% clicks going to organic results (not paid ads!). Join SEO experts Will Critchlow, founder of Distilled and Rebecca Churt, Marketing Manager at HubSpot for insider tips on improving your SEO in order to increase conversion rates and grow your business.

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Mastering the Ins and Outs of SEO & CRO

  1. Everything You Need toMaster SEO & CROFeaturing:&
  2. Webinar slides + video will be emailed to allInteract with us on Twitter: #MasterCRO12Housekeeping Notes
  3. Meet Your ExpertsWill CritchlowFounder & CMO of Distilled@willcritchlowRebecca ChurtMarketing Manager at HubSpot@RChurt
  4. RebeccaChurtMarketing Managerat HubSpot@RChurt
  5. SEO & CRO (mates for life).
  6. DEFINING1. Search Engine Optimization (SEO): The process of improvingthe volume or quality of traffic to a web site from search enginesvia “natural” or un-paid (“organic”) search results.2. Conversion Rate Optimization (CRO): The science and art ofcreating an experience for a website visitor with the goal ofconverting the visitor into a customer.
  8. #1 Know your audience.
  9. Make it clear.
  10. Targeting yieldsresults.
  11. #2 Solve for user experience.
  12. Solving for the user means …Simple Fast Engaging
  13. #3 Create content.
  14. 75% of Your VisitorsAre Still Doing Research.
  15. #4 Test everything.
  16. #5 Measure & analyze.
  17. WillCritchlowFounder & CMOat Distilled@willcritchlow
  18. What do we mean byConversion Rate?
  19. Total conversionsTotal visitors
  20. Not all conversionsare equal.
  21. Different revenue.
  22. Different products.
  23. Not all visitors are equal.
  24. Different channels.
  25. New vs. returning.
  26. Timing is crucial.
  27. Conversion rate of email traffic tosmall value items>Conversion rate of new visitors toexpensive items
  28. Segment!
  29. How do we improve ourconversion rate?
  30. We naturally start thinking aboutsplit-testing tweaks.
  31. Which is fine –this is (almost)free money.
  32. But think BIGGERIt’s often as costly to test a small change as a big one.
  33. Remember your levers.
  34. #1 Initial conversion rate.
  35. #2 Average Revenue per User(ARPU)
  36. #3 Churn
  37. Work out WHAT to test.
  38. Micro-conversions(ftw)
  39. You might even end up changingyour business model.
  41. #1 Ask questions
  42. Encourage email replies.
  43. Get feedback from people who leave.
  44. Survey your customers and prospects.
  45. #3 Decide if you are testingACQUIRE, ASSIST or CONVERT.
  46. If you aren’t directly testing conversions (to money) becareful about knock-on effects
  47. #4 Look for mismatches betweensearch intent and page type
  48. This blog post ranks …But until recently didn’t prominently link toDistilledU.
  49. #5 Remember: New visitors fromunbranded search don’t buy bigthings immediately.
  50. Again yay for micro-conversions!
  51. #6 Use keyword research as aninput into your content calendar
  53. Q+A