Mastering the Ins and Outs of SEO & CRO
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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. http://offers.hubspot.com/mastering-seo-cro
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Mastering the Ins and Outs of SEO & CRO
- 1. Everything You Need to Master SEO & CRO Featuring: &
- 2. Webinar slides + video will be emailed to all Interact with us on Twitter: #MasterCRO 1 2 Housekeeping Notes
- 3. Meet Your Experts Will Critchlow Founder & CMO of Distilled @willcritchlow Rebecca Churt Marketing Manager at HubSpot @RChurt
- 5. SEO & CRO (mates for life).
- 6. DEFINING 1. Search Engine Optimization (SEO): The process of improving the volume or quality of traffic to a web site from search engines via ānaturalā or un-paid (āorganicā) search results. 2. Conversion Rate Optimization (CRO): The science and art of creating an experience for a website visitor with the goal of converting the visitor into a customer.
- 8. #1 Know your audience.
- 11. #2 Solve for user experience.
- 12. Solving for the user means ā¦ Simple Fast Engaging
- 14. 75% of Your Visitors Are Still Doing Research.
- 18. #5 Measure & analyze.
- 19. Will Critchlow Founder & CMO at Distilled @willcritchlow
- 20. What do we mean by Conversion Rate?
- 22. Not all conversions are equal.
- 25. Not all visitors are equal.
- 29. Conversion rate of email traffic to small value items > Conversion rate of new visitors to expensive items
- 30. Segment!
- 31. How do we improve our conversion rate?
- 32. We naturally start thinking about split-testing tweaks.
- 33. Which is fine ā this is (almost) free money.
- 34. But think BIGGER Itās often as costly to test a small change as a big one.
- 36. #1 Initial conversion rate.
- 37. #2 Average Revenue per User (ARPU)
- 38. #3 Churn
- 39. Work out WHAT to test.
- 41. You might even end up changing your business model.
- 42. FINAL TIPS
- 43. #1 Ask questions
- 45. Get feedback from people who leave.
- 46. Survey your customers and prospects.
- 47. #3 Decide if you are testing ACQUIRE, ASSIST or CONVERT.
- 48. If you arenāt directly testing conversions (to money) be careful about knock-on effects
- 49. #4 Look for mismatches between search intent and page type
- 50. This blog post ranks ā¦ But until recently didnāt prominently link to DistilledU.
- 51. #5 Remember: New visitors from unbranded search donāt buy big things immediately.
- 52. Again yay for micro-conversions!
- 53. #6 Use keyword research as an input into your content calendar
- 55. THANK YOU!
- 56. Q+A
Editor's Notes
- We will be scheduling a headshot day
- SEO & CRO have a lot in common Both deal with website visitors; End goal is more target traffic and better leadsSolving for the best user experience ā solve for simplicity, speed and engagementBoth first and foremost optimize for users and user experience and then for search engines whereby you increase the likelihood of your content being found by the right audience and ultimately increase your contact databaseCRO wants to give users a certain experienceSEO wants to be where users are searching, and give them reason to visit a site. Both should rely on the quality of traffic, qualified vs. un-qualified. Both are ways to make more money online, so both are important to online marketers who want to improve the results of their business.Both also rely in part on art (listening to your gut) and science (listening to the numbers)
- Know your audience ā define a set persona
- Optimize for users & user experience and then for search engines CRO wants to give users a certain experience ā make it easier for them to chooseSEO is about being where users are & giving them a reason to visit
- End Goal:Target traffic ļ better leads How to do this...solve for the user
- Know your audience ā define a set persona
- Solve for the User:SimplicitySpeedengagement Engage usersIncreased ctr from serpsIncreased use of contentBrand engages competitive type people; content engages researching people; social proof engages humanistic (social) people; and speed engages spontaneous people.
- Create great content ā content improves conversions. Need quality content to get quality traffic, which becomes quality leads.Content is more than just text.ImagesMetricsinformativeexamples AuthoritativeRelevant
- Think of your marketing funnel. 75% of visitors are in a research phase. They are top of the funnel. They have no brand awareness and thus are finding you through non-branded terms. The more content you create the more you will capture those people. They are basically like aimless tourists looking to find a guide and your content will guide them right in.
- Build LPā¦.
- -Get LP in SERPs-target long tail keywords Once youāve built LPs/optimized SEO, time to make sure people are engaging and convertingā¦.transition to Will
- Use data for insight ā analytics on everything from keywords to visitor traffic flowDevelop a hypothesis before testing
- You need quality traffic to get quality leadsLook at what is converting well alreadyTarget the Long TailBuild Landing Pages and get them in the SERPs
- We will be scheduling a headshot day
- Time of day Day of weekTime of year
- The trick to making sense of it all is to SEGMENT.
- Remember:You have many levers.
- Work out what to testMainly by listening to your prospects and customers
- Q&A for both Lauren and Karen
- Q&A for both Lauren and Karen