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Everything You Need to
Master SEO & CRO
Featuring:
&
Webinar slides + video will be emailed to all
Interact with us on Twitter: #MasterCRO
1
2
Housekeeping Notes
Meet Your Experts
Will Critchlow
Founder & CMO of Distilled
@willcritchlow
Rebecca Churt
Marketing Manager at HubSpot
@RChurt
Rebecca
Churt
Marketing Manager
at HubSpot
@RChurt
SEO & CRO (mates for life).
DEFINING
1. Search Engine Optimization (SEO): The process of improving
the volume or quality of traffic to a web site from search engines
via “natural” or un-paid (“organic”) 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.
RULES
FOR
SUCCESS
#1 Know your audience.
Make it clear.
Targeting yields
results.
#2 Solve for user experience.
Solving for the user means …
Simple Fast Engaging
#3 Create content.
75% of Your Visitors
Are Still Doing Research.
Mastering the Ins and Outs of SEO & CRO
Mastering the Ins and Outs of SEO & CRO
#4 Test everything.
#5 Measure & analyze.
Will
Critchlow
Founder & CMO
at Distilled
@willcritchlow
What do we mean by
Conversion Rate?
Total conversions
Total visitors
Not all conversions
are equal.
Different revenue.
Different products.
Not all visitors are equal.
Different channels.
New vs. returning.
Timing is crucial.
Conversion rate of email traffic to
small value items
>
Conversion rate of new visitors to
expensive items
Segment!
How do we improve our
conversion rate?
We naturally start thinking about
split-testing tweaks.
Which is fine –
this is (almost)
free money.
But think BIGGER
It’s often as costly to test a small change as a big one.
Remember your levers.
#1 Initial conversion rate.
#2 Average Revenue per User
(ARPU)
#3 Churn
Work out WHAT to test.
Micro-conversions
(ftw)
You might even end up changing
your business model.
FINAL
TIPS
#1 Ask questions
Encourage email replies.
Get feedback from people who leave.
Survey your customers and prospects.
#3 Decide if you are testing
ACQUIRE, ASSIST or CONVERT.
If you aren’t directly testing conversions (to money) be
careful about knock-on effects
#4 Look for mismatches between
search intent and page type
This blog post ranks …
But until recently didn’t prominently link to
DistilledU.
#5 Remember: New visitors from
unbranded search don’t buy big
things immediately.
Again yay for micro-conversions!
#6 Use keyword research as an
input into your content calendar
Mastering the Ins and Outs of SEO & CRO
THANK
YOU!
Q+A

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Mastering the Ins and Outs of SEO & CRO

Editor's Notes

  1. We will be scheduling a headshot day
  2. 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 – 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)
  3. Know your audience – define a set persona
  4. Optimize for users & user experience and then for search engines CRO wants to give users a certain experience – make it easier for them to chooseSEO is about being where users are & giving them a reason to visit
  5. End Goal:Target traffic  better leads How to do this...solve for the user
  6. Know your audience – define a set persona
  7. 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.
  8. Create great content – content improves conversions. Need quality content to get quality traffic, which becomes quality leads.Content is more than just text.ImagesMetricsinformativeexamples AuthoritativeRelevant
  9. 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.
  10. Build LP….
  11. -Get LP in SERPs-target long tail keywords Once you’ve built LPs/optimized SEO, time to make sure people are engaging and converting….transition to Will
  12. Use data for insight – analytics on everything from keywords to visitor traffic flowDevelop a hypothesis before testing
  13. 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
  14. We will be scheduling a headshot day
  15. Time of day Day of weekTime of year
  16. The trick to making sense of it all is to SEGMENT.
  17. Remember:You have many levers.
  18. Work out what to testMainly by listening to your prospects and customers
  19. Q&A for both Lauren and Karen
  20. Q&A for both Lauren and Karen