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Organic Conversion Optimization - 15 Wins to Convert SEO Traffic

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Learn 15 ways to aid organic search funnel conversion goals -- boost rankings, improve click-thru, reduce bounce, improve engagement, and grow conversions! Includes tricks to handle (not provided) keywords, pimp search snippets, and maintain scent. Presented at Conversion Conference San Francisco on Mar 18, 2014.

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Organic Conversion Optimization - 15 Wins to Convert SEO Traffic

  1. 1. :: Angie Schottmuller  Three Deep Marketing  Conversion Conference  Mar 18, 2014 15 ACTIONABLE WINS TO CONVERT ORGANIC WEB TRAFFIC $ ORGANIC CONVERSION
  2. 2. ANGIE SCHOTTMULLER Director, Interactive Strategy & Optimization @aschottmuller ThreeDeepMarketing.com linkedin.com/in/angieschottmuller aschottmuller@ThreeDeepMarketing.com Three Deep Marketing
  3. 3. Our Clients...
  4. 4. CONVERSION TRICKS FOR ORGANIC WEB TRAFFIC Seriously. It's loaded with juicy stats guaranteed to get a retweet! #ConvCon #SEO #CRO @aschottmuller Tweet this session!
  5. 5. Organic Search [SEO] = # WEBSITE TRAFFIC DRIVER :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  6. 6. :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing Driving traffic is futile without a conversion strategy.
  7. 7. :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing Conversion optimization is futile without adequate traffic.
  8. 8. :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing SEO vs. CRO SEARCH ENGINES Optimize content for: USERS to believe it's the best answer to a user's query RANK HIGH IN SEARCH RESULTS. COMPLETE THE CALL-TO-ACTION. METRIC: Search Rank METRIC: Goal Completions) enough to... SEARCH ENGINE OPTIMIZATION CONVERSION RATE OPTIMIZATION
  9. 9. Why is it so CHALLENGING?!
  10. 10. DEMYSTIFYING INTENT
  11. 11. Where is "Intent?" :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing Search Query Search Results Page View Search engine presents the best results User clicks- through on result
  12. 12. Referral keywords RARELY include intent. Google (not provided) keywords are a not the problem. Your content strategy is. :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  13. 13. - Angie Schottmuller @aschottmuller, SEO & Conversion Optimist, Three Deep Marketing ONE page. ONE purpose. ONE targeted keyword phrase. ONE best answer.
  14. 14. What's the path to your 1 best answer? 1 Query (Keyword) (No Call-to-Action) PAGE PAGE PAGE PAGE PAGE One query = Many pages??? VERY CONFUSING! :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  15. 15. Map out your best answer path... Query Keyword Purpose Call-to-Action For queries with lots of matches, create "best answer" aggregator/category pages that collectively feature a grid of paths to top content. (i.e. news, how-to videos, download resources, etc.) Page <PAGE TYPE> :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  16. 16. 1 Content Strategy Planning Tree Guide :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing Home Page Category or List Page Detail Page or Resource 1-2 Words 2-3 Words 3+ Words TARGETED SEO PHRASEPAGE TYPELEVEL 2 3
  17. 17. WEB PAGE Define Clear Purpose For All Content  PAGE TYPE: __________________________  TOPIC: (Targeted Keyword/Phrase) __________________________  PURPOSE: (Primary Call-to-Action) __________________________  RELATED INTENT PATHS: __________________________ :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  18. 18. Home & Category = "Traffic Cop" Pages :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  19. 19. Leverage "Grids" to Present Clear Paths :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing Category Grid versus Product List boosted CTR by 15%.: http://whichtestwon.com/archives/24201
  20. 20. OPTIMIZING FOR INTENT
  21. 21. Organic Search Conversion Funnel :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing ____% ____% ____% ____% ____%
  22. 22. BOOST RANKINGS (with tactics that equally support conversion) CONVERTING ORGANIC WEB TRAFFIC - GOAL #1: :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  23. 23. SKECHERS – Expert Q&A :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing Case Study Source: Bazaarvoice, Nov 2012 BOOSTED CONVERSION 32% ... AND AIDED "SHOES" PAGE 1 RANK
  24. 24. Reviews & Search Result Anomalies :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing A review replaced the meta description!
  25. 25. Review & Comment SEO+CRO Strategy Schema.org Markup Review/Rating Summary :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  26. 26. Review & Comment SEO+CRO Strategy Sort by Most Recent :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing Review "Ratings/Reviews"
  27. 27. Review & Comment SEO+CRO Strategy Easy-Select Attributes Custom Settings/Labels :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  28. 28. BOOST CTR (CLICK-THROUGH RATE) CONVERTING ORGANIC WEB TRAFFIC - GOAL #2: :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  29. 29. How compelling are your search snippets? :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing ORGANICPAID VALUE-ADDED NO VALUE
  30. 30. Optimize organic search snippets like you would a PAID AD. Image credit: luxtica.com :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  31. 31. Search Snippet Anatomy :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing Title Beginning with Targeted Keyword (~60 chars) Engaging, unique, page-specific description highlighting details and benefits what can be found in the content. Include a call-to-action or action verb to boost click- through. Search query keywords display bold. (139-156 chars max) http://www.mydomain.com/page-url-keyword-query-bolded/ TITLE URL DESCRIPTION BASICS = BLENDING-IN
  32. 32. Rich Snippets BOOST CTR 20%-40% :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  33. 33. :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing LET'S PLAY... Pimp My Search Snippet!
  34. 34. Breadcrumbs: Search Snippet "Bling" :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing CODE EXAMPLE: <div itemscope itemtype="http://schema.org/WebPage"> <div itemprop="breadcrumb"> <a href="/">Home</a> > <a href="/category/">Books</a> > Page Name </div> </div> Use Schema microdata: http://schema.org/WebPage EXAMPLE:
  35. 35. Ratings & Video: Search Snippet "Bling" :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing EXAMPLE: Use Schema microdata: http://schema.org/AggregateRating + http://schema.org/Review http://schema.org/VideoObject http://bit.ly/yoastvideoseoplugin (Annual license: 1 Site= $69. Up to 20 Sites= $249)
  36. 36. Authorship: Search Snippet "Bling" :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing Use Google+ Authorship: https://plus.google.com/authorship EXAMPLE:
  37. 37. That's right. PDFs! :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  38. 38. PDF SEO Optimization :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing Leverage Document Properties (Document Title, Author and Description) as well as author by line mentions in body content.
  39. 39. Measure Your CTR Trends :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  40. 40. Dive Into Google Webmaster Tools Prioritize fixing low CTRs... :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  41. 41. REDUCE BOUNCES CONVERTING ORGANIC WEB TRAFFIC - GOAL #3: :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  42. 42. First, Measure "Bounce" Correctly "Adjusted Bounce Rate" 3 seconds? 5 seconds? :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing Tracking Adjusted Bounce Rate In Google Analytics http://j.mp/ULdygk How to Implement Adjusted Bounce Rate (ABR) via Google Tag Manager http://j.mp/1nzk62t
  43. 43. Optimize Scent (prevent the bounce) :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  44. 44. Match Title Tag & H1 Page Heading :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing A) TITLE TAG B) PAGE HEADING Where are the colors?! Site Reference: Cars.com
  45. 45. Colors were below the fold ...on a tab. RELATED LESSON: Don't save page tabs as different URLs! Non-Match = Confusion = Bounce :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing Site Reference: Cars.com
  46. 46. Audit & Fix Non-Matches 1. Crawl your site with Screaming Frog. 2. Export to Excel. 3. Filter Title and H1 Differences. 4. Audit and Fix! :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing Screaming Frog SEO Tool: http://bit.ly/screamingfrogtool Crawls websites and extracts page meta data (and much more) info. 500 URLs free. Unlimited use license = $99/yr.
  47. 47. If your main content appears below 50% of the screen... (Your scent trail is tainted.) You're a "HEAD CASE!" :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing 20% 40% 60% 80% 550pxABOVE-THE-FOLD Note: Browser head + foot uses about 20-23%.
  48. 48. Crate & Barrel - 50% "Head Case" :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing Site Reference: CrateAndBarrel.com
  49. 49. Keep title/heading high and flush left to best MAINTAIN SCENT. :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing -PATTERN Image Credit: IB.deviantart.com
  50. 50. Embrace Breadcrumbs :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  51. 51. BREADCRUMB UX EPIDEMIC: Sites Done Right = Source: Baymard Homepage & Category Usability Report 2013 - A review of the top 40 e-commerce websites :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing 68% = Sub-Par Breadcrumbs 23% = No Breadcrumbs 9%
  52. 52. VISUALS are processed 60,000x FASTER than text. Source: Neo Mammalian Studios :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  53. 53. Enhance Scent with Visuals :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing Visuals.... ABOVE-THE-FOLD reduce bounce. CROSSING-THE-FOLD encourage scrolling. Site Reference: ExtremeTerrain.com
  54. 54. BOOST INTERACTION CONVERTING ORGANIC WEB TRAFFIC - GOAL #4: :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  55. 55. - Bryan Eisenberg @TheGrok, Conversion Optimization Expert, Speaker & Author Conversion rate is a measure of your ability to persuade visitors to take the action you want them to take... For you to achieve your goals, VISITORS must first achieve theirs.
  56. 56. Reevaluate Goals :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing USER GOALS What does the user want to accomplish? BUSINESS GOALS What does the business want to accomplish?
  57. 57. User-Centric Goals :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing USER GOALS What does the user want to accomplish? BUSINESS GOALS What does the business want to accomplish?
  58. 58. RETHINK Intention :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  59. 59. What specific data do web visitors need to make a good decision? How can I make the data consumption into a measurable action? :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing ASSESSMENT: 1 2
  60. 60. Amazon has measurable actions everywhere! Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  61. 61. Top User Actions = Tracked Events = Goals "What was your reason for visiting today?" "Did you find what you were looking for?" :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  62. 62. /landing-page-3/ /landing-page-2/ /landing-page-4/ /landing-page-1/ :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  63. 63. BOOST ORGANIC CONVERSION CONVERTING ORGANIC WEB TRAFFIC - GOAL #5: :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  64. 64. Eliminate the Distractions :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  65. 65. Do NOT Distract Your Buyer's Journey :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  66. 66. What's the Call-to-Action? Source: WilliamSonoma.com 3/10/14 :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  67. 67. Let the Hero Shot & Primary CTA STAND OUT. Neutralize all other colors. :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing Audit with the 6-foot and 5-second tests!
  68. 68. You can even get conversions from PDFs :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing LEAD GENERATION HEATMAPS Docalytics: http://docalytics.com Lead capture, analytics and mouse tracking heatmaps for PDFs and docs!
  69. 69. Organic Search Conversion Funnel :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing ____% ____% ____% ____% ____%
  70. 70. Organic Conversion Key Takeaways  Audit your "best answer" pages Don't worry about (not provided) keywords.  Pimp your search snippets  Audit, maintain, and enhance scent  Track user actions with clickable events  Make the primary CTA the hero :: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
  71. 71. - Angie Schottmuller @aschottmuller, SEO & Conversion Optimist, Three Deep Marketing ONE page. ONE purpose. ONE targeted keyword phrase. ONE best answer.
  72. 72. Need help connecting SEO & CRO? At Three Deep, we truly "get-it" when it comes to driving and converting web traffic. We bridge organic conversion tactics with powerful user-centric strategies to deliver lasting, tangible ROI. Contact Me for a Consultation Maximize your SEO & CRO power play! Angie Schottmuller Director of Strategy & Optimization aschottmuller@threedeepmarketing.com @aschottmuller Your time and budget is finite. Grow ROI with a power play!
  73. 73. THREE DEEP MARKETING  Lead Generation  Search Marketing  Optimization (SEO/SMO/CRO/PPC) 180 E 5th St, Suite 910, St Paul, MN 55101  (651) 789-7701 www.threedeepmarketing.com WE'RE HIRING!

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