1.
:: Angie Schottmuller  Three Deep Marketing  Conversion Conference  Mar 18, 2014
15 ACTIONABLE WINS TO CONVERT ORGANIC WEB TRAFFIC
$
ORGANIC
CONVERSION

2.
ANGIE SCHOTTMULLER
Director, Interactive Strategy & Optimization
@aschottmuller
ThreeDeepMarketing.com
linkedin.com/in/angieschottmuller
aschottmuller@ThreeDeepMarketing.com
Three Deep Marketing

3.
Our Clients...

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.
Organic Search [SEO] =
#
WEBSITE
TRAFFIC
DRIVER
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

6.
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Driving traffic is futile without
a conversion strategy.

7.
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Conversion optimization is
futile without adequate traffic.

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.
Why is it so
CHALLENGING?!

10.
DEMYSTIFYING INTENT

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.
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.
- Angie Schottmuller
@aschottmuller, SEO & Conversion Optimist, Three Deep Marketing
ONE page.
ONE purpose.
ONE targeted keyword phrase.
ONE best answer.

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.
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.
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.
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.
Home & Category = "Traffic Cop" Pages
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

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.
OPTIMIZING FOR INTENT

21.
Organic Search Conversion Funnel
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
____%
____%
____%
____%
____%

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.
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.
Reviews & Search Result Anomalies
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
A review replaced
the meta description!

25.
Review & Comment SEO+CRO Strategy
Schema.org Markup Review/Rating Summary
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

26.
Review & Comment SEO+CRO Strategy
Sort by Most Recent
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Review "Ratings/Reviews"

27.
Review & Comment SEO+CRO Strategy
Easy-Select Attributes Custom Settings/Labels
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

28.
BOOST CTR
(CLICK-THROUGH RATE)
CONVERTING ORGANIC WEB TRAFFIC - GOAL #2:
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

29.
How compelling are your search snippets?
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
ORGANICPAID
VALUE-ADDED
NO VALUE

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.
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.
Rich Snippets
BOOST CTR
20%-40%
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

33.
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
LET'S PLAY...
Pimp My Search Snippet!

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.
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.
Authorship: Search Snippet "Bling"
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Use Google+ Authorship: https://plus.google.com/authorship
EXAMPLE:

37.
That's right. PDFs!
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

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.
Measure Your CTR Trends
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

40.
Dive Into Google Webmaster Tools
Prioritize fixing low CTRs...
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

41.
REDUCE BOUNCES
CONVERTING ORGANIC WEB TRAFFIC - GOAL #3:
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

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.
Optimize Scent
(prevent the bounce)
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

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.
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.
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.
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.
Crate & Barrel - 50% "Head Case"
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
Site Reference: CrateAndBarrel.com

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.
Embrace Breadcrumbs
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

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.
VISUALS are processed
60,000x
FASTER than text.
Source: Neo Mammalian Studios
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

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.
BOOST
INTERACTION
CONVERTING ORGANIC WEB TRAFFIC - GOAL #4:
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

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.
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.
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.
RETHINK
Intention
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

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.
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.
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.
/landing-page-3/
/landing-page-2/
/landing-page-4/
/landing-page-1/
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

63.
BOOST ORGANIC
CONVERSION
CONVERTING ORGANIC WEB TRAFFIC - GOAL #5:
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

64.
Eliminate the Distractions
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

65.
Do NOT Distract Your Buyer's Journey
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

66.
What's the Call-to-Action?
Source: WilliamSonoma.com 3/10/14
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

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.
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.
Organic Search Conversion Funnel
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
____%
____%
____%
____%
____%

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.
- Angie Schottmuller
@aschottmuller, SEO & Conversion Optimist, Three Deep Marketing
ONE page.
ONE purpose.
ONE targeted keyword phrase.
ONE best answer.

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.
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!