For every $92 spent acquiring customers, ONLY $1 is spent converting them. It's time to bring balance to the Force (a.k.a. your optimization strategy). Check out these 5 powerful Star Wars insights to unite your SEO and CRO efforts for impressive power play wins! >> Keynote presentation Oct 22, 2014 for Conversion Hotel, Netherlands. #CH2014 Short link: http://j.mp/seocrostarwars

1. HOW TO CONVERT ORGANIC SEARCH TRAFFIC
SEO CONVERSION
Angie Schottmuller | Conversion Hotel | Oct 22, 2014
5 STAR WARS INSIGHTS TO HELP BRING OPTIMIZATION BALANCE

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

3. HOW TO CONVERT ORGANIC SEARCH TRAFFIC
#SEO #CRO #CH2014
@aschottmuller
Tweet this session!
Seriously. It's loaded with juicy stats guaranteed to get a retweet!

4. A long time ago on an un-optimized
website far, far away...
(last year in Australia)
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

5. a Star Wars-themed wedding (Anakin and Padme) took place...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: moviepilot.com. Wedding of Australians Nadia and Dale

6. #FAIL
Who starts their marriage mimicking one that miserably failed??
(Australians Nadia and Dale. That's who.)
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

7. SEO CRO
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
A RELATIONSHIP DESTINED TO ACTUALLY WORK.

8. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
SEO vs. CRO
USERS
to believe it's the best answer to a user's query
enough to...
RANK HIGH IN
SEARCH RESULTS.
METRIC: Search Rank
COMPLETE THE
CALL-TO-ACTION.
METRIC: Conversions (Goal Completions)
SEARCH ENGINES
Optimize content for:
SEARCH ENGINE OPTIMIZATION CONVERSION RATE OPTIMIZATION

9. Yet an EVIL empire reins...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

10. For every $92 spent
acquiring customers,
Only $1 is spent on
conversion.
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Source: Econsultancy & RedEye CRO Report 2012

11. SEO
CRO
DRIVE
CONVERT
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

12. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
WE MUST BRING BALANCE
TO THE FORCE...

13. 5 INSIGHTS TO BRING OPTIMIZATION BALANCE FROM
STAR WARS
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

14. Use the information in this
R2 unit to help plan the
attack...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

15. ASSESS THE SITUATION
STAR WARS OPTIMIZATION INSIGHT #1
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

16. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: de.ign.com

17. What? When? Where? How? Who?
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

18. DIVE INTO GOOGLE WEBMASTER TOOLS

19. DIVE INTO GOOGLE WEBMASTER TOOLS
What Needs a Lift?
BOOST CTR -- IT'S A QUICK WIN TO
MOVE FROM PAGE 2 TO PAGE 1

20. DIVE INTO GOOGLE WEBMASTER TOOLS
What IS Working for CTR?

21. DIVE INTO GOOGLE WEBMASTER TOOLS
What ISN'T Working for CTR?

22. Long-Tail Keyword Considerations
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: Elliance.com
CONVERSION RATELow High
Scan for intent-indicators like:
"how to", "compare", "coupon"...
Longer tail typically also means
more likely to convert

23. ORGANIC SEARCH CONVERSION FUNNEL
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
_____%
_____%
_____%
_____%
_____%

24. What's critical?
...focus on that!
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

25. TRACK WHAT'S
IMPORTANT
STAR WARS OPTIMIZATION INSIGHT #2
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

26. “You’re sure the homing beacon is secure aboard
their ship? I’m taking an awful risk, Vader. This
had better work.”
~ Grand Moff Wilhuff Tarkin
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

27. ~ Ben Yoskovitz
@byosko, Author, "Lean Analytics"
"If a metric won't
change the way you behave,
then it's a BAD metric."

28. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014

29. Think beyond the funnel
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

30. It's not ALL about the money...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: omegabarrow.com

31. ~ 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."

32. REEVALUATE GOALS
BUSINESS
GOALS
What does the
business want to
accomplish?
USER
GOALS
What does the
user want to
accomplish?
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

33. BUSINESS
GOALS
What does the
business want to
accomplish?
USER
GOALS
What does the
user want to
accomplish?
USER-CENTRIC GOALS
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

34. RETHINK
Intention
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

35. What specific data do web visitors
need to make a good decision?
How can I make that data consumption
into a measurable action?
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
ASSESSMENT:
1
2

36. What specific data do web visitors
need to make a good decision?
How can I make that data consumption
into a measurable action?
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
ASSESSMENT:
1
2
Seriously. This is HUGE. WRITE IT DOWN.

37. Amazon.com... Measurable Actions Everywhere!
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek

38. Top User Actions = Tracked Events = Goals
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
"Did you find what
you were looking for?"
"What was your reason
for visiting today?"

39. TRACK "BOUNCE"
CORRECTLY
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

40. "BOUNCE RATE" (ORIGINAL)
PRIOR TO JULY 2012
GOOGLE ANALYTICS:
User enters and exits the same page.
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
JULY 2012
11

41. "ADJUSTED BOUNCE RATE" (ABR)
AS OF JULY 2012
GOOGLE ANALYTICS:
User enters and exits the same page
WITH NO INTERACTION.
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
JULY 2012
12
Reference: Justin Cutroni - http://cutroni.com/blog/2012/07/27/rethinking-blog-metrics/

42. A LOGGED EVENT QUALIFIES AS
AN "INTERACTION"
i.e. Logging an event at a 5-second view time (or whatever "first impression" time makes sense for your audience)
results in Google Analytics NOT counting the visit as a bounce.
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

43. STEP OUT OF THAT CRYOGENIC FREEZE, AND LEVERAGE SOME MEANINGFUL DATA...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image source: musingsfromanotherstar.blogspot.com

44. WATCH YOUR BOUNCE RATE PLUMMET...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
BEFORE ABR:
70%-90%
AFTER ABR:
5%-20%

45. LEVERAGE EVENT TRACKING
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
MUST
HAVE
FOR OPTIMIZATION
REVIEWS

46. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
REALITY
Those ARE the metrics you're looking for.

47. GA EVENT TRACKING FOR CRO:
http://bit.ly/gaeventtrackingforcro
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
INCLUDES:
• Adjusted Bounce Rate
• Scrolling (beyond fold, page bottom)
• Dynamic Click Tracking
tabs, jump-to buttons/links, file downloads, click-to-call
ph# [tel:], email [mailto:] , and external domain links

48. IT'S A POWERFUL GIFT.
WIELD WISELY...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image source: independent.co.uk

49. DASHBOARD: http://bit.ly/conversionsgadashboard
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

50. CUSTOM REPORT: http://bit.ly/lpconversionflowgareport
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

51. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Reference: E-Nor Blog: Combining Qualitative and Quantitative Data to Gain Useful Insights http://j.mp/18agWIx

52. SEND SIGNALS THAT
HELP
STAR WARS OPTIMIZATION INSIGHT #3
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

53. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image source: country933.com

54. How compelling are your meta descriptions?
VS.
ORGANIC
PAID
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

55. Optimize organic
search snippets
like you would a
PAID AD.
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Image credit: luxtica.com

56. VISUALS are processed
60,000x
FASTER in the brain than text.
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Source: Neo Mammalian Studios

57. Check search results for your latest competition...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Oh, snippity
snap!

58. On average, RICH SNIPPETS
boost click-through rates by
20-30%
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Image credit: BlueGlass.com

59. EXPLAINER VIDEOS boost
CLICK-THROUGH and
CONVERSION
20%(on average)
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Source: CommonCraft.com, Unbounce.com. http://bit.ly/explainervideostats
CrazyEgg.com video
Dropbox.com video
+$21K
SALES/MO
+10%
CR LIFT

60. LEVERAGE CAPTIONS
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

61. Notice any IRRELEVANT IMAGE SEARCH RESULTS for your/my name?
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
?? ?
? ? ? ?

62. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image source: wall321.com. Caption statistic via Ogilvy Research.
SEO+CRO POWER PLAY: Photos and videos are likely to rank for nearby keywords.
Plus, users read captions 300x more on average than body text!

63. OPTIMIZE SCENT
(prevent the bounce)
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014

64. MATCH Title Tag & H1 Page Heading
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014
TITLE TAG
H1 PAGE HEADING
Where are the colors?!
Site Reference: Cars.com

65. 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 | #CH2014Site Reference: Cars.com

66. 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 | #CH2014
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.

67. PROVIDE GUIDED
DIRECTION
STAR WARS OPTIMIZATION INSIGHT #4
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

68. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: imgkid.com

69. What's the path to your 1 best answer?
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Query
Page
(No Call-to-Action)
Page
Page
Page
Page
Page
??? ...VERY CONFUSING!

70. "Let's get ONE
thing straight..."
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: starwars.com

71. ONE page.
ONE purpose.
ONE targeted keyword phrase.
ONE best answer.
~ Angie Schottmuller
@aschottmuller, Optimization Director, Three Deep Marketing
Quote adapted from Oli Gardner's "one page, purpose"

72. Map out the path to your best answer...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Query Purpose
(Call-to-Action)
Page
<PAGE TYPE>

73. Define Clear Purpose for ALL Content
 PAGE TYPE: _______________________
 TOPIC: ____________________________
(targeted keyword/phrase)
 PURPOSE: _________________________
(primary call-to-action)
 RELATED INTENT PATHS: ___________
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
WEB PAGE

74. HOME &
CATEGORY PAGES
= "TRAFFIC COP"
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

75. Do NOT be deceived by trendy, uber long,
mega-content, distracting homepages.
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: lylesmoviefiles.com

76. Home Page Conversion Goal =
SEGMENTATION
CLICK-THROUGH EXAMPLE:
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image source: enterrasolutions.com
MARKETERS DEVELOPERS

77. Leverage "Grids" to Present Clear Paths
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014Case study: http://whichtestwon.com/archives/24201
CASE STUDY:
15% LIFT
for CTR

78. RALLY FOR A COMMON
GOAL
STAR WARS OPTIMIZATION INSIGHT #5
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

79. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014Image credit: screenrant.com

80. What do your USERS seek?
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

81. CHECK GOOGLE TYPE-AHEAD SUGGESTIONS...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Create, aggregate, or optimize "BEST ANSWER" pages with long-tail opportunity.

82. BTW, users search for "reviews",
NOT "testimonials"
(Use keywords that aid rankings and maintain scent.)
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014(It's a generalization. Naturally a few folks search for "testimonials." (Most likely to compare search volume to queries for "reviews.")

83. CASE STUDY
Expert Q&A = SEO & CRO Power Play
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
BOOSTED CONVERSION
32%
Source: Bazaarvoice Case Study, Nov 2012
... AND AIDED "SHOES"
PAGE 1 RANK

84. Check Search Results for Anomalies...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
A review replaced the
meta description!

85. SEO CRO
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

86. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
WE CAN BRING BALANCE
TO THE FORCE...

87. ~ Angie Schottmuller
@aschottmuller, Optimization Director, Three Deep Marketing
"A search query is simply a question. To
optimize for both search and conversion,
prove you're the BEST ANSWER."

88. ORGANIC SEARCH CONVERSION FUNNEL
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
_____%
_____%
_____%
_____%
_____%

89. SEO + CRO KEY TAKEAWAYS
 Prioritize opportunities by auditing each stage
of the organic search CRO funnel.
 Leverage event tracking to measure *user goal*
completion and engagement.
(adjusted bounce rate, scrolling, etc.)
 Optimize organic search snippets like paid ads.
 Provide guided direction to ONE best answer.
 Treat home and category pages like a "traffic
cop" with segmentation goals.
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014

90. Need Help Converting Organic Traffic?
:: Buying Modalities | Angie Schottmuller @aschottmuller | Three Deep Marketing | #CTAConf
Get a FREE SEO+CRO Funnel Consult
Maximize your optimization impact with an organic power play today!
Angie Schottmuller
Director of Optimization
angie.schottmuller@threedeepmarketing.com
@aschottmuller