1.
SEO
CONVERSION
STRATEGIES
STARRING...

2.
SEO CONVERSION PROBLEM
SOLVING STRATEGIES
Angie Schottmuller, @aschottmuller, Three Deep Marketing Sep 19, 2013

3.
Angie Schottmuller
Director, Interactive Strategy & Optimization
@aschottmuller
ThreeDeepMarketing.com
linkedin.com/in/angieschottmuller
aschottmuller@ThreeDeepMarketing.com
Three Deep Marketing

4.
SEO CONVERSION PROBLEM SOLVING STRATEGIES
#C3NY #SEO #CRO
@aschottmuller
Tweet this session!
Seriously. It's loaded with juicy stats guaranteed to get a retweet!

5.
SEO Meet CRO.
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

6.
SEO
CRO
DRIVE
CONVERT
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

7.
CONVERSION =
Completion of a presented action.
a.k.a. "Goal Completion"
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

8.
For every $92 spent
acquiring customers,
Only $1 is spent on
conversion.
Source: Econsultancy & RedEye CRO Report 2012
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

9.
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
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

10.
70%of people say they
make purchasing decisions to
solve a problem.
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Source: Impact Communications

11.
Q & A(SOLUTION)(PROBLEM)
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

12.
To DRIVE and COVERT search traffic you must:
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Image credit: Under30ceo.com
Be a
problem solver.

13.
MacGyver
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Image credit: tvlistings.zap2it.com
If necessity is the mother all of invention, then the father would be...

14.
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

15.
MacGyver
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
MacGyver Problem Solving Lessons for:
SEO
CONVERSION
STRATEGY

16.
Image credit: fanpop.com
LESSON 1: Assess the Situation
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
(Apologies for the poor pixel resolution. MacGyver was a 1980's TV show.)

17.
What? When? Where? How? Who?
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

18.
Long-Tail Keyword Considerations
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Image credit: Elliance.com
Longer tail also means
higher conversion
Scan for intent-indicators like:
"how to", "compare", "coupon"...
CONVERSION RATELow High

19.
Organic Search Conversion Funnel
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
_____%
_____%
_____%
_____%
_____%

20.
What's critical?
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
...focus on that!

21.
LESSON 2: Know Your Personas
Image credit: fanpop.com
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
(Apologies for the poor pixel resolution. MacGyver was a 1980's TV show.)

22.
Don't be afraid to ask questions...
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

23.
Why
Image Credit: SocialProNow.com
THE MOST IMPORTANT ELEMENT TO UNDERSTAND IS:
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

24.
The 3 Critical "Why" Questions:
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Image credit: urbanunit.gov
WHY DO USERS _______?
SEARCH BUY
(Convert)
NOT BUY
(Not Convert)

25.
ASK!
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

26.
Just DON'T
make it weird...
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Image credit: mncm.org
Interview Customer
Service Survey Recent
Customers
Poll Sales Team
Run Website
Online Polls
Start Discussion on
Social Media

27.
Good questions lead
to good ideas and
smarter marketing!
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Image credit: ico-consulting.com

28.
LESSON 3: Track What's Important
Image credit: dollardaze.com
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
(Apologies for the poor pixel resolution. MacGyver was a 1980's TV show.)

29.
- Ben Yoskovitz
@byosko, Author, "Lean Analytics"
"If a metric won't
change the way you behave,
then it's a bad metric."

30.
It's not ALL about the money...
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Image 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?
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

33.
BUSINESS
GOALS
What does the
business want to
accomplish?
USER
GOALS
What does the
user want to
accomplish?
Reevaluate Goals
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

34.
Top User Actions = Tracked Events = Goals
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
"Did you find what you
were looking for?"
"What was your reason
for visiting today?"

35.
Amazon.com has measurable actions everywhere!
Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

36.
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Reference: E-Nor Blog: Combining Qualitative and Quantitative Data to Gain Useful Insights http://j.mp/18agWIx

37.
LESSON 3: Send Signals That Help
Image credit: fanpop.com
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
(Apologies for the poor pixel resolution. MacGyver was a 1980's TV show.)

38.
How compelling are your meta descriptions?
VS.
ORGANIC
PAID
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

39.
Optimize organic
search snippets
like you would a
PAID AD.
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Image credit: luxtica.com

40.
VISUALS are processed
60,000x
FASTER in the brain than text.
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Source: Neo Mammalian Studios

41.
Check the SERPs for your latest competition...
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Oh, snippity
snap!

42.
On average, RICH SNIPPETS
boost click-through rates by
20-30%
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Image credit: BlueGlass.com

43.
Explainer videos
boost conversion
20%(on average)
Source: CommonCraft.com, Unbounce.com. http://bit.ly/explainervideostats
CrazyEgg.com video
Dropbox.com video
+$21K
SALES/MO
+10%
CR LIFT
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

44.
CAUTION:
Context makes photos
and video "sexy hot"
to search engines!
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Mountains are dreamy. Skiing down a mountain video.

45.
LESSON 4: Gather Testimonies & Proof
Image credit: fanpop.com
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
(Apologies for the poor pixel resolution. MacGyver was a 1980's TV show.)

46.
Be smart with credibility...
Source: Wired.com and WatchDogNation.com, 2010
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

47.
Where are YOU on the Credibility Scale?
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
SKEPTICAL AUTHORITATIVE
Here?
According to
whom?

48.
If you're making a product claim...
We are the... best,
fastest, leading, #1...
Image credit: gizmodoinsider.com, ohmygodot.com someecards.com
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
...always include evidence to back it up!

49.
- Gregory Ciotti
@GregoryCiotti, Customer Experience Director, Unbounce
"Your customers will always be
more persuasive than you."

50.
Rank for <your product> + "reviews"
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Ahhh.... Freshness!

51.
Check the SERPs for anomalies...
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
A review replaced the
meta description!

52.
CASE STUDY
SKECHERS – Expert Q&A
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
BOOSTED CONVERSION
32%
Source: Bazaarvoice Case Study, Nov 2012
... AND AIDED "SHOES"
PAGE 1 RANK

53.
LESSON 5: Plan a Clear Course of Action
Image credit: fanpop.com
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
(Apologies for the poor pixel resolution. MacGyver was a 1980's TV show.)

54.
What's the path to your 1 best answer?
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Query
(Keyword)
Page
(No Call-to-Action)
Page
Page
Page
Page
Page
??? ...VERY CONFUSING!

55.
1
"ONE page.
ONE purpose.
ONE targeted keyword phrase.
ONE best answer."
- Angie Schottmuller
@aschottmuller, SEO & Conversion Optimist, Three Deep Marketing

56.
Map out the path to your best answer...
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Query
(Keyword)
Purpose
(Call-to-Action)
Audit Organic Traffic - Google Analytics Custom Report:
http://bit.ly/gacustomreportorganictraffic
Page
<PAGE TYPE>

57.
LESSON 6: Use the Right Tools
Image credit: fanpop.com
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

58.
- Angus MacGyver
World's Greatest Problem Solver since 1985
"A paperclip can be a wondrous thing.
More times than I can remember one of
these has gotten me out of a tight spot..."
Image credit: clipartist.info

59.
Yes, MacGyver's first name is Angus.
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

60.
A/B Testing Guidelines for SEO
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Reference: Google Guidelines for Website A/B Testing: http://bit.ly/googleabtestguidelines
ORIGINAL VARIATION 1
If user-agent =
Googlebot then...
i.e. If use test, then
temporarily redirect to...
<link rel="canonical"
href="ORIGINAL-URL" />
Use Rel="Canonical"
(Not noindex. Not robots.txt)
Use 302 Redirects
(Not 301)
No Cloaking

61.
q Relevant
q Credible
q Value-Added
q Usable
q Actionable
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Handy checklist for
SEO and CRO
factors!

62.
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY!
!
CAUTION: Facets are great for UX
and conversion, but potentially deadly for
SEO if done incorrectly.
>> Seek a proven expert!
Faceted Navigation

63.
One thing MacGyver taught us best....
The most important
tool is your mind!
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

64.
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Be a problem
solver.

65.
SEO + CRO: MacGyver Lesson Recap
q Focus on keywords likely to convert
q Determine WHY users: search, buy, & don't buy
q Measure smart; track top user actions as goals
q Provide fresh, quality supporting context as proof
q Plan a clear path for goal completion
q Use the right tools and checklists
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

66.
- Angie Schottmuller
@aschottmuller, SEO & Conversion Optimist, Three Deep Marketing
"A search query is simply a question
for a problem. To optimize for both
search and conversion,
PROVE you're the best solution."

67.
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY
Thanks to CLOO for the theme inspiration! They
currently play MacGyver all-day on Mondays!
#MacGyverMondays
See me for your limited edition
MacGyver multitool in
Conductor green!
Ready to solve problems?

68.
Questions?
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

69.
Need help connecting SEO & CRO?
At Three Deep, we truly "get-it" when it comes to driving and converting web traffic. We're
problem solvers that bridge organic conversion tactics with powerful user-centric strategies to
deliver lasting, tangible ROI.
Contact Me for a
FREE Consultation
Maximize your SEO & CRO power play!
Angie Schottmuller
Director, Interactive Strategy & Optimization
aschottmuller@threedeepmarketing.com
@aschottmuller
Your time and budget is finite.
Grow ROI with a power play...
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

70.
Proudly helping solve problems for...
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY