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Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Why We Can’t Do SEO Without CRO
Shifts in Google’s rankings & searcher behavior have changed
how SEOs must apply CRO
Bit.ly/seocro2017
SEO Historically
Measured by: Traffic Driven
Measured by: Rankings Achieved
Via Moz Pro
Improved by: Boosting Accessibility
Via Moz Pro
Improved by: Optimizing Keywords
Via Moz Pro
Improved by: Acquiring Links
Via Moz Pro
Improved by: Upgrading Visibility
What Changed?
Google Evolved
Via Avinash
Kaushik
Solving the Searcher’s Query Became
Google’s Ultimate Search Quality Metric
Engagement Emerged as a Ranking Signal
Google’s Search Quality team is
always asking the same question:
Are searchers satisfied by this?
How do they get the answer?...
Aggregate Behavioral Data
Do searchers, on average,
click the results we rank highly
more than the results we rank
lower?
35% of clicks
19% of clicks
11% of clicks
All Good!
Do many searchers click on
nothing at all, and instead
change their query, or choose
a “related search?”
If it’s these, maybe we show
more results for where sour
beer is available.
Do searchers, on average, “short-
click” some results, while “long-
clicking” others?
If clicks on Wikipedia result in a
quick bounce back to the SERP
While SeattleMag gets high
engagement w/ few bounces…
Google may swap their rankings
Not Sure You Should Believe Me?
Here’s Google Search Engineer Paul Haahr:
Via Paul Haahr
A brief aside…
What’s up Brad? You
sure that’s the best
possible name for your
real estate agency?
Google’s Also Shifted from Prioritizing
Good Results to The Fastest Answer
Why We Can't Do SEO WIthout CRO
This is all about speed –
predicting my next search
query w/ more accuracy
based on my prior one.
Powerful Query-Interpretation Processes Now Help
Google Sort Out Which Signals toApply
Via Rankbrain Unleashed
And Content Analysis Algorithms Have
Grown Vastly More Sophisticated
Via Google Research’s SyntaxNet Announcement
Why We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CRO
An Emerging SEO Priority:
Searcher Task
Accomplishment
Can the Searcher Quickly, Comprehensively Solve
Their Problem via this SERP?
Do the Top Results Take Them
All the Way Through Their Issue?
Thinking about
writing a book…
Financial
expectations
Odds of getting
a publisher
Self-publishing
vs. traditional
Finding
an agent
Choosing a
publisher
Tips by genre Book marketingThe pitch
Google’s Goal:
Find Signals &Algos that
Reward Pages Optimized
for TaskAccomplishment
IMO, this page (#12) does the best
job of solving the searcher’s problem
SEO’s Goal:
Align the Business’&
Searcher’s Objectives,
then Optimize
Jane’s “next steps” perfectly
align (& balance) the searcher’s
needs w/ her content, products,
& services
The CRO Process for
Searcher Task Accomplishment
Via Conversion Rate Experts
We want to replicate this process, but apply it to the
“conversion” of searcher task accomplishment
what searchers are seeking.
searchers come away unsatisfied.
STEP 1: Establish Your Primary KW Target
Via Keyword Explorer
STEP 2: Expand w/ Related KWs that Share the
Same Searcher Intent
STEP 3:Add In KWs w/ Slightly Expanded Intent
The grouping features in KW
research tools can be useful for
ID’ing unique searcher intents
STEP 4: Visit the Competition – What Tasks Are
They Helping Searchers Solve?
Amazon-specific process info
Self-publishing tips
How to write a best-seller
Process to find a literary agent
STEP 5: Survey a Small Group
Sample survey here
Why We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CRO
STEP 6: Curate Your List of Searcher Expectations
STEP7: Create the Content to Match Each Need, & Use a
Layout that MakesAccessing Each Element Easy
VS.
STEP 8:Apply the On-Page SEO Checklist
Createtrust&engagementthroughUI,UX,&branding
EmployKWsintelligently(title,headline,content,URL,img,etc)
OptimizeyoursnippettoearnthehighestpossibleCTR
Deliveruniquevaluebeyondwhatothersitescanoffer
Craftcontentthatfulfillsthesearcher’sprimarygoals
Speed,speed,andmorespeed
Avoidelementsthatdissuadevisitors
Userelatedtopicstoboostrelevancy&rankingpotential
Via On-Page SEO
STEP 9: Usability Test Your Page Like a Product
Via UsabilityHub’s “Question Test” Surveys
STEP 10: Launch, Learn, & Iterate
Via Sprint from Jake Knapp & Google Ventures
SEO+CRO Isn’t Just
Task Accomplishment…
CRO Can Help You StayAhead of Your
Competitors’SEO Invesments
If ShipYourEnemiesGlitter.com has
a higher conversion rate, they can
re-invest more budget in SEO, and
eventually overtake RuinDays.com
Why We Can't Do SEO WIthout CRO
Traditional CROAlso Matters Because It’s How
Execs Decide Where to Put Budget
Yes. There’s Conflict Between
*Who* Gets the Conversion
Conversion Rates & Searcher Satisfaction Are
Sometimes in Direct Opposition
AHigher Conversion Rate w/ Worse Searcher
Satisfaction May Yield Lower Organic Traffic
But… There’s a Win/Win
Helping Users First Often Leads to
Better Long-Term ROI
Searcher
Satisfaction
Trust &
Loyalty
Return
Visits
Stronger Long-Term
Conversions
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Bit.ly/seocro2017

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Why We Can't Do SEO WIthout CRO

  • 1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Why We Can’t Do SEO Without CRO Shifts in Google’s rankings & searcher behavior have changed how SEOs must apply CRO
  • 5. Measured by: Rankings Achieved Via Moz Pro
  • 6. Improved by: Boosting Accessibility Via Moz Pro
  • 7. Improved by: Optimizing Keywords Via Moz Pro
  • 8. Improved by: Acquiring Links Via Moz Pro
  • 12. Solving the Searcher’s Query Became Google’s Ultimate Search Quality Metric
  • 13. Engagement Emerged as a Ranking Signal Google’s Search Quality team is always asking the same question: Are searchers satisfied by this? How do they get the answer?... Aggregate Behavioral Data
  • 14. Do searchers, on average, click the results we rank highly more than the results we rank lower? 35% of clicks 19% of clicks 11% of clicks All Good!
  • 15. Do many searchers click on nothing at all, and instead change their query, or choose a “related search?” If it’s these, maybe we show more results for where sour beer is available.
  • 16. Do searchers, on average, “short- click” some results, while “long- clicking” others? If clicks on Wikipedia result in a quick bounce back to the SERP While SeattleMag gets high engagement w/ few bounces… Google may swap their rankings
  • 17. Not Sure You Should Believe Me? Here’s Google Search Engineer Paul Haahr: Via Paul Haahr
  • 18. A brief aside… What’s up Brad? You sure that’s the best possible name for your real estate agency?
  • 19. Google’s Also Shifted from Prioritizing Good Results to The Fastest Answer
  • 21. This is all about speed – predicting my next search query w/ more accuracy based on my prior one.
  • 22. Powerful Query-Interpretation Processes Now Help Google Sort Out Which Signals toApply Via Rankbrain Unleashed
  • 23. And Content Analysis Algorithms Have Grown Vastly More Sophisticated Via Google Research’s SyntaxNet Announcement
  • 28. An Emerging SEO Priority: Searcher Task Accomplishment
  • 29. Can the Searcher Quickly, Comprehensively Solve Their Problem via this SERP?
  • 30. Do the Top Results Take Them All the Way Through Their Issue? Thinking about writing a book… Financial expectations Odds of getting a publisher Self-publishing vs. traditional Finding an agent Choosing a publisher Tips by genre Book marketingThe pitch
  • 31. Google’s Goal: Find Signals &Algos that Reward Pages Optimized for TaskAccomplishment IMO, this page (#12) does the best job of solving the searcher’s problem
  • 32. SEO’s Goal: Align the Business’& Searcher’s Objectives, then Optimize Jane’s “next steps” perfectly align (& balance) the searcher’s needs w/ her content, products, & services
  • 33. The CRO Process for Searcher Task Accomplishment
  • 35. We want to replicate this process, but apply it to the “conversion” of searcher task accomplishment what searchers are seeking. searchers come away unsatisfied.
  • 36. STEP 1: Establish Your Primary KW Target Via Keyword Explorer
  • 37. STEP 2: Expand w/ Related KWs that Share the Same Searcher Intent
  • 38. STEP 3:Add In KWs w/ Slightly Expanded Intent The grouping features in KW research tools can be useful for ID’ing unique searcher intents
  • 39. STEP 4: Visit the Competition – What Tasks Are They Helping Searchers Solve? Amazon-specific process info Self-publishing tips How to write a best-seller Process to find a literary agent
  • 40. STEP 5: Survey a Small Group Sample survey here
  • 43. STEP 6: Curate Your List of Searcher Expectations
  • 44. STEP7: Create the Content to Match Each Need, & Use a Layout that MakesAccessing Each Element Easy VS.
  • 45. STEP 8:Apply the On-Page SEO Checklist Createtrust&engagementthroughUI,UX,&branding EmployKWsintelligently(title,headline,content,URL,img,etc) OptimizeyoursnippettoearnthehighestpossibleCTR Deliveruniquevaluebeyondwhatothersitescanoffer Craftcontentthatfulfillsthesearcher’sprimarygoals Speed,speed,andmorespeed Avoidelementsthatdissuadevisitors Userelatedtopicstoboostrelevancy&rankingpotential Via On-Page SEO
  • 46. STEP 9: Usability Test Your Page Like a Product Via UsabilityHub’s “Question Test” Surveys
  • 47. STEP 10: Launch, Learn, & Iterate Via Sprint from Jake Knapp & Google Ventures
  • 48. SEO+CRO Isn’t Just Task Accomplishment…
  • 49. CRO Can Help You StayAhead of Your Competitors’SEO Invesments If ShipYourEnemiesGlitter.com has a higher conversion rate, they can re-invest more budget in SEO, and eventually overtake RuinDays.com
  • 51. Traditional CROAlso Matters Because It’s How Execs Decide Where to Put Budget
  • 52. Yes. There’s Conflict Between *Who* Gets the Conversion
  • 53. Conversion Rates & Searcher Satisfaction Are Sometimes in Direct Opposition
  • 54. AHigher Conversion Rate w/ Worse Searcher Satisfaction May Yield Lower Organic Traffic
  • 56. Helping Users First Often Leads to Better Long-Term ROI Searcher Satisfaction Trust & Loyalty Return Visits Stronger Long-Term Conversions
  • 57. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Bit.ly/seocro2017