Angie Schottmuller, well known SEO and conversion consultant and star wars lover. Slides from her friday keynote at Conversion Hotel 2014 #CH2014 #enjoy
Unraveling the Mystery of the Hinterkaifeck Murders.pptx
Conversion Hotel 2014: Angie Schotmuller (US) keynote
1. SEO CONVERSION
HOW TO CONVERT ORGANIC SEARCH TRAFFIC
5 STAR WARS INSIGHTS TO HELP BRING OPTIMIZATION BALANCE
Angie Schottmuller - Conversion Hotel, Oct 22, 2014
2. ANGIE SCHOTTMULLER
Director of Strategy & Optimization
Three Deep Marketing
@aschottmuller
linkedin.com/in/angieschottmuller
aschottmuller@ThreeDeepMarketing.com
ThreeDeepMarketing.com
3. HOW TO CONVERT ORGANIC SEARCH TRAFFIC
Tweet this session!
@aschottmuller
#CH2014 #SEO #CRO
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...
Image credit: moviepilot.com. Wedding of Australians Nadia and Dale :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
6. #FAIL
Who starts their marriage mimicking one that was destined to fail??
(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 vs. CRO
SEARCH ENGINE OPTIMIZATION CONVERSION RATE OPTIMIZATION
Optimize content for:
USERS
to believe it's the best answer to a user's query
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
enough to...
RANK HIGH IN
SEARCH RESULTS.
METRIC: Search Rank
COMPLETE THE
CALL-TO-ACTION.
METRIC: Conversions (Goal Completions)
SEARCH ENGINES
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.
Source: Econsultancy & RedEye CRO Report 2012 :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
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
22. Long-Tail Keyword Considerations
Scan for intent-indicators like:
"how to", "compare", "coupon"...
Low CONVERSION RATE High
Longer tail typically also means
more likely to convert
Image credit: Elliance.com :: 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. "If a metric won't
change the way you behave,
then it's a BAD metric."
~ Ben Yoskovitz
@byosko, Author, "Lean Analytics"
29. Think beyond the funnel
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
30. It's not ALL about the money...
Image credit: omegabarrow.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
31. 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."
~ Bryan Eisenberg
@TheGrok, Conversion Optimization Expert, Speaker & Author
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. USER-CENTRIC 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
35. What specific data do web visitors
need to make a good decision?
How can I make the data consumption
into a measurable action?
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
ASSESSMENT:
1
2
36. Top User Actions = Tracked Events = Goals
"What was your reason
for visiting today?"
"Did you find what
you were looking for?"
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
37. Amazon.com... Measurable Actions Everywhere!
Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
39. "BOUNCE RATE" (ORIGINAL)
PRIOR TO JULY 2012
GOOGLE ANALYTICS:
User enters and exits the same page.
JULY 2012
11
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
40. "ADJUSTED BOUNCE RATE" (ABR)
AS OF JULY 2012
GOOGLE ANALYTICS:
User enters and exits the same page
WITH NO INTERACTION.
JULY 2012
12
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Reference: Justin Cutroni - http://cutroni.com/blog/2012/07/27/rethinking-blog-metrics/
41. 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
42. STEP OUT OF THAT CRYOGENIC FREEZE, AND LEVERAGE SOME MEANINGFUL DATA...
Image source: musingsfromanotherstar.blogspot.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
43. WATCH YOUR BOUNCE RATE PLUMMET...
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
BEFORE ABR:
70%-90%
AFTER ABR:
5%-20%
44. LEVERAGE EVENT TRACKING
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
MUST
HAVE
FOR OPTIMIZATION
REVIEWS
45. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
REALITY
Those ARE the metrics you're looking for.
50. Reference: E-Nor Blog: Combining Qualitative and Quantitative Data to Gain Useful Insights http://j.mp/18agWIx :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
51. SEND SIGNALS THAT
HELP
STAR WARS OPTIMIZATION INSIGHT #3
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
60. Notice irrelevant inclusions in image search results for your/my name?
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
? ?
? ? ? ?
61. STORMTROOPER OPTIMIZATION. Photos and videos are likely to rank for nearby keywords. Plus,
users read captions 300x more than body text. -Ogilvy Research
Image source: wall321.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
63. MATCH Title Tag & H1 Page Heading
TITLE TAG
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014
H1 PAGE HEADING
Where are the colors?!
Site Reference: Cars.com
64. Non-Match = Confusion = Bounce
COLORS WERE BELOW THE FOLD
...ON A TAB.
RELATED LESSON:
Don't save page tabs as different URLs!
Site Reference: Cars.com Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014
65. 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!
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.
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | #CH2014
66. PROVIDE GUIDED
DIRECTION
STAR WARS OPTIMIZATION INSIGHT #4
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
68. 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!
69. "Let's get ONE
thing straight..."
Image credit: starwars.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
70. ONE page.
ONE purpose.
ONE targeted keyword phrase.
ONE best answer.
~ Angie Schottmuller
@aschottmuller, SEO & Conversion Optimist, Three Deep Marketing
71. Map out the path to your best answer...
Query Purpose
(Call-to-Action) Page
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
<PAGE TYPE>
72. 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
73. HOME &
CATEGORY PAGES
= "TRAFFIC COP"
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
74. Do NOT be deceived uber long, mega-content,
distracting homepages.
Image credit: lylesmoviefiles.com :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
76. Leverage "Grids" to Present Clear Paths
CASE STUDY:
15% LIFT
for CTR
Case study: http://whichtestwon.com/archives/24201 :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
77. RALLY FOR A COMMON
GOAL
STAR WARS OPTIMIZATION INSIGHT #5
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
79. What do your users SEEK?
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
80. CHECK GOOGLE TYPE-AHEAD SUGGESTIONS...
Create, aggregate, or optimize "BEST ANSWER" pages with long-tail opportunity.
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
81. BTW, users search for "reviews",
NOT "testimonials"
(Use keywords that aid rankings and maintain scent.)
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
82. Expert Q&A = SEO & CRO Power Play
CASE STUDY
BOOSTED CONVERSION
32%
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
Source: Bazaarvoice Case Study, Nov 2012
... AND AIDED "SHOES"
PAGE 1 RANK
83. Check Search Results for Anomalies...
A review replaced the
meta description!
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
84. SEO CRO
:: SEO Conversion Optimization - Angie Schottmuller - #CH2014
85. :: SEO Conversion Optimization - Angie Schottmuller - #CH2014
WE CAN BRING BALANCE
TO THE FORCE...
86. "A search query is simply a question. To
optimize for both search and conversion,
prove you're the BEST ANSWER."
~ Angie Schottmuller
@aschottmuller, SEO & Conversion Optimist, Three Deep Marketing
88. 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
89. Need Help Connecting SEO & CRO?
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
:: Buying Modalities | Angie Schottmuller @aschottmuller | Three Deep Marketing | #CTAConf