Learn 15 ways to aid organic search funnel conversion goals -- boost rankings, improve click-thru, reduce bounce, improve engagement, and grow conversions! Includes tricks to handle (not provided) keywords, pimp search snippets, and maintain scent. Presented at Conversion Conference San Francisco on Mar 18, 2014.
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!
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
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
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!
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
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
56. - 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.
57. 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?
58. 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?
60. 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
61. Amazon has measurable actions everywhere!
Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
62. 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
65. Eliminate the Distractions
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
66. Do NOT Distract Your Buyer's Journey
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
67. What's the Call-to-Action?
Source: WilliamSonoma.com 3/10/14
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing
68. 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!
69. 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!
71. 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
72. - Angie Schottmuller
@aschottmuller, SEO & Conversion Optimist, Three Deep Marketing
ONE page.
ONE purpose.
ONE targeted keyword phrase.
ONE best answer.
73. 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!
74. 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!
Link Title - Google displays as many characters as it can fit into "a block element that's 512px wide and doesn't exceed 1 line of text."http://blog.raventools.com/meta-descriptions-how-to-guide/
"Action Is" font used for graphic (previewed and then took a screenshot)