O documento discute 3 fatores que podem impactar os resultados de SEO e conversões: 1) Mobile SEO, 2) Tomada de decisão baseada em dados, e 3) Configuração e acompanhamento de conversões. O documento fornece detalhes sobre cada um destes fatores e enfatiza a importância de otimizar sites para dispositivos móveis, analisar métricas, e configurar e monitorar taxas de conversão.
Today we will be looking at 3 current factors that can improve your SEO and conversions. We will review the rise of Mobile SEO, using data-driven insights for your marketing decisions and the basics of setting up and tracking conversions.
Talk to the slide
Mobile search is when someone has done a search, for example in Google, from their mobile device, versus a desktop, laptop or tablet. What the user sees in the search results from a user experience level is the same, however the actual order in which the results appear may be different. Marketers have struggled to understand and track the difference of these two search environments.
As of April 21st, Google now factors in mobile-friendliness into ranking. Therefore, if your site is not mobile friendly, you may not be found as quickly when someone is searching for a business or service like yours. This move by Google continues their effort to improve user experience by presenting relevant and user friendly results.
Why the rise in focus on mobile SEO? This chart highlights likely one of the biggest reasons; the number of mobile devices in use has surpassed the number of people on the planet. People now conduct full business on a smart phone and search for goods and services the same way.
There are many elements that can impact whether or not your site is mobile friendly. A few more notable ones are:
Page speed, having a mobile ready, responsive site with minimal HTML & CSS, having optimized images and ensuring fonts are readable on smaller screens.
Comparative reporting to show how a keyword is performing when search on mobile vs desktop. You could be on page 1 on desktop and not ranking at all on mobile devices. You should also look at traffic by device and by channel (organic, paid, social, etc). Mobile, local rank data is also crucial for local businesses.
Marketers today have a larger strategy matrix than ever before.Nearly every marketing activity has some measurable component to it, whether it is traffic, impressions, shares, views, etc. Using data-driven marketing evaluates metrics to gage ROI in a much faster and more adaptable way. It is important to note that not all marketing wins are about a true, direct revenue based return, but may rather be about building brand awareness and exposure.
The marketing tool landscape has grown exponentially over the past 5 years. This Landscape image is published every year. In 2014 there were 947 companies listed. There are now 1,876 listed in the 2015 graphic above.
There are a number of pieces of proprietary marketing data that you should be reviewing:
Sessions (traffic) by channel and by device
Conversion rates
Leads/Contacts generated
Site exploration - time on site, pages per session
Keyword rank data
Omni-channel content marketing performance – sessions, social shares, etc
There are also a number of external points of data that you can be tracking. A few key ones are:
Online social interactions
Web browsing behavior
Online search behavior
Survey data from 3rd party
As you saw in the marketing tool landscape image, there are a number of great tools on the market to help you track and manage your digital marketing and SEO strategy. Look for a web analytics platform with insightful dashboards, so that you can pull in the data you most want to see in a quick glance setting. You can also use Google & Bing toolset such as analytics & webmaster. You can also review social analytics from each network to gage how you are performing there.
Moving onto conversions. Conversions are the completion of Goals that you have set up through Google Analytics. Looking at conversions and tracking which activities increase conversions, can help you to evaluate what is working and what is not within your strategy. Goals can include:
Completing a form, such as
Request for demo
Newsletter sign up
Content download
Clicking a call button
Completing a transaction
As previously mentioned, your onsite conversions is a key metric to gage the performance of various marketing activities. The attached image shows you the goal set up screen for Google Analytics, but pretty much every analytics system has some form of goals or conversions built in to you. Review your system extensively to leverage the potential insights that you can gain from using tracking measures like goals and conversions.
Conversions are important because they take the guess work out of measuring your marketing effectiveness. As previously mentioned, they highlight what is working and what is not. Conversions allow for better ROI because they can help you make smarter and faster decisions to change your strategy accordingly. Lastly, they are easy to do, but still under used. Take advantage of setting up goals and conversions and set up a more informed strategy for your business.