Presentation from Conversion Conference London 2011 on how to increase conversions using SEO.

1. How To Build Conversions
Using SEO
Patrick Altoft
Director of Search

2. http://www.seomoz.org/blog/the-definitive-howto-for-conversion-rate-optimization

3. Might
return
later
Lacked
Too
certain
expensive
details
Reasons
Couldn’t
Didn’t like
use the
the site
site
Not what
Prefer to
they were
buy
looking
elsewhere
for

4. Conversions & SEO
1. Increasing keyword relevancy will increase your
conversion rates
2. Getting more visits will increase your conversion
numbers
3. Attracting users at multiple stages during buying
cycle will improve both conversion numbers &
conversion rates

5. The Buying Cycle
http://bit.ly/9bUGT4

6. Keyword Research
Most people use the keyword tool to see which
keywords have the biggest search volume

7. Advanced Keyword Research
Some people even use data from PPC campaigns and
include ranking data to choose “low hanging fruit”
keywords
Opportunity Analysis using AdWords data shows which
keywords have the biggest potential revenue

8. Example
• Choose all keywords with potential revenue
>1000/month that rank between 5th and 10th and
have above average conversion rate in the PPC
campaign

9. Branded3 Approach
We approach keyword research from a landing page
perspective rather than a keyword perspective
By adding up the sum of the opportunity for each
landing page we can find the most important pages to
build links to, rather than the most important keywords

10. EXAMPLE

11. By Keyword - Overwhelming

12. By Landing Page - Simple
7 landing pages
cover 94% of all the
search volume
Pivot Table

13. How this relates to link-building
Building lots of links with the same anchor text will
result in the links being devalued and you will struggle
to rank
If you vary the anchor text your link-building is more
effective
If you are varying the anchor text this makes it very
easy to target multiple keywords to a landing page

14. Varying anchor text
Build links to each landing page and vary the anchor
text between the different target keywords
This builds overall strength of page and helps rankings
for all the long tail keywords that the page is focussed
on
Add “noise” words & brand keywords to the mix

15. SEO Landing Pages
• Typical site will have less than 50% of visits arriving
on the homepage, less for non-brands
• Most sites will create dedicated PPC landing pages
• Most non-ecommerce sites don’t think about
optimising SEO landing pages for conversion

16. PPC & SEO Landing Pages
• We use combined landing pages which work for
both PPC and SEO
• This allows clients to apply results of any tests easily
across both campaigns

17. Optimising Landing Pages

18. Long Tail Keyword Research
• Use negative matches

19. Optimisation Roadmap
Map Keywords Optimise
Shortlist
To Landing Landing Pages
Keywords
Pages Short Tail
Research
Long Tail Build Links &
Long Tail
Analysis in GA Vary Anchors
Keywords
Optimise
Landing Pages Revenue
Long Tail

20. 2011 Year of Brands

21. 2011 Year of Brands

22. Questions?
• www.blogstorm.co.uk
• www.branded3.com
• www.slideshare.net/patrickaltoft
• twitter.com/patrickaltoft
• patrick@branded3.com