SEO Conversion Strategies (MacGyver Problem Solving Edition)

SEO
CONVERSION
STRATEGIES
STARRING...

SEO CONVERSION PROBLEM
SOLVING STRATEGIES
Angie Schottmuller, @aschottmuller, Three Deep Marketing Sep 19, 2013

Angie Schottmuller
Director, Interactive Strategy & Optimization
@aschottmuller
ThreeDeepMarketing.com
linkedin.com/in/angieschottmuller
aschottmuller@ThreeDeepMarketing.com
Three Deep Marketing

SEO CONVERSION PROBLEM SOLVING STRATEGIES
#C3NY #SEO #CRO
@aschottmuller
Tweet this session!
Seriously. It's loaded with juicy stats guaranteed to get a retweet!

SEO Meet CRO.
Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY

SEO
CRO
DRIVE
CONVERT

CONVERSION =
Completion of a presented action.
a.k.a. "Goal Completion"

For every $92 spent
acquiring customers,
Only $1 is spent on
conversion.
Source: Econsultancy & RedEye CRO Report 2012

SEO vs. CRO
USERS
to believe it's the best answer to a user's query
enough to...
RANK HIGH IN
SEARCH RESULTS.
METRIC: Search Rank
COMPLETE THE
CALL-TO-ACTION.
METRIC: Conversions (Goal Completions)
SEARCH ENGINES
Optimize content for:
SEARCH ENGINE OPTIMIZATION CONVERSION RATE OPTIMIZATION

70%of people say they
make purchasing decisions to
solve a problem.
Source: Impact Communications

Q & A(SOLUTION)(PROBLEM)

To DRIVE and COVERT search traffic you must:
Image credit: Under30ceo.com
Be a
problem solver.

MacGyver
Image credit: tvlistings.zap2it.com
If necessity is the mother all of invention, then the father would be...

MacGyver
MacGyver Problem Solving Lessons for:
SEO
CONVERSION
STRATEGY

Image credit: fanpop.com
LESSON 1: Assess the Situation
(Apologies for the poor pixel resolution. MacGyver was a 1980's TV show.)

What? When? Where? How? Who?

Long-Tail Keyword Considerations
Image credit: Elliance.com
Longer tail also means
higher conversion
Scan for intent-indicators like:
"how to", "compare", "coupon"...
CONVERSION RATELow High

Organic Search Conversion Funnel
_____%
_____%
_____%
_____%
_____%

What's critical?
...focus on that!

LESSON 2: Know Your Personas

Don't be afraid to ask questions...

Why
Image Credit: SocialProNow.com
THE MOST IMPORTANT ELEMENT TO UNDERSTAND IS:

The 3 Critical "Why" Questions:
Image credit: urbanunit.gov
WHY DO USERS _______?
SEARCH BUY
(Convert)
NOT BUY
(Not Convert)

ASK!

Just DON'T
make it weird...
Image credit: mncm.org
Interview Customer
Service Survey Recent
Customers
Poll Sales Team
Run Website
Online Polls
Start Discussion on
Social Media

Good questions lead
to good ideas and
smarter marketing!
Image credit: ico-consulting.com

LESSON 3: Track What's Important
Image credit: dollardaze.com

- Ben Yoskovitz
@byosko, Author, "Lean Analytics"
"If a metric won't
change the way you behave,
then it's a bad metric."

It's not ALL about the money...
Image credit: omegabarrow.com

- 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."

Reevaluate Goals
BUSINESS
GOALS
What does the
business want to
accomplish?
USER
GOALS
What does the
user want to
accomplish?

BUSINESS
GOALS
What does the
business want to
accomplish?
USER
GOALS
What does the
user want to
accomplish?
Reevaluate Goals

Top User Actions = Tracked Events = Goals
"Did you find what you
were looking for?"
"What was your reason
for visiting today?"

Amazon.com has measurable actions everywhere!
Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek

Reference: E-Nor Blog: Combining Qualitative and Quantitative Data to Gain Useful Insights http://j.mp/18agWIx

LESSON 3: Send Signals That Help

How compelling are your meta descriptions?
VS.
ORGANIC
PAID

Optimize organic
search snippets
like you would a
PAID AD.
Image credit: luxtica.com

VISUALS are processed
60,000x
FASTER in the brain than text.
Source: Neo Mammalian Studios

Check the SERPs for your latest competition...
Oh, snippity
snap!

On average, RICH SNIPPETS
boost click-through rates by
20-30%
Image credit: BlueGlass.com

Explainer videos
boost conversion
20%(on average)
Source: CommonCraft.com, Unbounce.com. http://bit.ly/explainervideostats
CrazyEgg.com video
Dropbox.com video
+$21K
SALES/MO
+10%
CR LIFT

CAUTION:
Context makes photos
and video "sexy hot"
to search engines!
Mountains are dreamy. Skiing down a mountain video.

LESSON 4: Gather Testimonies & Proof

Be smart with credibility...
Source: Wired.com and WatchDogNation.com, 2010

Where are YOU on the Credibility Scale?
SKEPTICAL AUTHORITATIVE
Here?
According to
whom?

If you're making a product claim...
We are the... best,
fastest, leading, #1...
Image credit: gizmodoinsider.com, ohmygodot.com someecards.com
...always include evidence to back it up!

- Gregory Ciotti
@GregoryCiotti, Customer Experience Director, Unbounce
"Your customers will always be
more persuasive than you."

Rank for <your product> + "reviews"
Ahhh.... Freshness!

Check the SERPs for anomalies...
A review replaced the
meta description!

CASE STUDY
SKECHERS – Expert Q&A
BOOSTED CONVERSION
32%
Source: Bazaarvoice Case Study, Nov 2012
... AND AIDED "SHOES"
PAGE 1 RANK

LESSON 5: Plan a Clear Course of Action

What's the path to your 1 best answer?
Query
(Keyword)
Page
(No Call-to-Action)
Page
Page
Page
Page
Page
??? ...VERY CONFUSING!

1
"ONE page.
ONE purpose.
ONE targeted keyword phrase.
ONE best answer."
- Angie Schottmuller
@aschottmuller, SEO & Conversion Optimist, Three Deep Marketing

Map out the path to your best answer...
Query
(Keyword)
Purpose
(Call-to-Action)
Audit Organic Traffic - Google Analytics Custom Report:
http://bit.ly/gacustomreportorganictraffic
Page
<PAGE TYPE>

LESSON 6: Use the Right Tools

- Angus MacGyver
World's Greatest Problem Solver since 1985
"A paperclip can be a wondrous thing.
More times than I can remember one of
these has gotten me out of a tight spot..."
Image credit: clipartist.info

Yes, MacGyver's first name is Angus.

A/B Testing Guidelines for SEO
Reference: Google Guidelines for Website A/B Testing: http://bit.ly/googleabtestguidelines
ORIGINAL VARIATION 1
If user-agent =
Googlebot then...
i.e. If use test, then
temporarily redirect to...
<link rel="canonical"
href="ORIGINAL-URL" />
Use Rel="Canonical"
(Not noindex. Not robots.txt)
Use 302 Redirects
(Not 301)
No Cloaking

q  Relevant
q  Credible
q  Value-Added
q  Usable
q  Actionable
Handy checklist for
SEO and CRO
factors!

Angie Schottmuller @aschottmuller | Three Deep Marketing | #C3NY!
!
CAUTION: Facets are great for UX
and conversion, but potentially deadly for
SEO if done incorrectly.
>> Seek a proven expert!
Faceted Navigation

One thing MacGyver taught us best....
The most important
tool is your mind!

Be a problem
solver.

SEO + CRO: MacGyver Lesson Recap
q  Focus on keywords likely to convert
q  Determine WHY users: search, buy, & don't buy
q  Measure smart; track top user actions as goals
q  Provide fresh, quality supporting context as proof
q  Plan a clear path for goal completion
q  Use the right tools and checklists

- Angie Schottmuller
@aschottmuller, SEO & Conversion Optimist, Three Deep Marketing
"A search query is simply a question
for a problem. To optimize for both
search and conversion,
PROVE you're the best solution."

Thanks to CLOO for the theme inspiration! They
currently play MacGyver all-day on Mondays!
#MacGyverMondays
See me for your limited edition
MacGyver multitool in
Conductor green!
Ready to solve problems?

Questions?

Need help connecting SEO & CRO?
At Three Deep, we truly "get-it" when it comes to driving and converting web traffic. We're
problem solvers that bridge organic conversion tactics with powerful user-centric strategies to
deliver lasting, tangible ROI.
Contact Me for a
FREE Consultation
Maximize your SEO & CRO power play!
Angie Schottmuller
Director, Interactive Strategy & Optimization
aschottmuller@threedeepmarketing.com
@aschottmuller
Your time and budget is finite.
Grow ROI with a power play...

Proudly helping solve problems for...

SEO Conversion Strategies (MacGyver Problem Solving Edition)

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