CRO, meet SEO! It's time to maximize organic conversions with these 12 power plays. Learn common optimization factors, the SEO CRO funnel, tricks, trends, & more! (Presented at Conversion Conference Chicago on June 11, 2013 and SMX Advanced June 12, 2013.) 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. Your time and budget is finite. Grow ROI with an SEO & CRO power play. >> Contact me today for a consultation!

1. CRO SEO
SEO CONVERSION
STRATEGIES
Angie Schottmuller, @aschottmuller, Three Deep Marketing
MEET
Conversion Conference Chicago - June 11, 2013

2. Director, Interactive Strategic Planning & Optimization
aschottmuller@threedeepmarketing.com
Angie Schottmuller
@aschottmuller

3. Three Deep Marketing
ü Lead Generation
ü Customer Acquisition
ü Optimization (SEO/SMO/CRO/PPC)
180 E 5th St, Suite 910, St Paul, MN 55101 Ÿ (651) 789-7701
www.threedeepmarketing.com
WE'RE HIRING!

4. OUR CLIENTS...

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

6. It's time to farm some
organic conversions!
C
SEO
R O

7. CONVERSION =
Completion of a presented action.
a.k.a. "Goal Completion"
Angie Schottmuller, @aschottmuller, Three Deep Marketing

8. ACTIONS
SUBSCRIBE
WATCH VIDEO
BUY
SUBMIT FORM
COMMENT
RATE OR REVIEW
SHARE
CLICK A LINK
INTERACT (GAME/CONFIGURATOR)
PHONE CALL
a.k.a. "Goal Completions"

9. For every $92
spent acquiring
customers,
ONLY $1is spent
on conversion.
Source: Econsultancy & RedEye CRO Report 2012 Angie Schottmuller, @aschottmuller, Three Deep Marketing

10. CROs, to make an impact,
you'll need a partner...
...and by "partner", I mean shared budget and success. =)
Angie Schottmuller, @aschottmuller, Three Deep Marketing

11. #1
WEBSITE
TRAFFIC
DRIVER
Organic Search [SEO] =
Angie Schottmuller, @aschottmuller, Three Deep Marketing

12. Angie Schottmuller, @aschottmuller, Three Deep Marketing
SEO Budgets are on the Rise!
SEM +39%
Source: MarketingCharts.com

13. 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...

14. Many SEOs were hit by
Google's 2012 Penguin
and Panda algorithm
updates.
Logo and infographic design by Chander, @FuzzOneMedia:
http://bit.ly/newfaceofseopandapenguin
POW!
Angie Schottmuller,, Three Deep Marketing

15. CRO PARTNER CHECKLIST:
q High traffic volume
q Big budget
q Similar strategy
q Looking for a win
SEO is PERFECT!
Angie Schottmuller, @aschottmuller, Three Deep Marketing

16. CRO, Meet SEO

17. SEO
CRO
DRIVE
CONVERT
Angie Schottmuller, @aschottmuller, Three Deep Marketing

18. 12CONSIDERATIONS FOR
CRO & SEO
POWER PLAYS
Angie Schottmuller, @aschottmuller, Three Deep Marketing

19. #1: Derive Content From User Goals & FAQs
End silos. Align to visitors. Bridge the gaps.
Angie Schottmuller, @aschottmuller, Three Deep Marketing
Keyword Queries
User
Questions
& Goals
Content
Answers
& Solutions
for Users
=
=

20. - 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."

21. WEB PAGE
#2: Define Clear Purpose For Every Page
q Purpose:
__________________________
q Call-to-Action:
__________________________
q User Segment & Goal:
__________________________
q Goal Completion Action/Metric:
__________________________
q Targeted Keyword(s) [SEO]:
__________________________
Angie Schottmuller, @aschottmuller, Three Deep Marketing

22. #3: Focus on Common Optimization Factors
Factor CRO SEO
Relevance
Authority
Call-to-Action [Not Yet]
Usability
Angie Schottmuller, @aschottmuller, Three Deep Marketing
( R.A.C.U. )

23. #4: Assess SEO Conversion Funnel Opportunities
Audit Each Level:
• What levels need help?
• What content needs help?
• What content is doing well? Why?
Angie Schottmuller, Three Deep Marketing

24. #5: Optimize Organic Search Snippets
(like you would any other ad)
Angie Schottmuller, @aschottmuller, Three Deep Marketing
VS.
PAID
ORGANIC

25. #5: OPTIMIZE ORGANIC SEARCH SNIPPETS
Rich Snippets
Rich snippets boost
click-through rates by
20-30%!
Angie Schottmuller, @aschottmuller, Three Deep MarketingInfographic by BlueGlass: http://j.mp/richsnippetsig
Visit Schema.org for options!

26. #5: OPTIMIZE ORGANIC SEARCH SNIPPETS
Optimize to surface more value-added links...
Angie Schottmuller, @aschottmuller, Three Deep Marketinghttp://bit.ly/seolightsabers
On-page anchor or "table of contents" links may
potentially surface in search engine-generated
meta descriptions or "jump to" links.
(This example shows both.)

27. #5: OPTIMIZE ORGANIC SEARCH SNIPPETS
More links in snippets help get users to the right page:
MAINRESULT
SITELINKS
B. Meta Description Links
D. Sitelinks
http://bit.ly/googlesitelinks
SEARCH SNIPPET:
Angie Schottmuller, @aschottmuller, Three Deep Marketing
C. "Jump to" Links (from on-page TOC bookmarks)
A. Rich Snippet Links (from Schema.org breadcrumbs, reviews, etc.)

28. #6: Maintain Organic Ad to Entry Page "Scent"
2.
1.
Angie Schottmuller, @aschottmuller, Three Deep Marketing

29. #6: MAINTAIN ORGANIC AD TO ENTRY PAGE "SCENT"
Maintaining Scent Trick Ideas:
(Dynamically update content based on referrer.)
• Search keyword "badging" on product images
• Default carousel slide to best match for the referring keyword
• Adjust layout based on keyword
(e.g. search query includes "reviews")
• Feature related content or suggestions based on keyword
(e.g. search query includes "how to", "ideas", etc.)
• Change to local ph# based on geoIP (set cookie)
Angie Schottmuller, @aschottmuller, Three Deep Marketing

30. #7: Improve Page Load Time
Average page load reality is
5 seconds (3.5X) SLOWER
than user expectations!
Yet, the average site only
loads in ~7 seconds.
Source: Econsultancy study, published in Oct 2012
47% of users expect a site to
load in 2 seconds.
Source: Akamai study, published in Sep 2009
YIKES!
Angie Schottmuller, @aschottmuller, Three Deep Marketing

31. Angie Schottmuller, @aschottmuller, Three Deep MarketingSources: Gomez.com, Akamai.com
1-SECOND DELAY
Page Views 11%
Conversion 7%
Customer Satisfaction 16%

32. 7%CONVERSION DROP
Source: Tag Management http://bit.ly/15FFYMQ
1second
LOAD DELAY
=
Angie Schottmuller, @aschottmuller, Three Deep Marketing

33. #7: IMPROVE PAGE LOAD TIME
Measure "First View" Load Time
Depicted: Report snippet from www.WebPageTest.org
"First View Load Time" uniquely
accounts for first-time visitors (prior
to caching) along with mobile
devices lacking caching abilities.
Angie Schottmuller, @aschottmuller, Three Deep Marketing

34. - Angie Schottmuller
@aschottmuller
SEO & Conversion Optimist, Three Deep Marketing
"No web server is powerful enough to
OVERCOME BAD CODE.
The only cure is cleanup and
performance optimization."

35. #8: Anticipate Top Actions of Search Visitors
Angie Schottmuller, @aschottmuller, Three Deep Marketing
95%
Source: Google Mobile Movement Study, 2011
of mobile users search for
local business info.
61%
CALL
59%
VISIT
90%
ACT
IN 24 HOURS
Then they...

36. #8: ANTICIPATE TOP ACTIONS OF SEARCH VISITORS
Prioritize "Call" &
"Locate" Actions
TIP: Style buttons using
CSS3 (no images) for speed.
http://bit.ly/css3gradientbuttons
On the mobile site:
(within top 200px)
Angie Schottmuller, Three Deep Marketing

37. Call for a FREE CRO Quote
(651) 789-7724
#8: ANTICIPATE TOP ACTIONS OF SEARCH VISITORS
Optimize Click-to-Call (CTC) links as buttons:
HTML with Google Analytics Tracking:
<a href="tel:+16515551234" !
class="clicktocall" onClick="_gaq.push(['_trackEvent', !
'Contact Us','Click-to-Call',this.innerHTML]);"!
>Call for a FREE CRO Quote (651) 789-7724</a>!
Hours: Monday - Friday, 9am - 5pm CT
Click-to-Call
Angie Schottmuller, @aschottmuller, Three Deep Marketing

38. #9: Get Visual - Optimize Images
Angie Schottmuller, @aschottmuller, Three Deep Marketing

39. #9: GET VISUAL - OPTIMIZE IMAGES
Photos Draw Eye Contact... (in search results too!)
Source: ThinkEyeTracking.com Study Angie Schottmuller, @aschottmuller, Three Deep Marketing

40. #9: GET VISUAL - OPTIMIZE IMAGES
Image SEO Checklist:
q Optimize filename with targeted keywords.
q Optimize <img> alt attribute with targeted keywords.
q Provide supporting context and/or caption.
q Create the image XML sitemap.
q Ensure crawlability.
Track Image Search Referral Traffic:
Google Analytics Advanced Segment by John Doherty, @dohertyjf:
http://bit.ly/GASS-OrgImg
Angie Schottmuller, @aschottmuller, Three Deep Marketing

41. #10: Leverage Video
Angie Schottmuller, @aschottmuller, Three Deep MarketingSource: www.Volerro.com

42. 90%
Angie Schottmuller, @aschottmuller, Three Deep Marketing
Yet, ONLY 24% of national
brands use video marketing.
of online shoppers
say video would
help their buying
decision.
Source: Kantar Media study, Oct 2012

43. Source: CommonCraft.com, Unbounce.com
http://bit.ly/explainervideostats
Explainer videos
boost conversion
#10: LEVERAGE VIDEO
20%( on average )
CrazyEgg.com video
Dropbox.com video
+$21K
SALES/MO
+10%
CR LIFT
Angie Schottmuller, @aschottmuller, Three Deep Marketing

44. #9: GET VISUAL - OPTIMIZE IMAGES
Video SEO Checklist:
q Optimize filename with targeted keywords.
q Optimize title with targeted keywords.
q Write an engaging video description.
q Provide supporting context and/or caption near embed.
q Apply Schema.org microdata and Facebook Open Graph.
q Create a video XML sitemap.
q Ensure crawlability of pages with video embeds.
Angie Schottmuller, @aschottmuller, Three Deep Marketing

45. Test Video Thumbnail Images
18.6% Conversion Rate
(UI close up thumbnail)
31.8% Conversion Rate
(Room scene thumbnail)
TIP: Specify video thumbnail w/ the YouTube API <media:thumbnail> tag!
Source: ABtests.com - Yobongo.com case study.
+70.9%
CR LIFT
Angie Schottmuller, Three Deep Marketing

46. #11: Localize!
<Title tag>, URL, meta description

47. #12: Audit SEO CRO Funnel Flow in Analytics
ü RANK: Audit match of tracked keywords to ranking page URLs in
SEO reports.
ü CLICK-THROUGH: Audit match of referring keyword to entry/
landing page in web analytics.
ü STICK: Audit page load time and bounce rate of organic traffic
entry/landing pages in web analytics.
Angie Schottmuller, @aschottmuller, Three Deep Marketing
Pay special attention to keywords for
support vs. product detail pages.
Google Analytics Custom Report - Organic Search Traffic:
http://bit.ly/gacustomreportorganictraffic (Click to import into GA.)

48. CRO & SEO - 12 POWER PLAYS RECAP
1. Derive Content From User Goals & FAQs
2. Define Clear Purpose For Every Page
3. Focus on Common Optimization Factors (RACU)
4. Assess SEO Conversion Funnel Opportunities
5. Optimize Organic Search Snippets
6. Maintain Organic Ad to Entry Page "Scent"
7. Improve Page Load Time
8. Anticipate Top Actions of Search Visitors
9. Get Visual - Optimize Images
10. Leverage Video
11. Localize
12. Audit SEO CRO Funnel Flow in Analytics
Angie Schottmuller, @aschottmuller, Three Deep Marketing

49. TRENDS TO WATCH
SEO & CRO Power Plays

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

51. Docalytics.com = Lead capture, analytics, and
mouse tracking heatmaps for PDFs and other docs!
LEAD GENERATION HEATMAPS
Capture leads from
users viewing PDFs!
Get a 3-month FREE starter plan w/ promo code USETHEFORCE. Expires 7/1/13.
Angie Schottmuller, @aschottmuller, Three Deep Marketing

52. Source: http://barkbox.com
Lightboxes for Leads!
Angie Schottmuller, @aschottmuller, Three Deep Marketing

53. CRO & SEO - Key Takeaways
ü User-centric, "best answer" content strategy is the foundation.
ü The same "scoring" factors apply (RACU):
Relevance, Authority, Call-to-Action, Usability
ü Don't just get rankings; get the best-match content /answer
ranking well.
ü Optimize organic search snippets like you would any other ad.
ü SEO and CRO are the ultimate ROI power play.
>> Prioritize tactics that serve both objectives!
Angie Schottmuller, @aschottmuller, Three Deep Marketing

54. - Angie Schottmuller
@aschottmuller
SEO & Conversion Optimist, Three Deep Marketing
"A search query is simply a question.
TO OPTIMIZE for search and conversion,
PROVE you're the best answer."

55. 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, Strategic Planning & Optimization
aschottmuller@threedeepmarketing.com
@aschottmuller
Your time and budget is finite.
Grow ROI with a power play...