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CRO for Local BusinessesHow to make your local/small business website optimized for visitor conversions.,[object Object],Rand Fishkin, SEOmoz CEO, March 2011,[object Object]
At SEOmoz, we make SOFTWARE!! We don’t offer any consulting.,[object Object]
What is Conversion Rate Optimization (CRO)?,[object Object],Visitors Who ConvertTotal Visits,[object Object]
CRO Measures the Rate at Which Your WebsiteGets Visitors to Make Desired Actions,[object Object],Hotel Forum probably wants lots of visitors to use this button,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.hotelforum.com/,[object Object]
Desired Actions Could Include:,[object Object],Booking a Reservation,[object Object],Watching a Video,[object Object],Viewing Contact Details,[object Object],Tweeting a Link,[object Object],Signing Up for An Email List,[object Object],Sending an Email,[object Object],Filling Out a Form,[object Object],Liking/Sharing on Facebook,[object Object],Taking a Virtual Tour,[object Object],Clicking an Ad,[object Object],Downloading a Document,[object Object],Buying a Product,[object Object],Making a Donation,[object Object],Leaving a Comment/Review,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]
Example of a Typical Local Website’s Funnel:,[object Object],Home Page,[object Object],List of Cheeses,[object Object],Hours + Directions,[object Object],15%,[object Object],10%,[object Object],Hopefully, this means a customer is going to come buy some cheese!,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.delaurenti.com,[object Object]
How Can We Improve Desired Actions?,[object Object],Let’s Make it Better!,[object Object]
More Traffic,[object Object],Home Page,[object Object],List of Cheeses,[object Object],Hours + Directions,[object Object],15%,[object Object],10%,[object Object],More visits to the home page means more people will decide to visit,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],It’s a lot of hard work to get more visits, though, and we don’t know if they’ll be the kind who love cheese!,[object Object]
A Better Funnel,[object Object],Home Page,[object Object],List of Cheeses,[object Object],Hours + Directions,[object Object],25%,[object Object],20%,[object Object],A better “conversion rate” means more people who already visit the site will come to the store!,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],Woo hoo! Now for every 1,000 people that visit the site, 25 are potential cheese buyers!,[object Object]
Tracking Local Business Funnels,[object Object],That which goes unmeasured cannot be improved.,[object Object]
Basic Google Analytics Data,[object Object],2.7% of visitors click the “sneak a peek” link; maybe we should make that more obvious.,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.google.com/analytics,[object Object]
Advanced Segments and Filters,[object Object],Our “Social Media” segment,[object Object],Includes sources like Twitter,,[object Object],Facebookand LinkedIn,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.nytimes.com/2011/02/11/business/media/11search.html,[object Object]
Adding “Goals” in Analytics,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.nytimes.com/2011/02/11/business/media/11search.html,[object Object]
Click-to-Call Tracking,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.kaushik.net/avinash/2011/02/mobile-analytics-tracking-click-to-call-mobile-ad-campaigns.html,[object Object]
Creating a Weekly Conversion Dashboard,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],This is the overview report SEOmoz’s marketing team tracks each week,[object Object]
Analyzing Quality of Traffic Sources,[object Object],Quality > Quantity,[object Object],(at least, most of the time),[object Object]
Segmenting Traffic by Conversion Rate,[object Object],Looks like Facebook & Twitter traffic are reasonably good, while StumbleUpon + LinkedIn aren’t so great.,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],We can use “goals” to understand which visit sources sent the most valuable traffic,[object Object]
Focusing on “Good” Traffic Sources,[object Object],This filter lets me show only sites that sent more than 100 visits,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.nytimes.com/2011/02/11/business/media/11search.html,[object Object]
Experimenting to Stay Fresh + Relevant,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],From November – February, I experimented with answering questions on Q+A sites,[object Object]
Keys to Local Business Successon the Web,[object Object],What does it take?,[object Object]
The Right Content,[object Object]
Contact Information,[object Object],Excellent! The Gelateria has a link that says “Contact Us”,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.dambrosiogelato.com/,[object Object]
Services List / Pricing,[object Object],There’s a list of all their offerings, but no prices ,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.salumicuredmeats.com/,[object Object]
Photos,[object Object],Once I see it, I REALLY want to go!,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.osfashland.org/plays/theatres/elizabethan.aspx,[object Object]
Reviews (Editorial + Users),[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://blueacreseafood.com/media.html and http://urbanspoon.com,[object Object]
Viral/Blog/Share-Worthy Content(on the same domain!),[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.saltys.com/recipes/entrees/Heirloom_Tomato_BBQ_Glazed_Salmon.asp,[object Object]
Search Friendly,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],Good recipes AND they’re included in Google? Way to go!,[object Object]
Mobile Friendly,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.mobistro.com/Home.aspx,[object Object]
Important Information is Easy to Access,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.riminiterme.com/,[object Object]
The Right Interface / Design,[object Object]
Simple,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.keithcakes.com.au/,[object Object]
Easy to Navigate,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://easybistro.com/,[object Object]
Great Design: Not Critical, But it Helps!,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.outdooritalia.it/,[object Object]
The Right Funnel,[object Object]
Contact Form and/or Conversion Page with Phone Number,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.kuletos.com/contact/,[object Object]
Conversion Page w/ Events that “Trigger”,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.nytimes.com/2011/02/11/business/media/11search.html,[object Object]
The Right Kinds of Traffic,[object Object]
Local-Focused Intent,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]
Evangelists and Those Likely to Share,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.siena-online.net/eng/siena-accommodation.html,[object Object]
Recommended Tools + Resources,[object Object]
Wordpress, Drupal and Joomla for CMS,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://wordpress.org/, http://www.joomla.org/ and http://drupal.org/,[object Object]
GetListed.org (US/UK only right now),[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://getlisted.org,[object Object]
Google Local / Maps / Places Registration,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://places.google.com/business,[object Object]
Whitespark Local Citation Tool,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.whitespark.ca/local-citation-finder/,[object Object]
MailChimp for Email Lists,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://mailchimp.com/pricing/,[object Object]
Local SEO,[object Object]
Make Your Information Consistent!,[object Object],Address,[object Object],Business Name,[object Object],Phone Number,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.google.com/search?q=coffee+seattle,+wa,[object Object]
Consistency Everywhere on the Web,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]
As Many Citations as Possible,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]
Optimize Profile Pages & Places Listings,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.seomoz.org/blog/google-places-seo-lessons-learned-from-rank-correlation-data,[object Object]
Examples of Great Local Sites,[object Object]
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.villagerkent.com/,[object Object]
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.zokacoffee.com,[object Object]
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.skysguideservice.com,[object Object]
Q+A,[object Object],Rand Fishkin, CEO & Co-Founder, SEOmoz,[object Object],[object Object]
 Blog: www.seomoz.org/blog

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Conversion Rate Optimization for Local Businesses

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  • 60. A conversion funnel with proper tracking
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