SEO and Conversion Optimization
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This document discusses how SEO and conversion rate optimization (CRO) work together to increase leads, sales, and revenue. SEO widens the top of the marketing funnel by bringing in organic search traffic, while CRO makes the bottom of the funnel larger by improving how incoming traffic converts into customers. Real-world examples show how SEO traffic alone can generate hundreds of thousands of monthly visitors and thousands in sales. While combining SEO and CRO carries some risks like potentially hurting search rankings, the rewards can be significant through testing and optimizing landing pages and content to substantially increase conversion rates and revenue from existing organic traffic flows.
SEO and Conversion Optimization
- 2. Maximize Your SEO EffortsBy Increasing Conversion RatesDave Bascom, CEOSEO.comScott Miller, CEOVertster.com
- 3. How Do SEO and CRO Fit Together?SEO widens the top of the funnel
- 4. CRO makes the bottom of the funnel fatter
- 5. End result – more leads, sales, customers, and happinessWhat is Search Engine Optimization?Doing the things that will get your site to the top of the organic search resultsOrganic/SEO
- 6. What’s the Business Impact of SEO?Substantial increase in traffic, leads, and sales
- 7. How much? Depends on rankings and search volume keywordsReal Life ExamplesB2B – Marketing Services company
- 8. 18,484 monthly organic search visits
- 10. 467 sales leads
- 11. B2C – Niche Software Product
- 12. 46,691 monthly organic search visits
- 14. 1,437 sales, $56K in revenue
- 15. B2C – Ecommerce
- 16. 407,437 monthly organic search visits
- 18. 1,479 transactions, $414K in revenueSEO Conversion RatesConversion rates are normally high due to the nature of search traffic.
- 19. There are no “typical” conversion rates for SEO traffic. Varies by keyword and search engine.
- 20. Depends on several factors including:
- 21. Buying stage of customer
- 22. Keyword
- 23. Landing page
- 24. Offer
- 25. CompetitionUse Analytics to Identify Top Performers
- 26. Landing Pages
- 27. What is Conversion Rate Optimization?Proactive marketing designed to get more customers from existing traffic
- 28. Improves your sales efficiency
- 29. More sales without more expense
- 30. It is way easier to double conversion rate than traffic10% increase inOrder clicks
- 31. What is a Conversion and Whatcan be Optimized?Leads
- 32. Sales
- 33. Revenue
- 34. Stickiness
- 35. Engagement
- 36. Videos
- 37. Ad Clicks
- 39. Static Optimization TacticsBigger Buttons
- 40. Use the word “Free”
- 41. Credibility Seals- McCaffee, Thawte, BBB, Verisign
- 42. Testimonials
- 43. Guarantees
- 45. Scarcity (deal ends on [date], only 100 seats left!)“ProActive Optimization”A/B Testing
- 49. Dynamic Insertion20% increase in RPV
- 50. The Risks and Reward of CombiningSEO and Organic TrafficRisksCould Hurt Rankings?
- 51. Traffic is not targeted
- 52. Noisy Data == hard to get clear results
- 53. Uncontrolled – SEO can help with this
- 54. Unclear stance from GoogleGoogle Says…“Google doesn’t view the ethical use of MVT testing tools as cloaking.”But… “When a redirect link is embedded in JavaScript, the search engine indexes the original page rather than following the link, whereas users are taken to the redirect target. Like cloaking, this practice is deceptive because it displays different content to users and to Googlebot, and can take a visitor somewhere other than where they intended to go.”
- 55. The Risks and Reward of CombiningSEO and Organic TrafficRisksRewardsCould Hurt Rankings?
- 56. Traffic is not targeted
- 57. Noisy Data == hard to get clear results
- 58. Uncontrolled – SEO can help with this
- 59. Unclear stance from Google
- 60. Lots of traffic
- 61. The traffic is “free”
- 62. Potential for significant increase in sales
- 63. Use segmentation to “mine” the dataQ&A