SEO IS NOT WHAT IS WAS Search Engine Optimization = WEB OPTIMIZATION Jonahstein@ItsTheROI.com.

transcript

SEO IS NOT WHAT IS WAS

Search Engine Optimization= WEB OPTIMIZATION

Jonahstein@ItsTheROI.com

SEARCH IS A CONVERSATION

• Insert Yourself

• Users are LOOKING for what you

• Search Is Very Intimate –

Be Personal

CONVERSION

Intersection of 3 Things:

• User Experience

• Search Intent

• Content

USER BEHAVIOR

First Impressions

Information Scent

Scan Behavior

Heat Maps

Repositioning Heat Maps

FIRST IMPRESSIONS COUNT

Users Decide In a Blink:• Do They Like The Design –

50 Milliseconds!

• Are You Trust Worthy - 1 Second

• Are They In The Right Place - 3-5 Seconds

INFORMATION SCENT

SCAN BEHAVIOR

SEARCH ENGINE HEAT MAP

HEAT MAP WITH BLENDED SEARCH

REPOSITIONED HEAT MAP

INTENT

• Discover Keywords

• Determine Intent

• Map Keywords to Page

• BE RELEVANT

KEYWORD RESEARCH

• ON SITE SEARCH TOOL

• LOG FILES & ANALYTICS

• PPC CAMPAIGNS

• KEYWORD RESEARCH TOOLS– www.KeywordDiscovery.com

– https://adwords.google.com/select/KeywordToolExternal

• KEYWORD CLUSTERING– http://adlab.msn.com/ResearchPaidSearch.aspx

CONTENT

• Develop Content To Meet Query

• Match Content To Keyword Intent

• Deliver Information Scent

• Write For The Web

CREATE CONTENT

• Do Not Skimp On Writers!

• Hire Authoritative Voices

–Industry Bloggers

–Brand Evangelist

–English Majors

CONTENT WRITING TIPS

• Information Scent:Make headline refers directly to the place from which your visitor came or the ad copy that drove the click.

• Write for the Web:Keep your most important points at the beginning of paragraphs and bullets.

• Clear call to action• Clear, persuasive message:

Do not showcase your creativity or ability to turn a clever phrase.

• Be certain about your goals

ITERATIVE SITE IMPROVEMENTS

• No Website is even “Finished”

• Ongoing Improvement Process

BE RELEVANT TO USERS

Feedback Loop• Expand The Areas That Get Most Hits

• Improve Pages With Highest Bounce

• Monitor Analytics and PPC Trends

• Constantly Improve User Experience

and Conversion

CONVERSION OBSTACLES

• Usability Barriers

• Technical Barriers

• Messaging

• Confusing Conversion Path

• Distractions

• Broken Persona Model

INVEST IN MORE TRAFFIC

Spend $100,000 Traffic

INVEST IN CONVERSION

$100,000 On Design & Testing

THE GIFT THAT KEEPS GIVING

START WITH MEASUREMENT

• Understand Your Metrics

• Identify Areas To Improve

– Landing Page

• Bounce Rate

• Horizontal Derailment

– Shopping Cart

– Completion Page

DEVELOP HYPOTHESIS

What Can Be Improved?• Campaign • User interface• Site architecture• Landing page template• Call to action• Offer• Image

A/B TESTING

• One change at a time

– Run both versions together

– Pick a winner and start over

• Easier

• Short test cycle

(10-25k impressions)

MULTIVARIATE TESTING

• Test many elements of a landing

page at once

• Reveals unknown interactions

• Require more visitors for results to

be significant

COPY BLOGGER

• Scrutinize your competition’s design and

organization flow of their landing pages

• Put your most critical landing page elements in

the upper 300 pixels of the page

• Think simple

• Be obvious and use standard usage conventions

• Make sure your page loads quickly

RAMP DIGITAL

• Have a Clear and Direct Headline

• Place High Value on Whitespace

• Deliver Your Value Proposition with Short Direct Messaging

• Have a Persuasive Message Directly Above the Call to Action

• Large Red Buttons Rule

• Call to Action Copy Matters

• Trust and Security is Still Incredibly Persuasive

OPTIMIZATION TIPS

• Copy Blogger

• Jonathan Mendez, Ramp Digital

• http://seldomstatic.com/top-landing-

page-tips-from-the-pros/

SEO IS NOT WHAT IS WAS Search Engine Optimization = WEB OPTIMIZATION Jonahstein@ItsTheROI.com.

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