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SEO IS NOT WHAT IS WAS

SEO IS NOT WHAT IS WAS. Search Engine Optimization = WEB OPTIMIZATION. SEARCH IS A CONVERSATION. Insert Yourself Users are LOOKING for what you offer Search Is Very Intimate – Be Personal. CONVERSION. Intersection of 3 Things: User Experience Search Intent Content. USER BEHAVIOR.

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SEO IS NOT WHAT IS WAS

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

  2. SEARCH IS A CONVERSATION • Insert Yourself • Users are LOOKING for what you offer • Search Is Very Intimate –Be Personal Jonahstein@ItsTheROI.com

  3. CONVERSION Intersection of 3 Things: • User Experience • Search Intent • Content Jonahstein@ItsTheROI.com

  4. USER BEHAVIOR First Impressions Information Scent Scan Behavior Heat Maps Repositioning Heat Maps Jonahstein@ItsTheROI.com

  5. 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 Jonahstein@ItsTheROI.com

  6. INFORMATION SCENT Jonahstein@ItsTheROI.com

  7. SCAN BEHAVIOR Jonahstein@ItsTheROI.com

  8. SEARCH ENGINE HEAT MAP Jonahstein@ItsTheROI.com

  9. HEAT MAP WITH BLENDED SEARCH Jonahstein@ItsTheROI.com

  10. REPOSITIONED HEAT MAP Jonahstein@ItsTheROI.com

  11. INTENT • Discover Keywords • Determine Intent • Map Keywords to Page • BE RELEVANT Jonahstein@ItsTheROI.com

  12. 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 Jonahstein@ItsTheROI.com

  13. CONTENT • Develop Content To Meet Query • Match Content To Keyword Intent • Deliver Information Scent • Write For The Web Jonahstein@ItsTheROI.com

  14. CREATE CONTENT • Do Not Skimp On Writers! • Hire Authoritative Voices • Industry Bloggers • Brand Evangelist • English Majors Jonahstein@ItsTheROI.com

  15. 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 Jonahstein@ItsTheROI.com

  16. ITERATIVE SITE IMPROVEMENTS • No Website is even “Finished” • Ongoing Improvement Process Jonahstein@ItsTheROI.com

  17. 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 Jonahstein@ItsTheROI.com

  18. CONVERSION OBSTACLES • Usability Barriers • Technical Barriers • Messaging • Confusing Conversion Path • Distractions • Broken Persona Model Jonahstein@ItsTheROI.com

  19. INVEST IN MORE TRAFFIC Spend $100,000 Traffic Jonahstein@ItsTheROI.com

  20. INVEST IN CONVERSION $100,000 On Design & Testing Jonahstein@ItsTheROI.com

  21. THE GIFT THAT KEEPS GIVING Jonahstein@ItsTheROI.com

  22. START WITH MEASUREMENT • Understand Your Metrics • Identify Areas To Improve • Landing Page • Bounce Rate • Horizontal Derailment • Shopping Cart • Completion Page Jonahstein@ItsTheROI.com

  23. DEVELOP HYPOTHESIS What Can Be Improved? • Campaign • User interface • Site architecture • Landing page template • Call to action • Offer • Image Jonahstein@ItsTheROI.com

  24. 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) Jonahstein@ItsTheROI.com

  25. MULTIVARIATE TESTING • Test many elements of a landing page at once • Reveals unknown interactions • Require more visitors for results to be significant Jonahstein@ItsTheROI.com

  26. 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 Jonahstein@ItsTheROI.com

  27. 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 Jonahstein@ItsTheROI.com

  28. OPTIMIZATION TIPS • Copy Blogger • Jonathan Mendez, Ramp Digital • http://seldomstatic.com/top-landing-page-tips-from-the-pros/ Jonahstein@ItsTheROI.com

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