SEO IS NOT WHAT IS WAS Search Engine Optimization = WEB OPTIMIZATION [email protected].
Mar 26, 2015
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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
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
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
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/
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