Conversion mistakes—and how CRO affects SEO (with Rand Fishkin and Karl Blanks)

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Transcript of Conversion mistakes—and how CRO affects SEO (with Rand Fishkin and Karl Blanks)

Page 1: Conversion mistakes—and how CRO affects SEO (with Rand Fishkin and Karl Blanks)
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What you’ll get from this talk

How CRO affects SEO: How to increase your conversions whilst keeping—or even enhancing—your SEO rankings.

Q&A

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Strategic and tactical mistakes that Moz and Conversion Rate Experts have made and seen.

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Rand Fishkin, Wizard of Moz

Conversion Mistakes —and how CRO affects SEO

Dr Karl Blanks, Chairman

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Rand Fishkin, Wizard of Moz | @randfish | [email protected]

How CRO Affects SEO (and how marketers should be combining the two practices)

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How to think about and design for search visitors vs. conversion funnel

Landing Pages?

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Pages for SEO / Content Marketing

Designed to satisfy searchers’ queries

Intentionally built to earn links, shares, & engagement

CTA is non-existent

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Pages in the Conversion Funnel

Built to convert

Don’t necessarily need to target search keywords

Don’t need to be shared, linked-to, or amplified

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Pages that Do Both

Need to both rank and convert

Must be amplification-worthy, but also have a clear path to conversion

Usually leverage the authority the host domain has built

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Or can they live in harmony?

Does CRO Mess Up SEO?

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Over-Simplified Google Algo

KW CQ DA UD SP PA Ranking Ability + + + + + =

Keyword & On-Page

Content Quality

Domain Authority

Page Authority

User & Usage Data

Spam Analysis

Changes made to pages for CRO usually only affect these three

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Over-Simplified Google Algo

KW CQ DA UD SP PA Ranking Ability + + + + + =

Keyword & On-Page

Content Quality

Domain Authority

Page Authority

User & Usage Data

Spam Analysis

And, if your conversion rate is rising, the impact to these two is positive!

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Over-Simplified Google Algo

KW CQ DA UD SP PA Ranking Ability + + + + + =

Keyword & On-Page

Content Quality

Domain Authority

Page Authority

User & Usage Data

Spam Analysis

That just leaves keyword targeting, which is pretty straightforward

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Via Rand’s Visual Guide to Keyword Targeting & On-Page Optimization

There’s no CRO requirement I’ve ever seen that interferes w/ getting

keyword-targeting (AKA smart use of terms in the title, URL, & headline) right

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Rand Fishkin, Wizard of Moz | @randfish | [email protected]

How CRO Affects SEO Go Make Some Awesome SEO & CRO Happen!

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Rand Fishkin, Wizard of Moz

Conversion Mistakes —and how CRO affects SEO

Dr Karl Blanks, Chairman

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About Conversion Rate Experts

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How we became “conversion obsessed”

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Google took notice

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Clients in 9 languages in 22 countries

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Our results Our clients

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Mistake #1 The 海外携帯 problem

“kaigai keitai”

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Mistake #2 The Cinema-Foyer Effect

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Sensitivity analysis

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The problem

Nothing you do makes a difference.

It can be on a page. Or on a type of test (e.g. testimonials). Or on a page element.

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All of your tests are inconclusive. None win—or lose.

You are pulling on a lever that isn’t connected to anything. 4

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The Cinema-Foyer Effect

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The Cinema-Foyer Effect

Be aware that you may be “barking up the wrong tree.”

E.g, ask customers when/where the “persuasive content” was.

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Identify where/when the conversion is really happening.

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The cinema foyer effect

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Mistake #3 Returning customers can cause noise

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2 Ran a test: it didn’t reach significance.

Ran the test with “new customers” as the goal. 114% more new customers. 3

Repeat customers

New customers

Existing customers can cause noise

Landing page for health supplements. 1

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Mistake #4 Not having ADA on the project

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Not having ADA on the project

Authority = The person whose permission must be sought.

Ability = Can do the work (or controls those who can).

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Duty = Neck’s on the line.

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Mistake #5 Switching to the beauty track

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Why beauty kills web businesses

+20%

Conversion

 rate  (%

)  

Time  

Func4onal  designs   Beau4ful  

designs  

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Q&A

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Conversion Rate Experts

Moz

Start the free 30-day trial: www.moz.com

Annual revenue $1M+? Get a free phone consultation: www.conversion-rate-experts.com/contact-us/

Work for us:

www.conversion-rate-experts.com/careers/

Get your free CRO toolkit: www.conversion-rate-experts.com/learning-zone/