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SEO IS NOT WHAT IS WAS Search Engine Optimization = WEB OPTIMIZATION

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Presentation on theme: "SEO IS NOT WHAT IS WAS Search Engine Optimization = WEB OPTIMIZATION"— Presentation transcript:

1 SEO IS NOT WHAT IS WAS Search Engine Optimization = WEB OPTIMIZATION

2 SEARCH IS A CONVERSATION Insert Yourself Users are LOOKING for what you offer Search Is Very Intimate – Be Personal

3 CONVERSION Intersection of 3 Things: User Experience Search Intent Content

4 USER BEHAVIOR First Impressions Information Scent Scan Behavior Heat Maps Repositioning Heat Maps

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 Seconds

6 INFORMATION SCENT

7 SCAN BEHAVIOR

8 SEARCH ENGINE HEAT MAP

9 HEAT MAP WITH BLENDED SEARCH

10 REPOSITIONED HEAT MAP

11 INTENT Discover Keywords Determine Intent Map Keywords to Page BE RELEVANT

12 KEYWORD RESEARCH ON SITE SEARCH TOOL LOG FILES & ANALYTICS PPC CAMPAIGNS KEYWORD RESEARCH TOOLS –www.KeywordDiscovery.comwww.KeywordDiscovery.com –https://adwords.google.com/select/KeywordToolExternal KEYWORD CLUSTERING –http://adlab.msn.com/ResearchPaidSearch.aspx

13 CONTENT Develop Content To Meet Query Match Content To Keyword Intent Deliver Information Scent Write For The Web

14 CREATE CONTENT Do Not Skimp On Writers! Hire Authoritative Voices –Industry Bloggers –Brand Evangelist –English Majors

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

16 ITERATIVE SITE IMPROVEMENTS No Website is even Finished Ongoing Improvement Process

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

18 CONVERSION OBSTACLES Usability Barriers Technical Barriers Messaging Confusing Conversion Path Distractions Broken Persona Model

19 INVEST IN MORE TRAFFIC Spend $100,000 Traffic

20 INVEST IN CONVERSION $100,000 On Design & Testing

21 THE GIFT THAT KEEPS GIVING

22 START WITH MEASUREMENT Understand Your Metrics Identify Areas To Improve –Landing Page Bounce Rate Horizontal Derailment –Shopping Cart –Completion Page

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

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)

25 MULTIVARIATE TESTING Test many elements of a landing page at once Reveals unknown interactions Require more visitors for results to be significant

26 COPY BLOGGER Scrutinize your competitions 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

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

28 OPTIMIZATION TIPS Copy Blogger Jonathan Mendez, Ramp Digital page-tips-from-the-pros/


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