alignment of usability, seo & cro in site architecture
TRANSCRIPT
Benj ArriolaWork
SEO VP, Internet Marketing Inc.
SpeakerSMX, Pubcon, IRCE, OMS, eMA, EmMeCon, SEMCon, MORCon, and more!
ExperienceSEO: 11 yearsWeb Design & Development: Since 1997Chemist: Before 1997
CompetitorWinner of several SEO contest winning cash and a brand new car in the 2007 SEO World Championship
It’s my first time in Sydney!
KPI• Number of
social shares and votes
Use• Measure of
efficiency of content promotion & content quality
KPI• Number of
links including quality metrics
Use• Measure of
efficiency of content marketing links
• Clean up bad links
KPI• Revenue,
Profit
Use• Measure
success of the SEO campaign
KPI• Conversion
Rate
Use• Determine
efficiency of organic landing page
• Improve CRO• Align search
intent with page content
KPI• YoY Organic
Search Traffic
Use• Determine
efficiency of SERP CTR
• Measure of effectiveness of the ranking
KPI• Ranking
Trends
Use• Fine tune
strategy & tactics
• Find better keywords
• Adjust content
• Fix errors
SEO Success
Social Shares Links Ranking Organic Traffic Conversions SaleSocial Shares Links Ranking Organic Traffic Conversions Sale
KPI• Number of
social shares and votes
Use• Measure of
efficiency of content promotion & content quality
KPI• Number of
links including quality metrics
Use• Measure of
efficiency of content marketing links
• Clean up bad links
Social Shares Links Ranking Organic Traffic Conversions Sale
What is SEO?Strategies and tactics involved in the improvement of traffic and conversions from organic search engines in order to maximize revenue, profit or popularity.
If you want to maximize success in SEO, you really have to pay attention to the user behavior and conversions.
Search Engine OptimizationNon-Branded KeywordsSocial MediaYoutube VideoContent MarketingPay Per Click
Search Engine OptimizationSocial MediaWebsitePay Per ClickDisplay AdvertisingLanding Page
RetargetingBranded SearchEmail Marketing
CREATIVE
CRO
SEO• Differs in Search
Intent• Differs in
Optimization• Keyword Research• Keyword Mapping• Content
Optimization• Content Marketing
SEO Conversion FunnelIntroduce Influence Close
CRO
UX, CRO
UX
Integrated
Action
Path to Conversion
Page
Search Intent
Intent
Content Marketing Pages
Appropriate Page
Order Page
SharesConversion
Links
Introduce
Path to Conversion• Unique Selling Proposition• Product Comparison• Live or Scheduled Demo• Promo / Specials
• Time Sensitive• Whitepaper Download
Introducers Influencers ClosersInformation Navigation Buy
PPC, Creative, CRO/LPO
Analytics, Usability, Creative
Social Media, Creative
Search Intent &The Conversion FunnelIntroduce Influence Close
SEO
On-Page
Server Settings& Code
Web Designers, Web Developers,
Network Administrators
Content Writers
Off-Page
LinksBuzz Makers,
Viral Marketers, Content
Promotion
SEO Diagnostics
Content Marketing
Foundational
Continuous
Content Marketing
SEO Diagnostics
SEO OverviewIntroduce Influence Close
Site Architecture & SEODiagnostics- Crawlable- Indexable- Visible- Keywords- Taxonomies- Microformats- Page Speed
ContentMarketing- Informative- Valuable- Interesting- Resource- Intriguing- Inspiring- Up-To-Date- Useful- Funny- Controversial
Link Bait
Passes Link Juice Improves Ranking
Introduce Influence Close
SEO Case Studies on E-Commerce
Links gained:Experimental Aircraft Association Websites
EAA922.org (.edu & .gov)EAA32.org (1999)ProFlyersInc.com/EAA501 (2002)ExperimentalAirplane.com (2000)
Other Airplane Pilot GroupsFlyingGators.com (1999, .edu & .gov)AirMailPioneers.org (1998)
Educational InsitutionsCOA.FIT.edu (1989)UkiahAviation.com (.edu & .gov)
Informational/Resource PagesCrashSiteOrkney.comAirCrashSites-Scotland.co.uk
Main StrategyContent MarketingTrust Baiting
SEO Case Studies on E-Commerce
Links gained:Experimental Aircraft Association Websites
EAA922.org (.edu & .gov)EAA32.org (1999)ProFlyersInc.com/EAA501 (2002)ExperimentalAirplane.com (2000)
Other Airplane Pilot GroupsFlyingGators.com (1999, .edu & .gov)AirMailPioneers.org (1998)
Educational InsitutionsCOA.FIT.edu (1989)UkiahAviation.com (.edu & .gov)
Informational/Resource PagesCrashSiteOrkney.comAirCrashSites-Scotland.co.uk
Main StrategyContent MarketingTrust Baiting
20,000 increase in non-branded organic search
traffic. (Pre-Not Provided 2012)
• Links to content marketing pages help ranking of product pages.• The content marketing pages did not need to mention nor link to the product pages.• This is a strong testament to the improvement of the overall domain authority helping out ranking overall.
Fat Head Long TailSearch Volume High Low
Keyword Variations Low High
Search Engine Ranking Harder to rank.Takes longer to rank.
Easier to rank.Faster to rank.
Competition Larger Smaller
Conversions Less Likely More Likely
Amount of Research Work Less More
Fat Head Long TailSearch Volume High Low
Keyword Variations Low High
Search Engine Ranking Harder to rank.Takes longer to rank.
Easier to rank.Faster to rank.
Competition Larger Smaller
Conversions Less Likely More Likely
Amount of Research Work Less More
Long Tail Keyword Advantage
ContentMarketing- Informative- Valuable- Interesting- Resource- Intriguing- Inspiring- Up-To-Date- Useful- Funny- Controversial
Diagnostics- Crawlable- Indexable- Visible- Keywords- Taxonomies- Microformats- Page Speed
Link Bait
Passes Link Juice Improves Ranking
Site Architecture & SEO
Targets more general fat headsTargets related keywords
Branded Search Targets more specific long tails
Introduce Influence Close
• Category pages target more general keywords, product pages target more specific long tail keywords.• When dealing with category pages, always think of influencing the users to buy since there is some intent to buy already.
• A common issue in ecommerce sites, the category pages have no content.• When adding content to category pages, don’t just think SEO. Think usability, give content that helps in the customer’s buying
decision.• The goal in content marketing is to introduce your brand, your company, products & services, but these pages should not be blatantly
selling, because the intent to buy is not there at all.• Planning your site architecture well, helps you plan you breadcrumb navigation well, which is very important in mobile search.
SummarySuccessful SEO always needs to consider usability and conversions.Deciphering the intent of a user helps guide you optimize for the right keywords for the right pages.After serving the intent of the user, always think of the customer journey going down the funnel.Content marketing goals are often not about gaining more conversions, but gaining more brand popularity, that helps out in social media and in SEO when natural links are gained.
But content marketing can still gain some significant amount of conversions.
Links to content marketing pages without internal links to products and not using any product related keywords still help out in the ranking of products, especially if they are all on the same domain.
Preparing your site architecture well paying attentions to search intent, also prepares you for optimizing your breadcrumbs ideal for mobile search.
All my 3 presentations at SMX will be uploaded on:
http://bit.ly/smxsydney2015
I cannot stay long, if you have more questions, feel free to reach out to be using my social media info below.