conversion rate optimization for local businesses
TRANSCRIPT
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CRO for Local BusinessesHow to make your local/small business website
optimized for visitor conversions.
Rand Fishkin, SEOmoz CEO, March 2011
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At SEOmoz, we make SOFTWARE!! We don’t offer any consulting.
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What is Conversion Rate Optimization (CRO)?
Visitors Who Convert
Total Visits
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CRO Measures the Rate at Which Your WebsiteGets Visitors to Make Desired Actions
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.hotelforum.com/
Hotel Forum probably wants lots
of visitors to use this button
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Desired Actions Could Include:
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Booking a Reservation
Signing Up for An Email List
Clicking an Ad
Buying a Product
Viewing Contact Details
Sending an Email
Filling Out a Form
Downloading a Document
Making a DonationLeaving a Comment/Review
Watching a Video
Tweeting a Link
Liking/Sharing on Facebook
Taking a Virtual Tour
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Example of a Typical Local Website’s Funnel:
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.delaurenti.com
Home Page List of Cheeses Hours + Directions
Hopefully, this means a customer is going to
come buy some cheese!
15% 10%
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How Can We Improve Desired Actions?
Let’s Make it Better!
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More Traffic
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlIt’s a lot of hard work to get more visits, though, and we don’t know if they’ll be the kind who love cheese!
Home Page List of Cheeses Hours + Directions
More visits to the home page means more people will decide to visit
15% 10%
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A Better Funnel
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Home Page List of Cheeses Hours + Directions
A better “conversion rate” means more people who already visit the site will come to the store!
25% 20%
Woo hoo! Now for every 1,000 people that visit the site, 25 are potential cheese buyers!
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Tracking Local Business Funnels
That which goes unmeasured cannot be improved.
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Basic Google Analytics Data
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.google.com/analytics
2.7% of visitors click the “sneak a peek” link;
maybe we should make that more obvious.
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Advanced Segments and Filters
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.nytimes.com/2011/02/11/business/media/11search.html
Our “Social Media” segmentIncludes sources like Twitter,
Facebook and LinkedIn
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Adding “Goals” in Analytics
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.nytimes.com/2011/02/11/business/media/11search.html
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Click-to-Call Tracking
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.kaushik.net/avinash/2011/02/mobile-analytics-tracking-click-to-call-mobile-ad-campaigns.html
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Creating a Weekly Conversion Dashboard
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlThis is the overview report SEOmoz’s marketing team tracks each week
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Analyzing Quality of Traffic Sources
Quality > Quantity(at least, most of the time)
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Segmenting Traffic by Conversion Rate
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlWe can use “goals” to understand which visit sources sent the most valuable traffic
Looks like Facebook & Twitter traffic are
reasonably good, while StumbleUpon + LinkedIn
aren’t so great.
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Focusing on “Good” Traffic Sources
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.nytimes.com/2011/02/11/business/media/11search.html
This filter lets me show only sites that sent more
than 100 visits
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Experimenting to Stay Fresh + Relevant
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlFrom November – February, I experimented with answering questions on Q+A sites
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Keys to Local Business Successon the Web
What does it take?
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The Right Content
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Contact Information
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.dambrosiogelato.com/
Excellent! The Gelateria has a link that says
“Contact Us”
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Services List / Pricing
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.salumicuredmeats.com/
There’s a list of all their offerings, but no
prices
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Photos
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.osfashland.org/plays/theatres/elizabethan.aspx
Once I see it, I REALLY want to go!
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Reviews (Editorial + Users)
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://blueacreseafood.com/media.html and http://urbanspoon.com
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Viral/Blog/Share-Worthy Content(on the same domain!)
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.saltys.com/recipes/entrees/Heirloom_Tomato_BBQ_Glazed_Salmon.asp
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Search Friendly
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlGood recipes AND they’re included in Google? Way to go!
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Mobile Friendly
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.mobistro.com/Home.aspx
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Important Information is Easy to Access
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.riminiterme.com/
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The Right Interface / Design
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Simple
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.keithcakes.com.au/
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Easy to Navigate
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://easybistro.com/
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Great Design: Not Critical, But it Helps!
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.outdooritalia.it/
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The Right Funnel
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Contact Form and/or Conversion Page with Phone Number
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.kuletos.com/contact/
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Conversion Page w/ Events that “Trigger”
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.nytimes.com/2011/02/11/business/media/11search.html
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The Right Kinds of Traffic
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Local-Focused Intent
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
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Evangelists and Those Likely to Share
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.siena-online.net/eng/siena-accommodation.html
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Recommended Tools + Resources
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Wordpress, Drupal and Joomla for CMS
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://wordpress.org/, http://www.joomla.org/ and http://drupal.org/
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GetListed.org (US/UK only right now)
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://getlisted.org
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Google Local / Maps / Places Registration
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://places.google.com/business
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Whitespark Local Citation Tool
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.whitespark.ca/local-citation-finder/
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MailChimp for Email Lists
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://mailchimp.com/pricing/
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Local SEO
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Make Your Information Consistent!
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.google.com/search?q=coffee+seattle,+wa
Address
Business Name
Phone Number
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Consistency Everywhere on the Web
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
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As Many Citations as Possible
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
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Optimize Profile Pages & Places Listings
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/google-places-seo-lessons-learned-from-rank-correlation-data
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Examples of Great Local Sites
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.villagerkent.com/
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.zokacoffee.com
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.skysguideservice.com
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Q+ARand Fishkin, CEO & Co-Founder, SEOmoz
• Twitter: @randfish
• Blog: www.seomoz.org/blog
• Email: [email protected]
You can now try SEOmoz PRO Free!http://www.seomoz.org/freetrial
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Summary of This Presentation
Creating a Conversion-Rate Optimized Local Site Requires:
• Key information to inform curious users/searchers
• Accessible content (to search engines and mobile devices)
• A conversion funnel with proper tracking
• Experimentation with the quality/quantity of traffic driven by various sources