seo landing pages: how we achieved 548% more conversions without damaging organic rankings
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SEO Landing PagesHow we achieved 548% more conversions without damaging organic rankings
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Today’s team
Dr. Flint McGlaughlinManaging Director
Jon PowellResearch Manager
Aaron RosenthalPresident, Thought Projects, LLC
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Background and Test Design
Background: A technology and media company specializing in online registration and event management software.
Goal: To increase the amount of leads generated online.
Primary research question: Which online capture process will generation the most leads?
Approach: A/B multifactor split test
Experiment ID: REGonline SEO landing page testLocation: MarketingExperiments Research LibraryTest Protocol Number: TP3055
Research Notes:
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ControlSEO Landing Page
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Control Step 2SEO Landing Page
Step 2
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TreatmentTreatment SEO Landing Page
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Treatment Step 2
Treatment – Step 2
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Treatment Step 3
Treatment – Step 3
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Side-by-side
TreatmentControl
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Results
Design Conversion Rate (%)
Relative Difference
Statistical Level of Confidence
Original Page 0.7% - -
Treatment 4.8% 548%
548% Increase in Total Leads The new page’s conversion rate increased by 548.46%
99%
What you need to understand: By applying key optimization methodologies to the lead capture process, the treatment was able to improve step-level clickthrough rates by 1,312%, and completed leads captured by 548% all without damaging our organic ranking.
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What can we learn from this??
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What we discovered
F Key Principles
1. The primary objective of any SEO campaign is to maximize profit.
2. To maximize profit on an SEO landing page, we must optimize for conversion while minimizing the risk of damaging our organic ranking.
3. To minimize the risk of damaging our organic ranking on a particular page, we must follow four basic steps.
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Step 1: Prioritize Objectives
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What is the objective of this path?
It is not simply to maximize brand equity
It is not simply to maximize traffic volume
It is not simply to maximize conversion rate
The objective is to maximize profit.
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Conversion Rate vs. Traffic Chart
*More traffic tends to drive conversion rate down but profit up.
Traffic
Conversion Rate
Profit
Amou
nt
Time
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Median Conversion Rate on Organic Traffic
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Step 2: Understand the basics.
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Source: SEOmoz Ranking Factors
Understanding how Google ranks pages
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Content vs. Authority SEO Factors
28%
72%
ContentAuthority
Using Data From: SEOmoz Ranking Factors
Note: While content will always contribute something to ranking, in most cases, the authority of the page will trump any content changes.
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We had to understand the basics
Basic steps taken to minimize damage to rankings:
Preserved Links: Moved navigation links/other links that tie the page to the overall site authority to the footer
Maintained Keyword Density: Ensured copy changes kept the same keywords in the same relative places.
Maintained Robot Accessibility: We made sure that we developed the test pages so that it wouldn’t stop the spider (SSL vs. Non SSL).
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We had to understand the basics
TreatmentControl
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Step 2: Assess the risk.
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QUESTION 1: What is the actual impact of
your organic traffic?
3 questions to identify the risk of content changes
Traffic Source Total Overall Visits
Total Overall Conversions
Average Conversion Rate (per
campaign)
Total Profit
Email 9,560 598 7.38% $105,023
PPC 13,687 435 4.56% $90,567
Direct 2,378 202 1.67% $4,057
Organic 20,324 523 3.45% $100,873
Referral 15,143 103 0.54% $876
Note: The numbers above have been adjusted and do not represent the real context for the situation in discussion.
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3 questions to identify the risk of content changes
QUESTION 1: What is the actual impact of
your organic traffic?
QUESTION 2: What is the potential gain from
conversion optimization?
C = 4m + 3v + 2(i-f) - 2a
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QUESTION 3: What key elements drive
the SEO rankings?
3 questions to identify the risk of content changes
QUESTION 2: What is the potential gain from
conversion optimization?
QUESTION 1: What is the actual impact of
your organic traffic?
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We noticed that while some of the ranking was a result of content, the primary cause of the ranking was authority.
Question 3: Example
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Free resources for analyzing your ranking
Yahoo Site Explorer – Most comprehensive backlink index on the web.
SEOMoz SERP Analysis Presentation – Highlights an effective methodology for analyzing why a page ranks (worksheet included).
SEOQuake browser extension – Effective tool for quickly gathering ranking data.
Bit.ly/siteexplorer
Bit.ly/serpanalysis
Bit.ly/browserextension
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Step 3: Minimize the impact.
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Minimizing Risk: Segmentation
Balancing SEO &
LPOORGANIC
PPC
AFFILIATE
LPO ONLY
LPO ONLY
LPO ONLY
All Traffic
Segmentation: The process of directing non-organic traffic channels to dedicated landing pages.
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Balancing SEO &LPO
All TrafficLPO ONLY
LPO ONLY
LPO ONLY
Traffic Segment #1
Traffic Segment #2
Traffic Segment #3
(Use this page as the extension of the channel)
Minimizing Risk: Extension
Extension: The process of using an SEO landing page as a continuation of the channel.
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Minimizing Risk: Emphasis
Emphasis: The process of emphasizing or de-emphasizing content on a page in an effort to minimize content changes and maximize conversion.
Content Block #3
Content Block #3
Content Block #2
Content Block #2
Content Block #1
Content Block #1
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Emphasis: Example
Using color, important SEO content is de-emphasized
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Audience Submission
Note: This page might see a lift through using Javascript to dynamically hide and display content sections.
Minimize Risk: Concealment
EXAMPLE: Javascript
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Summary: Putting it all together
F Key Principles
1. The primary objective of any SEO campaign is to maximize profit.
2. To maximize profit on an SEO landing page, we must optimize for conversion while minimizing the risk of damaging our organic ranking.
3. To minimize the risk of damaging our organic ranking on a particular page, we must follow four basic steps:
• Step 1: Prioritize your objectives
• Step 2: Understand the basics.
• Step 3: Assess the risk.
• Step 4: Minimize the impact.
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Live Optimization
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Submission #1
Keyword: Credit Score
Position: 8th
Backlinks: 47,128
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Keyword: trek canvas tent
Position: 1st
Backlinks: 23
Submission #2
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Submission #3
Keyword: travel franchise
Position: 8th
Backlinks: 3,605
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Submission #4
Keyword: Network Monitoring Software
Position: 1st
Backlinks: 15,005
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