SEO & Conversions in 2014 Tim Barlow MD at Attacat @timbarlow @attacats
Search Engine Optimisation (SEO): Persuading the search engines that they want you in their main listings. Almost synonymous with: Google, natural listings, organic listings, free listings, ranking. Not to be confused with: search engine advertising, black art, dirty tricks. These Ones
SEO has changed? SEO Technique Killers
Is this SEO?
How do you get rankings in 2014?
SEO IS AN OUTCOME (rankings are like awareness or reputation a result of great product & marketing)
Unique Value Proposition
Be Unique Have Value
Technical SEO Bill Slawski: helping site owners find the right language to use that audience members will search for, and overcoming technical obstacles that might keep search engines from crawling and indexing the great content developed for that audience.
Things that no longer work in 2014 Putting keywords into copy Directory listings Reciprocal links Paid links Guest posts Blog commenting Daily/weekly blogging Site architecture Blocking pages/parts of site
Things that still work in 2014 Putting keywords into copy Directory listings Reciprocal links Paid links Guest posts Blog commenting Daily/weekly blogging Site architecture Blocking pages/parts of site Lots of other shizzle usually called marketing
The traditional SEO mindset Keywords & Links
The modern SEO mindset Keywords & Links Searcher Questions/ Problems & Awareness/Reputati on
The 2014 SEO Skill Set: Multi-disciplined Integrated Project Management
SEO in action in 2014
SOME CR*P STILL WORKS
ROI needs to consider the clean up costs
Are e-commerce sites and agencies the search engines you should be targeting?
Conversion Rate Optimisation There s two ways to increase website sales: get more people coming to the site, or simply make better use of those coming to the site already (and looking after your visitors effectively is now an important ranking tactic)
The CRO Process
User Testing Make it part of your culture
user testing - example Control Variation (15.4% uplift - seven figure increase in sales )
Form Analytics
User Testing
Form Analytics
heatmaps (CrazzyEgg 9/month)
heatmaps - example Control Variation 49.9% Uplift - six figure increase in sales
eye tracking (Feng-GUI $1)
eye tracking
eye tracking Control Variation
eye tracking Control Variation
eye tracking - example Control Variation (178% uplift 1000s more leads)
What Why Google Analytics Heat Maps Scroll reach Session Videos Eye tracking User Tests Getting out the building Surveys Customer Services Sales Team Live Chat Logs Reviews
Meet BOB Big Orange Button Drive to a single call to action
Why your CEO is wrong
Site Reviews Thank you in advance to our volunteers!
http://www.selfcatering-scotland.net/
Unique Value Proposition Owners or luxury? Hot tubs Move hot tub disclaimer Credibility Reviews endorsements Luxury & design conflict Banner image Youtube & lighting Check availability issue Load time Fold not a problem Honeymoons, pet friendly = good. No need to obsess over phrases any more
http://www.tulachard.co.uk/
B&B/self catering confusion Location/Size Walkers etc welcome - good idea but 404 errors Agencies = self catering search engines. Optimise for them!
http://www.heathandshore.co.uk/
Needs 2 sites Sleeps? Heath page Add external photos Change banner image Text diet and mobile Think local, reviews & retention (email) SuperControl = good!
http://www.speysidewildlife.co.uk/
5 second test clarity required Follow conventions tagline use four blocks for navigation Call to action Holiday search omit needless words Tailormade vs Itinerary = business structure. Users start with the activity Make more of Trip Advisor Brand consistency Scotland or International
http://scotmountainholidays.com/
Beware the slider (walkers don t book with MTB specialist) Promote Quick holiday finder? Text diet & mobile Blog right place for content? Credibility hidden Green tourism Press logos Complex booking form Green travel discount D, B&B?
http://www.nethy.org/
Diet! Clarity of messaging Exclusivity vs pay per bed Quantify affordable (Price from X ppn) Size: From 10 to 65 Lead by group type, not accommodation Behavioural Rules not for sales part of the site Lifestyle photography Case studies Top prime real estate lost
http://www.ct4u.co.uk
Accessibility touch & mobile key for audience Big headline required Omit needless words Top 4 pictures look like navigation Minibus banner in way (following instructions also unnecessary) Option to enter postcode? Is end user the audience?
http://www.rothiemurchus.net/
What do you want me to do here? Great attractions hidden Fold is a myth Book now = walking into bar and saying marry me Does user think in terms of land, water, air? Booking process complex
http://www.bygonedrives.com/
5 second test Not clear you do tours? Geography can you do my wedding? Main menu confusion (vintage experiences vs tours) Lots of positives: Design Lifestyle photography Proposition = good SEO Clear Credibility (award) But its all missing from http://www.bygonedrives.co.uk/wedding-carhire-scotland/
Summary SEO isn t voodoo, it s an outcome Focus on the searcher, not the search engine Your UVP is your greatest SEO weapon Conversions are important for SEO Test, Test, Test. Build, measure, learn SEOs/User evangelists deserve a place at the top table
tim.barlow@attacat.co.uk