How traffic acquisition and engagement drive digital marketing strategies.
Guest lecture for Assistant Professor of Marketing, Brian Spaid, Ph.D. for October 2015
The document provides an overview of search engine optimization (SEO) presented by the company seOverflow. It discusses key aspects of on-page and off-page optimization including keyword research, link building strategies, and measuring SEO success through analytics and tracking rankings, traffic, and conversions. seOverflow specializes in SEO and paid search marketing solutions to help other companies offer these services to clients.
SEO (Search Engine Optimization) involves increasing the prominence of a web page within relevant search engine results. SEM (Search Engine Marketing) is a form of internet marketing that promotes websites by increasing their visibility in search results. Key aspects of SEO include on-page elements like keywords, metadata, headings and content; off-page elements like links; and technical elements like site speed and structure. Regular reporting measures metrics like traffic, rankings and indexing to evaluate an SEO strategy's effectiveness.
This presentation was prepared by Krishna Kumar, founder and Managing Director of Website Jungle (www.WebsiteJungle.com), a leading Web Design and Digital Agency in the NJ and NYC metro area.
· You have a website or a SAAS product but it doesn’t generate the leads you expected?
· SEO fundamentals: How Google ranks websites, myths vs facts
· Keyword Analysis: Shortlisting and leveraging the most effective keywords
· On-page and Off-page SEO techniques.
· Creative content writing: Driving traffic through Innovative and unique content
· Pay Per Click (PPC) strategy
· Comprehensive Digital Marketing Techniques
· Executive’s guide to Online Marketing goals: Determining you marketing budget
Over 100 tips and tricks from BabichMedia.com on digital marketing in 2019. Influencer Marketing, Facebook ADS, Mobility Scoring, Google Ads, Google My Business, and more...learn more at http://babichmedia.com/ 1-602-497-1011
This document discusses enabling success for large-scale enterprise search programs. It recommends adopting an enterprise search ecosystem approach with centralized search teams that develop best practices, tools, and processes. This includes establishing a global search council, search knowledgebase, and center of excellence to coordinate search efforts across business units and languages. The document also provides strategies for optimizing templates, content deployment, keywords, links, priorities, and performance metrics to scale search programs globally.
The document discusses search engine optimization (SEO) strategies for websites. It emphasizes the importance of being ranked highly in search engines like Google, explaining that if a business is not ranked #1, it will not get found online. It provides tips for SEO, including optimizing content with keywords, linking strategies, and social media engagement. The document cautions against poor SEO practices like duplicate content, keyword stuffing, and reciprocal linking schemes.
The document discusses strategies for driving traffic to a website through search engine optimization (SEO), pay-per-click (PPC) advertising, and optimized landing pages. It covers topics like choosing keyword phrases, link building techniques, on-site optimization, setting up PPC campaigns, and designing landing pages to streamline conversions.
Internet Marketing Training Day - June-Oct Version
Prior Version of slides from the internet marketing/seo training days delivered by MBL Solutions for Business & Enterprise North East. NOT for use for attendees after Oct 2010.
Optimizing Your Web Traffic: Turning Data and Insight into Actionable Market...
Learn to turn analytics and research into higher conversion rates. Results of qualitative analysis based on user feedback and customer experience recordings. Evaluation of top 5 traffic landing pages and conversion funnel
- Increase Website Sales
- Increase Leads
- Increase Email Opt-Ins
- Deeper Insight of Personas
- Local search traffic and conversions are difficult to track due to limitations in analytics tools and data.
- The document provides techniques for tracking local "pack" traffic in Google Analytics using custom URLs and segments.
- It also discusses building a custom local report in GA and pimping the local GA dashboard with additional reports and data.
- Other tracking techniques mentioned include using Google LBC reports, call tracking, and rank checking, as well as tracking offline and phone conversions.
The document discusses strategies for future-proofing SEO, including avoiding penalties, improving user experience, developing great content, and building natural links. It notes Google is increasingly rewarding sites that users love and penalizing those with poor user metrics, duplicate content, or unnatural links. The author recommends businesses continuously survey users, focus on quality content to build trust and memory, and integrate SEO best practices like reviews and Q&As throughout marketing efforts to protect revenue in the changing SEO landscape.
Digital marketing involves using online channels and strategies to promote a company's products and services. This includes building trust, growing client base, measuring success through digital campaigns, and providing greater flexibility. Search engine optimization is important as 80-90% of consumers find websites through search engines, with the top results receiving most clicks. SEO involves optimizing on-page and off-page factors to achieve high search rankings. Key factors search engines consider include keywords, links, content quality, and mobile friendliness. Social media marketing uses platforms like Facebook and Twitter to share content and build an online community to promote a brand.
The document provides an overview of search engine optimization (SEO) strategies and techniques. It discusses how SEO can help websites increase traffic and leads through organic search results. Specific strategies covered include on-page optimization like keyword research, title tags and links; off-page optimization techniques like link building; and potential risks of outsourcing SEO work. Examples are given of websites that saw success through SEO.
Find out why local search is one of the hottest opportunities for small business and how you can increase your ranking on Google, Bing and Yelp! This presentation looks at why search is one of the key ways to attract new customers, what the difference between organic (SEO) and paid search (PPC), how to claim your Google Place page and list your business in local directories, how to leverage social sites to grow local brand awareness and sales - and how to analyze your local search results. Contact www.deluxe.merchengines.com for more information
Local Search is loco! Renee and Cassy break things down with the basics on how local search actually works, key ranking factors (citations, review, backlinks, on-page), and placement opportunities for organic and paid results.
LOCAL PPC:
- Setting up geo-targeting
- Defining reach
- Measuring performance
- Adjusting bids (use data, duh)
- Link Google My Business to AdWords
LOCAL SEO:
- Google Pigeon
- Algorithm ranking factors
- Claim citations
- Verify Google My Business
- Get reviews
Didn't get to go to SMX Advanced? Lucky for you, I've put together the major highlights from all the organic track sessions. Enjoy!
Credit to all the amazing presenters: Jenny Halasz, Jessica Bowman, Rand Fishkin, Marcus Tober, Eric Enge, Maile Ohye, and Christine Smith.
http://www.slideshare.net/SearchMarketingExpo/technical-seo-signals-you-need-to-send-to-google
http://www.slideshare.net/SearchMarketingExpo/what-happened-by-jessica-bowman
http://www.slideshare.net/SearchMarketingExpo/periodic-table-of-seo-ranking-factors-2015-edition-by-marcus-tober
http://www.slideshare.net/SearchMarketingExpo/googles-rich-answers-in-search-how-to-make-them-work-for-you-by-ericenge
http://www.slideshare.net/SearchMarketingExpo/ranking-signals-of-the-future-where-engines-might-be-heading-by-rand-fishkin
http://www.slideshare.net/SearchMarketingExpo/tales-of-an-seo-detective-by-christine-smith
This document summarizes the keynotes and sessions from the PUBCON 2016 conference:
1. Gary Ilyes' keynote discussed upcoming changes like mobile-first indexing and the growth of voice search. He also covered updates to Google's algorithms like Penguin being real-time and RankBrain only impacting long-tail queries.
2. Bill Hunt's keynote focused on using data modeling to demonstrate SEO concepts to executives and identify keyword opportunities.
3. Other sessions provided advice on technical issues like AMP being restrictive, crawl budget myths, and the importance of structured data and featured snippets for voice search and mobile users. Upcoming changes like progressive web apps were also discussed.
More Traffic. More Business. How to Boost Your Blog Traffic with SEO
Learn how to use the basics of search engine optimization to gain new readers to your blog. Used in conjunction with the One Metric Blog Scorecard found here: http://bit.ly/blog-scorecard
Authors: Renee Girard and Lindsie Nelson
Local or Bust! An Intro to Google Local & All Things Links - WordCamp MKE 201...
This document provides an overview of local search optimization strategies. It discusses the importance of local visibility and opportunities for placement in maps, carousels and local packs. The presenters recommend claiming and optimizing Google My Business listings, creating local landing pages with consistent NAP information, and pursuing citations and backlinks from sources like directories, review sites and social media to strengthen local rankings.
The document discusses conversion in marketing, which is the completion of a desired action, such as a goal completion. It provides a checklist for factors related to search engine optimization (SEO) and conversion rate optimization (CRO), including relevance, credibility, value, usability, and actionability. The document also recaps lessons about focusing on converting keywords, understanding user motivations, measuring key actions as goals, providing supporting context, and planning for goal completion.
Do you need a Better Conversion Rate? - Growth Hacking Toronto
This document contains the presentation slides from Tiffany Dasilva's talk on growth hacking through the eyes of an online marketer. Some of the key topics covered include using analytics to understand user behavior and measure goals, developing an understanding of user personas to inform design decisions, and tips for conversion rate optimization like prioritizing usability, testing hypotheses through failure, and continuously learning. The presentation provides insights and strategies for optimizing online marketing efforts and driving growth through data-informed tactics.
Conversion Hotel 2014: Angie Schotmuller (US) keynote
Angie Schottmuller, well known SEO and conversion consultant and star wars lover. Slides from her friday keynote at Conversion Hotel 2014 #CH2014 #enjoy
(Webinar) SEO meet CRO: Conversion Hacks for Organic Search Traffic
Featured Presenter: Angie Schottmuller
On average 70% of website traffic comes from search results. Are you optimizing conversion for organic traffic? More than 99% of websites are not, so it's a huge opportunity for you to gain an advantage.
Learn how, when and where to provide search visitors a clear path to conversion, regardless of where a they enter your site... and despite Google's "not provided" keyword madness. From ranking, click-through, stick (cleverly maintained scent), and conversion, you'll leave this webinar loaded with tips to overhaul your regular website with some powerful SEO conversion boosters.
Digital scent technology allows for the transmission and reception of scented digital media through the combination of an olfactometer and electric noses. Scent synthesizers digitize scents into small files that can be broadcast and attached to web content. When received, the synthesizer reads the digital file and uses a small fan to waft the synthesized scent into the air. This technology has applications in marketing, entertainment, education and medicine, though it faces limitations in price, potential chemical issues, and compatibility with certain industries.
This document discusses how SEO and conversion rate optimization (CRO) work together to increase leads, sales, and revenue. SEO widens the top of the marketing funnel by bringing in organic search traffic, while CRO makes the bottom of the funnel larger by improving how incoming traffic converts into customers. Real-world examples show how SEO traffic alone can generate hundreds of thousands of monthly visitors and thousands in sales. While combining SEO and CRO carries some risks like potentially hurting search rankings, the rewards can be significant through testing and optimizing landing pages and content to substantially increase conversion rates and revenue from existing organic traffic flows.
For every $92 spent acquiring customers, ONLY $1 is spent converting them. It's time to bring balance to the Force (a.k.a. your optimization strategy). Check out these 5 powerful Star Wars insights to unite your SEO and CRO efforts for impressive power play wins!
>> Keynote presentation Oct 22, 2014 for Conversion Hotel, Netherlands. #CH2014
Short link: http://j.mp/seocrostarwars
This document discusses digital marketing and search engine optimization (SEO). It defines digital marketing as promoting brands using digital channels like websites and social media. The objectives of digital marketing are to reach the targeted audience, engage customers, and maximize return on investment. SEO, a part of digital marketing, refers to optimizing on-page and off-page ranking factors to achieve high search engine rankings. Key on-page SEO factors include titles, headings, images, links, and content. Off-page factors include links and link popularity. The document provides examples of search engines and discusses why SEO is important for driving relevant traffic to websites.
The Basics of Digital Marketing - Learn online marketing today!
This presentation will enlighten you on the basics of digital and online marketing including seo, social media, content marketing, affiliate marketing, mobile marketing and much more. It's a fairly broad overview of the digital and social media marketing landscape today.
Do you want to increase traffic and sales to your website or company? Get in touch with me or visit my website at http://www.modifyed.in
iContent, is an online-medium where we build, create and nurture your idea in a genre of preffered brands!
We are a team of passionate and experienced content writers, search marketers, graphic designers, web developers, and advertising experts who have had their expertise in the field of Digital Marketing for quite some time.
Best Content Writing and digital marketing Services-iContent
iContent is one of the top 10 content writing service provider in India. It is an award winning company. It provides content writing, blogs, articles, PR articles and digital content.
This document provides an agenda and overview for an online marketing workshop presented by Sam Shetty in February 2013. The workshop covers various online marketing topics including the online landscape, search engine optimization (SEO), pay-per-click (PPC) advertising, social media, and mobile websites. Specific areas discussed within SEO include the SEO process, myths, keyword research, link building, and Google algorithm updates. The benefits and process of PPC advertising on platforms like Google AdWords is also summarized.
The document discusses various aspects of online marketing including search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, analytics, and lead generation. It provides tips on building an optimized website, search engine rankings, keyword research, integrating marketing efforts with CRM systems, and measuring performance.
This document discusses search marketing strategies for 2016. It emphasizes the importance of fast, high-quality, mobile-optimized content and internal/external links to ranking well organically. Paid search requires optimizing click-through rate and extensions. Remarketing lets advertisers target past visitors, and Google Shopping is becoming more integrated with AdWords. The key is understanding searchers' intent and providing relevant, trusted experiences across platforms.
The document provides an overview of search engine optimization (SEO). It defines SEO as improving the volume and quality of traffic from organic search results. It discusses the current state of search and market share of different search engines. It also outlines the differences between organic and paid search results. The document then discusses how search engines work, why SEO is important, factors that influence search engine rankings, and provides tips for basic on-site and off-site SEO optimization techniques.
San Francisco is a city located in Northern California. It is a hub for technology and home to many large tech companies. The document provides tips for companies on optimizing their search engine optimization (SEO) strategies to drive more organic traffic to their websites. It discusses the importance of competitive research, content strategy, delivering content across devices like mobile, and testing approaches like conversion optimization and anomaly detection to drive continuous growth. The overall recommendations are to place search at the center of digital marketing efforts by identifying opportunities based on data and creating and delivering effective content.
This time, the best training for increasing website traffic is available to you at Burraq IT solution is an IT institute that provide SEO course in Lahore Muslim Tower. This course will assist you in achieving our ultimate objective, which is to maximize sales while incurring the fewest costs possible. The top SEO course in Lahore will help you gain market share and access to new markets.
Our document is presented in a reader-friendly format, blending to enhance understanding and retention. Embark on a journey of digital marketing with our comprehensive document. This is meticulously crafted to inform readers on content writing and digital marketing services.
SMX Sydney - Bootcamp: Keyword Research Process For SEO & PPC
This document provides an overview of keyword research for SEO and PPC. It discusses the importance of thorough keyword research, including brainstorming keywords from various sources, analyzing relevant keywords, and developing a keyword strategy based on factors like search volume, user intent, and the conversion funnel. The document emphasizes integrating SEO and PPC keyword data and optimizing keywords for both organic and paid search results.
This document provides an overview of search engine optimization (SEO) best practices. It discusses key SEO concepts like the three pillars of SEO - technical, content, and off-page factors. It also covers SEO strategy, analyzing traffic using Google Analytics, and tips for optimizing content and site structure. The goal of SEO is to influence search engines to rank websites higher in organic search results by improving both on-site and off-site elements related to user experience, content quality, and backlinks. Regular analysis of traffic and optimization is important to continuously improve SEO performance.
PCG Digital Marketing Provides Scalable SEO Services with Conductor
This document discusses building a scalable SEO solution for automotive dealerships. It emphasizes the importance of having an online presence across multiple platforms where consumers search for information. It then outlines key elements to measure in an SEO campaign, such as organic search performance, keyword rankings, backlinks, and local search. Various tools are presented that can help improve website conversions, track campaign performance, and generate new visitors through location-based messaging.
These are the training slides from the SEO training delivered by Noisy Little Monkey at their offices in Bristol.
They cover: technical, on-site, off-site, local and mobile SEO.
AMA Atlanta Marketing Series: SEO 101 with Stephanie WallaceStephanie Wallace
The second 101 series hosted by AMA Atlanta will cover the basics of Search Engine Optimization. All facets of SEO will be discussed, including: a history of search engines, common terminology, on-page strategy, technical SEO, off-page campaign creation and general best practices. In addition, we'll highlight new trends and SEO opportunities on the horizon. If you're new to search engine marketing and want to learn the basics, or if you want to manage your own SEO campaign, this is the class for you!
What do top manufacturing companies put on their websites?Orbit Media Studios
This document outlines 7 best practices for manufacturing company websites based on a presentation given in Month, Year. It discusses having a descriptive homepage headline (51% of sites don't), placing social icons at the bottom of pages (not the header), using descriptive title tags (22% of sites just say "Home"), avoiding slideshows and carousels (47% of sites still use them), using descriptive navigation labels (83% don't), including supportive evidence like testimonials (84% are missing it), and using specific calls to action (89% just say generic things like "Learn More"). The document provides examples and statistics for each best practice.
The document provides an overview of search engine optimization (SEO) presented by the company seOverflow. It discusses key aspects of on-page and off-page optimization including keyword research, link building strategies, and measuring SEO success through analytics and tracking rankings, traffic, and conversions. seOverflow specializes in SEO and paid search marketing solutions to help other companies offer these services to clients.
SEO (Search Engine Optimization) involves increasing the prominence of a web page within relevant search engine results. SEM (Search Engine Marketing) is a form of internet marketing that promotes websites by increasing their visibility in search results. Key aspects of SEO include on-page elements like keywords, metadata, headings and content; off-page elements like links; and technical elements like site speed and structure. Regular reporting measures metrics like traffic, rankings and indexing to evaluate an SEO strategy's effectiveness.
This presentation was prepared by Krishna Kumar, founder and Managing Director of Website Jungle (www.WebsiteJungle.com), a leading Web Design and Digital Agency in the NJ and NYC metro area.
· You have a website or a SAAS product but it doesn’t generate the leads you expected?
· SEO fundamentals: How Google ranks websites, myths vs facts
· Keyword Analysis: Shortlisting and leveraging the most effective keywords
· On-page and Off-page SEO techniques.
· Creative content writing: Driving traffic through Innovative and unique content
· Pay Per Click (PPC) strategy
· Comprehensive Digital Marketing Techniques
· Executive’s guide to Online Marketing goals: Determining you marketing budget
100 Ways to Transform Your Business OnlineBabich Media
Over 100 tips and tricks from BabichMedia.com on digital marketing in 2019. Influencer Marketing, Facebook ADS, Mobility Scoring, Google Ads, Google My Business, and more...learn more at http://babichmedia.com/ 1-602-497-1011
This document discusses enabling success for large-scale enterprise search programs. It recommends adopting an enterprise search ecosystem approach with centralized search teams that develop best practices, tools, and processes. This includes establishing a global search council, search knowledgebase, and center of excellence to coordinate search efforts across business units and languages. The document also provides strategies for optimizing templates, content deployment, keywords, links, priorities, and performance metrics to scale search programs globally.
If You're Not #1 on Google, You Don't Exist!Bhupesh Shah
The document discusses search engine optimization (SEO) strategies for websites. It emphasizes the importance of being ranked highly in search engines like Google, explaining that if a business is not ranked #1, it will not get found online. It provides tips for SEO, including optimizing content with keywords, linking strategies, and social media engagement. The document cautions against poor SEO practices like duplicate content, keyword stuffing, and reciprocal linking schemes.
The document discusses strategies for driving traffic to a website through search engine optimization (SEO), pay-per-click (PPC) advertising, and optimized landing pages. It covers topics like choosing keyword phrases, link building techniques, on-site optimization, setting up PPC campaigns, and designing landing pages to streamline conversions.
Prior Version of slides from the internet marketing/seo training days delivered by MBL Solutions for Business & Enterprise North East. NOT for use for attendees after Oct 2010.
Optimizing Your Web Traffic: Turning Data and Insight into Actionable Market...Alex Harris
Learn to turn analytics and research into higher conversion rates. Results of qualitative analysis based on user feedback and customer experience recordings. Evaluation of top 5 traffic landing pages and conversion funnel
- Increase Website Sales
- Increase Leads
- Increase Email Opt-Ins
- Deeper Insight of Personas
- Local search traffic and conversions are difficult to track due to limitations in analytics tools and data.
- The document provides techniques for tracking local "pack" traffic in Google Analytics using custom URLs and segments.
- It also discusses building a custom local report in GA and pimping the local GA dashboard with additional reports and data.
- Other tracking techniques mentioned include using Google LBC reports, call tracking, and rank checking, as well as tracking offline and phone conversions.
The document discusses strategies for future-proofing SEO, including avoiding penalties, improving user experience, developing great content, and building natural links. It notes Google is increasingly rewarding sites that users love and penalizing those with poor user metrics, duplicate content, or unnatural links. The author recommends businesses continuously survey users, focus on quality content to build trust and memory, and integrate SEO best practices like reviews and Q&As throughout marketing efforts to protect revenue in the changing SEO landscape.
Digital marketing involves using online channels and strategies to promote a company's products and services. This includes building trust, growing client base, measuring success through digital campaigns, and providing greater flexibility. Search engine optimization is important as 80-90% of consumers find websites through search engines, with the top results receiving most clicks. SEO involves optimizing on-page and off-page factors to achieve high search rankings. Key factors search engines consider include keywords, links, content quality, and mobile friendliness. Social media marketing uses platforms like Facebook and Twitter to share content and build an online community to promote a brand.
The document provides an overview of search engine optimization (SEO) strategies and techniques. It discusses how SEO can help websites increase traffic and leads through organic search results. Specific strategies covered include on-page optimization like keyword research, title tags and links; off-page optimization techniques like link building; and potential risks of outsourcing SEO work. Examples are given of websites that saw success through SEO.
Find out why local search is one of the hottest opportunities for small business and how you can increase your ranking on Google, Bing and Yelp! This presentation looks at why search is one of the key ways to attract new customers, what the difference between organic (SEO) and paid search (PPC), how to claim your Google Place page and list your business in local directories, how to leverage social sites to grow local brand awareness and sales - and how to analyze your local search results. Contact www.deluxe.merchengines.com for more information
Local SEO and Local PPC: Pigeon, Paid, & PlacesRenee Girard
Local Search is loco! Renee and Cassy break things down with the basics on how local search actually works, key ranking factors (citations, review, backlinks, on-page), and placement opportunities for organic and paid results.
LOCAL PPC:
- Setting up geo-targeting
- Defining reach
- Measuring performance
- Adjusting bids (use data, duh)
- Link Google My Business to AdWords
LOCAL SEO:
- Google Pigeon
- Algorithm ranking factors
- Claim citations
- Verify Google My Business
- Get reviews
Didn't get to go to SMX Advanced? Lucky for you, I've put together the major highlights from all the organic track sessions. Enjoy!
Credit to all the amazing presenters: Jenny Halasz, Jessica Bowman, Rand Fishkin, Marcus Tober, Eric Enge, Maile Ohye, and Christine Smith.
http://www.slideshare.net/SearchMarketingExpo/technical-seo-signals-you-need-to-send-to-google
http://www.slideshare.net/SearchMarketingExpo/what-happened-by-jessica-bowman
http://www.slideshare.net/SearchMarketingExpo/periodic-table-of-seo-ranking-factors-2015-edition-by-marcus-tober
http://www.slideshare.net/SearchMarketingExpo/googles-rich-answers-in-search-how-to-make-them-work-for-you-by-ericenge
http://www.slideshare.net/SearchMarketingExpo/ranking-signals-of-the-future-where-engines-might-be-heading-by-rand-fishkin
http://www.slideshare.net/SearchMarketingExpo/tales-of-an-seo-detective-by-christine-smith
This document summarizes the keynotes and sessions from the PUBCON 2016 conference:
1. Gary Ilyes' keynote discussed upcoming changes like mobile-first indexing and the growth of voice search. He also covered updates to Google's algorithms like Penguin being real-time and RankBrain only impacting long-tail queries.
2. Bill Hunt's keynote focused on using data modeling to demonstrate SEO concepts to executives and identify keyword opportunities.
3. Other sessions provided advice on technical issues like AMP being restrictive, crawl budget myths, and the importance of structured data and featured snippets for voice search and mobile users. Upcoming changes like progressive web apps were also discussed.
More Traffic. More Business. How to Boost Your Blog Traffic with SEORenee Girard
Learn how to use the basics of search engine optimization to gain new readers to your blog. Used in conjunction with the One Metric Blog Scorecard found here: http://bit.ly/blog-scorecard
Authors: Renee Girard and Lindsie Nelson
Local or Bust! An Intro to Google Local & All Things Links - WordCamp MKE 201...Renee Girard
This document provides an overview of local search optimization strategies. It discusses the importance of local visibility and opportunities for placement in maps, carousels and local packs. The presenters recommend claiming and optimizing Google My Business listings, creating local landing pages with consistent NAP information, and pursuing citations and backlinks from sources like directories, review sites and social media to strengthen local rankings.
SEO Conversion Problem Solving StrategiesConductor
The document discusses conversion in marketing, which is the completion of a desired action, such as a goal completion. It provides a checklist for factors related to search engine optimization (SEO) and conversion rate optimization (CRO), including relevance, credibility, value, usability, and actionability. The document also recaps lessons about focusing on converting keywords, understanding user motivations, measuring key actions as goals, providing supporting context, and planning for goal completion.
Do you need a Better Conversion Rate? - Growth Hacking TorontoTiffany daSilva
This document contains the presentation slides from Tiffany Dasilva's talk on growth hacking through the eyes of an online marketer. Some of the key topics covered include using analytics to understand user behavior and measure goals, developing an understanding of user personas to inform design decisions, and tips for conversion rate optimization like prioritizing usability, testing hypotheses through failure, and continuously learning. The presentation provides insights and strategies for optimizing online marketing efforts and driving growth through data-informed tactics.
Conversion Hotel 2014: Angie Schotmuller (US) keynoteWebanalisten .nl
Angie Schottmuller, well known SEO and conversion consultant and star wars lover. Slides from her friday keynote at Conversion Hotel 2014 #CH2014 #enjoy
Featured Presenter: Angie Schottmuller
On average 70% of website traffic comes from search results. Are you optimizing conversion for organic traffic? More than 99% of websites are not, so it's a huge opportunity for you to gain an advantage.
Learn how, when and where to provide search visitors a clear path to conversion, regardless of where a they enter your site... and despite Google's "not provided" keyword madness. From ranking, click-through, stick (cleverly maintained scent), and conversion, you'll leave this webinar loaded with tips to overhaul your regular website with some powerful SEO conversion boosters.
Digital scent technology allows for the transmission and reception of scented digital media through the combination of an olfactometer and electric noses. Scent synthesizers digitize scents into small files that can be broadcast and attached to web content. When received, the synthesizer reads the digital file and uses a small fan to waft the synthesized scent into the air. This technology has applications in marketing, entertainment, education and medicine, though it faces limitations in price, potential chemical issues, and compatibility with certain industries.
This document discusses how SEO and conversion rate optimization (CRO) work together to increase leads, sales, and revenue. SEO widens the top of the marketing funnel by bringing in organic search traffic, while CRO makes the bottom of the funnel larger by improving how incoming traffic converts into customers. Real-world examples show how SEO traffic alone can generate hundreds of thousands of monthly visitors and thousands in sales. While combining SEO and CRO carries some risks like potentially hurting search rankings, the rewards can be significant through testing and optimizing landing pages and content to substantially increase conversion rates and revenue from existing organic traffic flows.
For every $92 spent acquiring customers, ONLY $1 is spent converting them. It's time to bring balance to the Force (a.k.a. your optimization strategy). Check out these 5 powerful Star Wars insights to unite your SEO and CRO efforts for impressive power play wins!
>> Keynote presentation Oct 22, 2014 for Conversion Hotel, Netherlands. #CH2014
Short link: http://j.mp/seocrostarwars
This document discusses digital marketing and search engine optimization (SEO). It defines digital marketing as promoting brands using digital channels like websites and social media. The objectives of digital marketing are to reach the targeted audience, engage customers, and maximize return on investment. SEO, a part of digital marketing, refers to optimizing on-page and off-page ranking factors to achieve high search engine rankings. Key on-page SEO factors include titles, headings, images, links, and content. Off-page factors include links and link popularity. The document provides examples of search engines and discusses why SEO is important for driving relevant traffic to websites.
The Basics of Digital Marketing - Learn online marketing today!Aarti Mohan
This presentation will enlighten you on the basics of digital and online marketing including seo, social media, content marketing, affiliate marketing, mobile marketing and much more. It's a fairly broad overview of the digital and social media marketing landscape today.
Do you want to increase traffic and sales to your website or company? Get in touch with me or visit my website at http://www.modifyed.in
iContent, is an online-medium where we build, create and nurture your idea in a genre of preffered brands!
We are a team of passionate and experienced content writers, search marketers, graphic designers, web developers, and advertising experts who have had their expertise in the field of Digital Marketing for quite some time.
Best Content Writing and digital marketing Services-iContent Apeksha Shah
iContent is one of the top 10 content writing service provider in India. It is an award winning company. It provides content writing, blogs, articles, PR articles and digital content.
This document provides an agenda and overview for an online marketing workshop presented by Sam Shetty in February 2013. The workshop covers various online marketing topics including the online landscape, search engine optimization (SEO), pay-per-click (PPC) advertising, social media, and mobile websites. Specific areas discussed within SEO include the SEO process, myths, keyword research, link building, and Google algorithm updates. The benefits and process of PPC advertising on platforms like Google AdWords is also summarized.
The document discusses various aspects of online marketing including search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, analytics, and lead generation. It provides tips on building an optimized website, search engine rankings, keyword research, integrating marketing efforts with CRM systems, and measuring performance.
This document discusses search marketing strategies for 2016. It emphasizes the importance of fast, high-quality, mobile-optimized content and internal/external links to ranking well organically. Paid search requires optimizing click-through rate and extensions. Remarketing lets advertisers target past visitors, and Google Shopping is becoming more integrated with AdWords. The key is understanding searchers' intent and providing relevant, trusted experiences across platforms.
The document provides an overview of search engine optimization (SEO). It defines SEO as improving the volume and quality of traffic from organic search results. It discusses the current state of search and market share of different search engines. It also outlines the differences between organic and paid search results. The document then discusses how search engines work, why SEO is important, factors that influence search engine rankings, and provides tips for basic on-site and off-site SEO optimization techniques.
San Francisco is a city located in Northern California. It is a hub for technology and home to many large tech companies. The document provides tips for companies on optimizing their search engine optimization (SEO) strategies to drive more organic traffic to their websites. It discusses the importance of competitive research, content strategy, delivering content across devices like mobile, and testing approaches like conversion optimization and anomaly detection to drive continuous growth. The overall recommendations are to place search at the center of digital marketing efforts by identifying opportunities based on data and creating and delivering effective content.
This time, the best training for increasing website traffic is available to you at Burraq IT solution is an IT institute that provide SEO course in Lahore Muslim Tower. This course will assist you in achieving our ultimate objective, which is to maximize sales while incurring the fewest costs possible. The top SEO course in Lahore will help you gain market share and access to new markets.
Content writing and digital marketing servicesicontentsmo
Our document is presented in a reader-friendly format, blending to enhance understanding and retention. Embark on a journey of digital marketing with our comprehensive document. This is meticulously crafted to inform readers on content writing and digital marketing services.
SMX Sydney - Bootcamp: Keyword Research Process For SEO & PPCPieter S Verasdonck
This document provides an overview of keyword research for SEO and PPC. It discusses the importance of thorough keyword research, including brainstorming keywords from various sources, analyzing relevant keywords, and developing a keyword strategy based on factors like search volume, user intent, and the conversion funnel. The document emphasizes integrating SEO and PPC keyword data and optimizing keywords for both organic and paid search results.
This document provides an overview of search engine optimization (SEO) best practices. It discusses key SEO concepts like the three pillars of SEO - technical, content, and off-page factors. It also covers SEO strategy, analyzing traffic using Google Analytics, and tips for optimizing content and site structure. The goal of SEO is to influence search engines to rank websites higher in organic search results by improving both on-site and off-site elements related to user experience, content quality, and backlinks. Regular analysis of traffic and optimization is important to continuously improve SEO performance.
PCG Digital Marketing Provides Scalable SEO Services with ConductorBrian Pasch
This document discusses building a scalable SEO solution for automotive dealerships. It emphasizes the importance of having an online presence across multiple platforms where consumers search for information. It then outlines key elements to measure in an SEO campaign, such as organic search performance, keyword rankings, backlinks, and local search. Various tools are presented that can help improve website conversions, track campaign performance, and generate new visitors through location-based messaging.
This document advertises an Internet Marketing Workshop provided by Search-Optimization.com that offers various services to help companies increase online profitability. The workshop covers topics like website design, search engine optimization (SEO), social media marketing, pay-per-click (PPC) advertising, and more. It lists clients the company has helped and implementation options for outsourcing marketing services or handling them in-house. It promotes a half-off special of $1,000 worth of services for $500 to try out their workshop.
The document outlines an SEO workshop that covers key topics like differentiating SEO from other marketing, understanding ranking factors, keyword research tools, and optimizing content. It discusses the SEO lifecycle of assessing a business, researching keywords and markets, developing a strategy, implementing changes, and measuring outcomes. Various SEO concepts are defined, like paid vs organic search, and recommendations are made to improve content through linking, speed, responsiveness, and repurposing. The goal is for attendees to learn how to reach more customers through SEO and the right strategy for their business.
This document provides an agenda and overview for an online marketing workshop presented by Sam Shetty in April 2013. The workshop covers various topics related to online marketing including search engine optimization (SEO), Google Analytics, pay-per-click (PPC) advertising, social media marketing, mobile websites, and conversion rate optimization. It also discusses trends in online spending in Australia, the changing consumer purchase journey, and how to focus online marketing efforts on consumer needs and goals rather than just promoting the business.
This document provides guidance on driving relevant traffic to websites through search engine optimization (SEO) and pay-per-click (PPC) advertising. It discusses developing keywords, optimizing webpages on- and off-page for SEO, creating engaging content, and setting up effective PPC campaigns and landing pages. Data shows that SEO and PPC together are more effective at generating new customers and transactions than either channel alone. Proper use of analytics is also emphasized for measuring success.
This document provides an introduction to digital marketing. It discusses how the modern marketplace has changed such that customers now research online before buying. It emphasizes that a website's primary jobs are to connect with customers, convince them of a product's value, and convert visitors into leads. It outlines strategies for search engine optimization, social media marketing, on-page keyword placement, and using calls to action and offers to nurture leads over time through content and automation. Measurement of website traffic and performance is also highlighted as important for optimizing the digital marketing process.
Data-Driven SEO: Correlation Does Not Equal CausationRenee Girard
Data-Driven SEO: Correlation Does Not Equal Causation
Talk for Mississippi State University's Advanced Statistics Class, 11/2020
TLDR: https://starwarsintrocreator.kassellabs.io/#!/CMLLbd91eqIcOecTDDtN
SEO Resources: http://bit.ly/seo-tools-2018
SEO: Just Enough To Be Dangerous Today, Tomorrow & BeyondRenee Girard
Organic Search is the effective and cheap fuel that’s built to sustain your acquisition engine for years. Learn how Google search works and what you need to do today to ensure your users can discover your website easier through Search Engine Optimization.
What is SEO and why should I care?
How does Google search work?
Making the business case for SEO and SEO integration
Hot topics for the future
What to do about them so you can sleep at night
- Voice search
- Mobile and emerging technologies
- The ever-shrinking organic SERP
(Mostly) Free SEO Tools >> http://bit.ly/seo-tools-2018
Event >> https://www.thevalleymke.org/events/seo
MKEsearch 2018 | CSI: Forensic SEO AuditsRenee Girard
This document discusses conducting a forensic SEO audit using a 4-stage investigation model. Stage 1 involves preparation including interviews and initial assessments. Stage 2 is evidence acquisition through audits, logs, and tools. Stage 3 is analyzing the evidence to prioritize issues. Stage 4 disseminates results through a report, action items, and accountability measures. The document provides examples of evidence collection on technical issues like structured data, rendering, and geolocation. It emphasizes connecting clues to identify root causes and aligning stakeholders on next steps.
DFWSEM State of Search Conference 2017 | SEO Recap Renee Girard
Text-heavy notes and key takeaways from the SEO tracks I attended in Dallas, Texas for the State of Search conference on October 9th and 10th.
Slideshares referenced:
https://www.slideshare.net/crumplezone/paradigm-shifts-can-seo-survive-google
https://www.slideshare.net/johnleoweber/state-of-search-2017-cross-channel-marketing-by-john-leo-weber?qid=5ae4f63a-59dc-4e05-82c3-a67c5af6ef8c&v=&b=&from_search=7
https://www.slideshare.net/jonhenshaw/forget-amp-make-fast-sites?qid=44296fcd-b690-4fd4-bd75-467cdc6aaff5&v=&b=&from_search=1
https://www.slideshare.net/goralewicz/javascript-indexing-and-seo-the-naked-truth-state-of-search-2017-80617471
https://www.slideshare.net/MarthavanBerkel/structured-data-from-az-managing-your-knowledge-graph-state-of-search?qid=3d2086c7-af58-4036-8767-71394027902e&v=&b=&from_search=1
https://www.slideshare.net/TomAnthony/seo-by-hypothesis
https://www.slideshare.net/DawnFitton/cruft-busting-technical-debt-code-smell-and-refactoring-for-seo-state-of-search
https://www.slideshare.net/alanbleiweiss/owning-the-answer-box-knowledge-graph-and-featured-snippets
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In 2024, digital marketing is not just an optional strategy for businesses; it's a fundamental component of any successful marketing plan. The rapid evolution of technology and changing consumer behaviors have made digital marketing more critical than ever. Here’s why digital marketing is indispensable in 2024 and how digital marketing agency can propel your business to new heights.
EyekooTech is committed to helping businesses navigate the complexities of digital marketing. Whether you're a small startup or a large enterprise, our innovative strategies and data-driven approach can elevate your brand and connect you with your target audience.
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Top 7 PPC and SEO strategies to drive more traffic and conversions. Most companies already own the data, let's share the data and boost the performance of both channels.
Key Takeaways:
Why PPC and SEO teams should strategize together7 ways PPC and SEO can work together to drive even more conversions
10 Advantages and Disadvantages of Social Media Marketing in 2024Markonik
Explore the dynamic landscape of social media marketing in 2024 with our comprehensive presentation. Delve into the top 10 advantages and disadvantages that digital marketers face in leveraging social media platforms. Understand the opportunities for growth, engagement, and brand visibility, as well as the challenges and potential pitfalls that come with navigating the ever-evolving digital ecosystem. This presentation will provide valuable insights and actionable strategies for maximizing the benefits of social media marketing while mitigating its drawbacks, tailored specifically for the needs of Markonik.
Digital marketing metrics every one must know in 2024Digital Scape
The "Digital Marketing Metrics" PDF by Digital Scape provides a detailed guide to essential metrics used in digital marketing. It explains the importance of metrics in tracking and optimizing marketing efforts, offering definitions, formulas, and examples for each metric. The document covers metrics such as Return on Ad Spend (ROAS), Customer Lifetime Value (CLV), Cost of Acquisition (COA), Click Through Rate (CTR), Conversion Rate (CVR), Cost Per Sale (CPS), Bounce Rate, and Lead Conversion Rate (LCR). The aim is to equip marketers with the knowledge needed to make data-driven decisions and enhance campaign performance.
Learn what is metrics, difference in metrics, different types of metrics and calculation.
Nick will present his "best of" findings from reviewing and testing more than 200 generative AI platforms over the last three years. While some programs will save you more than half the time, you can bet to save at least 50% of your time creating content if you begin using these tools.
Key Takeaways:
Attendees will walk away with a comprehensive list of generative AI programs that will make their lives easier. From blogging to video production and even AI marketing assistants, you will learn about nearly 20 AI platforms that are guaranteed to make your life easier in some way.
It’s been a difficult few years for Facebook Ads due to signal loss from iOS/Firefox/Chrome and the associated loss of ad targeting precision and ROAS. In this session, delve into 100% new high-impact strategies for thriving in Facebook advertising in a world without 3rd party cookies.
You'll uncover the top 7 Facebook ad hacks of 2024, all centered around first party ad signal data restoration and how to coax the new default Meta Audience+ ad targeting system to do what you want it to do, each backed by solid results and case studies. Learn how to skyrocket your landing page conversions by 20-25%, how to scale ads like never before, and target niche audiences with strategies that defy traditional norms.
Plus, gain insights into critical privacy regulations and how to maintain a full compliance therein.
Lately, it’s been feeling a little Terminator-y out there, huh? But the future of paid media isn’t an employment battle between AI and humans like some believe. Instead, it’s about collaboration and another powerful tool to add to the digital marketer’s tool belt. In fact, the best digital marketers have been integrating AI-elements into their work for years… with one caveat - there’s still an industry professional driving the bus.
Join Curtiss Gulash, Director of Paid Media, at Be Found Online, to explore the strengths and weaknesses of AI (as well as humans), and how those qualities can complement one another to develop stronger, more informed, and more efficient paid media campaigns. It’s time to turn and embrace the machine to carve out a path for improving efficiency across your accounts with your new AI companions!
Join us for an inspiring session where we delve into the transformative power of Artificial Intelligence (AI) and Extended Reality (XR) in digital marketing. In today's rapidly evolving landscape, staying ahead requires more than just awareness—it demands proactive engagement and strategic implementation. Leslie Marshall, CMO, Mesmerise Group, will share insights into how emerging technologies like AI and spatial computing are fueling the next generation of marketing. Leslie's journey exemplifies how embracing new technologies can empower marketers to better understand and attract the right customers, ultimately supporting exceptional experiences. In this session, Leslie will highlight how marketers can adopt an explorer's mindset, encouraging them to ask probing questions and navigate through the intricacies of new tech fearlessly. Leslie believes that curiosity is not only a tool for understanding emerging technologies but also a driver for long-term success and innovation in any marketing career. Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer. The future of digital marketing awaits—are you ready to seize it?
Key Takeaways:
Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer.
The continued disappearance of the third party cookie has both targeting and tracking implications for open-web advertising and marketing. We'll discuss where context, identity graphs and first party data are being used to substitute for third-party cookies. We'll also discuss where CTV and other newer media channels are maturing to allow for household or personal targeting.
Key Takeaways:
Learn how to effectively target prospects and consumers at various stages using a combinations of targeting types across channels.
Top 10 Cases of Amnesia A Journey through Memory Loss.pptxelizabethella096
Amnesia, the loss of memory, is a fascinating and complex condition that has captured the imagination of scientists, storytellers, and the general public alike. It can be triggered by various factors such as brain injury, psychological trauma, or even certain medical conditions. This article delves into ten intriguing cases of amnesia each offering unique insights into the human mind and the fragile nature of memory.
Much like Odysseus's fabled journey, the venture of an organization into creating compelling websites, easy-to-use digital solutions, and flawless user experience is laden with trials and triumphs. This session explores a BizStream customer case study that demonstrates how crafting composable digital solutions with headless CMS and headless commerce is possible. The result now serves as a modern-day Athena, navigating the customer through the stormy seas of digital transformation. Attendees can expect to learn how to embrace modern composable solutions, understand the benefits they bring, and identify which of Odysseus's conflicts to avoid.
Key Takeaways:
What makes up a composable digital solution.
Why content is still king in a composable world.
How Headless CMS and Headless Commerce are different.
An Odyssey into Composable Digital Solutions - Brian McKeiver
SEO and Conversion Optimization
1. SEO AND CONVERSION
How Traffic Acquisition and Engagement Drive Digital Marketing Strategies
Renee Girard & Amanda Bobel
2. HELLO, I’M RENEE!
2
• Senior Organic Search Specialist
• UW-Milwaukee Graduate
• 4 years digital marketing and SEO
experience
• DMEF 2011 Collegiate ECHO
Marketing Challenge Participant
• Google Analytics and Google Tag
Manager Certified
• WordCamp MKE Speaker Twitter: @renee_girard
linkedin.com/in/reneegirard
3. HI, I’M AMANDA!
3
• Conversion Optimization Specialist
• Master’s in Digital Marketing –
University of Southampton, England
• Google Analytics and Optimizely
Platform Certified
• Previously a Jr. Media Planner/Buyer -
Phoenix, AZ
• Future Business Leaders of America -
Phi Beta Lambda Professional Member
Twitter: @AmandaBobel
linkedin.com/in/amandabobel
4. 4Experts in delivering business-driven technology solutions
• The Growth of eBusiness
• Digital Strategy – Acquire, Engage, and Retain
• Acquisition and SEO
• What is SEO?
• How Search Works – Let’s get technical
• Top Google Ranking Factors
• Engagement – Conversion & Analytics
• What is a Conversion?
• A/B Testing
• Analyzing Data
• Retention – How to keep customers coming back!
WHY WE’RE HERE
13. 13Experts in delivering business-driven technology solutions
RetainEngageAcquire
DIGITAL STRATEGY FUNDAMENTALS
• Product variety, fast/free shipping, low prices
• Top logistics team around
• Traditional and digital advertising
• Drive people directly to domain
14. 14Experts in delivering business-driven technology solutions
DIGITAL STRATEGY FUNDAMENTALS
• Extreme amounts of up-selling and cross-
selling
• Constantly testing
• Evolving their navigation, search results,
category pages and more
RetainEngageAcquire
15. 15Experts in delivering business-driven technology solutions
DIGITAL STRATEGY FUNDAMENTALS
• Amazon Prime
• Loyalty Programs
• Email Marketing
• Banner ads (Remarketing)
• Subscriptions (Pantry, subscribe, and save,
etc.)
RetainEngageAcquire
21. So how do I appear within
Google’s organic listings?
22. The process of improving website visibility by maximizing the
number of qualified visitors from search engine rankings.
We do this by first understanding our users’ needs, developing
search-engine friendly pages, and optimizing those pages
based on ranking factors that makes up the core algorithm.
SEARCH ENGINE OPTIMIZATION (SEO)
25. ON-PAGE & CONTENT RANKING FACTORS
Things you can do on your website
to help users and search engines
understand each page’s relevancy.
Not all traffic is created equal.
26. Title Tag is the #1 on-page ranking factor that
describes the topic of the page
TITLE TAG
27. Meta descriptions are an indirect ranking
factor that summarizes the page’s content
and impacts click-through-rate
META DESCRIPTION
28. Header tags are small on-page ranking
factors that represent different sections or
headings of the page
HEADER TAGS H1 – H6
Each page should have
only 1 H1 tag
29. PAGE CONTENT
Page content is a huge ranking factor and
must be uniquely valuable, helpful, readable,
and relevant. Write for your users, but also
keep search engines in mind.
The average
word count is
1285 words
30. INTERNAL LINKS & ANCHOR TEXT
Internal links are
hyperlinks that point at
another page on the same
website to help establish
site architecture.
The visible, clickable text
within the link is called the
anchor text.
31. OFF-PAGE RANKING FACTORS
Things you can do off your website to
help users and search engines
understand each page’s relevancy.
Not all links are created equal.
32. OFF-PAGE IS A POPULARITY CONTEST
A backlink is a vote. The more votes,
the more important the page must
be. PageRank is a score from 1 – 10
and is Google’s way of deciding a
page’s importance. The higher the
PageRank the more Google trusts
you.
Website A Website B
33. • # of backlinks
• # of referring domains
• Ratio of backlinks
• How many links are going to the home page?
• How many links are going elsewhere?
TOP OFF-PAGE RANKING FACTORS
34. 3 links from 3 different websites is better than
3 links from the same website
WHERE YOU EARN LINKS FROM MATTERS
35. HOW TO ACQUIRE / ATTRACT LINKS
• Give something away for free (link-bait)
• Get your customers / vendors to link to you
• Build out a blog with informative or entertaining content
• Submit your site to high-quality directories
• Join professional organizations or associations
• Find mentions that don’t have links
36. The short answer is no.
IS SOCIAL A RANKING FACTOR?
SOCIAL SHARES = LINKS = BETTER
RANKINGS
There is no direct impact of social sharing and higher
Google rankings at this time, but…
37. GOOGLE & TWITTER, BACK TOGETHER
• Google has full access to
Twitter’s stream of tweets
known as the “firehose”
• ~9,000 tweets / second
• Tweets now get instant
Google indexation
• Could indicate the official
death to Google+
39. FUTURE OF SEO
• What’s here to stay
• Search engines
• Rankings
• Algorithms
• Links
• Content
• What’s going to change
• Google will continue to ever-evolve
to better understand human speech
• Conversational search
• Voice search
• Quick Answers
• From search engine to answer
engine
42. A Conversion is…
For amazon.com, it’s when they sell a product
For marquette.edu, it’s when a student requests more information
For redcross.org, it’s to when someone makes a donation
For espn.com, it’s when their articles is viewed
For travelwisconsin.com, it’s when someone downloads a map or guide
43. So Conversion Optimization is...
…the process of turning potential customers into customers, and then
those customers into repeat customers
We work to increase conversions by testing
44. What is A/B Testing?
A/B testing (sometimes called split testing) is comparing two versions of
a web page to see which one performs better
You compare two web pages by showing the two variants (let's call them
A and B) to similar visitors at the same time
The one that produces a higher conversion rate, wins!
- Visual Website Optimizer
51. The variant drove 43% more
purchases than the original -
people just wanted to buy with
no extra incentive necessary
This saved EA time, revenue
and the money they would
have given away with the
promotion
“Best Practices” aren’t always
the best course of action
The Results
Variation = Winner
53. Growing Conversions
Test, retest and test some more – the cycle never ends as there’s always
something that needs improving
Work with other departments (SEO and PPC)
Dive deep into the data (qualitative and quantitative)
We look for:
- Increases or decreases in data points
-Trends during different time periods
- New anomalies
56. What do you show in a report?
Tailor reports and dashboards specifically to whoever's using them
If your dashboard is for a Marketing Manager, think about the KPI’s
they’d like to see
• Spending & revenue driven by campaign
• Channel performance over time
The marketing manager’s KPI’s will be different compared to a c-level
executive’s
59. CLOSING THOUGHTS
• Ranking Factors
1. Off-page
2. On-page
3. Content
• Engagement and Retention cannot happen without acquisition
• CRO is a new, “shiny object”
• SEO and testing never stops
Today we’ll cover why we have jobs (i.e.- internet), how we keep our jobs (i.e. the need for digital strategies), and how our clients keep their customers happy.
How many of you have used the internet to buy something in the last week, month or year?
You aren’t alone – back in 2014, over 61% of global internet users researched products online, and 44% of online shoppers begin by using a search engine. These percentages have also grown since these stats were reported and continue to grow and change as we speak.
Nowadays, we also have to consider not just how people are searching, but from where – not just PCs anymore. People have the ability to search anywhere, anytime, for whatever reason they want.
These numbers aren’t surprising since we live in a new multi-screen world. We’re connected to the internet almost always, whether it’s through mobile device, tablets, computers or television. This growth in cross-platform consumption provides a challenge for marketers – how do we reach consumers through a variety of touchpoints, and at the same time?
With the rise in the number of people accessing and utilizing the internet we’ve seen a shift in how people shop online. Revenue has substantially increased for many online shopping verticals, with clothing generating the highest revelue, followed by electronics and groceries
So why are consumer’s spending and shopping habits shifting more towards online shopping? Some reasons, but not all, include the facts that Brick and Mortar stores are overcrowded, the convenience of shopping for anywhere, anytime, being able to price compare, more choices
With just these few facts in mind, we want to show you how we at Perficient approach ecommerce businesses through our digital strategies.
We’ve broken it down into three phases – Acquisition, Engagement and Retention
How will people find you?
Why should they convert?
Why should they come back?
These phases in the ecommerce puzzle require a variety of strategies and tactics in order to be successful and many companies out there are doing just that.
Anyone heard of this little company?
Founded in 1995
By 2013, estimated 237 million active customer accounts with a total revenue of $74.5B USD
Amazon’s digital strategy follows the acquire, engage and retain model as previously stated.
In terms of acquisition, they… (read slide)
Traditional, digital and guerilla marketing
For engagement, which is again how do we provide users with an excellent experience on the site which encourages them to convert, they…(read)
And finally, their retention strategy includes programs and perks such as
So with that, we’re going to take a deep dive into the three steps. With that I’ll hand it over to Renee to talk to you about Acquisition and more specifically, SEO.
Acquisition: The first step to developing your digital strategy is figuring out how you are going to get traffic and from which digital verticals or channels. We call this bucket Acquisition and it includes involving any combination or mix of the following channels:
SEO -- or organic search which we will focus on today since by now you’ve learned from this class that organic search makes up the largest portion of users and when done properly, is one least expensive channels to invest in
PPC -- or paid search is text-based form of paid advertising
Display -- image-based form of paid advertising
Affiliate -- performance-based form of paid advertising
Email
Social
75% of you are using Google as a search engine to find information and buy things
The results of that information is going to be listed in a variety of different formats but can mainly be categorized as either paid or organic listings
Let’s take an example to illustrate this:
I love to embarrass my dog, so i’m planning on dressing her up this year as an adorable bumble bee for Halloween. Like many of you do, I begin my search with Google by typing in “dog bumble bee costume” and pressing enter.
At the very top of the search engine results page or SERP, I see horizontal and vertical listings that feature none other than adorable pictures of dogs as bumble bees or what i like to call, “dumble bees”.
All of these are examples of paid ads which appear there through the PPC or “pay-per-click” marketing channels.
From Google, you are using Google AdWords as an advertising platform to manage your ad campaigns and bids.
After all those paid results, i see additional listings with images, blue links, and short ad-like descriptions.
These are examples of organic listings which are optimized through SEO or search engine optimization.
They are free to show up but ordered based on how much Google likes you.
The higher up to the top, the more clicks you will most likely receive.
But what about these? Raise your hand again if you’ve seen something like this recently
What are they and how did they get there?
All of these are still considered organic listings. They are relatively new type of listing called a quick answer or featured snippet and appear above traditional organic listings.
Google is becoming an “answer engine”
Starting off with the basics, in order to get those clicks from the organic or free results, you need to know SEO or search engine optimization which can be simply defined as:
Improving website visibility from search engine rankings by optimizing pages for the different ranking factors.
How search engines work….scratch that…how Google works because that’s the one that matters.
Part 1 / 3 Crawling and indexing
It all starts with the web which is full of pages
Google finds those pages by crawling links and following them to find more pages
Then they categorize each page by looking at cues on the page like its content to understand what each page is about
And keep track of it all in something called “the index” which is over 100 million gigabytes
Google’s index is kind of like a library when you think of it
Part 2 / 3 Algorithms
Google engineers develop super complex programs and formulas to decide which page should rank higher over another
Algorithms give weight to different elements to understand what you are looking for
And pull pages they’ve already crawled and put in the index
Using 200+ factors, Google ranks the results (we’ll get into some of the major ones next)
Like we showed you in the beginning these results can look very different based on the device you use
Part 3 / 3 Fighting Spam
Google is a lot stricter and harsher on spam than other search engines.
If you try and use spam techniques like scraping content from other websites, keyword stuffing, or have unnatural links, Google will not rank your page and even give you a penalty that basically means until you clean up your site, we will not rank you.
And that’s how search works! Although you see a simple page of results, behind the scenes is actually a super complex system that’s constantly being tested to support billions of searches.
Ranking factors: In general, each ranking factor can be bucketed into three main categories: off-page which by far is weighted the most and the hardest to optimize, on-page, and content
Now of course Google is not going to go off and tell you all the ranking factors or no one would need SEO (or to spend money in AdWords har, har)
The ranking factors we’ll cover are based off of best practices and correlation studies which give us hints of what pages that rank high up all seem to have in common
Keep in mind that even if you optimize for ranking factors, it won’t work if your website isn’t configured to be SEO-friendly from the technical perspective
What do you want to show up for? Things you do on your site.
What is this page about?
2 main on-page elements that appear on the Search Result itself: title tag and meta description
Out of all the things you can do on your website, having an optimized title tag on all of your pages you want to rank is considered the most powerful
Use it to briefly and accurately describe the topic of the page
You will see title tags from the SERP, the browser, and sometimes even in social media when sharing page URLs
You will see title tags from the SERP, the browser tab, and sometimes even in social media when sharing page URLs
These should be short, clear, and descriptive
When it comes to search rankings, the importance of good quality, relevant content cannot be understated. At the end of the day, a search engine is a COMPUTER that is trying to process and parse human natural languages. Write content for your users and use semantics, synonyms, and related terms to help computers understand the meaning of the query.
The average word count for the top 10 is 1285 words
Don’t just write more. Use information about the structure and context of topics to optimize your content.
Brand awareness and relevant content generate backlinks. Try to position your domain as a brand with good content.
• From a statistical viewpoint, backlinks are still a factor that correlates with high rankings. The correlations between the respective individual link ranking factors are correspondingly high, but are decreasing. • According to our analysis, the relevance of links will decline in favor of other factors in future. • Even now links should be viewed in the same way as social signals – as a ranking signal, but also to some degree more a consequence of good rankings instead of their cause.
Brand awareness and relevant content generate backlinks. Try to position your domain as a brand with good content.
• From a statistical viewpoint, backlinks are still a factor that correlates with high rankings. The correlations between the respective individual link ranking factors are correspondingly high, but are decreasing. • According to our analysis, the relevance of links will decline in favor of other factors in future. • Even now links should be viewed in the same way as social signals – as a ranking signal, but also to some degree more a consequence of good rankings instead of their cause.
Diversity is key
Social signals are factors that correlate strongly to better rankings.
The question of how social signals directly affect rankings remains. As noted in our analysis, higher-ranked URLs have more social cues such as Likes, Tweets and +1s than those sites further down the ranks, but Google has continually emphasized that it is not using social signals as a direct ranking factor.
In addition, a high number of social signals implies that the site is a brand or that it regularly adds new content.
Last but not least, social signals definitely play a role in direct traffic, brand awareness, and the overall online performance of a domain. In general, good content performs better on social networks - and search engines want to recognize and display good, relevant and up-to-date content.
Still, the question about the real impact of social signals on rankings remains. Most likely, social signals are one of several signals to show search engines where and what new and relevant content is.
Used to be partners, then not, then back again
Now that we have the users on our site, how do we get them to stay and how do we get them to complete the main goal – whether that’s buying something, downloading something or so forth?
The engagement process includes any combination of the following channels:
User Experience – consumer behaviors on the site
Creative Design – the actual creative
Content – what’s on the site
Mobile – making sure the website is to par for a mobile device
Analytics – the data created and collected from the site’s users
Conversion - this is where my expertise comes in is with Conversion Optimization. So….
So, let’s start by breaking down Conversion Rate Optimization….What is a conversion?
Basically, a conversion is what happens when a user completes a desired action that has a direct or indirect impact on a business goal. For Amazon, it’s when they sell a product. For ESPN, it’s when someone views and article.
We use these conversion to calculate conversion rate which is the ratio of users that completed a desired action out of all users that were presented with the option to take action. So for example, in Amazon’s case, the total number of people that bought any product divided by the number of total site visitors gives us the conversion rate. This is different from ecommerce conversion rate, which is total transactions divided by visits.
So we know what a conversion is, and we know how conversion rate is calculated….so what exactly do I do every day?
I do Conversion Rate Optimization which is the process of turning potential customers into customers, and then those customers into repeat customers. We works towards increasing the number of people who complete a specific conversion goal on ecommerce websites.
Sound complicated? While it can be, we work towards conversion goals by testing. We test for a number of reasons. One is to, in the big picture, save our clients money. Testing allows us to try out new layouts, colors, pictures, you name it without investing hundreds of thousands of dollars on complete sire redesigns. While our test results may lead to this down the road, we are confident that these changes will increase overall sales and revenue.
There are different types of tests including multivariate tests – this is where we change multiple elements on a page and test against the original – and A/B tests. Today we’ll focus on A/B testing.
A/B testing, or split testing, is when two versions of web page, landing page, email, or anything else you’d like to test online, are compared to see which one performs better. We do this by showing two variations to the site’s traffic at the same time. Whichever variation, whether it’s the original or the variation, receives the highest conversion rate is declared the winner!
To visualize this process a little better let’s take a hypothetical example.
Let’s say…I’m a bakery who does home deliveries – weddings, showers, birthdays, what have you. I currently have a picture of a cake on the main page of my website, but we want to test and see if having people in the image with our products will increase people ordering through our website. Case studies show that having pictures of people on websites can help build brand trustworthiness, which is where we got the idea from.
So, we create an A/B using one of our testing platforms and in the variation, replace the cake pictures with a baker + the cake. Through our platform we can split the incoming traffic to the site so 50% see the original and 50% see the variation.
In terms of timing, all of our CRO tests run for a minimum of two weeks. One main reason is because consumers’ shopping patterns change throughout the week and we want to make sure we capture all the high and low time periods. We also try to accommodate for as many external factors as possible, which could include email blasts or weekly promotions. While the two week minimum is set for all tests, some experiments may take longer that to reach statistical significance. It all depends on what page the test runs on, the average number of daily visitors to that page, the goal of the test, and many other factors.
So, whether a test run for 2 weeks, a month or more we always wait until that test has reached statistical significance. Since we only collect data from a sample of the population, we want to make sure that the test results are based on actual changes in users’ behaviors, not just random chance. Therefore, we set our significance level at 90 - 95%, leaving as little chance of error as possible.
For this hypothetical example, our test reach statistical significance in 2 weeks or more and we found that the Original actually had a higher conversion rate. From these results, we can infer that changing the picture to have a person in it won’t increase conversion rate and we shouldn’t implement it permanently.
Now, let’s look at a real example. How many of your have ever heard of or played Sim City?
A few years back, EA Sports released a new version of SimCity. But before it was available to play, they offered a pre-order option so people could have it on their computers when it was released. They added a banner to the top of their product page that they hoped would encourage more sales. Though this banner was prominently placed across the top of the page, EA wasn’t seeing an increase in pre-sales. So, they decided to run a test that removed the promotional banner, which would pull the call to action – the buy now button – higher up on the page. They hypothesized that by doing this, they would see an increase in pre-sales.
What do you think happened. Who thinks the original with the banner won? Who thinks the variation without the banner.
To those who chose the variation, you’re correct. During the testing period EA Sports saw a 43% improvement purchases through the variation compared to the original. They concluded that people just wanted to pre-order the new Sim City and didn’t need an extra incentive to do so.
By testing, EA Sports not only saved time, they also saved money by not over-promoting.
Something else to note here is that there are no such things as “best practices” in CRO. In EA Sports case, there was a common belief that promotional banners drive more purchases. However, this wasn’t the case for them. In CRO, we challenge and test what have been defined as website “best practices”. This doesn’t make us very popular with other departments, especially user design who LIVES by industry best practices, but we continuing to prove to them that it’s alright to test and modify our client’s websites.
Now that we’ve looked at a few examples, we’ve seen how much of an impact conversion rate optimization can have on a website. So are we done after one test? Not even close.
We continually work towards growing our client’s conversion goals through a variety of ways. The first, and most important, it by testing, testing and testing. Just because one test showed a positive results doesn’t mean it’s the be all end all. There are always more improvements to make.
We also work with the SEO and PPC departments to identify problems they might be encountering that could affect conversion. For example, if PPC is leading people to a specific landing page, but that landing page is converting well, we can run a test to change elements on the landing page that might better suite the incoming PPC traffic.
But if we don’t get test ideas from PPC and SEO, how do we actually know what to test? Well, we relay on the data. Qualitative and quantitative data guide and drive our tests and while some Conversion Optimization Specialists like to test based on intuition, we look at what’s actually happening on the site. Have there been increases or decreases for specific data points? Are the trends during specific times of year? Was there out of thin air spike in transactions on one day? These are the questions we ask when we analyze.
To analyze quantitative and qualitative data we use a variety of tools – some free, some not so much. These tools help track and compile data about site’s visitors, their behaviors, business goals, technical performance, and more.
Types of software
Standard Page Tracking – GA and AA
A/B and Multi-Variate Testing – Optimizely and AT
Usability Testing – UserTesting.com
Customer Experience Tracking – Clicktale, CrazyEgg, Mousestats
While some of these tools are free, in order to use them you have to first implement a snippet of unique code onto the site. Then you’re ready to start collecting data.
Reporting software, on the other hand, dynamically connects to our Analytics systems and pull in data, allowing us to create interactive data visualizations. The only problem is - they cost a lot more money.
So we have all these tools, what do we actually report to the client? The short answer….it depends. Each report and dashboard is custom tailored to each client. Another factor we consider is who are these reports being presented to? For example, if the dashboard is being presented to a Marketing Manager, we might report on how the macro KPIs rather than each test’s results.
Also, each client receives different data depending on what they’re testing. While SEO and PPC will report and similar metrics month over month to show progression, while we do report on overall ecommerce conversion rate, each test affects different metrics.
Retention plans are built on – what are the best strategies for this customer base to bring them back for more?
Email, content marketing, retargeting ads, social and mobile
Here are some examples of retargeting emails – 15% off on my next visit to William Sonoma
Retargeted ads on ABC – I’m sure you’ve seen these everywhere and thought, I just looked at that product, why is it following me?!
Buy directly through the site or buy lists of sites through ad networks based on verticals
Social ads – retargeted based on sites I’d been looking at
With that, we’d like to thank you for you time today. We hope you learned a little more about SEO and CRO compared to when you first walked in the door today. At this time we’d like open the floor to any questions you have about SEO, CRO, our jobs or how we got here today.
*Internships
Brand awareness and relevant content generate backlinks. Try to position your domain as a brand with good content.
• From a statistical viewpoint, backlinks are still a factor that correlates with high rankings. The correlations between the respective individual link ranking factors are correspondingly high, but are decreasing. • According to our analysis, the relevance of links will decline in favor of other factors in future. • Even now links should be viewed in the same way as social signals – as a ranking signal, but also to some degree more a consequence of good rankings instead of their cause.