concern commitment Curamando 2014

Transcription

1 FRII SEO/CONVERSION concern commitment November 2014

2 duc)on LEADING ONLINE SUCCESS Björn Michels

3 ple of past and current customers Cura

4 Engine Optimization Internet marketing strategy, SEO considers how search engines work, what people se he actual search terms or keywords typed into search engines and which search engi eferred by their targeted audience. Optimizing a website may involve editing its t, HTML and associated coding to both increase its relevance to specific keywords ove barriers to the indexing activities of search engines. Promoting a site to inc mber of backlinks, or inbound links, is another SEO tactic. ety of methods can increase the prominence of a webpage within the search results. linking between pages of the same website to provide more links to most important prove its visibility.[40] Writing content that includes frequently searched keywor, so as to be relevant to a wide variety of search queries will tend to increase c.[40] Updating content so as to keep search engines crawling back frequently can onal weight to a site. Adding relevant keywords to a web page's meta data, includi tle tag and meta description, will tend to improve the relevancy of a site's searc gs, thus increasing traffic. URL normalization of web pages accessible via multipl using the canonical link element[41] or via 301 redirects can help make sure links ent versions of the url all count towards the page's link popularity score. ipedia.org/wiki/search_engine_opkmizakon

5 Engine Optimization Internet marketing strategy, SEO considers how search engines work, what people se he actual search terms or keywords typed into search engines and which search engi eferred by their targeted audience. Optimizing a website may involve editing its t, HTML and associated coding to both increase its relevance to specific keywords ove barriers to the indexing activities of search engines. Promoting a site to inc mber of backlinks, or inbound links, is another SEO tactic. ety of methods can increase the prominence of a webpage within the search results. linking between pages of the same website to provide more links to most important prove its visibility.[40] Writing content that includes frequently searched keywor, so as to be relevant to a wide variety of search queries will tend to increase c.[40] Updating content so as to keep search engines crawling back frequently can onal weight to a site. Adding relevant keywords to a web page's meta data, includi tle tag and meta description, will tend to improve the relevancy of a site's searc gs, thus increasing traffic. URL normalization of web pages accessible via multipl using the canonical link element[41] or via 301 redirects can help make sure links ent versions of the url all count towards the page's link popularity score. ipedia.org/wiki/search_engine_opkmizakon

6 ds terms listings title tag meta description marketing strategy target audience relevance accessible promoting popularity psychology Increase retention

7 range of different user groups access your sites New customers à Information, Products, Services, Solutions, etc. à Existing Cust. Press Investors / Financial Job Seekers Awareness Interest Desire Action Loyalty Reach / Acquire Engage Activate / Nurture / Convert Retention Eco- system of web sites, digital tackcs, operakve model, etc.

8 Example case increasing SEO visibility and Conversion

9 ple how Google Visibility and Conversion affect Traffic Acquisi)on ter: Traffic: Poten1al: Traffic Today: Est traffi ord Cluster A ord Cluster B ord Cluster C ord Cluster D ord Cluster E ord Cluster F % Traffic Increase if we take 20% of poten1al 450% Traffic Increase if we take 30%

10 point of interac)on - well wrigen meta tags can vastly improve click thr Best prac1se Title Meta Tag Ensure that Ktle meta tag includes primary keyword, benefits, secondary keyword and brand Ensure that descripkon meta tag calls to ackon, include benefi keyword, authority and feature DescripKon Meta Tag Example

11 ersion - Google Search Results Clicks/Query 12,3% 4,6% ORGANIC SHOWN ONLY ORGANIC AND PPC

12

13 Example Work Packages increasing SEO and Conversion

14 ckage Conversion: Home Page cally users don t have too much intent to interact with beaukfully craged pages... rs simply want to get to products quickly & efficiently with minimum of fuss Impact / Effort Impact rip1on: Provide clear links to relevant key product ranges Provide personalized content based on visitor behavior ex new vs returning, logged in vs guest Ensure clear call to ackons Traffic Effort Traffic Impact Branded Content Generic

15 ckage Conversion: Product Lis)ngs Page ss visitors buy the 1st product that they land on, they will have to view and use your ct liskng page Impact / Effort Impact rip1on: Increased size of product images providing a visual browsing experience On hover provide visitors with an alternakve image which helps to sell each of your products Consider the use of quick view overlay windows so visitors can browse full details from this page Feature badges which pull out key features, exclusivity or social proof Traffic Effort Traffic Impact Branded Content Generic

16 ckage Conversion: Product Page t can you do to get visitors as close to your products as possible to reflect an in- experience? Impact / Effort rip1on: Customer rakngs & reviews play a huge part in the decision making process. Introduce badges to provide visual skmulus for key a@ributes Ensure the rakng & number of reviews are posikoned close to the product Ktle Provide mulkple product images which showcase all key aspects of the product Impact Traffic Effort Traffic Impact Branded Content Generic

17 ckage Conversion Enquiry Page cally 1 in 4 visitors don t complete checkout Impact / Effort rip1on: Remove standard sitewide content like navigakon, search facilikes and sitewide footer links Provided a progress indicator that demonstrates where you are, where you have been and what steps you have leg Promote customer service number with opening Kmes Outline why we ask for certain informakon show the benefit for the visitor Impact Traffic Effort Traffic Impact Branded Content Generic

18 concern commitment