danny essner - magento · 2015-05-21 · organic search results from here down ... rank drives...
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Danny Essner
Head of Merchant Marketing
Magento
@dessner
THE CLICK
SIDE
OF
SEO
The Importance of Click Rate Optimization
PAID
SEARCH
RESULTS
ORGANIC
SEARCH
RESULTS
FROM HERE
DOWN
iPhone 5S
Anatomy of Search Engine Results
Strategies for Increasing Click Through Rates
Measuring Performance
1
2
3
Anatomy of Search Engine Results
Strategies for Increasing Click Through Rates
Measuring Performance
1
2
3
Anatomy of Organic Search Results – Basic
LG 42LE5400
CLICKABLE
HEADLINE
160 CHARACTER
META DESCRIPTION
KEYWORDS
ARE BOLDED
URL WITH
BREADCRUMBS
Anatomy of Organic Search Results – Site Links
LG
CLICKABLE
HEADLINE
SITE URL
CLICKABLE
SITE LINKS
SITE LINK
DESCRIPTIONS
PRODUCT
IMAGE/ VIDEO LG 42LE5400
RATINGS &
REVIEWS
Anatomy of Organic Search Results – Snippets
PRICING
INVENTORY
AMOUNT
Anatomy of Search Engine Results
Strategies for Increasing Click Through Rates
Measuring Performance
1
2
3
Strategies for Increasing Click Through Rates
2
Supplement Organic
With Paid Listings
3
Leverage Rich
Snippets
5
Utilize
Sitelinks
4
Calls to Action: Use
Copy That Converts
BUY
NOW!
1
Improve Rankings
to Drive Clicks
Anatomy of Search Engine Results
Strategies for Increasing Click Through Rates
Measuring Performance
Improve Rankings to Drive Clicks
Supplement Organic With Paid Listings
Leverage Rich Snippets
Calls to Action – Use Copy That Converts
Utilize Sitelinks
1
2
3
2
3
4
5
1
Source: Slingshot SEO
Rank Drives Click Through Rate
10
5%
9 8 7 RANK 5 4 3 2 1 CT
R
6
10
%
15
%
20
%
But CTR Ranges Vastly, Even in Spot #1
10 9 8 7 RANK 5 4 3 2 1 6
10
0%
5
0%
H
IG
H C
TR
LO
W C
TR
76.37%
51.15%
2.86% 2.43%
Increase Share of Voice Through Link Clustering
Grilling Tips
MULTIPLE SEARCH
RESULTS FROM
THE SAME BRAND
Anatomy of Search Engine Results
Strategies for Increasing Click Through Rates
Measuring Performance
Improve Rankings to Drive Clicks
Supplement Organic With Paid Listings
Leverage Rich Snippets
Calls to Action – Use Copy That Converts
Utilize Sitelinks
1
2
3
2
3
4
5
1
PAID
SEARCH
RESULTS
ORGANIC
SEARCH
RESULTS
Organic Share of Voice Increases 68% when supported
by Paid Search 1
0%
ORGANIC ONLY ORGANIC & PAID
20
%
30
%
40
%
50
%
Anatomy of Search Engine Results
Strategies for Increasing Click Through Rates
Measuring Performance
Improve Rankings to Drive Clicks
Supplement Organic With Paid Listings
Leverage Rich Snippets
Calls to Action – Use Copy That Converts
Utilize Sitelinks
1
2
3
2
3
4
5
1
Rich Snippet Types - Author
AUTHOR
PICTURE
AUTHOR
NAME GOOGLE+
FOLLOWER
COUNT
LINKS TO
OTHER
ARTICLES
BY AUTHOR
Rich Snippet Types - People
PHOTO
JOB
TITLE
LOCATION
COMPANY
AFFILIATION
Rich Snippet Types – Business/ Organization
PRICE/
PRICE
RANGE
LOCATION &
CONTACT
INFORMATION
LOCATION &
CONTACT
INFORMATION
HOURS
CUSTOMER
REVIEWS
Rich Snippet Types - Products
IMAGES
RATINGS
PRICE/
PRICE
RANGE
AVAILABILITY/
STOCK
Rich Snippet Types - Events
DATE &
TIME LOCATION
Anatomy of Search Engine Results
Strategies for Increasing Click Through Rates
Measuring Performance
Improve Rankings to Drive Clicks
Supplement Organic With Paid Listings
Leverage Rich Snippets
Calls to Action – Use Copy That Converts
Utilize Sitelinks
1
2
3
2
3
4
5
1
Anatomy of Organic Search Results – Basic
LG 42LE5400
CLICKABLE
HEADLINE
160 CHARACTER
META DESCRIPTION
KEYWORDS
ARE BOLDED
URL WITH
BREADCRUMBS
Use Your Meta Descriptions Like an Ad
LG 42LE5400
160 CHARACTER
META DESCRIPTION
HALF
OFF
S t a r t S h o p p i n g
SEE
WHAT’S
NEW
Learn More
FIND OUT HOW
GET YOUR
FREE TRIAL SAVE 20%
BUY
NOW
Discover Why
Anatomy of Search Engine Results
Strategies for Increasing Click Through Rates
Measuring Performance
Improve Rankings to Drive Clicks
Supplement Organic With Paid Listings
Leverage Rich Snippets
Calls to Action – Use Copy That Converts
Utilize Sitelinks
1
2
3
B
C
D
E
A
Anatomy of Organic Search Results – Site Links
LG
SITE LINK
DESCRIPTIONS
CLICKABLE
SITE LINKS
CLICKABLE
HEADLINE
SITE URL
Anatomy of Search Engine Results
Strategies for Increasing Click Through Rates
Measuring Performance
1
2
3
Measuring Click Through Rate
CTR = Number of Clicks
Number of
Impressions
Check Out Google Webmaster Tools
We Don’t Stop With Clicks
Checkout
Cart
Website
Search
Engine
Results
Questions?
Thank You
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