making good better · 2018-08-09 · making good better seo & cro. what is seo? “the process...

Making Good Better

SEO & CRO

What Is SEO?“The process of affecting a website’s visibility within the results pages of a

search engine.”

Steps to Optimization1. Keyword Research

2. SERP Research

3. Page Optimization

4. Technical Audit

Keyword Research● Keyword Research is the process of learning what terms your

customers are using to search online for your product or service.

● Use Google’s Free Keyword Planner or most SEO tools have a way to research keyword traffic.

Different Types of Keyword Queries● Navigational

○ Typing in brand names or words to find specific brand’s website.

● Informational○ Typing in questions, searching for answers.○ Develop how-to blogs and videos, focus on answering user’s

question.● Transactional

○ Searching for products or services○ Ranking for these search are highly profitable, users are at

the end of their marketing funnel and ready to make a transaction.

Keyword Research

Search Engine Result Page (SERP) Research

● Type a few keywords you want to rank for and study the current set of results Google presents. By understanding what is currently ranking, you can build your strategy to focus on that term.

● If you sell your product nationally, try and build content that would rank for national searches.

● If there are alot of videos in the search engine results page, it would be smart to develop focus video content and publish it through Youtube.

Informational Featured Snippet● The featured snippet

is Google’s way of answering a question within their search results page.

● To be present, you need write short, well organized answers to questions on your pages.

Knowledge Panel

● The Knowledge panel is triggered by branded searches

● It includes information you write into Google My Business

Page Optimization● Title Tag

● Meta Description

● Long form, informative content

● Fast load speed

Build a page to focus on a “theme”● Choose a high volume keyword from your keyword or keyword

string research to use as the base for the page

● Use that keyword in your title tag, meta description, H1, and body copy.

Create long form, informative content● Understanding the keyword or query the page is suppose to

answer, develop informational content on the page that answers the query the best.

● The content could be text, images, or even videos.

Ex: How To Grow An Apple Tree

● What soil is great for apple trees?● Which can I grow apple trees?● How much light do apple trees need?● How much water do apple trees need?● How to prune apple trees?● When to harvest apples?

Goal Content Length: ~2000 words.

Technical Audit● You can have developed the most well rounded, informative

content on the planet, but if it’s in a website that loads slowly, your users will bounce before they have a chance to read it.

○ Always test and improve your site’s load speed

● https://tools.pingdom.com/● https://developers.google.com/speed/pagespeed/insights/

Link Authority● Use a tool like Moz’s open graph explorer to understand your site’s

relative authority and inbound links.

○ Links are one of the main variables Google and other search engines use to rank websites

● It’s smart to always be promoting your content to newspapers, bloggers, and other online publishers to drive links.

What Is CRO?“Conversion rate optimization is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage.”

Developing a CTA (Call to Action)● Every page on your website should have a desired CTA. That may

be, “add to cart,” “Download “How to” guide,” or “sign up for our newsletter.”

● Everything else on that page is clutter. It is directing the user away from the desired action.

Understanding the Marketing Funnel● Consider each page of your site, how the user found that page,

and what information the consumer needs/wants to take the next step

● Most of organic traffic within the Gardening industry will be towards “How-to” informational pages○ EX:

■ How to grow apple trees■ What is dirt made of?

Marketing Funnel cont.● The How-To articles drive awareness of your brand.

○ On those pages, you should push a user to either download a “how-to” guide, capturing their email in the process or just ask them to sign up for your newsletter.

● If people are searching for your specific product and land on your product page, your CTA should be to “Add to cart.”

Who’s site looks like this?

● https://www.garden.com/

● https://www.groworganic.com/

Thank You!