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.

1. Free Webinar Series
SEO meet CRO:
Conversion Hacks for Organic
Search Traffic
Featuring Angie Schottmuller
Director, Interactive Strategic
Planning & Optimization
Three Deep Marketing
@aschottmuller
Copyright © 2014, SiteTuners - All Rights Reserved.

2. About SiteTuners
• Conversion Rate Optimization agency
• More than 1,200 large and small company
Copyright © 2014, SiteTuners - All Rights Reserved.
clients worldwide
Practice areas:
– Conversion-focused website blueprints (full
redesigns & quick facelifts)
– Landing page test plans & testing strategy
development
– Ongoing conversion Management

3. Today’s Presenter: Angie Schottmuller
• Inbound marketing and optimization advisor at Three Deep
Copyright © 2014, SiteTuners - All Rights Reserved.
Marketing
• SEO expert contributor for Moz Search Ranking Factors Report
Top rated speaker at Conversion Conference + many others!
• Recognized "Top Conversion Optimization Expert" 2012-14 by
Visual Website Optimizer & Optimizely
• Prolific blogger on SEO, social, conversion and mobile
FAVORITE QUOTES:
"Do or do not... there is no try."
- Yoda
"It's supposed to be hard; if it wasn't hard, everyone
would do it. The 'hard' is what makes it great.“
- Tom Hanks in A League of Their Own

4. 15 ACTIONABLE WINS TO CONVERT ORGANIC WEB TRAFFIC
:: Angie Schottmuller  Three Deep Marketing  SiteTuners Webinar  Sep 24, 2014
$
ORGANIC
CONVERSION

5. ANGIE SCHOTTMULLER
Director of Optimization
Three Deep Marketing
@aschottmuller
linkedin.com/in/angieschottmuller
aschottmuller@ThreeDeepMarketing.com
ThreeDeepMarketing.com

6. CONVERSION HACKS FOR ORGANIC WEB TRAFFIC
Tweet this session!
@aschottmuller
#SEO #CRO
Seriously. It's loaded with juicy stats
guaranteed to get a retweet!

7. Organic Search [SEO] =
WEBSITE
TRAFFIC
DRIVER
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

8. Driving traffic is futile without
a conversion strategy.
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

9. Conversion optimization is
futile without adequate traffic.
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

10. SEO vs. CRO
SEARCH ENGINE OPTIMIZATION CONVERSION RATE OPTIMIZATION
Optimize content for
SEARCH ENGINES
USERS
to believe it's the best answer to a user's query
enough to...
RANK HIGH IN
SEARCH RESULTS.
COMPLETE THE
CALL-TO-ACTION.
METRIC: Search Rank METRIC: Conversions (Goal Completions)
:: Organic Conversion Optimization - Angie Schottmuller @aschottmuller - Three Deep Marketing

11. Why is it so
CHALLENGING?!

12. DEMYSTIFYING INTENT

13. Where is "Intent?"
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Search
Query
Search
Results
Page
View
Search engine
presents the
best results
User clicks-through
on result

14. Referral keywords RARELY
include intent.
Google (not provided) keywords are a not the problem.
Your content strategy is.
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

15. ONE page.
ONE purpose.
ONE targeted keyword phrase.
ONE best answer.
- Angie Schottmuller
@aschottmuller, Director of Optimization, Three Deep Marketing

16. What's the path to your 1 best answer?
PAGE
PAGE
1 Query
PAGE
(Keyword) (No Call-to-Action)
PAGE
PAGE
One query = Many pages??? VERY CONFUSING!
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

17. Map out your best answer path...
Query
Keyword
Purpose
Call-to-Action
Page
<PAGE TYPE>
For queries with lots of matches, create "best answer" aggregator/category
pages that collectively feature a grid of paths to top content. (i.e. products,
news, how-to videos, download resources, etc.)
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

18. LEVEL PAGE TYPE TARGETED SEO PHRASE
1
Content Strategy Planning Tree Guide
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Home Page
Category or
List Page
Detail Page
or Resource
1-2 Words
2-3 Words
3+ Words
2
3

19. Define Clear Purpose For All Content
WEB PAGE
 PAGE TYPE:
__________________________
 TOPIC: (Targeted Keyword/Phrase)
__________________________
 PURPOSE: (Primary Call-to-Action)
__________________________
 RELATED INTENT PATHS:
__________________________
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

20. Home & Category = "Traffic Cop" Pages
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

21. Leverage "Grids" to Present Clear Paths
Category Grid versus Product List boosted CTR by 15%.: http://whichtestwon.com/archives/24201
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

22. OPTIMIZING FOR INTENT

23. Organic Search Conversion Funnel
____%
____%
____%
____%
____%
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

24. CONVERTING ORGANIC WEB TRAFFIC - GOAL #1:
BOOST RANKINGS
(with tactics that equally support conversion)
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

25. SKECHERS – Expert Q&A
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Case Study Source: Bazaarvoice, Nov 2012
BOOSTED CONVERSION
32%
... AND AIDED "SHOES"
PAGE 1 RANK

26. Reviews & Search Result Anomalies
A review replaced
the meta
description!
Angie Schottmuller @aschottmuller | Three Deep Marketing | #ConvCon

27. Review & Comment SEO+CRO Strategy
SCHEMA.ORG
MARKUP
REVIEW
SUMMARY
EASY-SELECT
ATTRIBUTES
Angie Schottmuller @aschottmuller | Three Deep Marketing | #ConvCon

28. Review & Comment SEO+CRO Strategy
SORT BY
MOST
RECENT
CUSTOM FIELDS
& LABELS
Angie Schottmuller @aschottmuller | Three Deep Marketing | #ConvCon

29. CONVERTING ORGANIC WEB TRAFFIC - GOAL #2:
BOOST CTR
(CLICK-THROUGH RATE)
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

30. How compelling are your search snippets?
NO VALUE
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
PAID ORGANIC
VALUE-ADDED

31. Optimize
organic search
snippets like
you would a
PAID AD.
Image credit: luxtica.com Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

32. Search Snippet Anatomy
Title Beginning with Targeted Keyword (~60 chars)
http://www.mydomain.com/page-url-keyword-query-bolded/
Engaging, unique, page-specific description highlighting details and benefits what
can be found in the content. Include a call-to-action or action verb to boost click-through.
Search query keywords display bold. (139-156 chars max)
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
TITLE
URL
DESCRIPTION
BASICS =
BLENDING-IN

33. Rich Snippets
BOOST CTR
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

34. Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
LET'S PLAY...
Pimp My Search Snippet!

35. Breadcrumbs: Search Snippet "Bling"
Use Schema microdata: http://schema.org/WebPage
CODE EXAMPLE:
<div itemscope itemtype="http://schema.org/WebPage">
<div itemprop="breadcrumb">
<a href="/">Home</a> > <a href="/category/">Books</a> > Page Name
</div>
</div>
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
EXAMPLE:

36. Ratings & Video: Search Snippet "Bling"
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
EXAMPLE:
Use Schema microdata:
http://schema.org/AggregateRating + http://schema.org/Review
http://schema.org/VideoObject
http://bit.ly/yoastvideoseoplugin (Annual license: 1 Site= $69. Up to 20 Sites= $249)

37. Authorship: Search Snippet "Bling"
Use Google+ Authorship: https://plus.google.com/authorship
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
EXAMPLE:

38. Measure Your CTR Trends
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

39. Dive Into Google Webmaster Tools
WHAT'S
WORKING?
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

40. Dive Into Google Webmaster Tools
WHAT ISN'T
WORKING?
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

41. Dive Into Google Webmaster Tools
WHAT NEEDS A
LIFT?
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

42. CONVERTING ORGANIC WEB TRAFFIC - GOAL #3:
REDUCE BOUNCES
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

43. First, Measure "Bounce" Correctly
"Adjusted Bounce Rate"
3 seconds? 5 seconds?
Tracking Adjusted Bounce Rate In Google Analytics http://j.mp/ULdygk
How to Implement Adjusted Bounce Rate (ABR) via Google Tag Manager http://j.mp/1nzk62t
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

44. "This is lame.
Let's bounce!"
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Image credit: listdose.com

45. Optimize Scent
(prevent the bounce)
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

46. Match Title Tag & H1 Page Heading
A) TITLE TAG
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
B) PAGE
HEADING
Where are
the colors?!
Site Reference: Cars.com

47. Non-Match = Confusion = Bounce
Colors were below the
fold ...on a tab.
RELATED LESSON:
Don't save page tabs as
different URLs!
Site Reference: Cars.com Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

48. Audit & Fix Non-Matches
1. Crawl your site with Screaming Frog.
2. Export to Excel.
3. Filter Title and H1 Differences.
4. Audit and Fix!
Screaming Frog SEO Tool: http://bit.ly/screamingfrogtool
Crawls websites and extracts page meta data (and much more) info. 500 URLs
free. Unlimited use license = $99/yr.
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

49. If your main content
appears below 45% of
the screen...
(Your scent trail is tainted.)
You're a "HEAD CASE!"
20%
40%
60%
80%
550px ABOVE-THE-FOLD
Note: Browser head + foot uses about 20-23%.
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

50. Crate & Barrel - 50% "Head Case"
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Site Reference: CrateAndBarrel.com

51. -PATTERN
Keep title/heading
high and flush left to
best MAINTAIN SCENT.
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Image Credit: IB.deviantart.com

52. VISUALS are processed
FASTER than text.
Source: Neo Mammalian Studios Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

53. Enhance Scent with Visuals
Visuals....
ABOVE-THE-FOLD
reduce bounce.
CROSSING-THE-FOLD
encourage scrolling.
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Site Reference: ExtremeTerrain.com

54. Be Strategic with Surrounding Text
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
Search engines evaluate text
surrounding images and video for
keyword relevance.
Lead captions with targeted
keywords for SEO. David Ogilvy
research found users read captions
300% more than body text!
Jeep Wrangler Minnesota winter adventure!
A Jeep image captioned to rank well =

55. CONVERTING ORGANIC WEB TRAFFIC - GOAL #4:
BOOST
INTERACTION
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

56. Conversion rate is a measure of your ability to persuade
visitors to take the action you want them to take...
For you to achieve your goals,
VISITORS must first achieve theirs.
- Bryan Eisenberg
@TheGrok, Conversion Optimization Expert, Speaker & Author

57. Reevaluate Goals
USER
GOALS
What does the
user want to
accomplish?
BUSINESS
GOALS
What does the
business want to
accomplish?
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

58. User-Centric Goals
USER
GOALS
What does the
user want to
accomplish?
BUSINESS
GOALS
What does the
business want to
accomplish?
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

59. RETHINK
Intention
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

60. What specific data do web
visitors need to make a
good decision?
How can I make the data
consumption into a
measurable action?
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO
ASSESSMENT:
1
2

61. Amazon has measurable actions everywhere!
Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

62. Top User Actions = Tracked Events = Goals
"What was your
reason for visiting
today?"
"Did you find
what you were
looking for?"
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

63. /landing-page-3/
/landing-page-2/
/landing-page-1/
/landing-page-4/
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

64. CONVERTING ORGANIC WEB TRAFFIC - GOAL #5:
BOOST ORGANIC
CONVERSION
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

65. Eliminate the Distractions
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

66. Do NOT Distract Your Buyer's Journey
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

67. What's the Call-to-Action?
Source: WilliamSonoma.com 3/10/14
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

68. Let the Hero Shot & Primary CTA STAND OUT.
Neutralize all other colors.
Audit with the 6-foot and
5-second tests!
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

69. You can even get conversions from PDFs
LEAD GENERATION HEATMAPS
Docalytics: http://docalytics.com
Lead capture, analytics and mouse tracking heatmaps for PDFs and docs!
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

70. Organic Search Conversion Funnel
____%
____%
____%
____%
____%
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

71. Organic Conversion Key Takeaways
 Audit your "best answer" pages
Don't worry about (not provided) keywords.
 Pimp your search snippets
 Audit, maintain, and enhance scent
 Track user actions with clickable events
 Make the primary CTA obvious, relevant
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

72. "A search query is simply a question.
TO OPTIMIZE for search and conversion,
PROVE you're the best answer."
- Angie Schottmuller
@aschottmuller, Director of Optimization, Three Deep Marketing

73. Need help connecting SEO & CRO?
At Three Deep, we truly "get-it" when it comes to driving and
converting web traffic. We bridge organic conversion tactics with
powerful user-centric strategies to deliver lasting, tangible ROI.
Contact Me for a
Consultation
Maximize your SEO & CRO power play!
Angie Schottmuller
Director of Optimization
aschottmuller@threedeepmarketing.com
@aschottmuller
Your time and budget is finite.
Grow ROI with a power play!
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

74. Our Clients...
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

75. THREE DEEP MARKETING
180 E 5th St, Suite 910, St Paul, MN 55101  (651) 789-7701
www.threedeepmarketing.com
 Lead Generation
 Search Marketing
 Optimization (SEO/SMO/CRO/PPC)
Organic Conversion Optimization - Angie Schottmuller @aschottmuller | Three Deep Marketing | #SEO #CRO

76. Special Offer – Free 15 Minute Website Review
• Interactive review of a website or landing
Copyright © 2014, SiteTuners - All Rights Reserved.
page
• Conducted by SiteTuners conversion staff
• Identify key elements that could be affecting
your conversion
• Video transcript recorded via GoToMeeting
To take advantage of this FREE offer
you must schedule by October 3, 2014
Bit.ly/CROreview

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