recap of the state of search dallas conference 2015
TRANSCRIPT
state of search: takeawaysStephanie Bursa & Daniel Loehr
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strategy & research
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Cataloging Touchpoints
Original Deck By: Kane JamisonSource: http://adaptivepath.org/ideas/the-anatomy-of-an-experience-map/
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Experience Map
Original Deck By: Kane JamisonSource: http://adaptivepath.org/ideas/the-anatomy-of-an-experience-map/
Lens
Journey Model
Qualitative Insights
Quantitative Insights
Takeaways
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User Personas
Original Deck By: Kane JamisonSource: http://www.contentharmony.com/blog/bootstrapped-customer-persona-validation/
Research– Questionnaires– Personas
Extended inventory– Find the voice of the customer, not just the sales team– Look at the site search history, customer support logs, website inquiry forms, phone support transcripts– Scrape relevant sites with tools like Screaming Frog, keyword density tools, and Spyfu (competitor sites,
industry groups, and UGC sites)• http://tools.seobook.com/general/keyword-density/ • http://www.spyfu.com/
Analyze & brainstorm– Prioritize data and categorize– Create a brainstorming grid to map words across funnels. Example:• Awareness – small business invoicing terms• Consideration – freshbooks time tracking subcontractors• Conversion stage – freshbooks vs. toggle time tracking• Satisfaction – how do I generate an invoice from tracked time• Advocacy – freshbooks referral program
Keyword Research
Original Deck By: Kane JamisonSource: http://www.contentharmony.com/blog/bootstrapped-customer-persona-validation/
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content & social
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Content StructureConcise, scannable, and objective content has a 124% increase in readability• Highlighted keywords• Meaningful subheadings (not “clever” ones)• Bulleted lists• One idea per paragraph• Inverted pyramid style• Half the text of conventional copy (shorter is better)• Short sentences boost content readability by 58%
Optimize content with images• Colorful images above the fold make it 80% more likely that someone will read your content• Posts with hand-drawn images generate 343% more shares than those with stock photos
Use short URLs• Short URLs are 2.5x more likely to attract clicks
Headlines• Headlines with numbers have a 36% higher CTR than those without• Odd numbers have a 20% higher CTR than even numbers• Hubspot found that adding [brackets] increased their CTR by 38%
The perfect form• Conversion rates are highest for forms with 1 to 3 and 8 to 10 form fields
Original Deck By: Ross HudgensFull Deck: http://www.slideshare.net/DFWSEM/ross-hudgins-move-the-needle
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Perfect Pinterest ImageCreating the perfect Pinterest image• No human faces – repinned 23% more often than
images w/ faces• Little background – when a background is more than
40% of the total image, repins are reduced by 1/2• Multiple colors – multiple dominant colors garner
more than 3x the replies• Lots of red – 2x the pins than blue• Moderate light and color – images with 50%
saturation get repinned 4x as often as images w/ 100% saturation
Original Deck By: Ross HudgensFull Deck: http://www.slideshare.net/DFWSEM/ross-hudgins-move-the-needle
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The Perfect InfographicMinimal copy• The most shared infographics have 396 words
shown on average – a short blog post
Ideal specs• The most popular infographic specs are 804 w x
3683 h
Most popular colors• Blue, red, green
Color wheel scheme• 72% of the most shared infographics use a color
wheel scheme• Triadic and monochromatic were the most common
amongst the most popular infographics
Original Deck By: Ross HudgensFull Deck: http://www.slideshare.net/DFWSEM/ross-hudgins-move-the-needle
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The Perfect E-MailConversion stats• Monday converts 80% better than Thursday• Not sharing a link in the first email increased the outreach conversion by 63%• The avg. converting subject line is 64 characters long• The avg. converting email is 83 words long
INTRO
1 to 2 Sentences
Link
1 to 2 Sentences
Signature
Original Deck By: Ross HudgensFull Deck: http://www.slideshare.net/DFWSEM/ross-hudgins-move-the-needle
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seo
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SEO Ranking FactorsThere are 200 ranking factors:1. Keyword in title tag2. Title tag starts with keyword3. Keyword in description tag4. Keyword appears in H1 tag5. Content length – top ranked content 2416, 2494, 24926. Keyword density7. Latent semantic indexing keywords in content (LSI)8. Page loading speed via HTML9. Duplicate content10. Rel=canonical11. Page loading speed12. Image optimization – images on-page send search engines important relevancy
signals through their file name, alt text, title, description and caption
13. Recency of content updates14. Keyword prominence15. Keyword in H2, H3 tags16. Outbound link quality17. Helpful supplementary content – like our tools guide18. Multimedia19. Number of internal links20. Reading level – Intermediate and basic are best21. HTTPS22. Number of pages23. Presence of sitemapFull List: http://backlinko.com/google-ranking-factors?utm_campaign=Submission&utm_medium=Community&utm_source=GrowthHackers.com
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SEO Ranking FactorsHow to audit some of these things:1. Webmasters Tools
1. https://www.google.com/webmasters/tools/
2. Google Page Speed Insights1. https
://developers.google.com/speed/pagespeed/insights/
3. SEM RUSH1. https://
landing.semrush.com/site-audit/usa.html?kw=site_audit_tool&cmp=US_SRCH_Site_Audit_EN&label=Site_Audit&gclid=CLW6tNKvz8kCFQ6SaQodAIoCSw
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Local SEORanking factors:• Classic SEO elements (HTML page title, domain name, image
alt text, keywords in text, inlinks)• Local citation/link building• NAP needs to be consistent• Use tools like brightlocal.com or LocalSiteSubmit.com to audit
and publish listings• Use data aggregators like Nuestar Localeze, Acxiom, Inforgroup,
Factual, Whitespark• Unorthodox citation sources, Google your city and see what ranks:
Chamber of Commerce, community business directories, community websites, local event sponsorship for .org listings
• Fix duplicate listings Bit.ly/1XNhe8T• Maps! https://mapsconnect.apple.com and https://
www.google.com/mapmaker• Top 35 sites that boost your domain authority and trust:
http://bit.ly1UFMddq • Find competitor links: Moz, Ahrefs, Majestic SEO
Original Deck By: Chris SilversmithFull Deck: http://www.slideshare.net/DFWSEM/chris-silversmith-structure-local-seo Original Deck By: Casey MerazFull Deck: http://www.slideshare.net/DFWSEM/casey-meraz-advanced-tactics
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Local SEORanking factors continued:• Reviews & ratings• National directories and local niche directories• Intuit Demand Force, Customer Lobby, and Get Five Stars can help elicit customer reviews• Monitor reviews with tools like PlacesScout.com• Social signals• Followers/connections• Updates• Replies/likes• Recency/frequency
Original Deck By: Chris SilversmithFull Deck: http://www.slideshare.net/DFWSEM/chris-silversmith-structure-local-seo Original Deck By: Casey MerazFull Deck: http://www.slideshare.net/DFWSEM/casey-meraz-advanced-tactics
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Local SEORanking factors continued:• Schema markup, Twitter Cards, Facebook Open Graph• Using Schema and Open Graph markup for local SEO: http://
searchengineland.com/13-semantic-markup-tips-for-2013-a-local-seo-checklist-143708 • Increases CTR on avg. by 15% in organic results• Mobile friendliness• HTTPS• Fix 404s and internal 301 redirects
Original Deck By: Chris SilversmithFull Deck: http://www.slideshare.net/DFWSEM/chris-silversmith-structure-local-seo Original Deck By: Casey MerazFull Deck: http://www.slideshare.net/DFWSEM/casey-meraz-advanced-tactics
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Local SEOGood local SEO vs. bad local SEO
Original Deck By: Chris SilversmithFull Deck: http://www.slideshare.net/DFWSEM/chris-silversmith-structure-local-seo
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media
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PPC Advantage for Content Marketing
Original Deck By: James SvobodaFull Deck: http://www.webranking.com/blog/ppc-for-content-marketing-initiatives-that-increase-reach-engagement-and-conversions
• Use your search engines to find keyword opportunities to promote your content
• You may be surprised to find which keywords have no ads against them
Unserved Inventory: Paid Search
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PPC Advantage for Content Marketing
Original Deck By: James SvobodaFull Deck: http://www.webranking.com/blog/ppc-for-content-marketing-initiatives-that-increase-reach-engagement-and-conversions
• One case study found that landing people on the blog or a custom landing page with great content drastically reduced the CPC and CPA
• Combining great content landing pages along with low competition searches is a great way to work people down the funnel
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Thoughts on RemarketingRemember, remarketing lists include people who have been to your site. Sell yourself, not the product.
Lists should be informed• UTM variables, events, micro-conversions• Consider excluding people who spent less than 3-5 seconds on your site (start small)• The more specific your lists and messaging, the better
Converted users• A converted user remarketing list should include different messaging than your search
campaigns• When you set up a remarketing or RLSA campaign, use that as a negative list in your
search campaigns
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analytics & tracking
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Evaluating ContentDefault measurement of content• The page on which the visitor entered the site that directly contributed to conversions
Let’s change how we view the data• Look at the landing page and sort by goal completions
Original Deck By: Amanda McGowanFull Deck: http://www.slideshare.net/AmandaMcGowan/youre-only-reporting-on-half-of-your-success
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Evaluating ContentThe reality of the visitor path to content• Viewing the value of your content based on a direct visitor path gives you only half of the picture. What
about the content that assisted that final conversion?
Original Deck By: Amanda McGowanFull Deck: http://www.slideshare.net/AmandaMcGowan/youre-only-reporting-on-half-of-your-success
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Evaluating Content
Original Deck By: Amanda McGowanFull Deck: http://www.slideshare.net/AmandaMcGowan/youre-only-reporting-on-half-of-your-success
• Doing this will allow you to see the content you create as a channel
• Using Google Analytics, you can now look at cross-channel reports to see how the content is assisting in conversions and across which media channels
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Evaluating Content
Original Deck By: Amanda McGowanFull Deck: http://www.slideshare.net/AmandaMcGowan/youre-only-reporting-on-half-of-your-success
thanks!D Daniel Loehr
Lead Paid Search [email protected]
SStephanie BursaSr. Director of Digital MediaO: [email protected]