3 FACTORS THAT CAN IMPROVE YOUR SEO AND CONVERSIONS TODAYPresented By: Crystal Wiltshire
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Housekeeping Items• All lines are muted • Submit questions via dashboard• Q&A session at end• Webinar is being
recorded
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ABOUT WSIGlobal Leader in Digital MarketingGlobal Knowledge. Local Results.
• Provide advanced digital marketing solutions• Businesses of all sizes and industries• World’s largest network of Internet Consultants • Service more than 80
countries internationally• Industry winning solutions• Corporate head office
in Toronto, Canada
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About the Presenter• Crystal Wiltshire• Senior Marketing Manager, gShift
Labs• Nearly 10 years experience in digital
marketing• Strong passion for content and
social marketing strategies• Blogger & Social Media Addict
@gshiftlabs
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Agenda1. Mobile SEO2. Data-Driven Marketing Decisions3. Setting Up & Tracking Conversions
@gshiftlabs
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1. Mobile SEO
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What Is Mobile SEO?
Mobile search refers specifically to the search queries made on mobile devices vs a desktop, laptop or tabletUser experience is likely the same, but results may vary
Marketers have struggled to understand the difference
@gshiftlabs
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Mobile SEO Algorithm• As of April 21st, Google now factors in
mobile-friendliness into ranking• If your site is not mobile friendly, you
may not be found• Continues Google’s effort to improve user
experience
@gshiftlabs
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The Rise of Mobile Device Use
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Mobile SEO Elements
Page speedSite design
(mobile ready,
responsive)
Optimized images
Minimal HTML and CSS
Ensure fonts are legible
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Mobile SEO Data• Discoverability in mobile search vs desktop
search
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• Traffic by device and by channel• Mobile, local rank data
is crucial for local businesses
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2. Data-Driven Marketing Decisions
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What Is Data-Driven Marketing?• Marketers today have a larger strategy matrix than
ever before• Nearly every marketing activity has some
measurable component• Data-driven marketing evaluates metrics to gage
ROI• It is not always about a true, direct revenue based
return@gshiftlabs
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Measuring Marketing Data
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Proprietary Marketing Data Sessions (traffic) by channel and by device
Conversion rates
Leads/Contacts generated
Site exploration - time on site, pages per session
Keyword rank data
Omni-channel content marketing performance – sessions, social shares, etc
@gshiftlabs
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External Marketing DataOnline social
interactions
Web browsing behavior
Online search
behavior
Survey data from 3rd party
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Tracking Marketing Data
@gshiftlabs
• Web analytics platform with insightful dashboards• Google & Bing toolset –
Analytics & Webmaster• Social analytics from each
network
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3. Setting Up & Tracking Conversions
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What Are Conversions?
Completed a form• Request for demo• Newsletter sign up• Content download
Clicking a call button
Completing a transaction
@gshiftlabs
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Setting Up & Tracking ConversionsConversions are a key
metric to track performanceEvery analytics system has
some form of goals or conversions
Review your system extensively to leverage the potential insights
@gshiftlabs
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Why Are Conversions Important?
Take the guess work
out of marketing
effectiveness
Highlight what is
working and what is not
Allow for better ROI
Easy to do, but still under
used
@gshiftlabs
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Questions & Answers
@gshiftlabs
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We Wrote the Book On This!Get your copy today!
12 Things Every Business Needs to Know About Digital Marketing
bit.ly/WSIDigitalMindsBook
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Thanks for Attending!
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Thanks for Attending!MONTHLY INFOGRAPHIC: • “ROI Aficionados: Go Forth and Multiply Your Conversion Rates”• http://bit.ly/InfographicJune2015
COMPLIMENTARY CHEAT SHEETS: • “Eye-Catching Online Ads + the Magic
of Remarketing = Conversions Galore”• bitly.com/WSICheatSheets
CONTACT YOUR LOCAL WSI CONSULTANT WITH ANY QUESTIONS