Conversion Optimization TrainingMarch 27, 2012
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Optimize!By doing On-page optimization you will not only influence rankings, but also regs, which can bring sales!
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What can be Optimized?HTML Head Tags• Title• Meta Description• Meta Keywords• Meta Robots• Other Meta Tags
URL• Length (the short
the better)• Keyword Location• Subdomains vs.
Pages
Body Tags• Number of Keyword Repetitions• Keyword Density• Keyword Usage Variations• H1 Headline• H2/H3/H4/Hx• Alt Attribute• Image Filename• Bold/Strong• Etc.
Internal Links & Location in Site Architecture• Link location• Number of links
Page Architecture• Keyword Location• Content Structure
Call to Action Page Structure !!!
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We Love Conversion Optimization
VS
CTR Optimization Page Conversion Optimization
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CTR Optimization
Why?• Search engines show a snippets of results to the searcher
• The searcher clicks on snippets which are attractive (between 10 results)
• If your snippet looks strange or does not contain something the user is searching for, he/she will click somewhere else
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CTR Optimization
Title Tag
Optimal FormatPrimary Keyword - Secondary Keyword | Brand Name, or Brand Name | Primary Keyword and Secondary Keyword
Be Mindful of Length Less than 70 characters, as this is the limit Google displays in search results.
The title element of a web page is meant to be an accurate and concise description of a page's content. This element is critical to both user experience and search engine optimization!
Tips!
Consider Readability and Emotional ImpactThe title tag is a new visitor's first interaction with your brand when they find it in a search result and should convey the most positive impression possible.
Use Keyword in Title TagGood for both ranking and user experience
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CTR Optimization
Meta DescriptionMeta Descriptions are commonly used by search engines on search result pages to display preview snippets for a given page. While not important to search engine rankings, they are extremely important in gaining user click-through from search engine result pages.
Optimal Length for Search EnginesRoughly 155 Characters
Tips!
Write Compelling Ad CopyCrafting a readable, compelling description using important keywords can draw a much higher CTR of searchers to the given web page.
Avoid Duplicate Meta description Tags
Quotes Cut Off DescriptionsRemove all non-alpha/numeric characters from MT to prevent cut off’s. If quotes important change to single quotes to prevent truncation.
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Page Optimization
Why?
Lead visitors to registration!
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Page Optimization
What?Most people have a short look on your page. If they do not find the info they are looking for within 1 second they will click back.
• Title• Picture• First Paragraph• Bullet Points• Registration Buttons• Link Snippets• Picture Links• Call to Action Lines• Content
Keep visitor on page
Try to make them register
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Conversion Optimization
Let’s push everyone to the last step of our area: From search to visitors to registration! And hope for good sales…
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Insparx
Presentation sources and links:
http://www.be2.nlhttp://www.be2.nl/bloghttp://www.be2.nl/be2/glossary/vrouw-zoekt-man.html