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