3 Factors That Can Improve Your SEO & Conversions Today

3 FACTORS THAT CAN IMPROVE YOUR SEO AND CONVERSIONS TODAY Presented By: Crystal Wiltshire

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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

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Agenda 1. Mobile SEO 2. Data-Driven Marketing Decisions 3. Setting Up & Tracking Conversions

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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 tablet User experience is likely the same, but results may vary Marketers have struggled to understand the difference

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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 speed

Site design (mobile ready, responsive)

Minimal HTML and CSS @gshiftlabs

Optimized images

Ensure fonts are legible

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Mobile SEO Data • Discoverability in mobile search vs desktop search • 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 Data

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Online social interactions

Web browsing behavior

Online search behavior

Survey data from 3rd party Š2015 WSI. All rights reserved.

Tracking Marketing Data • Web analytics platform with insightful dashboards • Google & Bing toolset – Analytics & Webmaster • Social analytics from each network @gshiftlabs

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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

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Clicking a call button

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Completing a transaction

Setting Up & Tracking Conversions Conversions are a key metric to track performance Every analytics system has some form of goals or conversions Review your system extensively to leverage the potential insights

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Why Are Conversions Important?

Take the guess work out of marketing effectiveness

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Highlight what is working and what is not

Allow for better ROI

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Easy to do, but still under used

Questions & Answers

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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

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