2. Welcome...or Welcome Back!
- Year number two and why we are hear again
-Our amazing organizer staff
-Our amazing sponsors
#SEMPOCitiesKC
sempo.org
3. About SEMPO
SEMPO, n. A global non-profit organization serving the
search engine marketing industry and marketing
professionals engaged in it.
Purpose: To provide a foundation for industry growth
through:
- building stronger relationships
- fostering awareness
- providing education
- promoting the industry
- generating research, and
- creating a better understanding of search and its role in
marketing
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4. Benefits of SEMPO Membership
• Expand Your Knowledge with webinars, hangouts, and
annual survey results
• Engage With Industry Leaders at local networking
events and through committee involvement
• Grow Your Business and Maximize Your Career
Growth through the job board, writing for the blog or
newsletter, and promoting your brand
Join Today!
sempo.org/join
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5. Thank You SEMPO Cities Global Sponsor
• Humanization of Search:
http://bit.ly/bing-humanization-of-search
• According to ComScore, 59 voice searchers alone are
found on Bing’s network (AOL/Yahoo/Google), but not on
Google.
• Bing is 31% of the US market on PCs:
http://bit.ly/bing-network-audience
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6. Thank you Global Sponsors & Platinum
Members
Acronym • BingAds • CallRail • Digital Brand Expressions
Direct Online Marketing • Higher Visibility • icrossing • iProspect • WSI
Research and Management • YP
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8. Thank you SEMPO Cities Kansas City
Team
• SEMPO Cities Leader:
• Josh McCoy, Vizion Interactive
• SEMPO Cities Organizers:
• Kyle Andrew, Cerner
• Tyler Barnes, emfluence
• Matthew Barnett, Intouch Solutions
• Kristina Kuska, emfluence
• Corey Morris, ER Marketing
• Quinn Sheek, DEG
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9. May 4-5, 2017
SHAPE THE FUTURE OF SEARCH at the 2nd Annual
SEMPO Member Forum for 1 ½ days of interactive small
group discussions on evolving search industry tactics and
strategy.
CONNECT with search industry professionals from around
the globe for our Networking Reception, and during casual
pre- and post-event meetups
Interested in attending? info@sempo.org
Interested in speaking? sempo.org/callforspeakers
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10. May 4-5, 2017
Attention SEMPO Cities attendees
By attending this SEMPO Cities Month event,
you are automatically entered for a chance to
win a free pass to the event in May.
Increase your odds!
All SEMPO members who submit a blog post
in 2016 will be entered for one of two chances
to win! Submit yours today:
sempo.org/submitblog
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12. Bing Ads Global Sponsor Spotlight
• Bing is a SEMPO Cities Global Sponsor: please follow
the sponsorship guidelines below for the Bing
Sponsorship.
• Recommend people to download the “Humanization of
Search” PDF which covers Voice Search Trends (and more)
• Talking Point of how according to ComScore, 59 million
searchers in the US alone are found on Bing’s Network
(AOL/Yahoo/Bing), but NOT on Google.
• Turns out that Bing is 31% of the US Search Market on
PCs. This data is found here (and attached).
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14. Better Ideas, Better Strategies
#SEMPOCitiesKC
sempo.org
Matt Lacuesta
SEO Strategist
Burns Marketing
Alex Boyer
Digital Content Cord.
Emfluence
Bethany Fief
Digital Media Manager
DEG
24. What you’re already doing
Sales
• Identifying common objections
• Understanding the audience
Take it further
• Share content
• FAQs
• Answers to common objections
• Collateral that resonates
• Sales perspective to develop personas
26. What you’re already doing
Customer service
• Understanding pain points for clients
• Improving products or service
Take it further
• Share content
• FAQs
• Common issues
• Content that helps manage expectations
28. What you’re already doing
PR
• The original link builders
• Relationship building
• Brand recognition
Take it further
• Events
• Partnerships
• Volunteerism
• Sponsorships
30. What you’re already doing
Social
• Building community
• Sharing content
• Understanding the audience
• Increasing visibility through Search Engine Result Page (SERP)
real estate
Take it further
• Indirect ranking factors
• Social search
32. What you’re already doing
Paid search
• Improving visibility in SERPs
• Sharing keyword insights
• Judging quality of content
• Testing content and conversions
Take it further
• Match keywords to search behavior
and user intent
34. What you’re already doing
Content
• Keyword research
• Content gap analysis
• Rich content for users, not just search engines
• Developing the most valuable asset
35. | @mattlacuesta | @burnsmarketing
Look at current processes
and look for opportunities for
SEO integration.
37. Helpful links
• Ranking for #0 – Dr. Pete Meyers | Moz
• http://www.slideshare.net/crumplezone/seo-for-answers-ranking-0
• Technical SEO Renaissance – Michael King | iPullRank
• http://bit.ly/tech-renaissance
• How Google Works – Paul Haahr | Google
• https://www.youtube.com/watch?v=iJPu4vHETXw
40. Nice to Meet You!
A little about me:
• Graduated from the University of Kansas
School of Journalism in 2012
• Began my career in political communications
running campaigns
• Currently Content Coordinator at
• Obsessed with Kansas City sports teams and
comedy Vines
#SEMPOCitiesKC
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41. What is Content?
Difficult to define
• Blog Posts
• Articles
• Social Posts
• Video
• Audio
• Website copy
• Downloadables
• Advertisements
• Video game DLC
• Etc…etc…etc…
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42. What is Content?
Marketing Definition
• Content is the vessel through which you deliver
your message to potential customers.
• Everything you use to promote your business or
your clients
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43. What is Digital Content?
Any content that is distributed digitally.
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45. Where does Content Fit?
Content can fit in any step along the journey.
• The key is having a plan for where the
content fits before you create it.
• For example – A paid search ad may fit in the discovery phase
while a series of emails in a drip campaign may move them from
analysis to consideration to action.
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46. Content in Search Engine Marketing
Content is how you continue to improve your
SEO rankings regularly.
Great, readable, interesting content can help
your ranking by improving your domain
authority, building back links and improving
quality score in ads.
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47. It all begins with a plan
Building a content plan for regular content creation
can help you:
• React to changes in Google’s algorithm
• Take advantage of keyword opportunities
• Improve or reinforce your current rankings
So today we’re going to build that plan
with a content calendar in 4 Steps.
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48. Step 1: Identify Keywords
Find your target keywords by answering these 4
questions:
• What keywords are you ranking well in?
• What keywords do you want to improve?
• Where are your competitors ranking better than
you?
• Are there any opportunities?
• Authoritas
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49. Step 2: Get Content Ideas
Identify what kinds of content people are
sharing for inspiration
• Use BuzzSumo to search the keywords
you’ve identified
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50. Step 2: Get Content Ideas
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51. Step 3: Create a Content Calendar
Use the the keywords and potential topics you’ve
identified and plan out the next few months with
regular posting.
• While you think about the subjects you are
creating and what form of content works best.
• 1-2 subjects per month, try and spread the love
in form of content (2 blogs, 1 video, 1
infographic)
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52. Step 3: Create a Content Calendar
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53. Step 4: Stick to the plan … but be flexible
Continue to create content on a regular basis, but
the plan can change.
• Keep an eye out for opportunities and be ready
to spring, the rest of the content calendar can
wait.
• The key is to get in a rhythm – Create content
consistently, and you’ll have the time to react.
• Listen to your customers or clients – they will
give you guidance on what they want to learn
about.
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54. With a plan, you can avoid writer’s block
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56. Agenda
- Google Search – More than a question
answerer
- Google Betas & Updates
- Click to Message
- Promotion Extensions
- Shop This Look
- In-Store Visits
- Other Noteworthy Updates
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57. Google Search – A Consumer’s Best Friend
#SEMPOCitiesKC
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Google ThenGoogle Now
58. Click-to-Message
#SEMPOCitiesKC
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What
• Click to Text Message Businesses from
Ad
Who
• Advertisers who are focused on lead
gen and customer service
Why
• Consumers’ preference on texting vs.
phone call
• Shorter conversion path higher CVR
60. Shop This Look
#SEMPOCitiesKC
sempo.org
What
• An interactive ad format that
allows users to shop a look
from socially curated content
Who
• Retail brands who are socially
active
Why
• Visual exposure
• Revenue
Shop Now
61. In-Store Visits
#SEMPOCitiesKC
sempo.org
What
• Digital to brick & mortar measurement
Who
• Brands that have both online and offline
presence
Why
• Show value of digital vs. traditional
• Understand how digital impacts foot traffic
62. Case Study | In-Store Visits
#SEMPOCitiesKC
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141,118 Visits
3 Months
3 Locations
1% Of
Shopping &
Search
Impressions
Visited Store
66. Developing a Better Process
#SEMPOCitiesKC
sempo.org
David Burke
Owner
Visual Future
Brody Dorland
Co-Founder
DivvyHQ
Michael Solms
VP Marketing
Go Local Interactive
84. It May Have to
Be You.
Brody Dorland
Co-Founder – DivvyHQ
@brodydorland
SEMPO Cities Kansas City
October 27, 2016
85. A Little Background
• Built my first corporate website in 2000
• Started freelancing in 2005, digging into SEO, mostly B2B
• Fast forward 10+ years and a few hundred websites…
I’ve learned three important things.
#SEMPOCitiesKC
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89. Content is the fuel that drives today’s
marketing engine. 89
90. The Reality
Communications and marketing
teams are still struggling with this
content thing.
• No coordinated strategy
• No proactive planning
• Silos = Poor communication
• Inconsistent brand messaging across
channels
• Insanely chaotic content production
processes
• Not using the right tools
91. The Organic Content Process
Strategy Ideate Plan Produce Optimize Publish Promote Analyze
92. Strategy
• You need to insert yourself into the strategic conversation
• Get cozy with buyer intent so you can boost relevance
• Map keywords to content (niche properties and individual
assets)
Awareness
What is an
editorial
calendar?
Content
planning best
practices
Discovery
Editorial
calendar
software
Top content
calendar apps
Validation
DivvyHQ
case studies
DivvyHQ vs.
CoSchedule
93. Ideation
• Use your keyword suggestion
tools
• Encourage (force) regular
ideation sessions
• Introduce a shared, centralized
place for idea storage
• Be a dependable source of new
content ideas
94. Planning
This is where most of us suck.
And there are consequences.
• Get a recurring planning meeting on
the calendar and stick to it (frequency
varies)
• Nail down a planning meeting agenda
• Setup and use an editorial/content
calendar
• Plan ahead!
95. Production Workflow
• Define your process (creation, editing/review, approvals)
• Lead time per step
• Who does what?
96. It may have to be you.
You may have to lead the charge.
You may have to drive change.
You may have the biggest impact on success.
99. Counting page views isn’t always enough.
The ‘high bounce rate’ conundrum
- Is it a weak/ineffective page?
- Or does it immediately satisfy the visitor’s need?
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100. BIG SCARY WARNING!!! (and the 1st tip)
Always test first!
- Google Tag Manager provides an extensive
testing/debug interface. So use it!
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105. Tip #1: Use a variable for your UA code
Using a variable makes your Tags & Triggers
more transportable to different GTM
containers.
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106. Tip #1: Use a variable for your UA code
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107. Tip #2: Add JSON-LD Schema via GTM
• Use the 'Custom HTML' tag for your JSON-LD schema
• Trigger your tag on 'All Pages' or specific pages
• Many sites have NAP (name, address, phone) data in the
page footer. The 'All Pages' trigger can be used to add
schema code to all pages.
• Some pages may need more detailed schema code. For
example: a "contact us" page listing different phone
numbers for different departments.
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111. Tip #3: Track mailto: & tel: Links
Track the click on email & phone links as
events
<a href="mailto:info@domain.com">Email VisualFuture</a>
<a href="tel:01-816-531-3735">Call VisualFuture</a>
Caveat: your mailto: and tel: links must be properly formatted (HTML)
links. If your site uses Javascript/JQuery/etc. to process mailto:
and/or tel: links then the "click" may be undetectable to GTM
Tip source & recipe: https://goo.gl/CPChuv
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112. Tip #3: Track mailto: & tel: Links
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113. Tip #4: Track Outbound Links
See which outbound links get clicks
Using an event to track an outbound click has the additional benefit of
allowing the event to be configured as a goal.
Tip source & recipe: https://goo.gl/4lTGiD
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114. Tip #5: Track Embedded YouTube Videos
Track Embedded Video Engagement
How much of your videos are visitors watching?
Tip source & recipe: https://goo.gl/8Aqf6G
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115. Tip #5: Track Embedded YouTube Videos
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116. Tip #5: Track Embedded YouTube Videos
#SEMPOCitiesKC
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117. Tip #6: Track User Scrolling
How far will a user scroll down?
Are long pages keeping a visitor's interest? Or is content at the end of
the page ignored?
Note: this recipe may need some configuration; particularly on pages
where the length may vary over time. For example: a blog post with
‘comments enabled’ may not be the same length from one day to the
next.
Tip source & recipe: https://goo.gl/AyubHo
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118. Tip #6: Track User Scrolling
#SEMPOCitiesKC
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119. Tip #7: Track Text Copied by Visitors
See what text your visitors copy.
Do your visitors find your content compelling enough to copy?
Tip source: https://goo.gl/b4Evh4
DIY video walkthrough: https://goo.gl/2YRhtA
Tip recipe: https://goo.gl/vzqfaa
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120. Tip #7: Track Text Copied by Visitors
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122. Better Data, Better Decisions
#SEMPOCitiesKC
sempo.org
Yosef Silver
Dir. of Client Strategy
Venta Marketing
Michael Black
Owner
SEOMike
Craig Paddock
Owner
Plaza Digital
124. Google’s Demographic Data
- Google launched demographic and interest
reports in October 2013.
- Age and gender are either guessed by Google
based on browsing history, or a user tells
Google when setting up a Google account.
- Demographic information is only available for a
sample of your traffic.
- Google applies thresholds to prevent
identification of individual users.
#SEMPOCitiesKC
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@SEOMike
125. Google’s Demographic Data
What you can learn from demographic data
- Site usage by age range
- Site usage by gender
- Most / least engaging content per segment
#SEMPOCitiesKC
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@SEOMike
126. Google’s Demographic Data
To enable Demographics reports,
- In Analytics click Admin
- Under Property click Property Settings
- Click enable Demographics and Interest Reports
#SEMPOCitiesKC
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@SEOMike
133. Content Study
We conducted a content engagement study
for a national magazine
- Identified most and least engaging content on
their site for different timeframes.
- Insights informed their editorial guidelines for
different topics to better engage most engaged
users.
- Insights informed approach to better engage
weaker audiences.
#SEMPOCitiesKC
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136. Dashboard Links
- Age Insights 18-24
- Age Insights 24-34
- Age Insights 35-44
- Age Insights 45-54
- Age Insights 55-64
- Age Insights 65+
- All Age Insights
#SEMPOCitiesKC
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@SEOMike
165. Tracking - Proper Implementation
Enable Auto-tagging/Connect Adwords and GA
Confirm UTM tracking is present on final URL
**Clicks ~= Sessions**
Segment by URL/device
Landing pages missing GA code
Mobile/micro site
Redirects
Click fraud
Links hardcoded with UTM in CMS
166. Analysis: Retention vs Acquisition
Don’t unfairly compare acquisition channels against retention
170. “Incremental” Revenue
Branded queries - navigational queries
Brand ad above organic listing isn’t 100% incremental
Segment brand from non-brand in analysis
*Non-brand ROI should be positive without aid of brand revenue
186. Low CVR/No revenue?
Do not automatically reduce bids from low CVR
Strong engagement metrics?
Is revenue the goal? Different intent?
Small sample size?
Early buying cycle term? Assisted Value
193. 193
#SEMPOCitiesK
C
sempo.org
Thank You SEMPO Cities Global Sponsor
• Humanization of Search:
http://bit.ly/bing-humanization-of-search
• According to ComScore, 59 voice searchers alone are
found on Bing’s network (AOL/Yahoo/Google), but not on
Google.
• Bing is 31% of the US market on PCs:
http://bit.ly/bing-network-audience
194. Better Optimization & Advanced Tactics
#SEMPOCitiesKC
sempo.org
Tyler Hermanson
Sr. Mgr. Search Strategy
Intouch Solutions
Andres Ospino
Organic Channel Manager
Red Fuse
Bethany Smith
Sr. Dir. Digital Strategy
WPromote
195. “PLEASE don’t start
with keywords!”
and 5 other keyword
research steps to
never skip again
Tylor Hermanson
SEMPO Cities Kansas City
October 27, 2016
206. What are we really saying?
(not provided) - The old way of tracking keywords
are dead
Hummingbird - Google’s older, less sophisticated
way of understanding entity relationships and
search intent from keywords are dead
voice search – Typing as an exclusive way to input
keywords are dead
grouped volumes – Google’s metrics for keywords
that can be trusted area dead
#SEMPOCitiesKC
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207. What are we really saying?
(not provided) - The old way of tracking keywords
are dead
Hummingbird - Google’s older, less sophisticated
way of understanding entity relationships and
search intent from keywords are dead
voice search – Typing as an exclusive way to input
keywords are dead
grouped volumes – Google’s metrics for keywords
that can be trusted area dead
#SEMPOCitiesKC
sempo.org
208. What are we really saying?
(not provided) - The old way of tracking keywords
are dead
Hummingbird - Google’s older, less sophisticated
way of understanding entity relationships and
search intent from keywords are dead
voice search – Typing as an exclusive way to input
keywords are dead
grouped volumes – Google’s metrics for keywords
that can be trusted area dead
#SEMPOCitiesKC
sempo.org
209. What are we really saying?
(not provided) - The old way of tracking keywords
are dead
Hummingbird - Google’s older, less sophisticated
way of understanding entity relationships and
search intent from keywords are dead
voice search – Typing as an exclusive way to input
keywords are dead
grouped volumes – Google’s metrics for keywords
that can be trusted are dead
#SEMPOCitiesKC
sempo.org
221. Keywords aren’t dead BUT a lot is changin’
#SEMPOCitiesKC
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How we
- Research
- Optimize
- Track
222. And some things haven’t changed
#SEMPOCitiesKC
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It uncovers
- User problems
- Brand perceptions
- Unanswered questions
It sets
- Trajectory of tactical plan
223. Wait. Now I’m confused
#SEMPOCitiesKC
sempo.org
If keyword research is
- definitely not dead
- definitely subjective
- definitely important
Why don’t we focus more
on it?
224. This is the part where I pretend to understand
behavioral economics
#SEMPOCitiesKC
sempo.org
Recency bias
Automation bias
Basic skill bias
225. This is the part where I pretend to understand
behavioral economics
#SEMPOCitiesKC
sempo.org
Recency bias
Automation bias
Basic skill bias
Authority bias
228. If your first step in keyword
research involves an SEO tool,
you’re doing it wrong.
#SEMPOCitiesKC
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229. Who gets sued for malpractice?
#SEMPOCitiesKC
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“In other words, patients don’t file lawsuits because they’ve been harmed by shoddy medical care.
Patients file lawsuits because they’ve been harmed by shoddy medical care and something else
happens… What comes up again and again in malpractice cases is that patients say they were rushed
or ignored or treated poorly.”
-Malcolm Gladwell, Blink
Should I start Spencer
Ware? How much will
Charles play?
235. Best keyword generator tools on the planet
#SEMPOCitiesKC
sempo.org
Moz Keyword Explorer
KeywordTool.io
Answer the Public
SEMrush
Infinite Suggest
Keyword Shitter
239. Personas and primary keyword parallels
#SEMPOCitiesKC
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Defined target, not a limiting endpoint
Supported by qualitative and quantitative data
Specificity & reach directly related
They’re both on this slide
244. Competition
#SEMPOCitiesKC
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Based on PPC spending
- $$ intent
- Even less reliable with
grouped volumes
Based on off-site
indicators of ranked
pages
- An imperfect indicator
http://bit.ly/KeywordPlannerSEO
Based on ranking
visibility of ranked pages
- An imperfect indicator
248. Long-tail casts a wider net
#SEMPOCitiesKC
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Question-modifiers:
- why, can, does, what
Geo-modifiers:
- city, county, state, region (Westport, south
Florida, the Midwest, etc.)
Feature-modifiers:
- free-range, cloud-based, S Pen compatible,
water-resistant, compact, low mileage
249. Semantic - of or relating to meaning in language
Synonym - a word or phrase that means exactly or nearly
the same as another word or phrase in the same language
Semantic support – what it is and isn’t
#SEMPOCitiesKC
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George Clooney ????? DC Comics
255. How to
Superpower your
SEM Strategy
with Advanced
Social Tactics
SEMPO Cities Kansas City
October 27, 2016
256. Origin Story – Every superhero has one
Bethany Smith
• Sr. Director of Digital Strategy
• Bethany.Smith@wpromote.com
• @glowah or @wpromote
• SEO, Content & Social Media
background
• Specializes in Ecommerce, Hospitality,
Real Estate & Education verticals
• Member of Dallas Social Media Board
• 5 Times Winner of Witch Weekly’s Most
Charming Smile
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257. Welcome to Bethany’s School for Gifted
Marketers
• You will learn:
• Tips for reaching the right audience at the right time to gain the
right results
• The need for speed
• How to utilize engaging video content
• The power of Facebook’s Campaign Planner
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258. Right Audience. Right Time. Right
Results.
#SEMPOCitiesKC
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Prime.
Peruse.
Purchase.
259. Campaign Planner
#SEMPOCitiesKC
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Click to Website Campaign Estimate:
Audience
Interests: motorcycles, motorcycle parts accessories, Harley-Davidson, J&P cycles, motorcycle
superstore
Must-match Behaviors: purchased used or new motorcycle
Demographic: Males, 18-55
Location: United States
Frequency
Timeframe: November 1-28
Frequency: 2 impressions every 7 days
264. Local Support
• OG Tags
• CTAs
• Page optimization still matters
• Local Awareness ads:
• Store locator map functionality
for carousel
• Target by region or radius
around stores
• No need to publish local
pages
• Dynamic updates
#SEMPOCitiesKC
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265. Utility Belt Must-Haves
• http://bit.ly/targeting-graphic -
Wordstream’s Facebook’s Ad Targeting
Options Infographic
• http://bit.ly/facebook-audience-network -
Facebook’s Audience Network
• https://business.facebook.com/ads/planner
/ - Campaign Planner
• https://www.facebook.com/blueprint/course
s - Facebook training resources
• Canva.com – easy graphics
• Buzzsumo/Grouphigh – Social Media
Influencer Outreach Tools
#SEMPOCitiesKC
sempo.org
267. CRO & SEO
in 3 Easy Steps*
Andres Ospino
SEMPO Cities Kansas City
October 27, 2016
268. Red Fuse SEO Team
Heather Physioc
SEO Practice Director
heather.physioc@vml.com
Andres Ospino
SEO Global Manager - Colgate
andres.ospino@redfuse.com
Josh Coburn
Communications Analyst – Hill’s
josh.coburn@redfuse.com
Elgin Smith
SEO Global Manager – Hill’s
elgin.smith@redfuse.com
269. What is SEO?
• Search engine optimization is a methodology of
strategies, techniques and tactics used to increase the
amount of visitors to a website by obtaining a high-ranking
placement bla…bla…bla…I don’t get it…*snore*
270. SEO Today
Make your website friendly to
search engines so they can
find all the awesomeness you
want to show the world!!!
Friendly: Make sure all your technical aspects are done right!
Awesomeness: You better have a true UVP/USP!
271. Change How You Think About Search
•It’s not about you
•Keyword obsession is dead
•Rankings are the wrong goal
•Stop chasing the algorithm
•There’s no finish line to Search
272. What is CRO?
• Conversion optimization, or conversion rate
optimization (CRO) is about increasing the percentage of
visitors to a website that eventually buy the product or
service offered
273. What is CRO & SEO?
A website is not a receptacle for traffic. A website is a
machine for conversions.
AND
Here’s what this grand pursuit of search optimization
truly comes down to: converting organic traffic into
customers.
https://www.v9seo.com/blog/2015/05/12/conversion-optimization-and-seo-traffic-without-
conversion-is-a-traffic-accident/
274. Why should we think about CRO?
ROI
Digital Media
• SEO
• SEM
• Email
• Social
Traditional Media
• TV
• Radio
• Newspaper
• Yellow Pages LOL!
Referrals
276. How to do CRO? Step 1
• Establish KPIs that are easy to link to an established
business goal
• The client must be included in this conversation
• Rankings
• Traffic
• Page Views
• Time on Site
• Pages per Visit
• Revenue
• Leads (include avg.
lead value)
• YES! Focus on $$$
277. How to do CRO? Step 2
Easy Tactics to improve CRO
• Be Visible on SERPs Using Technical SEO
• Attract With Enticing Headlines
• Encourage Action with Prominent CTAs
• Make It Easy to Convert
• Be Available to Answer Questions
(Reduce Friction)
https://www.seoexpertpage.com/seo-2015-deeper-look-into-roi-and-conversion/
278. How to do CRO? Step 2
Free Tools
• Unbounce's Dejargonator Extension
• Readability Score
• Peek User Testing
• Survey Monkey
• Google Mobile Friendly Test
• GT Metrix (Page Speed Test)
http://www.toprankblog.com/2016/07/conversion-rate-optimization-tools/
279. How to do CRO? Step 3
Case Studies Prove that you can deliver!!!
“When it comes to closing deals, 70 percent of B2B
marketers, according to the Content Marketing Institute,
find case studies to be a critical tool.
Why? Case studies provide social proof that business
solutions don’t just sound good, but that they work.”
- Brian Hughes - Entrepreneur.com
https://www.entrepreneur.com/article/281155
280. How to do CRO? Step 3
How To Create a Case Study
1. Carefully select a client that you believe would like to share their
experience
2. Present the problem the client had before working with you
3. Explain (in a clear and concise way) how you helped the client
4. Provide the results of your efforts (preferably with real numbers)
5. SHARE IT!
https://blog.kissmetrics.com/creating-a-great-case-study/
281. 2 Main Takeaways:
• Creating clear KPIs for SEO (or any digital marketing
effort) with the participation of the client will ensure that
both of you will be able to identify the tactics that
positively impacted the bottom line.
• The ability to market your wins with case studies is how
you win contract renewals and grow your business.
