SES Toronto 2012 Day 2 Coverage

So, here we are at Search Engine Strategies in Toronto. This is day 2 and I will be updating continually with the latest and greatest insight from today’s speakers.

Email Can Drive Search, Social and Mobile

Christine Yaged from Publishers Clearing House

Evaluate You Brand!- What are your customers needs, what makes you special?

Understand Your Customers-Survey, Feedback and assess analytics

Liquify your Content-Content is like water. It has to go everywhere, people have to access it in many ways.

Zephirin Lasker from Pontiflex

88% of people check email from mobile device daily.
Be direct, fast loading, one sentence what the user will get. Have a clear call to action.
Have a compelling, non-incentivized offer and a direct headline.
Reinforce your call to action at the the top of the page. Have links to social networks and keep eveything above the fold.
Interesting fact, Get FB fans from email. Wall post CTR is 6% where banner advertisement is .04%.
Both mobile and social media can be used to:
Grow email lists
Increase relevancy and engagement
Sundeep Kapur from NCR Corp.
5 things you should do.
Get your team on board first
Find new customers
Effectively onboard them and get to know them. Find out what they are interested in.
Give them nuggets of information to share. Don’t just simply provide an offer.
Cut costs and drive attributable revenue. You will get a better buy in from the C level.

Landing Page Optimization

Jenny Halasz from JLH Marketing
People look at pages like books in an “F” pattern. People on avergage only look at 28% of text on a page. The more you
place on a page the less people read. Stick to right around 250 words of total text on page. Less can be more. The quicker you can get you message across the better. Make pages quick. Stay away from Unsupervised Thought. This is no structure and simply throwing options at people. You have 8 seconds to get someone’s attention.
Provide a Value Proposition-What is it that makes your product better?

3 things people need to do on your site.
Buy a Product, Learn More and Support

You have to have a Call to Action and you to have to reduce confusion and friction.

Jim Hedger from Digital Always Media

A landing page is like a 30 second commercial was before PPC, social media and RSS feed. We buy time and space for the presentation of services or products in a similar way. Much like TV, the internet is the dominant advertising medium. But, can measure results better, Internet advertising is not giving as much thought as TV ads once were.
Regions and populations matter. Different people require different messages. Know your idioms, languages and demographics.

There are two ways to view a landing page, as a designer sees it or how a visitor views it. SEO=clarity, Landing Page Optimization=Refinement. You are distilling a message and compelling conversions.

Make user choices very simple. Create a simple but compelling tagline, keep text short and simple and give them one place to go.
A/B Test, always test multiple versions of landing pages, and always track your ad venues as their performance will differ.

Measuring Success: Review the number of clicks but also clicks on calls to action to see how the page resonates. Also review return visits and where they originally came from.

Take your landing pages seriously. Remember you are paying for every click and investing time in every campaign.

Top Tips for Conversion Optimization

Jason Wells from ContactPoint

Conversion rate is the most critical statistic in marketing as it is directly tied to profits.

What is that you want people to do, fill out a form, call, etc.

There is no “good” conversion rate, it varies due to many factors, i.e., industry, type of conversion. A good conversion rate is one that was better than it was last week. Always test, modify and work to improve conversion rate.

Where is the customer in the process?

Awareness, Evaluation, Engagement, Conversion, Loyalty

Don’t stop at the Thank You page. Have a form or additional call to action for another offer. If someone moves away from your call to action don’t be afraid to provide a retreat offer. This is overcoming an objection and you can provide another offer or a better offer(popup).

You will have varied conversion rates because they are at different points in the conversion funnel.

Don’t forget to track additionals like phone calls, social media engagement, etc.
Only 20% of people view landing page content below the fold.
48% of companies never test their landing pages.
64% of companies never attempt to optimize a page once it is created.


What is the goal? How difficult is the conversion process.
Headline: make it clear and concise

Crisp Copy: Use the fewest words possible to get your point across.
Make your call to action crystal clear.

Fields: As few as possible to keep the conversion process moving.

Phone Numbers: Include a phone number on your landing page.
Be commanding in your call to action. Do not use “try” but “Download Now.”

Study Findings: Forms on the left side have a 5-10% lower conversion rate. Green CTA buttons add 25% lift in conversion rates on average. Adding arrows on landing page increases conversion rate by 20%.
Think of every site page as a landing page.

Only 2-8% of web leads are ready to buy in 3 months.

Garry Przyklenk from TD

-Reduce operating costs
-Increase sales
-Improve customer experience

-Use the right tool for your business. Different tools have different support, cost structures, methodologies.
-Optimize acquisition channels first. PPC, Organic, top entry pages. Don’t optimize too many pages and it may affect your rankings.
-Scrutinize lift vs. shift.Be mindful of not just lift in conversions but if there is shifting from other referring channels.
-Feel the pain. Personally test siging up for an account, filling out forms, ordering a product, resetting a passwords, etc.
-Analyze the conmpetition. This can be inspiration for your landing pages.
-Engage Test Groups. Try focus groups. You can use a site for free like
-Recommend products. Top products, historical preferences, frequently bundled products, etc.
-Improve Self help. Means you don’t have to spend time helping people. Done through tutorials, FAQs, etc.
-Obsess over your search function. This is what people are looking for. Include SKUs and manufacturer part numbers.
-Be careful with promotions. If you bombard someone they may become annoyed and you lose the loyalty and maybe the customer.
-Live up to the hype. Testimonials and professional affiliations work wonders for conversions.
-Be trustworthy. include a privacy policy and a very clear contact us page. physical address and location.
-Reduce content where possible to reduce confusion.
-Integrate web analytics capabilities. Be mindful of different browser or locality traffic.
-Apply monetary value to optimizations. percentages are misleading.
-Make optimization a routine. plan goals ahead of time and secure resources.
-Build a culture of optimization. Give everyone on the team a voice for optimizatoin efforts.

SEO 2012 What Still Works

Jeremiah Johnston, COO & General Counsel, Sedo
Brent Payne, CEO, BaldSEO
Terry Van Horne, Partner, Reliable SEO and SEO Training Dojo
Notes from Panel:
Guest Blogging
Directory linking still works but don’t do general directories, do niche or local.
keyword in domain name isnt as important as it used to be.
Don’t hire overseas labor just because it is cheaper. It can work if the content and links are good.
Reciprocal linking hasnt returned, it is still not a good strategy.
One of the best comments was from Brent Payne, People see something working and keep doing it and beat it to death. Stop over SEOing in certain areas.
You need to start thinking about your mobile strategy if you have not yet.
Video is important. the embedded video on your site may not help the page to rank but the video may rank and help. Enlist video sitemap.

Myth Busters: Local + Mobile Optimization Facts Proven & Debunked

Andrew Holden from Weever Apps
More than half of all local searches are of local intent.
Recognize customer intent not just their browser size.
Bill Dinan from Telmetrics
Desktop is to search, mobile is to act.
Consumers engage differently with Mobile. More people call when it is mobile local search vs. mobile local display.
Mobile converts 31x over print Yellow pages and 14x more than SEM.
Local Pay Per Call has grown 442% in the last year.
Opportunities include phone calls, QR codes, in store check in, coupon redemption, map and direction views.
65% of mobile sites make the mistake of not having a phone number on pages.

SES Toronto 2012 Day 2 Coverage” Comments

  1. Nice write-up, Josh. SES Toronto was a blast! As short as our stay was, I walked away with a lot.

  2. Lisa Young

    The conversion optimization tips are awesome. This is just one of those aspects of marketing that you can never stop tweaking and testing.

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