The document discusses combining search engine optimization (SEO) with conversion rate optimization (CRO) techniques. It describes who the author is and why the two strategies should be used together. The author advocates for an approach of validated learning through testing to drive improvements. Small tests should be run to identify opportunities and validate hypotheses before implementing changes, with a focus on simplicity, authenticity and putting the user first.

1. CRO & SEO – Better
Together
Who, Why, and How
MIKE PANTOLIANO

2. Aiming to be a complete web marketer
MICHAEL PANTOLIANO
Web Marketing Consultant
mike.pantoliano@distilled.net
@MikeCP

3. Who?

4. 2009!
Mike Pantoliano | @MikeCP

5. Meet Mark

6. Mark

7. Mark
Those Were His
Bosses

8. Mike Pantoliano | @MikeCP

9. Project 1 Project 2 Project 3
Project 4 Project 5 Project 6
Mike Pantoliano | @MikeCP

10. CRO (duh)

11. Why?

12. Reason
1
Michael Pantoliano | @MikeCP

13. Reason
2
Michael Pantoliano | @MikeCP

14. Reason
3
Michael Pantoliano | @MikeCP

15. Reason
4
Michael Pantoliano | @MikeCP

16. Reason
5a
Michael Pantoliano | @MikeCP

17. Reason
5b
Michael Pantoliano | @MikeCP

18. Reason
6
Michael Pantoliano | @MikeCP

19. Market Research : SEO ::
Consumer Behavior : CRO

20. Big Ass Market Research
Report
2012
Prepared For: Big
Important Company
Inc.
Mike Pantoliano | @MikeCP

21. Big Ass Persona Report
2012
Prepared For: Big
Important Company
Inc.
bitly.com/7dp4i
Control
15% Lift
27% Lift
30% Lift
Mike Pantoliano | @MikeCP

22. Mike Pantoliano | @MikeCP
Successful Headline Test
Email Direct Mail
Text Ads
Banner Ads
Radio TV

23. Reason 7
Because You’re
Watching This
Presentation

24. Mike Pantoliano | @MikeCP
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
SEO CRO
Tactical
Experience

25. How?

26. Process Hacks

27. Mike Pantoliano | @MikeCP
Identify
Something
to Test
Run Test
Find
Significance
Implement
There’s
Something
Missing
Here

28. “Progress in manufacturing is
measured by the production of
high quality goods. The unit of
progress for Lean Startups is
validated learning-a rigorous
method for demonstrating
progress when one is embedded
in the soil of extreme
uncertainty.”
Mike Pantoliano | @MikeCP

29. Mike Pantoliano | @MikeCP

30. Mike Pantoliano | @MikeCP
What Did
We Learn
From that
Test?

31. Use Evernote

32. Holy Crap! Free Stuff Bonus!

33. Make Friends with Designers

34. Mike Pantoliano | @MikeCP
Spend
more time
here
And here

35. What’s up with this?

36. Ask The Right Questions

37. Gathering Feedback
Mike Pantoliano | @MikeCP
Sales /
Support

38. The Power of Mockups &
Wireframing

39. Mike Pantoliano | @MikeCP

40. Mockups for Getting Buy-In

41. Mike Pantoliano | @MikeCP
Mockups on
Steroids

42. Mike Pantoliano | @MikeCP
Tools of the Trade

43. Get Snippets Integrated Early!

44. “Best” Practices*
*Ya Gotsta Test

45. Authenticity Rules
Certificate of Authenticity
This shit is real. I swear to God.
Signed by The President Of the World

46. Mike Pantoliano | @MikeCP
"I highly recommend this. Surgery would
have been awful. I thought that it would
be time consuming, but it wasn't bad at
all, especially considering how great I
feel."
Mary S., Tuscaloosa, AL

48. Mike Pantoliano | @MikeCP
Awesome #1
Awesome #2

51. Holy Cats!
Headlines Are Important

52. Holy Cats Dogs!
Headlines Are Important

54. Bullshit

56. Mike Pantoliano | @MikeCP
http://bit.ly/cFbO1V

57. Simplicity+++

58. Mike Pantoliano | @MikeCP

59. Mike Pantoliano | @MikeCP

60. Emphasize “You”, Not “We”

61. Mike Pantoliano | @MikeCP

62. Mike Pantoliano | @MikeCP

63. Optimizing for speed IS
doing CRO

64. http://slidesha.re/xzSZ11 & @jcolman
Mike Pantoliano | @MikeCP
For every 1 second of load
time, conversion drops 7%!

65. Be (a) Human

66. Stop It

67. Just,
Stop It

68. The commonality across all of
these examples (and thousands
more in our other studies) is that
users pay attention to
information-carrying images
that show content that's relevant
to the task at hand. And users
ignore purely decorative images
that don't add real content to the
page. So much fluff — of which
there's too much already on the
Web.
http://www.useit.com/alertbox/photo-content.html
Mike Pantoliano | @MikeCP

69. These folks seem legit

70. Get Inspiration
Don’t Just Copy

71. Users ignoring
the images
themselves
Users fixating on
images

72. Sweat the Small Stuff
Test the big stuff

73. Recap

74. Mike Pantoliano | @MikeCP
Who?

75. Mike Pantoliano | @MikeCP
Why?
ROI
Career Level Up
(not provided)
Panda
Traffic that Doesn’t Convert
Customer Behavior Intuition++
Responsibility Level Up

76. Mike Pantoliano | @MikeCP
How?
Strive for Validated Learning
Be Authentic
Simplicity
“You”, Not “We”
Be (a) Human
Be Inspired – Don’t Just Copy
Sweat the small stuff – Test the
big stuff

77. Thanks!
More:
101 Landing Page Optimization Tips (Unbounce)
What Spending $252,000 On Conversion Rate Optimization
Taught Me (Quicksprout)
616 (and counting) CRO Tips (Unbounce)
MIKE PANTOLIANO