SEO and Conversions from a C-Level perspective
-
Hi guys!
Do you have any suggestion about articles about how to work with conversions and SEO from a C-level perspective? I know it is very open question, but there might be articles like (https://moz.com/ugc/how-can-pr-seo-and-ceo-people-work-together-for-link-building) that are great and written on this subject. Could you please share if you have any examples?
I'm thinking for these perspectives:
-
What knowledge and insight does a management team need to take control and drive the SEO and CRO related work (from a executive level)?
-
How do the management team connect business strategy and goals with the SEO and CRO area?
Have a great day!
-
-
Hi! Here are a few you might like:
- https://www.clickz.com/clickz/column/1715579/building-optimization-into-your-business-culture
- http://sitetuners.com/blog/will-your-clueless-ceo-ever-support-conversion-rate-optimization/
- http://growthhackers.com/videos/unbounce-ceo-rick-perreault-talks-about-using-content-to-grow-his-business/
- http://conversionxl.com/unlocking-your-business-growth-strategy/
- https://www.clickz.com/clickz/column/2157124/combining-seo-cro-conversion-rates#
From my perspective, here are the biggest things a CEO can do to lead and foster a thriving SEO and CRO program:
- Be very clear on the goals of the project, make sure the goals are realistic and that everyone agrees they are realistic, and set a time frame to achieve them. You can tie this to business goals by understanding how each piece of the puzzle fits together. For example, you might say "we want to make an extra $X in revenue this year. We made $Y last year. If we can increase organic traffic to the website by A% and increase overall conversion rate from the website by B%, that will contribute $Z toward that goal."
- Create an environment where it's not only easy, but required that SEO and CRO teams are working together and sharing data. If teams won't work well together, build those goals into their performance reviews and make it clear it's a requirement of their jobs.
- Make sure the SEO team is included on decisions about CRO tools, and that they're involved in implementation, so that CRO isn't implemented in a way that will negatively impact SEO.
- Dedicate some developer resources specifically to SEO and CRO projects. Once a CRO test has generated results, make sure those findings are implemented quickly.
I think the biggest things that negatively impact a cross-team program are siloing (nobody knows what's going on with anybody else), lack of resources, and a disconnect around goals.
I hope that helps!
-
The reality is that it depends. I met CEO's with extensive experience that understand every aspect of a specification and CEO's that only care about the final result. In the second case the best technique is to try to estimate in terms of revenue the impact of your recommendations and stay out of too many details.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Ideas on multi layered conversion opportunities
I was speaking with an SEO and he brought up multilayered conversion opportunities - means of capturing a users info dependent on the point in the purchase process they are. The two examples he used were a user who just wants to download a brochure to "window shop" and a user who is ready to buy and wants to get a price. Just curious if anyone had any additional ideas for means of conversion other than the 2 above and any additional thoughts or ideas on the matter.
Conversion Rate Optimization | | jarjarjarvis0 -
Looking for UK based Conversion Rate Optimization Expert for PPC Landing Pages
Hi, Could anyone recommend a very good conversion rate optimization expert that can: -redesign existing landing pages using responsive twitter bootstrap -split test using optimizely or other tool Thanks, Dwayne
Conversion Rate Optimization | | deelo5550 -
Anyone using WebP to optimize your images? Also is there any SEO benefit to doing so?
While researching ways to optimise images for SEO and quick load speeds, I've come across this:
Conversion Rate Optimization | | adamlcasey
https://developers.google.com/speed/webp/download Is anyone using this and are you seeing any SEO benefits?0 -
Help with ecommerce duplicate pages and SEO advice(magento base site)
Hi, We have a magento build site (www.mokee.eu) and are selling our own branded goods. So far it is a very limited range of products. It's 1 baby crib in 5 variations. We recently started getting more sales from the site, so I started to look a bit more into optimising our site. I rewrote item name, created better descriptions, added meta titles and description etc. and subscribed to the MOZ analytics platform to understand a bit better ways to improve things up. From what I saw we have a big issue of duplicated content because our product pages are the same and only the product colour changes, which is something google apparently doesn't like However it is important for us that each colour get referenced by google so people who search for grey cot can find a picture of our grey cot etc... Also I was thinking to create only on multi variation page with all colour but when you have only 1 product to sell it might look a bit empty on the site. 1- Do you guys have some advise on how to go round this issue? 2- Do you have any other advise for my site in particular to optimise things and actually do you think i should be worried at all with such a small catalogue? Thanks Sam
Conversion Rate Optimization | | mokeestore0 -
Is it possible to set a Goal conversion tracking from a subdomain to a root domain?
Hi Mozzers, Here is an issue I am going through: I have a root domain(www.example.com) that is the core website where you are able to schedule a service I have a subdomain (sub.example.om) that is part of content strategy offering free tips and follows a different branding strategy. There are internal links from sub to root domain I have a GA subdomain tracking code installed on every page for both domains I would love to set goal tracking on GA for visitors coming to my subdomain, then going to root domain and then schedule a sevices? Is this possible? If it is, can someone show me a How To because I tried it anddidn't work? Thanks mozzers!
Conversion Rate Optimization | | Ideas-Money-Art0 -
Need Advice on Home page Conversion Rate Improvement - not much $$s
Anyone out there have some suggestions for how I can improve my home page and increase my lousy conversion rate? I've spent years on the content and SEO optimization of my site and very little time on making a home page that sells stuff. Caveat - I don't have the money to go to one of those fancy companies who do a complete makeover and charge in the tens of thousands. Any suggestions would be greatly appreciated! Jean http://www.northwest-wine.com
Conversion Rate Optimization | | JeanYates0 -
Conversion Software
Can someone please suggest a conversion software other than omniture that I can used to track the amount of revenue a specific keyword is bringing into my company? Is there a way that I can do this using Google Analytics? I know in omniture there is a feature that shows you what the specific keyword is bringing in x amount of dollars. Can you guys recommend any other software that can do this?
Conversion Rate Optimization | | TSpike10