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I would have to say that one of the best resources for conversion optimization would be Unbounce's Conversion Optimization Blog http://unbounce.com/conversion-rate-optimization/

They have tons of information here for conversions as well as usability and landing page optimization.

Hope this helps!

David,

Something else you may want to try are tracking URLs.  If you are utilizing Google Analytics, you can setup tracking URLs that allow you to know which website the clicks are coming from, but also allows you to point users to the same URL/content on the website.

There are a lot of templates out there that can help you to get started using them, but once you do, it makes it a lot easier to track what mediums are driving what traffic.  If you want to get really spiffy, you can start tracking what traffic drivers are creating the most conversions and also start to utlize multi-channel funnels.

If you are interested I would be more than happy to help you get started.

Hope this helps!

Hi Kelly,

I agree with Bethany below that you should start to look at how to optimize pages of your website instead of trying to optimize the whole thing at once.

I would really start by looking at the pages on your site that receive the most traffic from organic search.  Make sure your title tags, meta description and content contain the keywords you would like to appear for in SERPs while also insuring that the optimizations add value to the user experience (I am not telling you to keyword stuff by any means!)

I would then start to build content around these keywords and topics that add value to your brand.  This will help to regain some of the lost position in SERPs and also help to ensure that you are not penalized by another Google Update.  I will let you know that this isn't a solution that is going to work over night, but will help your website to build strength for those topics.

After you have built your content I would start to focus on off-site optimization to help get links regardless of what anyone else says.

Sorry this is a really broad recommendation.  Let me know if you need anymore detail.

With my experience with tracking URLs I have never had an instance of duplicate content.  Although I was working solely with Google Analytics tracking URLs I think you should be safe.

To double check yourself you can run a report in Screaming Frog or check SEOMoz to see if you are getting any duplciate errors or show multiple versions of the same URL in your Screaming Frog report.

I have been using tracking URLs for close to two years now and that is how I always double check myself.