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Six data-driven SEO strategies that optimize conversion rates

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Six data-driven SEO strategies that optimize conversion rates

30-second summary:

  • Since Google now focuses heavily on user experience, using data as a pillar to uncover consumer insights will drive your digital marketing success
  • However, marketing teams still need to understand these sources and their areas of impact on the consumer’s experience
  • Atul Jindal helps you cover the ground with his advice and case studies

Studies have shown that businesses using data-driven strategies experience five to eight times higher ROI. Conversion rate optimization (CRO) is a process that largely depends on data. The core focus for most CRO strategies is to use consumer data to make their customer journey smoother and experience better.

With search engines also increasing emphasis on user experience, we find a point where SEO strategies start to complement CRO strategies.

But your SEO tactics can truly augment your CRO efforts when driven by data.

In this article, I share six data-driven SEO strategies to supplement your CRO efforts.

From content audit to website personalization, read till the end to find out how you can boost your search engine rankings and conversions altogether!

Data-driven SEO strategies to supplement CRO

Data-driven strategies are online marketing tactics fueled by consumer data. Unlike traditional marketing strategies, data-driven strategies are based on data-backed hypotheses rather than assumptions.

This reliance on solid data makes such strategies the star of the modern marketing world.

Here are six data-driven SEO strategies to make your CRO efforts more promising:

1. Website analysis and optimization

Website analysis is a process through which you test various elements of your website. It analyzes the overall performance of your website and highlights areas of improvement.

The elements that web analysis takes into account include the website’s on-page optimization and technical SEO, finding out about the keywords it ranks for, and what rank it has for different keywords.

Using various web analytics tools, this process also uncovers sources where your website gets traffic from, highlights the flaws in your website’s usability and UX, and provides the basis for the website’s load speed optimization.

Through all of these elements, it helps in enhancing your website’s overall user experience and contributes towards conversion rate optimization.

Additionally, it also provides your web traffic’s demographic and interest data, enabling you to optimize the website for a more relevant user experience.

Google Analytics is the most comprehensive and reliable tool to support your website analysis and optimization efforts. It integrates with your website and tracks all the data you need to optimize your website for an enhanced user experience.

A leading marketing automation software company experienced 10x higher conversion rates when they integrated their native real-time personalization tool with Google Analytics to use the personalization data. This was paired with the Google Analytics information to serve personalized remarketing ads through Google AdWords.

Not only did they experience higher conversion rates, but with the effective use of web analytics data, like demographic and behavior information, they also experienced a 107 percent YoY increase in qualified leads.

2. Content analysis and optimization

Content analysis is similar to website analysis, but instead of testing your website’s technical elements, it analyzes your website’s content and overall content strategy to uncover areas of improvement.

Conversion rates are almost six times higher for businesses that invest in content marketing. But results like this manifest only when your website brims with optimized content.

The purpose of your content is to compel users to take the desired action, or in other words, convert.

Content analysis finds out how well it serves this purpose.

You can uncover various metrics with content analysis, like which content type is the most popular among your audience, which content is bringing you closer to your marketing objectives, and which needs more work.

For example, a marketing optimization software company may have blogs and case studies in its content strategy. Their web analytics may reveal that case studies drive more conversions while blogs get the most social shares.

With its content marketing objective being increased conversions, content analysis will help them focus more on publishing more case studies.

An effective content analysis will also uncover whether or not your content matches the search intent of your target search queries. And therefore, whether or not you need to find new SEO keywords and re-optimize. If your content doesn’t match the search intent perfectly, even if it gets traffic, those users will not convert.

So, in essence, content analysis will help increase conversions by helping you create content that is proven to drive results. It will also help save time and resources from being spent on less-profitable strategies.

Here’s a case study discussing how changing content on your website can reflect a spike in revenue.

Brookdaleliving.com, a website offering community living solutions for the elderly, had a disappointing website conversion rate. But then, their website had nothing that would drive conversions.

The digital marketing experts they hired revamped their website and tested two different content types on their landing page – an image and a testimonial video – to see which one performs better.

Ironically, the web page with an image drove 3.92 percent higher conversions than the original page. This may seem like a small increment, but it resulted in additional revenue of $106,000.

3. Website design optimization

Tests like usability testing and A/B testing provide the data that drives website design optimization to improve a website’s design and enhance its user experience.

The purpose of CRO is to make the user journey smoother and experience better.

Website design optimization supports CRO by removing frictions in the buyer’s journey and making it easier for them to accomplish their goals.

But there are a couple of best practices the website design must adhere to to ensure that it really contributes to your CRO efforts.

  1. The design should be simple and somewhat similar to what the users are accustomed to
  2. The navigation bar should be designed intuitively, with the user’s search intent in mind, so they can quickly find what they came looking for
  3. The content arrangement should follow proven design techniques that enhance content readability and value delivery

For your web design to truly serve your business, you will have to continue to test various combinations of website elements, their placements, and designs.

Regardless of how you go about your web design, making the target audience’s journey easier should be at the heart of all your efforts.

Trucker Reports, a trucker’s community that helps truck drivers find jobs, struggled with low conversions.

The CRO experts they hired performed a web design audit and discovered multiple opportunities. Based on these opportunities, they tested different hypotheses.

They tested three different designs against the original ones in their final test and found out that the final design had 79.3 percent higher conversions.

Do you know why?

Because this last design had the least friction and made it easier for the users to convert.

4. Audience analysis

Audience analysis, commonly known as audience research, is the process through which you dig up information about your prospects so you can develop targeted marketing campaigns.

Since user experience is a massive part of SEO and CRO alike, audience analysis holds an important place as a data-driven SEO strategy for conversion rate optimization.

This process uncovers a wide variety of data, from core demographic information like age, gender, marital status, income, education, etc., to online behavior, internal and external challenges, and more.

Audience analysis helps develop a buyer persona, which then becomes the foundation of a highly-targeted marketing campaign.

Audience analysis is a core element of a successful CRO campaign because it makes your website relevant to the users. You find out about their pain points and struggles and are better equipped to address them through your content.

This shows that you care about your customers and inevitably builds trust between your brand and its prospects. Given that the modern customer prioritizes their connection with the brand when making purchase decisions, this bond of trust and reliability results in higher conversions.

Data-backed audience analysis also allows you to segment your audience based on their demographic information and interest. With this level of segmentation, you spend your efforts and resources on people you know matter to your business.

This is why studies indicate a 56 percent reduction in marketing costs for businesses that use audience analysis as a basis for all their marketing efforts.

5. Testing and optimization

Testing is the life of conversion rate optimization. You put samples of your content and design arrangements to test to see which one performs better and optimize using the results of these tests.

These tests are all data-driven, that is, they are based on hypotheses generated from existing data and provide insights into how valid the hypothesis is.

For example, data may show a higher conversion rate on websites with explainer videos. This forms the hypothesis of your test. So, you develop two different landing pages, one with a video and another with an image, to see which performs better. If the videos result in higher conversions, you know what to continue optimizing with!

You can perform different kinds of tests when optimizing websites for conversions. Two of the popular ones include usability testing and A/B or split testing.

Search engines also recommend A/B and multivariate testing for SEO as it improves user experience, which search engines pursue in the websites they index.  

NatureAir performed A/B testing on their landing page to increase conversions. One of the samples had a CTA on the side, while the other had a CTA prominently placed in the content area.

Once the test results were in, they found that placing CTA in the content area increases conversions by 591 percent!

That’s how potent A/B tests can be!

6. Website personalization

According to Google, 90 percent of marketers believe personalization results in business profitability. And why shouldn’t it? In an era with so many similar websites, a web page that offers a customized experience deserves to make better revenue.

Website personalization is a relatively complex process through which you can serve a unique experience to each visitor. These experiences are designed based on consumer data, including their demographic data, interests, search history, and online behavior.

75 percent of consumers prefer that online sellers use personal information to enhance shopping experiences.

People want you to make shopping easier for them, adding a personalized product recommendation on your website will help improve your user experience and could boost sales. They don’t want to go out and search for what they want. They want you to know what they need and bring it to them. And that’s what website personalization empowers you to do.

It improves overall website experience, lowers bounce rates, boosts SEO, and of course, increases conversions.

Serving dynamic content makes the customer’s experience more intuitive and relevant. It lets you put out the content that interests them the most, and hence, contributes to better revenue.

Conclusion

The goal of an SEO and a CRO campaign have become somewhat similar ever since search engines have started giving value to user experience.

There are many SEO strategies focused on improving UX. And these strategies, when backed by data, can lead to increased conversion rates.

Therefore, I have discussed some of the most promising data-driven SEO strategies that can drive conversions in this article.

But the true results of a strategy depend on how well you implement it. So, ramp up your data analysis game, derive insights, implement them, and optimize your strategies for better results.


Atul Jindal is a web design and marketing specialist, having interests in doing websites/apps optimized for SEO with a core focus on conversion optimization. He creates web experiences that bring conversations and transform web traffic into paying customers or leads.

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Why Every Marketer Should Be On Reddit

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Why Every Marketer Should Be On Reddit

In its nearly 20 years of existence, Reddit has built a robust, dynamic, and highly engaged community.

It has cemented itself as not only one of the key influencers for the internet culture we have come to know today, but also as one of the top 10 social media sites in the world, with more than 500,000 monthly visitors across more than 100,000 active communities.

Despite its size and influence, marketers have long avoided, overlooked, and failed to establish a presence on what is arguably one of the most influential social media sites today.

To be fair, Reddit has always been known as one of the hardest communities to have marketing success with, requiring months (if not years) of dedicated commitment to actually being a part of the community and engaging with your audience through meaningful, genuine, and honest interactions.

To many, that is just too much risk and too much work, but let’s be honest – most amazing things take risk and hard work. And for all of you who put in that work to be successful on Reddit, you already see the payoff it brings.

Regardless of the reasons, marketers who continue to overlook Reddit’s potential are missing out on an extremely influential community with ideal targeted demographics, where authenticity and genuine connections lead to valuable information, positive branding, and marketing success.

Not convinced? Let’s take a closer look at Reddit!

Reddit Stats You Cannot Ignore

Reddit users are dedicated to their use of the platform, with a reported 82 million (16.4%) of its 500 million users visiting the site daily, sharing over 1 billion posts, with over 16 billion comments across 100,000+ active communities, making it easily one of the top visited and most active sites in the United States today.

The user base is so loyal that they spend, on average, 20 minutes on the platform each day (and over 45 minutes a day for long-time users of more than 7 years) and, in many cases, are inactive on other social platforms.

This makes Reddit one of the only places to actually get in front of this massive audience, with 32% being inactive on Facebook, 37% on Instagram, 41% on TikTok, and 53% on X.

When it comes to demographics, a 2019 survey concluded that the overall Reddit audience was majority male (59%), ranged in age (36% aged 18-29; 25% aged 30-49), and well educated (42% college degree; 31% some college) making them an ideal audience many businesses looking for success.

They also helped Reddit improve revenues by 21% to $804 million in 2023, with a global addressable market for advertising estimated at $1.4 trillion by 2027.

Thought by many to be mostly a North American audience, Reddit claims more than 50% of its traffic comes from international users, a rather impressive climb from its earlier years.

It is important to remember, though, that Reddit is a platform that allows communities to grow and thrive, so those demographics change from subreddit to subreddit.

If that isn’t enough to grab your attention, surveys have found that 75% of users find Reddit a trustworthy source for making purchasing decisions.

For years now, it has been included heavily and prominently in Google search results, which have become even more visible due to reports following their inclusion in SGE results and with Google’s recent $60 million a year deal with Reddit to have real-time access to Reddit content and to use its content to train Google’s future AI models.

Speaking of Reddit’s visibility in Google’s search results, let’s take a closer look at why that deal is so important, especially to search marketers.

Reddit In Google Search, SGE, And Google’s Reddit Deal

For years, Reddit results have been prominently displayed in Google’s search results – so much so that users have even started adding the term “reddit” to the end of their search queries.

So often, you will see Google suggest search lines with the term “reddit” prefilled at the end.

Screenshot by author from search for [are purple mattresses good], Google, May 2024

Even without selecting the query that includes “reddit,” you will notice Reddit’s prominent placement in two places: discussions and forums, and Reddit sitelinks, which are both just below the ads and the first organic result.

Reddit resultsScreenshot by author from search for [are purple mattresses good], Google, May 2024

This was amplified by Google’s recent Helpful Content Update (HCU), which allowed platforms like Reddit and other forums to show up more frequently in search results,

Reddit’s ability to be helpful in satisfying a user’s search for information is so successful – in combination with reported shortages in new content for AI models from all major platforms – it is not surprising Google struck a deal with Reddit to show its content faster in search results and to use the content in training future AI models.

Since news of the deal between Reddit and Google was reported, there has been a lot of additional focus on Reddit’s visibility in Google’s search results.

Experts throughout the search industry report an increase in not only the total visibility of Reddit going up within search but also the speed at which a Reddit post is indexed and shown to users.

Google responded to concerns about Reddit showing up more in search results, saying that “some of the SEO folks who tend to be vocal on this platform (X) really dislike seeing more forum content in our search results. But actual searchers seem to like it. They proactively seek it out. It makes sense for us to be showing it to keep the search results relevant and satisfying for everyone.”

Google responded to concerns of Reddit showing up more in search resultsScreenshot by author from X (Twitter), May 2024

Although disputed by Google, Roger Montii wrote about one report of Reddit content being indexed within five minutes.

ChatGPT to Surface Reddit Content

Adding to the deal Reddit made with Google, it was recently reported that OpenAI has partnered with Reddit to surface their content in ChatGPT, adding to the clear value that both OpenAI and Google see in Reddit’s content today and in the future.

Of course, this has sparked a lot of interest in companies of all sizes. They want to figure out how their brands can participate and succeed on Reddit in hopes of increasing their visibility in Google’s search results, SGE, and ChatGPT and building their brand’s visibility amongst one of the most influential audiences on the internet today.

**Quick warning: Reddit requires genuine, long-term engagement and a strategy for success. So, I would definitely advise individuals and businesses to avoid trying to game, spam, or blindly jump into marketing on Reddit and take the time to really understand the platform, its audience, and your place of value within its communities.

Let’s look at how some major brands have been successful on Reddit in the past.

noosa Yoghurt

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit was a great example of tapping into niche audiences to create engaging, user-driven content.

To capitalize on Reddit’s community of vocal yogurt enthusiasts, noosa launched a Flavor Poll that invited Redditors to upvote their favorite noosa flavors in the comments. This created a sense of community and interactivity around what could have been a standard poll.

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit.Screenshot by author from Reddit, May 2024

After tallying the upvotes, noosa published a Promoted Post that showcased the results using a sleek custom infographic, highlighting the community’s favorites while also giving the brand important insight into consumer preferences.

Noosa published a Promoted Post that showcased the results.Screenshot by author from Reddit, May 2024

The results:

  • 49% increase in brand recall among Reddit users who were exposed to the campaign.
  • 30% increase in brand favorability.
  • 39% increase in purchase intent (15X the typical lift observed in the food vertical).
  • 50+ billion monthly views.

Sony Pictures Germany

To drum up excitement around the release of “Spider-Man: Across the Spider-Verse” in Germany, Sony Pictures Germany crafted a Reddit campaign that combined organic and promoted content to engage the platform’s robust fan communities.

The brand created a Reddit account under the protagonist’s name, u/MilesMorales, and used it to share exclusive content directly within Spiderman-related subreddits.

It also organized an AMA with the German voice actor Miles Morales to create a more personal connection with fans and promoted video posts featuring the movie trailer to amplify the excitement.

Sony Pictures Germany crafted a Reddit campaign.Screenshot by author from Reddit, May 2024

The results:

  • Sony Pictures Germany achieved a click-through rate (CTR) that was 344% higher than that of its standard paid media.
  • 831 upvotes.
  • 618,000 impressions.
  • The film remained No. 1 on the German movie charts for three consecutive weeks.

It is important to note that promoting your content and your brand on Reddit is definitely not the only value Reddit can bring you and your business.

Reddit is an amazing place to get honest feedback.

Whether you are trying to figure out what your target audience wants from your brand, test out a new feature or concept before investing and launching it openly, or even just to have continued open communication with your customers to support them and keep them connected to your brand, Reddit can help you succeed in an amazing way.

Transamerica Helping Reddit Make Dollars Make Sense

Transamerica’s campaign on Reddit is a great example of a company identifying an opportunity to connect with its target audience on the subreddit /r/finance.

This allows the company to better understand its customers’ needs and focus on content creation and future marketing plans.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

Aligning itself with its audience by demonstrating awareness of the topics around personal finance happening in the subreddit, as well as acknowledging the Redditors working at the company, it asked what topics it could create “specifically for the reddit community” around the topic of finance.

It stayed involved and engaged throughout the campaign, responding to threads and maintaining a lighthearted and sometimes humorous tone.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

After getting all the feedback it needed, it created content around the more popular requests, going as far as branding and designing them similar to Reddit.

IRA vs 401K venn diagramScreenshot by author from Reddit, May 2024

It even took the time to individually comment a link to the published content on its site, bringing attention back to the overall campaign and the content it created.

This campaign was 10 years ago, and it is still referenced as a core example of engaging on Reddit as a brand in a respectful, thoughtful, and meaningful way.

Why You Should Be On Reddit Wrapup

TL;DR: If your brand has something meaningful to say and is interested in truly connecting with your audience, then yes, you should be on Reddit.

These successful brand campaign examples showcase Reddit’s power when used correctly. With research to understand the specific communities you want to reach, Reddit can have exceptional performance compared to other channels.

The stakes are high to get it right because Reddit communities can be highly negative toward self-serving promotion. But if you put in the effort and solve people’s needs and problems, Reddit has the potential to be a high-performance channel.

Edit: Updated daily active users figure based on Reddit’s Q1 Earnings Report

More resources:


Featured Image: Julia Tim/Shutterstock



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No Algorithmic Actions For Site Reputation Abuse Yet

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Looking up at an angle at the Google sign on the Head Office for Canada

Google’s Search Liaison, Danny Sullivan, has confirmed that the search engine hasn’t launched algorithmic actions targeting site reputation abuse.

This clarification addresses speculation within the SEO community that recent traffic drops are related to Google’s previously announced policy update.

Sullivan Says No Update Rolled Out

Lily Ray, an SEO professional, shared a screenshot on Twitter showing a significant drop in traffic for the website Groupon starting on May 6.

Ray suggested this was evidence that Google had begun rolling out algorithmic penalties for sites violating the company’s site reputation abuse policy.

However, Sullivan quickly stepped in, stating:

“We have not gone live with algorithmic actions on site reputation abuse. I well imagine when we do, we’ll be very clear about that. Publishers seeing changes and thinking it’s this — it’s not — results change all the time for all types of reasons.”

Sullivan added that when the actions are rolled out, they will only impact specific content, not entire websites.

This is an important distinction, as it suggests that even if a site has some pages manually penalized, the rest of the domain can rank normally.

Background On Google’s Site Reputation Abuse Policy

Earlier this year, Google announced a new policy to combat what it calls “site reputation abuse.”

This refers to situations where third-party content is published on authoritative domains with little oversight or involvement from the host site.

Examples include sponsored posts, advertorials, and partner content that is loosely related to or unrelated to a site’s primary purpose.

Under the new policy, Google is taking manual action against offending pages and plans to incorporate algorithmic detection.

What This Means For Publishers & SEOs

While Google hasn’t launched any algorithmic updates related to site reputation abuse, the manual actions have publishers on high alert.

Those who rely heavily on sponsored content or partner posts to drive traffic should audit their sites and remove any potential policy violations.

Sullivan’s confirmation that algorithmic changes haven’t occurred may provide temporary relief.

Additionally, his statements also serve as a reminder that significant ranking fluctuations can happen at any time due to various factors, not just specific policy rollouts.


FAQ

Will Google’s future algorithmic actions impact entire websites or specific content?

When Google eventually rolls out algorithmic actions for site reputation abuse, these actions will target specific content rather than the entire website.

This means that if certain pages are found to be in violation, only those pages will be affected, allowing other parts of the site to continue ranking normally.

What should publishers and SEOs do in light of Google’s site reputation abuse policy?

Publishers and SEO professionals should audit their sites to identify and remove any content that may violate Google’s site reputation abuse policy.

This includes sponsored posts and partner content that doesn’t align with the site’s primary purpose. Taking these steps can mitigate the risk of manual penalties from Google.

What is the context of the recent traffic drops seen in the SEO community?

Google claims the recent drops for coupon sites aren’t linked to any algorithmic actions for site reputation abuse. Traffic fluctuations can occur for various reasons and aren’t always linked to a specific algorithm update.


Featured Image: sockagphoto/Shutterstock



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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

WP Rocket, the WordPress page speed performance plugin, just announced the release of a new version that will help publishers optimize for Largest Contentful Paint (LCP), an important Core Web Vitals metric.

Large Contentful Paint (LCP)

LCP is a page speed metric that’s designed to show how fast it takes for a user to perceive that the page is loaded and read to be interacted with. This metric measures the time it takes for the main content elements has fully loaded. This gives an idea of how usable a webpage is. The faster the LCP the better the user experience will be.

WP Rocket 3.16

WP Rocket is a caching plugin that helps a site perform faster. The way page caching generally works is that the website will store frequently accessed webpages and resources so that when someone visits the page the website doesn’t have to fetch the data from the database, which takes time, but instead will serve the webpage from the cache. This is super important when a website has a lot of site visitors because that can use a lot of server resources to fetch and build the same website over and over for every visitor.

The lastest version of WP Rocket (3.16) now contains Automatic LCP optimization, which means that it will optimize the on-page elements from the main content so that they are served first thereby raising the LCP scores and providing a better user experience.

Because it’s automatic there’s really nothing to fiddle around with or fine tune.

According to WP Rocket:

  • Automatic LCP Optimization: Optimizes the Largest Contentful Paint, a critical metric for website speed, automatically enhancing overall PageSpeed scores.
  • Smart Management of Above-the-Fold Images: Automatically detects and prioritizes critical above-the-fold images, loading them immediately to improve user experience and performance metrics.

All new functionalities operate seamlessly in the background, requiring no direct intervention from the user. Upon installing or upgrading to WP Rocket 3.16, these optimizations are automatically enabled, though customization options remain accessible for those who prefer manual control.”

Read the official announcement:

WP Rocket 3.16: Improving LCP and PageSpeed Score Automatically

Featured Image by Shutterstock/ICONMAN66

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