Got to meet up with Matt Cutts and Venessa Fox from Google at the PubCon Conference. Both are extremely nice, approachable folks… and open to all questions! :o)

Biggest “news” @ the PubCon Conference last week was the announcement that Yahoo, Google & MSN (Ask has also been invited) have joined forces with a webmaster protocol that is attempting to introduce a web standard for Site Map documents.

This unified Sitemaps launch of www.sitemaps.org is a protocol similar to Google’s site maps functionality.

The importance of this collaboration is HUGE - and it is a great step in the search engines making site owners a higher priority by agreeing on a standard that will help site owners get their sites indexed by all the search engines.

Visit SiteMaps.org

Sorry to be away so long, but between an SEO consulting business and traveling to conferences, it’s hard to stay on top of a blog… 

I will use this post for some conversion tips I was reminded of and thought I’d include - from the PubCon Conference: (not in any specific order)

1. Having a “spokesperson” pictured on site who shows expertise, gives their professional opinion on a product, offers product reviews, advise, benefits and tips… a sort of “Ask Steve…” type text box on different pages (i.e. http://www.gundogsupply.com/steve-snell.html)

2. Having an “Info” page or FAQ describing company policies, shipping, returns, FAQs

3. Set the FAQ page with Question links on top - so when clicked the user is brought to the answer portion of the page

4. Contact Us page with personalized, thorough contact info (Contact names, phone, address, a personalized note like “feel free to contact us with your questions and we will personally get back to you within 24 hours”

5. Using people action pictures WITH A TEXT LINK UNDER image

6. Free shipping offers convert

7. Build in links for good (and multiple) navigation. Left navigation, footer navigation, embedded links in text. Using the keywords in anchor text is great for SEO

8. On product pages, implementing a “Next” link and bread crumbs so users do not have to click the back button to get back to the Products page

9. Have a tracking on orders that indicates what keyword phrases were used on the purchases to collect converted keyword phrases for optimizing

10. Add to Cart buttons convert better than Buy Now buttons. Make them 3-D, larger font and Red to stand out

11. For B2B sites, Purchase This Item converts better

12. Security icons not only on Home page, but at check out

13. The actual HackerSafe logo converts better than other security icons

14. Tell customers what to do and buy - use arrows, people pointing and a Good Better Best approach converts well

15. Larger images on site convert better than having people click a “view larger image” option

16. Generally users tune out right column so don’t put things there that are important for users to know

17. Credit Card icons on Home page with “Order Online 24 Hours a Day, 7 Days a Week, 365 Days a Year”

18. The least amount of click distance to get to a product purchase, the better

19. On Category pages, use image, description AND TEXT LINK. Place best selling item on top

20. Long tail keywords often convert better. (Long tail keywords are search phrases that use 3-4-5 words instead of only 1-2 words) i.e. oboe music vs baroque oboe music vs oboe music written before 1800. People typing in longer search phrases are usually looking to buy.

21. Be sure if your site has an internal site search, you can customize it to include misspellings

22. UPS logo

23. Phone number LARGE, different color, to stand out
24. Another interesting idea:

When customers write in w/questions or call in with questions, “harvest� the info in the emails and calls to incorporate the content somewhere on the website, i.e. FAQ page, testimonials, add the info to the PRODUCT PAGES so you eliminate questions! Use your customers questions to clarify your site content!!!

25. Create a customized 404 error page that may come up on a broken link, etc. with a nice, personal note and several site links to guide the user back to your site!!!  This is so the visitor doesn’t think your site is “broke” (and leaves) but kindly gets them BACK to the site with several other link options!!!

26. Using text links under images

27. Using Live Chat (opportunity to up-sell creates a 54% higher order value)

28. Keeping the user INTENT always in mind and having them take the shortest path possible to get them there. (Shorter click distances convert better!)

29. If tracking cart abandonment, either enter in Live Chat w/them or set up personalized email offers or email correspondence to offer to answer questions or ask them to help you learn about site issues that can be improved, etc.

30. Having MULTIPLE navigation: primary (left nav), site map, embedded links in page content and a Site Search utility

31. Having a Site Search utility is found to be quite powerful

Excerpted from SEMPO news release:

SEMPO (Search Engine Marketing Professional Organization) announced the launch of their SEMPO Institute - an online distance learning program designed to create trained search engine marketing professionals for new job hires, and to provide advanced learning for professionals seeking to gain greater knowledge and career advancement.

SEMPO Institute goes live in January 2007 with an SEM Fundamentals course. Within first quarter, it will also offer an Advanced SEO course and an Advanced Search Advertising curriculum.

The courses are open to both SEMPO members and non-members. Course fees are being determined but are expected be competitive with similar programs. Upon completion of material in the courses, and after passing a series of rigorous tests, students will receive a certificate of completion for each course.

“Marketers need more skilled personnel in their organizations and have asked us to take the lead in training the next generation of search marketers,” explains Terry Plank, Dean of SEMPO Institute. “We are stepping up to the plate and answering the need for an ongoing training program to grow the search marketing employment base,” he adds.

Another objective of SEMPO Institute, says Plank, is to teach broadly-accepted best practices in search engine marketing, search engine optimization and search advertising. “By creating a curriculum for each of these disciplines, we are creating a comprehensive body of information that can be flexible in terms of updates to reflect changes in methodology,” he says.

Training Modules

One of the distinguishing elements of SEMPO distance learning is that all of the training modules are peer reviewed, says Downhill. “The curricula are being designed by seasoned professionals working in search advertising and SEO fields,” she says. Also, students will be taking tests throughout the courses, will be doing study projects and will be taking a final exam they must pass. “There will be some rigor attached to this program to produce good training results,” says Downhill.

SEMPO will initially offer three curricula:

1. SEM Fundamentals: Anticipated to launch January 2007 or sooner. Consists of 12 lessons which are intended to give the student a high level understanding of the essentials of Search Engine Marketing.

2. Advanced SEO: Q1 2007 launch. It will consist of sub-modules, each having multiple lessons, and will train the student in the “how to” of SEO. Topics include advanced link building, website architecture, SEO diagnostic audits and developing a comprehensive analytics and brand strategy. For this program, a student can choose to take any or all of the six modules but will only receive a Certificate of Completion for finishing all six with passing grades.

3. Advanced Search Advertising: Q1 2007 launch. Will train the student in the strategies and specific tactics of pay-per-click campaigns and search advertising. Topics include PPC models, advanced keyword strategy, bidding & ad ranking methodology, feeds and feed advertising, branding strategy and campaign integration.

To learn more about SEMPO, you can visit http://www.sempo.org  

To read the complete SEMPO Institute press release, visit http://www.sempo.org/news/releases/11-03-06