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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t158.56
all the way to the bottom.
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160.76
MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t160.76
You can also use heat mapping tools to see where users usually click on the spot on the
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165.72
MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t165.72
site.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t166.88
If they continuously click on a piece of content that doesn't have a link, that continuous
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171.9
MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t171.9
click most likely means that they want to click there and read more about it.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t176.16
So you can improve the user experience by going in and adding one to the relevant content.
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182
MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t182.0
Follow your user's journey with Google Analytics and see where in the funnel they might commonly
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t186.88
drop off.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t187.88
And is there an opportunity to shorten the time from entry to the site to where your
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191.48
MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t191.48
site's conversion points are?
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194.26
MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t194.26
A key point of knowing your audience is to be mindful of where they are in the buying
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t198.35999999999999
process.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t199.57999999999998
Take a look at the keywords that are driving traffic to that page using a tool like Moz's
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t203.64
Keyword Explorer.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t205.84
If they are using long-tailed keywords, they're more likely a more seasoned user and are ready
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t210.82
for a gated asset like a white paper or a case study.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t213.64
But if it's short-tailed keywords, they're probably still in the discovery phase and
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t217.39999999999998
just want to read a blog post or a recent article.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t220.94
Try not to think of things as a marker, but instead put yourself in the shoes of your
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t225.28
potential customers.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t226.84
Figure out what they want and not what you want them to want.
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231.12
MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t231.12
Now that you know your audience, the next step is to solve for poor user experience
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t235.72
on the website.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t238.36
User experience tip number one, please remove the pop-up from your website.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t243.2
No one wants to go to a page and immediately have a big ad block the content they're trying
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t247.72
to see.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t248.72
You want to go to that page for a reason and it's not to have them be redirected somewhere
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t253.84
else on the site.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t256.38
Once you have gotten rid of all the pop-ups, the next step is to optimize your top navigation
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t261.32
of your site.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t262.32
Make sure it's easy to access all the different areas of your site's content and make sure
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t266.02
that you have a CTA available in the header to easily send them to conversion points.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t272.16
To help optimize your navigation, use, track what people are searching for using in site
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t278.12
search in Google Analytics and make sure the topics that they're searching for on a regular
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t282.0
basis are easy enough to find.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t285.0
Next up is to review your content and add internal links to relevant pieces of content
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t290.84000000000003
that may help the user with their decision-making process.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t297.12
Technical health is also important.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t299.28000000000003
Make sure that your site loads quickly and users aren't running to broken links all the
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303.16
MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t303.16
time that will then hinder them on their process of discovery and learning more about your
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t309.32000000000005
product.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t310.32000000000005
The last thing I'd like to discuss when it comes to user experience are contact forms.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t315.08000000000004
As mentioned before, you could have anyone from a small team manager to a C-suite executive
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319.24
MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t319.24
looking through your site and they want a form that's going to be quick and easy to
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322.52
MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t322.52000000000004
use.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t323.52000000000004
Only collect the data that is needed to get the conversion and don't bog them down with
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t328.84
extra form fields that don't mean anything.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t333.88
Now I wouldn't be talking about conversion optimization if I didn't mention optimizing
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337.4
MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t337.4
your CTAs.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t338.4
When it comes to CTAs, you want to make sure that they're unique and relevant to the content
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t342.52
of the page.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t343.64
Skip out on the contact us and learn more that's on every single site and really try
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t347.47999999999996
and tailor it to what's happening.
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349.32
MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t349.32
If your content is about the benefits of your software, say something like don't believe
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353.96
MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t353.96
the hype and try a demo to see for yourself.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t356.68
It's really going to push them to make that conversion more than just learn more.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t361.8
The final thing when it comes to conversion optimization is testing.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t365.96
Test everything.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t366.96
There's so much data to be collected and analyzed that there's no reason you need to be making
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370.64
MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t370.64
all of your changes just based on hunches.
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373.52
MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t373.52
If you see something that's performing on your site, set up an A-B test or a multivariate
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t377.76
test to gather information on what really works best for your users.
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382.12
MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t382.12
Whether like Google optimize or optimizely let you easily conduct these tests and make
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386.72
MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t386.72
strong, data-driven changes to your site.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t390.16
There are so many potential things you can test.
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393.08
MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t393.08
Try different ways of saying things, different colors of buttons or components, or even entire
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398.08
MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t398.08
layouts completely.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t401.72
But just as you're doing the testing, remember to go through the five phases of testing something.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t406.72
One is the research phase.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t408.56
What can you learn from your data as it is right now?
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t411.48
Two, the hypothesis phase.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t414.24
What educated ideas can you think of to potentially test?
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t419.04
Three, the prioritization phase.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t421.72
What changes are you going to have the biggest impact on your site?
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t425.48
And make sure you're doing those first to drive further conversions in the future.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t430.04
Four, the testing phase.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t432.20000000000005
Run and collect your data, whether it's an A-B test or multivariate test, and make sure
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t436.24
you can get substantial evidence to make a permanent change on your site.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t440.0
And then five, the learning phase.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t443.12
What can you learn from these tests to make other further improvements in the future?
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t446.96
Remember, the only failed test is one where you don't learn anything.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t450.76
Well, that's it, everybody.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t453.04
That is our best tips for conversion rate optimization.
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MOZ
Conversion Rate Optimization for B2B β€” Whiteboard Friday
https://www.youtube.com/watch?v=-prGSe219Ik
-prGSe219Ik-t455.56
455.56
470.24
MOZ
Brand Is King: How to Rule in the New Era of Local Search - Presented by Mary Bowling
https://www.youtube.com/watch?v=-q0XUNPn7R4
-q0XUNPn7R4-t0.0
Hi everyone. Today I'm going to talk about your brand as local. We're going to talk about
0
15
MOZ
Brand Is King: How to Rule in the New Era of Local Search - Presented by Mary Bowling
https://www.youtube.com/watch?v=-q0XUNPn7R4
-q0XUNPn7R4-t15.0
how your defense against what's happening in the SERPs right now is really to build
15
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MOZ
Brand Is King: How to Rule in the New Era of Local Search - Presented by Mary Bowling
https://www.youtube.com/watch?v=-q0XUNPn7R4
-q0XUNPn7R4-t19.64
your local brand.
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MOZ
Brand Is King: How to Rule in the New Era of Local Search - Presented by Mary Bowling
https://www.youtube.com/watch?v=-q0XUNPn7R4
-q0XUNPn7R4-t22.400000000000002
Brand is really king these days. We went through that era when links were king and when content
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MOZ
Brand Is King: How to Rule in the New Era of Local Search - Presented by Mary Bowling
https://www.youtube.com/watch?v=-q0XUNPn7R4
-q0XUNPn7R4-t27.2
was king. Brand is king and I think it's going to stay that way.
27.2
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MOZ
Brand Is King: How to Rule in the New Era of Local Search - Presented by Mary Bowling
https://www.youtube.com/watch?v=-q0XUNPn7R4
-q0XUNPn7R4-t33.62
Local search is hard. It has seemed to be an underappreciated sibling of SEO for a very
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MOZ
Brand Is King: How to Rule in the New Era of Local Search - Presented by Mary Bowling
https://www.youtube.com/watch?v=-q0XUNPn7R4
-q0XUNPn7R4-t41.32
long time, but it's actually harder than regular SEO. Google seems to be making it harder all
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MOZ
Brand Is King: How to Rule in the New Era of Local Search - Presented by Mary Bowling
https://www.youtube.com/watch?v=-q0XUNPn7R4
-q0XUNPn7R4-t47.96
the time because they're giving searchers answers right in the search results instead
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MOZ
Brand Is King: How to Rule in the New Era of Local Search - Presented by Mary Bowling
https://www.youtube.com/watch?v=-q0XUNPn7R4
-q0XUNPn7R4-t54.72
of letting them go off to our websites.
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58
MOZ
Brand Is King: How to Rule in the New Era of Local Search - Presented by Mary Bowling
https://www.youtube.com/watch?v=-q0XUNPn7R4
-q0XUNPn7R4-t58.0
These are just some examples of local answers that Google's putting in the SERPs that are
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MOZ
Brand Is King: How to Rule in the New Era of Local Search - Presented by Mary Bowling
https://www.youtube.com/watch?v=-q0XUNPn7R4
-q0XUNPn7R4-t63.879999999999995
preventing people from going to your website. A lot of people think of this as Google hijacking
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MOZ
Brand Is King: How to Rule in the New Era of Local Search - Presented by Mary Bowling
https://www.youtube.com/watch?v=-q0XUNPn7R4
-q0XUNPn7R4-t70.8
your brand's traffic. Is that really true? Well, it's sort of true, but Google owns the
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MOZ
Brand Is King: How to Rule in the New Era of Local Search - Presented by Mary Bowling
https://www.youtube.com/watch?v=-q0XUNPn7R4
-q0XUNPn7R4-t76.72
SERPs. It's going to do whatever it wants to do and we can't change that. We've got
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MOZ
Brand Is King: How to Rule in the New Era of Local Search - Presented by Mary Bowling
https://www.youtube.com/watch?v=-q0XUNPn7R4
-q0XUNPn7R4-t82.36
to adapt our thinking and figure out ways to twist things around and take advantage
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MOZ
Brand Is King: How to Rule in the New Era of Local Search - Presented by Mary Bowling
https://www.youtube.com/watch?v=-q0XUNPn7R4
-q0XUNPn7R4-t88.32
of the opportunities that we're getting.
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MOZ
Brand Is King: How to Rule in the New Era of Local Search - Presented by Mary Bowling
https://www.youtube.com/watch?v=-q0XUNPn7R4
-q0XUNPn7R4-t91.72
This is some research that was published by Jump Shot and Moz about a year ago that said
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