35 Killer Tips from London SES 2011

SES GraphicThis year London SES was held at the Queen Elizabeth conference centre in Westminster. The London show attracted attendees from all over the UK, Europe and Asia making SES a hub for both European and international SEOs. The 2011 event showcased some excellent speakers who covered a range of topics from link building to conversions.

Here are our 35 top tips from the London show.

1. Content Marketing:

Lee Odden at London SES

“You need to understand what your customers want. What do they want to consume? What do they want to learn from or share?”
Lee Odden – www.toprankblog.com

“Rich content can open doors for influencing customers and clients, it can draw in business, attract talent and save costs on recruitment. It can also make money from marketing partners”
Lee Odden

The Main Factor Necessary to Convert Visitors to Customers

InternetRetailer.com reports that the highest conversion rates among major online retailers during March were the following:

Office Depot – 20.9%
QVC – 19%
VistaPrint – 18.3%
Roamans – 18.1%
Lands’ End – 16.2%
eBay – 15.7%
1-800-Flowers.com – 15.5%
eBags.com – 15.3%
L.L. Bean – 14.6%
Pottery Barn Kids – 14.2%

These conversion rates are through the roof when compared with industry averages. In fact, they are not even believable unless you understand what the most important driver of conversion is.

Several years ago, a company I owned brokered online advertising. When working through the numbers with clients, it became obvious that some of them were completely in the dark about conversion. One client that comes to mind stockpiled an inventory equal to the number of impressions she was buying from us. In other words, she assumed a 100% clickthrough rate and 100% conversion! I don’t know how many times I have heard clients tell me that everyone buys that comes to their site. (After all, why wouldn’t they?)