Gary Nissim and Peter Dimakidis presents 'Exclusive Research - You Can't Spell 'Supercharged Conversions' Without SEO... Or UX'

1. Mumbrella
GARY & PETER | 2022
Pronunciation
/in’da;.go;/
Verb
track, trace, hunt by tracking
explore, investigate, hunt for

2. Indago Digital | 2022
2
Gary Nissim
25 years in digital marketing with a
focus on acquisition.
I’ll talk through the theories and various
algorithm updates that have recently
aligned SEO to UX. .
M.D.
LinkedIn Profile
Peter Dimakidis
18 years in digital marketing with a
focus on SEO and development.
I’ll provide data from July 2022 so you
can understand what data matters, why
it matters and how to take advantage.
LinkedIn Profile
C.T.O.
You Can't Spell 'Supercharged Conversions'
Without SEO... or UX

3. Acquisition Specialists
Indago Digital 2022
3
Highly awarded
Independent Australian
Agency
Top 3% of all agencies
globally
Google
analytics HQ

4. Indago
Digital’s
history
Why
Search
Marketing?

5. Advertising
Talks
At Audiences

6. ...hoping they are relevant
and have a current need

7. …search marketing is unique,
it’s demand based
Car
insurance
quotes?
Home Loan
Calculator?

8. …search marketing is unique,
it’s also a capture
channel
Rhonda &
Ketut

9. Search
marketing is
unique, it’s a
capture
channel
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Google Trends and Keyword.io – July 2022

10. Indago
Digital’s
history
Why
SEO?

11. SEO drives the
lion share of
clicks from the
search engines
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11
Indago Digital – Feb 2021
28%
72%

12. Traffic drops
exponentially as
you move down
the page
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12
Advanced Web Rankings (AU Data) – June 2022
28.5%
12.5%
6.8%
4.3%
2.9%

13. For our finance
clients 56% of all
conversions
are directly or
indirectly
attributed to
SEO
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41% of traffic
59% of conversions
28% of traffic
38% of conversions
31% of traffic
70% of conversions
Banking
Investments
Insurance
Indago Digital – July 2022 (Year to date)

14. The cost of
paid search is
greatly
increasing and
is making it
hard to drive
ROI
Indago Digital 2022
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Home Loans – Google Ads CPC’s (254% Increase)

15. The cost of
paid search is
greatly
increasing and
is making it
hard to drive
ROI
Indago Digital 2022
15
Home Loans – Google Ads CPC’s (254% Increase)

16. The cost of
paid search is
greatly
increasing and
is making it
hard to drive
ROI
Indago Digital 2022
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Personal Loans – Google Ads CPC’s (145% Increase)

17. The cost of
paid search is
greatly
increasing and
is making it
hard to drive
ROI
Indago Digital 2022
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Personal Loans – Google Ads CPC’s (145% Increase)

18. Indago
Digital’s
history
Google
Has
Affected
UX Since
1998

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Why do you use Google and not
AltaVista?
• It’s cheaper?
• It has better UX?
• It has better marketing?
• It’s their philosophy?

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Google Has Always Been Instrumental in
the Way we Design Websites
Way Back Machine – December 1998

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It Started with the Way they Designed
Their Own Website
Way Back Machine – December 1998

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Then the Way we Designed Our Websites
August 2005 - https://support.google.com/google-ads/answer/1659694
You should make sure that your landing
page is clear and useful to customers.
It must be related to your keyword and what
customers are searching for.
Must also provide a good all-round
experience.

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Then the Way we Designed our Websites
Content Focused Speed & Accessibility Focused

24. Indago
Digital’s
history
UX & SEO

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Supercharged Conversions

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Web Analytics (or App Analytics). Metrics like bounce rates, page views,
conversion rates, and click-throughs, analytics helps idea of the usability of a
site and what users are doing when they interact with it.
Heatmapping. Similar to analytics, mouse heatmaps paint a pretty vivid
picture (literally) of what is happening when a user interacts with a site.
Mouse heatmaps help you visualize a user’s mouse movement and records
when they hover, scroll, click, or pause when moving through a site.
A/B Testing or Multivariate Testing. A/B testing allows designers to compare
two or more versions of a design on users to see which one is more effective.
It’s best that the designs differ by only one or two key features so that you can
accurately assess if different outcomes of the test are actually due to
differences in specific features.
Two Ways of Improving Your UX
Focus groups. Focus groups are groups of participants that gather together in
one room to discuss a specific topic (or set of topics). Focus groups are led by a
researcher who is present during the session to lead the conversation.
Card sorting. Card sorting asks test participants to organize content items into
groups. Researchers can provide existing categories and ask test participants to
categorize the content into those groupings, or participants can create their own
groups.
Participatory design. Test participants are asked to create their ideal experience
using a pen and paper or a prototyping tool. By analyzing the design that test
participants created, it becomes easier for UX researchers to understand what
matters to them most and why.
Quantitative Qualitative

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Using Google To Improve our Own UX
Speed & Accessibility
• Site Speed
• Accessibility
• Security
• Device
Content & Information
• Length
• Type
• Quality
• Freshness
Additional Metrics*
• Bounce rate
Lighthouse / CWV
Google Uses
We can Use
They Include
Lighthouse / CWV
Algorithm
SERPs
1st Party Data
Google Analytics*

28. 1) Google Lighthouse
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Performance
Accessibility
Best Practice
SEO
PWA
Speed using a mix of metrics such as
cumulative shift, FCP & LCP
Measuring usability by comparing to
Web2 methodologies
With a focus on security, does your
website follow best practice?
Bizarrely the weakest of all the data
in this report
Is your website a progressive web
app (PWA) with the ability to work
offline?

29. 2) Core Web Vitals (CWV)
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30. 3) Search Engine Results Pages (SERPs)
How long is the page?
Average 2,500 pixels
How many words are on the page?
Average 2,000 words
How many images are on the page?
Average 5 images
What percentage of the content mentions the
keyword?
2.5%
What % of pages have an FAQ section?
25%

31. Indago
Digital’s
history
Exclusive
Research

32. Focus on big data
Indago Digital 2022
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APIs
aHrefs
Moz
Google Analytics
Google My Business
Google Search Console
Google Ads
Double Click
SERP Rankings
Deep Crawl
SEM Rush
Scripts
Crawlers
Lighthouse
Mobile Usability
Google SERP scrapers
Content Analyzers
Machine Learning
Algorithms
Deep Learning
Data
Warehouse
Data
visualization
✓ Monthly reports
✓ Real-time monitoring
✓ Ad-hoc analysis
✓ Strategic insights
✓ Competitor analysis

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Search Engine Results Pages (SERPs) Analysis
Performance? Accessibility? Content?
…
…
…

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SERP Analysis Insights
CORRELATIONS BENCHMARKS
1 2 3 4 5 6 7 8 9 10
POSITION
Benchmark

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1) UX Data Source
CrUX
▪ Public data by Google
▪ The Chrome User Experience Report (CrUX) is a
dataset that reflects how real-world Chrome users
experience web sites.
▪ 400 million rows of data / 35 million domains
HTTP Archive
▪ Public data by httparchive.org
▪ Tracks how the web is built
▪ Historical data to quantitatively illustrate how the web
is evolving
▪ 600 million data points / 25 million domains

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% Domains Passing Core Web Vitals
15%
20%
25%
30%
35%
40%
45%
2019 2020 2021 2022
ALL AU Everthing ELSE Finance SOV
%
OF
DOMAINS
PASSONG
CORE
WEB
VITALS
▪ Focus on performance since 2020
▪ Australia significantly below global standards
▪ Top sites in finance AU performing well above
average
All Australia All Global All Aus Finance

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Headless Architecture
• Emerging technology
• Decouples front-end from back-
end to improve performance
(speed)
• More secure and scalable
• THE FUTURE

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CMSs In Use
10%
15%
20%
25%
30%
35%
40%
2020 2021 2022
HubSpot Joomla Kentico CMS
Sanity Sitecore WordPress
%
PASSONG
WEB
CORE
VITALS
▪ Shift in tech used for CMSs to deliver better
experiences
▪ The rise of headless CMSs

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2) UX Data Source
Indatum Data (All AUS Websites)
Data Type
▪ Collecting data since 2020 for all clients
▪ Crawl data to analyze on page factors (e.g. words on page)
▪ Uses Lighthouse to audit page experience (same as CrUX)
▪ Relates target keyword rankings to on page UX factors
Data Size
▪ 40 million rows of data
▪ 100,000 keywords
▪ 1 million URLs crawled

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Performance? Accessibility? Content?
…
…
…
Search Engine Results Pages (SERPs) Analysis

41. 60%
65%
70%
75%
80%
85%
90%
95%
100%
1 2 3 4 5 6 7 8 9 10
ACCESSIBILITY
SCORE
RANKING POSITION
ACCESSIBILITY has a VERY STRONG
correlation to RANKINGS

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Accessibility Score
Accessibility score is a weighted average across 42 individual
checks. Examples include:
▪ White text on grey background (hard to view)
▪ Buttons too close to each other on a mobile device
▪ Ineffective use of calls to action on buttons

43. PERFORMANCE
SCORE
RANKING POSITION
20%
30%
40%
50%
60%
70%
80%
90%
1 2 3 4 5 6 7 8 9 10
PERFORMANCE (SPEED) has a STRONG
correlation to RANKINGS

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Performance Score (Speed)
These checks ensure that your page is optimized for users to be able
to see and interact with page content.
Examples include:
▪ First Meaningful Paint – Time taken to show something meaningful to the user
▪ Time to Interactive – How long it takes a page to become fully usable
▪ Largest Contentful Paint – When the main content of the page is visible to users

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Keyword Intent Matters
“Car Insurance”
▪ Conversion focused
▪ Navigational
▪ Broad intent
▪ Low word count

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Keyword Intent Matters
“Does car insurance cover hail
damage ”
▪ Research focused
▪ Informative
▪ Narrow Intent
▪ Large word count

47. BODY
WORD
COUNT
NO. WORDS IN QUERY
QUERY WORD COUNT has a VERY STRONG
correlation to LENGTH OF CONTENT
800
900
1,000
1,100
1,200
1,300
1,400
1,500
1,600
1,700
1,800
1 2 3 4 5 6 7 8
6,000
6,500
7,000
7,500
8,000
8,500
9,000
9,500
1 2 3 4 5 6 7 8
NO. WORDS IN QUERY
PIXEL
SCROLL
HEIGHT
Indago Digital 2022

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UX Data Source
Indatum Data (Finance AUS Only)
▪ Snapshot exclusively created for this session
▪ Finance only
▪ AUS only
Indatum Data
▪ 1,000 keywords
▪ 20,000 URLs crawled
▪ 6 crawl locations (ALL AUS States)
▪ 2 devices

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Finance Data Set (Top 1,000 queries)
Keyword Theme Intent
home loans Banking Conversion
do I qualify for a business loan? Banking Research
health insurance quote Insurance Conversion
will car insurance cover hail damage? Insurance Research
best superannuation fund Investment Conversion
what superannuation details to give employer? Investment Research

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Finance Share of Voice by Intent
2%
2%
2%
2%
2%
2%
2%
2%
2%
3%
3%
3%
3%
3%
4%
6%
6%
6%
7%
anz.com.au
medibank.com.au
finder.com.au
budgetdirect.com.au
mozo.com.au
canstar.com.au
gio.com.au
nab.com.au
privatehealth.gov.au
australiansuper.com
www2.asx.com.au
hcf.com.au
aami.com.au
moneysmart.gov.au
ato.gov.au
nrma.com.au
commbank.com.au
allianz.com.au
iselect.com.au
1%
1%
1%
1%
1%
2%
2%
2%
2%
2%
2%
3%
4%
5%
5%
9%
10%
12%
12%
comparethemarket.com.au
reiwa.com.au
aussie.com.au
conveyancing.com.au
australiansuper.com
westpac.com.au
qld.gov.au
industrysuper.com
ato.gov.au
yourmortgage.com.au
servicesaustralia.gov.au
revenuesa.sa.gov.au
realestate.com.au
nab.com.au
anz.com.au
sro.vic.gov.au
commbank.com.au
moneysmart.gov.au
stampduty.calculatorsaustralia.com.au
CONVERSION RESEARCH

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20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
70%
1 2 3 4 5 6 7 8 9 10
35%
37%
39%
41%
43%
45%
47%
49%
1 2 3 4 5 6 7 8 9 10
PERFORMANCE (SPEED) has a STRONG
correlation to RANKINGS for research
keywords only
CONVERSION QUERIES RESEARCH QUERIES
RANKING POSITION RANKING POSITION
PERFORMANCE
SCROE
PERFORMANCE
SCROE

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ACCESSIBILITY has a NEUTRAL correlation to
RANKINGS
CONVERSION QUERIES INFORMATIONAL QUERIES
60%
65%
70%
75%
80%
85%
90%
95%
100%
1 2 3 4 5 6 7 8 9 10
60%
65%
70%
75%
80%
85%
90%
95%
100%
1 2 3 4 5 6 7 8 9 10
RANKING POSITION RANKING POSITION
ACCESSIBILITY
SCROE
ACCESSIBILITY
SCROE

53. Indago
Digital’s
history
Closing
Comments

54. Take Away
Indago Digital 2022 54
Use Data
▪ Use SERPs to establish benchmarks / understand intent
▪ Use real data to sell in UX projects
Use Lighthouse
▪ Are you passing CWV?
▪ To test web pages (competitors as well)
▪ To find and solve accessibility / performance issues
Technology
▪ Build in future-proofed technologies
▪ Have CWV as part of any web dev RFP or sprint
▪ If possible, think (and act) Headless

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Does your CSR strategy include SEO,
UX and sustainable web design.
▪ The average website produces the same amount of CO2 as a car
▪ The internet accounts for 4% of all global CO2 emissions
▪ A site with great UX is greener
▪ In future years will be a mandatory part of your company’s CSR policies

56. Ready to
Take Action?
Indago Digital 2022 56
Scan to download our easy-to-follow checklist of basic
but critical UX & SEO best practices and….
enter to win an SEO Audit Report!

57. Contact
us
MOBILE
0401 728 750
EMAIL
gary@indagodigital.com.au
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