March 4-6, 2019 | The Mirage, Las Vegas

SEO + CRO Workshop: A Framework to Increase Revenue

Jim McKinley

Principal & Co-Founder

Brian Massey

Conversion Sciences LLC

Monday Morning, March 5, 2018 | 8:00am – 12:00pm

What is the SEO+CRO Workshop?
Ever have the sneaking suspicion that your SEO isn’t as strong as it could be – or even worse, that it’s not making an impact at all? Good news—you’re not alone, and that’s what this workshop is for. You’ll be introduced to SEO/C, a framework for growing leads and sales with organic search traffic.

Although it’s tempting to measure SEO success by the sheer number of visitors to your site, your SEO needs to produce customers and revenue. Paradoxically, your bottom-line performance could be stagnating—or declining—even as your traffic increases.

Traditionally, optimizing search traffic for conversion has been a challenge as SEO and CRO (conversion rate optimization) have been at odds with each other, competing for ownership of the page. Fortunately, we’re here to help.

Through SEO/C, you can improve traffic quality and create higher-converting pages that turn search traffic into gold. The SEO/CRO conflict becomes a symphony of opportunity. However, a symphony can’t have only one musician, so this workshop will be taught by two experts:

  • Jim McKinley is an SEO and search marketing expert and an adjunct professor of digital marketing at Baylor University. He will show you specific, actionable ways to get your organic search listings in front of your target customers at the right time in their buying journey so they’re more likely to click.
  • Brian Massey is a founder of the CRO industry and a fully accredited Conversion Scientist™. He’ll teach you how to turn high-ranking search optimized pages into high-converting experiences using a science that anyone can do.

This workshop is a combination of lecture and hands-on activities. All attendees receive a free workbook detailing a step-by-step implementation of the SEO/C framework and the Visibility-Click-Engage-Convert model.

Who Should Attend?
Not an “SEO Ninja”? That’s okay; in fact, that’s perfect. This workshop is targeted at attendees who have a basic grasp of SEO, not toward hardcore tactical practitioners (although you will learn specific actions you can take to improve SEO performance).

If you are a business owner or a marketing manager/director who “owns” SEO for your company or organization and wants to increase the number of leads driven by SEO, this workshop is for you.

What Will I Learn?
Workshop attendees will learn a hands-on, end-to-end approach to SEO that optimizes their performance at all points to drive revenue. The Visibility-Click-Engage-Convert model covers the “lifecycle” of the search experience, focusing on the searcher’s intent and perspective.

Additionally, if you’re experiencing a problem with SEO, the SEO/C framework gives you a model to diagnose and adjust at each level: visibility, click-through, engagement, and conversion.

About Jim:
Jim McKinley is a principal and co-founder at 360Partners, a digital marketing ad agency specializing in lead generation. He has more than 15 years of digital marketing experience. Through this, Jim has a thorough understanding of the evolution of and emerging trends within digital media.

About Brian:
Brian Massey is the founder of Conversion Sciences LLC and author of the book Your Customer Creation Equation. An online marketing expert focused on the science of turning web traffic into leads and sales, his rare combination of interests and experience was developed over 25 years as a computer programmer, entrepreneur, corporate marketer, international speaker, and writer.