The 5 Rings Of Conversion Optimization Search Engine Land (blog)
Conversion optimization is bigger than your web site.
From blogs and landing pages, to official outlets on social media sites, marketers now manage a large extended web that thrives beyond the borders of the traditional web site. Great conversion optimization must leverage the dynamics of each layer—and coordinate the interaction between them.
The extended web solar system
There are five rings of your web presence under your direct control:
Core web: Online applications Inner web: Your traditional, navigable web site Outer web: Landing pages, blogs, microsites Social web: Outposts on social media sites Advertising networks: Paid media on other sitesPicture this as a kind of solar system, with your inner web and core applications as the gravitational center:
Of course, there’s much more about you out on the web—what others say, organic search results, affiliate initiatives, etc. But you can’t control those directly. So for managing conversion optimization, let’s focus on what you can systematically test and measure.
The core web: Applications with general appeal
At the core of your web site are any applications that are tied to your business operations. For instance, with e-commerce, the heart of your business is your store, your shopping cart and your check-out. Marketers doing lead generation may have other applications, such as subscription services or demo environments.
