Seo And Landing Pages

A User Centric Approach to SEO&

Landing Pages Optimization

Marc Uhlig

Agenda

SEO introduction Factors in SEO

In detail: Code, keywords, link building Social media Some SEM metrics Branding

Landing pages introduction Got there - And now? The 4 steps of the conversion process The 6 steps of landing page design The 5 Big mistakes in landing page design Eyetracking landing page study Conversion rates - Landing page tweaks

Suggested readings

04/11/23 2A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig

SEO is all about communication

Usability is key, search engines are not

Need for a more holistic approach


High importance factors in SEO


SEO: Positive keyword factors

Title tag Body tag Keyword density H1 tag Domain name Page URL H2, H3... tags Alt and image Title tags Bold/Strong tags Meta Description/Keyword tag


SEO: Positive page/site attributes

Global link popularity Quality/relevancy of inbound links Rate of new inbound links Internal link popularity Quality/relevancy of outgoing links Quality of content Organization/hierarchy of navigation Age of page/domain Frequency of updates


SEO: Positive page/site attributes

Amount of indexible content Spelling and grammar HTML validation Historical performance Relevancy to query Number of queries TLD extension Google PageRank of page


SEO: Positive inbound link attributes

Anchor text Surrounding text Global link popularity of linking site Internal link popularity of linking site Topical relevancy of linking site TLD extension of linking site Google PageRank of linking page


SEO: Negative factors

Server is down/very slow Duplicate content Low quality outbound links Duplicate Title/Meta tags Keyword stuffing Participation in link schemes


Code: Separate main/sub navigation


Code: Integrated main/sub navigation


Keyword research tactics


Keyword research tools

Google Wordtracker Trellian keyword discovery


Greater specificity means more words


Keyword research: Clustering


Example: Keyword cluster


Keyword clusters

Content Anchor text of site navigation URL architecture


Link building using media outlets

Industry specific/trade magazines Check Yahoo directory or DMOZ

Classifieds Direct visitors to resource area on your

site Specialty directories

Submit your site


Link building using media outlets

Discussion forums Identify top contributors and establish

relationship Electronic newsletters

Are usually archived


Link building using press releases

Paid Prnewswire.com Marketwire.com Richcontent.com

Free Prurgent.com Live-pr.com Pr-inside.com Pressbox.co.uk Clickpress.com Ukprwire.com Usprwire.com


Link building: One last tip

Find pages or sites which used to offer a service and no longer do


Social media

Link baiting: Cloaking? Digg.com Reddit.com Stumbleupon.com…

Communication Twitter.com Facebook.com…


SEM campaign tests ROI


Indexed ROI of big 3 search engines


Natural search conversion rates vs. paid


Conversion rates by conversion type


Brand most important consideration among clickers


Combined brand effect of search and display


Searchers focus on page 1 of the SERP


Clicks vs. page rank


Landing Pages

Website entry point for outbound marketing campaign

Outbound campaigns Don’t do the heavy lifting Goal (microscopically unimportant):

Convince prospect to Enter a website

Got there - And now?

Do bunch of reading (90% of population doesn’t like reading)

Fill out forms (only geeks use auto form fill)

Submit phone number (hello telemarketers)

Submit email address (hello spammers) Submit credit card (hello fraudsters) Pay for something


The 4 Steps of the conversion process: How a visitor experiences your landing page


The 6 steps of landing page design - Step 1

Conversion definition Sale Lead Time Relationship Membership Viral outreach


The 6 steps of landing page design – Step 2

Selecting URLs company.com/sale/product company.com/specialoffers/product company.com/event/product company.com/category/product company.com/brand/product



Demographic research Create profile of perfect converter

Probably more than one Target converter with biggest market

potential Copy won’t work for multiple demographics



Graphic elements, layout, and form design List of all necessary elements

Determine size and placement



Copywriting in three steps Headline

Reference to referring page

Call to action Test against headline

Body copy subheads, bulleted lists, guarantees,

testimonials, explanations and descriptions, etc.

"Can this be said more concisely, yet as effectively?"



Testing, measuring, and tweaking Conversion rate Customer lifetime


The 5 big mistakes in landing page design – Mistake 1

Hard-to-read type



Navigation bar from your regular Web site



“Click here to start the conversion process” Every hurdle will decrease conversion

rate



Scary forms



Copy and graphics unrelated to the offer


The 5 big mistakes in landing page design - Bonus mistake

Landing pages that don't match campaign creative


Eyetracking landing page study – Lesson 1

Visitors briefly scan - not read - pages The average American reads 50 words in

20 seconds, but not in order Visitors' eyes are a lot like

hummingbirds flickering through a garden



The upper left corner is always looked at Glance at spot where logo usually is Slight downward drift

Screen real estate directly below logo is high value property



People look at people Eyes are drawn to human faces



Keep hero shot on the left side



People read captions — but not all of the regular copy Duplicate your conversion offer



Navigation bars waste valuable visitor attention



Hotlink wording can affect page-readership and conversions Treated less as a thing for clicking and

more as an informational tool Pages without hyperlinked text get

much closer examination Yes or no depends on demographics

Gender etc.


Conversion rates – Landing page tweaks


MarketingSherpa's Search Marketing Benchmark Guide


MarketingSherpa's Landing Page Handbook


Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition by

Steve Krug


E-Commerce User Experience High-Level Strategy by NN/g


Net Words: Creating High-Impact Online Copy by Nick Usborne


Thank you very much

Marc [email protected]/marcuhlig

Technology

Seo And Landing Pages