Upload
mnsearch-the-minnesota-search-engine-marketing-association
View
1.326
Download
1
Tags:
Embed Size (px)
DESCRIPTION
James Svoboda's presentation from MnSearch.org's "Landing Page and Conversion Rate Optimization" Search Snippets event held on July 26th, 2012 in Minneapolis, Minnesota.
Citation preview
The Past, Present, and Future of SEO Landing Pages
Presented by: James Svoboda (@Realicity)Search Snippets #1: Landing Page and Conversion Rate Optimization
July 26, 2012
THE PAST:
THE WORST LANDING PAGEI EVER CREATED
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
Hand-Coded HTML Sitemap: Part I
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
HTML Sitemap: The Full Picture
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
Lesson #1: Every Page Is a Landing Page
Every Page will have an:
Entry• Search• Social• Referral• Direct
and…
Exit• Next Page• Conversion• Bounce
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
Lesson #2: Analyze Data & Use Tools
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
Lesson #3: Seek Information
PRESENT:
MULTIPLE PAGES.MULTIPLE PATHS.
SAME GOALS.
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
Identify Main Conversion Points
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
Find The Fold
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
Do You See What They See?
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
Use CTAs Above The Fold
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
Place CTAs Adjacent To Content
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
Footers: Not Just For The Fine Print
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
Once Engaged, Call Them To Action
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
Build Trust
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
Localize
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
Socialize
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
Track Where They Came From…
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
Where They Went…
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
If They Wrote…
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
Or Followed…
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
And Even If They Called.
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
TEST & ANALYZE: SPOT PATTERNS
Test & Analyze SEO Results by Segmenting Analytics Data:- Organic Traffic
- Keywords- Locations- Devices- Bounces- Per Page: home, blog…- Steps In Visitor Flow- Conversion Type - Lead or Sale - Download - Site Engagement - Social
- Your Unique KPIs
- Compare With Other Traffic Sources!
Photo courtesy of Tom Magliery: http://www.flickr.com/photos/mag3737/
FUTURE:
ONE PAGE.MANY SOURCES.
MANY TESTS.
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
WHICH PAGE URL?
domain.com/page.htmldomain.com/page-split-test.htmldomain.com/page-split-test-version-2.htmldomain.com/page.html?gclid=CeEs24fsc7weDSdomain.com/page.html?utm_source=Google&utm_term=Keyworddomain.com/page.html?Sitelink=Linkdomain.com/page.html?Action=Call-Trackingdomain.com/page.html#Action=Content-Loaddomain.com/page.html?utm_source=Facebookdomain.com/page.html#utm_source=Facebook
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
FUTURE PROOF URLsdomain.com/page
Portable - move to almost any server, CMS, or coding language.Historical - accumulate web data with “Living URLs”.Permanent - reduce 301 headaches.Multivariate Testing - no split-tested URLs floating around.Search Engine Friendly - less spider confusion, more focused juice.Canonicalize - back up URLs with canonical tags.Socialized - easier to code for saving and sharing.Integrated - marketing efforts go farther with multi-purpose pages.Goals & Conversions - goals are shared, channels are unique.Paths - track path performance from fewer points.Tailor Content (slightly) - identify & highlight content intelligently.Responsive – fewer device issues with flexible content.
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
UNBOUNCE = ABOVE THE FOLD AWESOME
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
STILL GOOD DOWN BELOW
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
INTELLIGENT EXIT POINTS
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
THE BIG CRO PICTURE
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
INTELLIGENT EXPERIENCE
James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
REMEMBER: ONE PAGE TO RULE THEM ALL
Photo credit: Mike Curtis
THANK YOU!
Download: www.webranking.com/presentation
James SvobodaVP, MnSearch / CEO, WebRanking
t: @realicitye: [email protected]: www.webranking.com/blog
Visit the Minnesota Search Engine Marketing Association at www.mnsearch.org