The Past, Present and Future of SEO Landing Pages

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: james.s@webranking.comb: www.webranking.com/blog

Visit the Minnesota Search Engine Marketing Association at www.mnsearch.org