A User Centric Approach to SEO & Landing Pages Optimization Marc Uhlig
Oct 19, 2014
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
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SEO is all about communication
Usability is key, search engines are not
Need for a more holistic approach
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High importance factors in SEO
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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
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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
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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
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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
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SEO: Negative factors
Server is down/very slow Duplicate content Low quality outbound links Duplicate Title/Meta tags Keyword stuffing Participation in link schemes
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Code: Separate main/sub navigation
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Code: Integrated main/sub navigation
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Keyword research tactics
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Keyword research tools
Google Wordtracker Trellian keyword discovery
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Greater specificity means more words
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Keyword research: Clustering
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Example: Keyword cluster
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Keyword clusters
Content Anchor text of site navigation URL architecture
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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
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Link building using media outlets
Discussion forums Identify top contributors and establish
relationship Electronic newsletters
Are usually archived
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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
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Link building: One last tip
Find pages or sites which used to offer a service and no longer do
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Social media
Link baiting: Cloaking? Digg.com Reddit.com Stumbleupon.com…
Communication Twitter.com Facebook.com…
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SEM campaign tests ROI
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Indexed ROI of big 3 search engines
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Natural search conversion rates vs. paid
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Conversion rates by conversion type
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Brand most important consideration among clickers
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Combined brand effect of search and display
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Searchers focus on page 1 of the SERP
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Clicks vs. page rank
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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
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The 4 Steps of the conversion process: How a visitor experiences your landing page
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The 6 steps of landing page design - Step 1
Conversion definition Sale Lead Time Relationship Membership Viral outreach
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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
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The 6 steps of landing page design – Step 3
Demographic research Create profile of perfect converter
Probably more than one Target converter with biggest market
potential Copy won’t work for multiple demographics
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The 6 steps of landing page design – Step 4
Graphic elements, layout, and form design List of all necessary elements
Determine size and placement
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The 6 steps of landing page design – Step 5
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?"
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The 6 steps of landing page design – Step 6
Testing, measuring, and tweaking Conversion rate Customer lifetime
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The 5 big mistakes in landing page design – Mistake 1
Hard-to-read type
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The 5 big mistakes in landing page design – Mistake 2
Navigation bar from your regular Web site
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The 5 big mistakes in landing page design – Mistake 3
“Click here to start the conversion process” Every hurdle will decrease conversion
rate
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The 5 big mistakes in landing page design – Mistake 4
Scary forms
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The 5 big mistakes in landing page design – Mistake 5
Copy and graphics unrelated to the offer
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The 5 big mistakes in landing page design - Bonus mistake
Landing pages that don't match campaign creative
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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
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Eyetracking landing page study – Lesson 2
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
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Eyetracking landing page study – Lesson 3
People look at people Eyes are drawn to human faces
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Eyetracking landing page study – Lesson 4
Keep hero shot on the left side
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Eyetracking landing page study – Lesson 5
People read captions — but not all of the regular copy Duplicate your conversion offer
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Eyetracking landing page study – Lesson 6
Navigation bars waste valuable visitor attention
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Eyetracking landing page study – Lesson 7
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.
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Conversion rates – Landing page tweaks
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MarketingSherpa's Search Marketing Benchmark Guide
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MarketingSherpa's Landing Page Handbook
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Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition by
Steve Krug
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E-Commerce User Experience High-Level Strategy by NN/g
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Net Words: Creating High-Impact Online Copy by Nick Usborne
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Thank you very much
Marc [email protected]/marcuhlig