The Past, Present and Future of SEO Landing Pages
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

The Past, Present and Future of SEO Landing Pages

  • 1,330 views
Uploaded on

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.

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.

More in: Technology , Design
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,330
On Slideshare
1,330
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
2
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. The Past, Present, and Future of SEOLanding PagesPresented by: James Svoboda (@Realicity)Search Snippets #1: Landing Page and Conversion Rate OptimizationJuly 26, 2012
  • 2. THE PAST: THE WORST LANDING PAGE I EVER CREATED James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 3. Hand-Coded HTML Sitemap: Part I James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 4. HTML Sitemap: The Full Picture James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 5. 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
  • 6. Lesson #2: Analyze Data & Use Tools James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 7. Lesson #3: Seek Information James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 8. PRESENT: MULTIPLE PAGES. MULTIPLE PATHS. SAME GOALS. James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 9. Identify Main Conversion Points James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 10. Find The FoldJames Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 11. Do You See What They See? James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 12. Use CTAs Above The Fold James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 13. Place CTAs Adjacent To Content James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 14. Footers: Not Just For The Fine Print James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 15. Once Engaged, Call Them To Action James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 16. Build TrustJames Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 17. LocalizeJames Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 18. SocializeJames Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 19. Track Where They Came From… James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 20. Where They Went…James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 21. If They Wrote…James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 22. Or Followed…James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 23. And Even If They Called.  James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 24. 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/ James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 25. FUTURE: ONE PAGE. MANY SOURCES. MANY TESTS. James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 26. 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
  • 27. 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
  • 28. UNBOUNCE = ABOVE THE FOLD AWESOME James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 29. STILL GOOD DOWN BELOW James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 30. INTELLIGENT EXIT POINTS James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 31. THE BIG CRO PICTURE James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 32. INTELLIGENT EXPERIENCE James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 33. REMEMBER: ONE PAGE TO RULE THEM ALLPhoto credit: Mike Curtis James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  • 34. THANK YOU! James Svoboda VP, MnSearch / CEO, WebRanking t: @realicity e: james.s@webranking.com b: www.webranking.com/blog Download: www.webranking.com/presentationVisit the Minnesota Search Engine Marketing Association at www.mnsearch.org