The Past, Present and Future of SEO Landing Pages

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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.

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The Past, Present and Future of SEO Landing Pages

  1. 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. 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. 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. 4. HTML Sitemap: The Full Picture James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  5. 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. 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. 7. Lesson #3: Seek Information James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  8. 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. 9. Identify Main Conversion Points James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  10. 10. Find The FoldJames Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  11. 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. 12. Use CTAs Above The Fold James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  13. 13. Place CTAs Adjacent To Content James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  14. 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. 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. 16. Build TrustJames Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  17. 17. LocalizeJames Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  18. 18. SocializeJames Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  19. 19. Track Where They Came From… James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  20. 20. Where They Went…James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  21. 21. If They Wrote…James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  22. 22. Or Followed…James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  23. 23. And Even If They Called.  James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  24. 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. 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. 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. 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. 28. UNBOUNCE = ABOVE THE FOLD AWESOME James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  29. 29. STILL GOOD DOWN BELOW James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  30. 30. INTELLIGENT EXIT POINTS James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  31. 31. THE BIG CRO PICTURE James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  32. 32. INTELLIGENT EXPERIENCE James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation
  33. 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. 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

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