The Past, Present, and Future of SEOLanding PagesPresented by: James Svoboda (@Realicity)Search Snippets #1: Landing Page ...
THE PAST:          THE WORST        LANDING PAGE       I EVER CREATED        James Svoboda   The Past, Present & Future of...
Hand-Coded HTML Sitemap: Part I    James Svoboda   The Past, Present & Future of SEO Landing Pages      July 2012      Dow...
HTML Sitemap: The Full Picture   James Svoboda   The Past, Present & Future of SEO Landing Pages     July 2012      Downlo...
Lesson #1: Every Page Is a Landing Page                                        Every Page will have an:                   ...
Lesson #2: Analyze Data & Use Tools      James Svoboda   The Past, Present & Future of SEO Landing Pages        July 2012 ...
Lesson #3: Seek Information    James Svoboda   The Past, Present & Future of SEO Landing Pages      July 2012      Downloa...
PRESENT:     MULTIPLE PAGES.     MULTIPLE PATHS.      SAME GOALS.           James Svoboda   The Past, Present & Future of ...
Identify Main Conversion Points      James Svoboda   The Past, Present & Future of SEO Landing Pages        July 2012     ...
Find The FoldJames Svoboda   The Past, Present & Future of SEO Landing Pages  July 2012      Download: www.webranking.com/...
Do You See What They See?   James Svoboda   The Past, Present & Future of SEO Landing Pages     July 2012      Download: w...
Use CTAs Above The Fold  James Svoboda   The Past, Present & Future of SEO Landing Pages    July 2012      Download: www.w...
Place CTAs Adjacent To Content     James Svoboda   The Past, Present & Future of SEO Landing Pages       July 2012      Do...
Footers: Not Just For The Fine Print        James Svoboda   The Past, Present & Future of SEO Landing Pages          July ...
Once Engaged, Call Them To Action       James Svoboda   The Past, Present & Future of SEO Landing Pages         July 2012 ...
Build TrustJames Svoboda   The Past, Present & Future of SEO Landing Pages  July 2012      Download: www.webranking.com/pr...
LocalizeJames Svoboda   The Past, Present & Future of SEO Landing Pages  July 2012      Download: www.webranking.com/prese...
SocializeJames Svoboda   The Past, Present & Future of SEO Landing Pages  July 2012      Download: www.webranking.com/pres...
Track Where They Came From…     James Svoboda   The Past, Present & Future of SEO Landing Pages       July 2012      Downl...
Where They Went…James Svoboda   The Past, Present & Future of SEO Landing Pages  July 2012      Download: www.webranking.c...
If They Wrote…James Svoboda   The Past, Present & Future of SEO Landing Pages  July 2012      Download: www.webranking.com...
Or Followed…James Svoboda   The Past, Present & Future of SEO Landing Pages  July 2012      Download: www.webranking.com/p...
And Even If They Called.    James Svoboda   The Past, Present & Future of SEO Landing Pages     July 2012      Download: ...
TEST & ANALYZE: SPOT PATTERNS                                                                Test & Analyze SEO Results by...
FUTURE:       ONE PAGE.     MANY SOURCES.      MANY TESTS.          James Svoboda   The Past, Present & Future of SEO Land...
WHICH PAGE URL?domain.com/page.htmldomain.com/page-split-test.htmldomain.com/page-split-test-version-2.htmldomain.com/page...
FUTURE PROOF URLsdomain.com/page  Portable - move to almost any server, CMS, or coding language.  Historical - accumulate ...
UNBOUNCE = ABOVE THE FOLD AWESOME       James Svoboda   The Past, Present & Future of SEO Landing Pages         July 2012 ...
STILL GOOD DOWN BELOW   James Svoboda   The Past, Present & Future of SEO Landing Pages     July 2012      Download: www.w...
INTELLIGENT EXIT POINTS  James Svoboda   The Past, Present & Future of SEO Landing Pages    July 2012      Download: www.w...
THE BIG CRO PICTURE James Svoboda   The Past, Present & Future of SEO Landing Pages   July 2012      Download: www.webrank...
INTELLIGENT EXPERIENCE  James Svoboda   The Past, Present & Future of SEO Landing Pages    July 2012      Download: www.we...
REMEMBER: ONE PAGE TO RULE THEM ALLPhoto credit: Mike Curtis                            James Svoboda   The Past, Present ...
THANK YOU!                     James Svoboda                     VP, MnSearch / CEO, WebRanking                           ...
Upcoming SlideShare
Loading in...5
×

The Past, Present and Future of SEO Landing Pages

1,239

Published 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.

Published in: Technology, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,239
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×