The Underground Landing Page Optimization Guide for SEO & PPC - Jon Rognerud


Published on - Learn the key secrets to optimal landing page use and implementation. Contact me for a special 10 page guide with more examples and detail. Jon Rognerud 2010.

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The Underground Landing Page Optimization Guide for SEO & PPC - Jon Rognerud

  1. 1. Landing Page Optimization Secrets: Learn Now! Search Engine Optimization Projects Pay Per Click Projects LOTS MORE TO COVER:
  2. 2. Landing Page Optimization Conversions!
  3. 3. Call To Action & Buttons <ul><li>Anything that draws attention on a landing page is more likely to get clicked – similar to the reason more ‘bold’ words in a paid search ad tends to drive a higher CTR. </li></ul><ul><li>Don’t be afraid to tell your users what you want them to do on your landing pages. Never assume they’ll just know! You can do this through prominent calls to action and eye-catching buttons. </li></ul>
  4. 4. Reduce Navigation – Keep It Minimal <ul><li>The key to a successful PPC landing pages is to keep your paid search visitors from getting too distracted. </li></ul><ul><li>Remove all navigation except your logo with a link to your homepage. That will be enough for people to click on if they need more information prior to converting. </li></ul>
  5. 5. Keep Info Above the Fold <ul><li>If users enter your site and don’t find what they want in 5 seconds or less they will bail! Make sure your call to action, button or form is above the fold. </li></ul><ul><li>Review your Google Analytics data to see what resolution size the majority of your website’s visitors are using. This will allow your designers to incorporate the important information above the fold for the largest percentage of your users. </li></ul>
  6. 6. Write Easy-to-Scan Website Copy <ul><li>Steer clear of industry language or jargon in landing page copy. Executives will likely ask assistants or interns to do research before they engage with any products. These interns, assistants or even receptionists may not understand this type of language. </li></ul><ul><li>Break up your copy into multiple paragraphs and utilize easy to scan bullet points or numbered lists highlighting benefits or advantages to choosing your product or service. This will also allow this data to stand out more prominently. </li></ul>
  7. 7. Use 1-2 Professional Images <ul><li>Far too many landing pages use dorky images that fail miserably at displaying professionalism. This can be an immediate turn-off for a consumer and cause you to appear untrustworthy. </li></ul><ul><li>Keep it to 1 – 2 images focused on professional looking people who are happy and smiling as if they have just engaged with your services. </li></ul>
  8. 8. Fast Page Load Times <ul><li>Adwords Quality Score now takes page load times into account. If it takes more than 10 seconds for your page to load, that is way too long. It should take less than 5 seconds. </li></ul><ul><li>Large Flash files, too many images in general or animated graphics could hinder your fast page load time. Also visitors who have to wait for Flash to load or have to download a file to view your website (Flash is an optional plugin) they will more than likely bounce to a competitor and not come back. </li></ul>
  9. 9. Dynamic Headlines <ul><li>Utilizing dynamic headlines on your PPC landing pages is a great way to better target what the user is actually typing in the search box and provide a more relevant experience. </li></ul><ul><li>Similar to using dynamic keywords insertion in a paid search ad, dynamic headlines are generated by tracking URLs that will inset the keyword(s) into the headline. </li></ul>
  10. 10. Include PPC KWs in Landing Page Copy <ul><li>While this is absolutely true for SEO, the practice of including PPC keywords in the copy of your PPC landing pages hold true as well. </li></ul><ul><li>This will help drive relevance for your website visitors as well as increase quality score by reinforcing the theme of your keywords and ad copy. </li></ul>
  11. 11. Use a Short Contact Form <ul><li>Think of every contact form field as a roadblock. The more roadblocks the less likely someone will complete the task. If someone sees a very long form many times the will skip the entire process. </li></ul><ul><li>Keep your contact form and submit button above the fold. Take a look at your current form. Are there fields you could remove? Only ask for the essential information you require to remarket or contact your leads. </li></ul>
  12. 12. Landing Page Optimization Secrets: Learn Now! Search Engine Optimization Projects Pay Per Click Projects LOTS MORE TO COVER AT: