Seo And Landing Pages

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this was the presentation for barcamp berlin, first half user centric seo, second half landing page optimization

this was the presentation for barcamp berlin, first half user centric seo, second half landing page optimization

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  • 1. A User Centric Approach to SEO & Landing Pages Optimization Marc Uhlig
  • 2. 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
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 3. SEO is all about communication
    • Usability is key, search engines are not
    • Need for a more holistic approach
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 4. High importance factors in SEO 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 5. 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
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 6. 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
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 7. 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
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 8. 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
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 9. SEO: Negative factors
    • Server is down/very slow
    • Duplicate content
    • Low quality outbound links
    • Duplicate Title/Meta tags
    • Keyword stuffing
    • Participation in link schemes
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 10. Code: Separate main/sub navigation 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 11. Code: Integrated main/sub navigation 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 12. Keyword research tactics 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 13. Keyword research tools
    • Google
    • Wordtracker
    • Trellian keyword discovery
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 14. Greater specificity means more words 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 15. Keyword research: Clustering 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 16. Example: Keyword cluster 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 17. Keyword clusters
    • Content
    • Anchor text of site navigation
    • URL architecture
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 18. 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
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 19. Link building using media outlets
    • Discussion forums
      • Identify top contributors and establish relationship
    • Electronic newsletters
      • Are usually archived
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 20. 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
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 21. Link building: One last tip
    • Find pages or sites which used to offer a service and no longer do
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 22. Social media
    • Link baiting: Cloaking?
      • Digg.com
      • Reddit.com
      • Stumbleupon.com
    • Communication
      • Twitter.com
      • Facebook.com
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 23. SEM campaign tests ROI 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 24. Indexed ROI of big 3 search engines 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 25. Natural search conversion rates vs. paid 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 26. Conversion rates by conversion type 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 27. Brand most important consideration among clickers 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 28. Combined brand effect of search and display 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 29. Searchers focus on page 1 of the SERP 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 30. Clicks vs. page rank 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 31. 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
  • 32. 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
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 33. The 4 Steps of the conversion process: How a visitor experiences your landing page 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 34. The 6 steps of landing page design - Step 1
    • Conversion definition
      • Sale
      • Lead
      • Time
      • Relationship
      • Membership
      • Viral outreach
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 35. 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
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 36. 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
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 37. The 6 steps of landing page design – Step 4
    • Graphic elements, layout, and form design
      • List of all necessary elements
        • Determine size and placement
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 38. 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?"
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 39. The 6 steps of landing page design – Step 6
    • Testing, measuring, and tweaking
      • Conversion rate
      • Customer lifetime
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 40. The 5 big mistakes in landing page design – Mistake 1
    • Hard-to-read type
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 41. The 5 big mistakes in landing page design – Mistake 2
    • Navigation bar from your regular Web site
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 42. The 5 big mistakes in landing page design – Mistake 3
    • “Click here to start the conversion process”
      • Every hurdle will decrease conversion rate
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 43. The 5 big mistakes in landing page design – Mistake 4
    • Scary forms
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 44. The 5 big mistakes in landing page design – Mistake 5
    • Copy and graphics unrelated to the offer
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 45. The 5 big mistakes in landing page design - Bonus mistake
    • Landing pages that don't match campaign creative
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 46. 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
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 47. 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
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 48. Eyetracking landing page study – Lesson 3
    • People look at people
      • Eyes are drawn to human faces
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 49. Eyetracking landing page study – Lesson 4
    • Keep hero shot on the left side
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 50. Eyetracking landing page study – Lesson 5
    • People read captions — but not all of the regular copy
      • Duplicate your conversion offer
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 51. Eyetracking landing page study – Lesson 6
    • Navigation bars waste valuable visitor attention
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 52. 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.
    06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 53. Conversion rates – Landing page tweaks 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 54. MarketingSherpa's Search Marketing Benchmark Guide 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 55. MarketingSherpa's Landing Page Handbook 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 56. Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition by Steve Krug 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 57. E-Commerce User Experience High-Level Strategy by NN/g 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 58. Net Words: Creating High-Impact Online Copy by Nick Usborne 06/06/09 A User Centric Approach to SEO & Landing Page Optimization - Marc Uhlig
  • 59. Thank you very much Marc Uhlig [email_address] Twitter.com/marcuhlig