The document discusses the evolving landscape of online privacy and the impact of search engine core updates on landing page performance. It highlights increasing search volumes for privacy-related keywords and emphasizes that landing pages must provide valuable content within the broader context of their websites. The content also suggests prioritizing user experience and empathy in SEO strategies to enhance brand perception and search rankings.

2. Hi… I’m Mordy
Mordy Oberstein
Semrush, Head of Communications
@mordyoberstein

3. It’s A New
Ballgame…

4. People
Have
Changed

5. Far More
Tech Savvy

6. 6
Search Volume for Online Privacy Keywords
+402%
Keyword
Data Privacy
+1200%
Keyword
Online Privacy
& Security
+767%
Keyword
Why Is Data Privacy
Important

7. Even Grandma
Has Changed

8. 8
Search Volume for Online
Privacy Keywords
Keyword
This Site Is Not Secure
Internet Explorer
+189%

9. 9
Data Privacy Related Keywords
Since 2017
+83%
US
+104%
Worldwide

10. You can create
a slide with
an image only,
or provide the
image with the
emotional
statement
And ‘the Goog’
Has Changed

11. Breaking News:
Landing Pages Are a Part of the Larger Site!
11
The Core Updates
And the Era
of Site Quality

12. 12
I’m Not Making This Up!
There’s some signals that we
can’t reliably collect on a per
page basis where we do need
to have a bit of a better
understanding of the overall
site. And quality kinds of falls
into that category.
John Mueller

13. The Patents Confirm
13

14. Breaking News:
Landing Pages Are a Part of the Larger Site!
14

15. Breaking News:
Landing Pages Are a Part of the Larger Site!
15

16. Breaking News:
Landing Pages Are a Part of the Larger Site!
16

17. It’s NO Joke
17

18. 18
It’s NO Joke!

19. 19
A Bit Better

20. 20
One More For the Road

21. 21
Just For Effect

22. You can create
a slide with
an image only,
or provide the
image with the
emotional
statement
Same story…
...every core
update

23. The Point:
● Landing Pages exist within
the context of your site
● Landing Pages need to have
real information

24. A Landing Page
Data Journey

25. “You know, a lotta ins,
a lotta outs, a lotta
what-have-yous…”

26. Landing Page Average Rank
2017 2021
26
30
35
10K URLs 10K URLs

27. # of Ranking Keywords Per URL
2017 2021
27
33
42

28. 28
Deeper Look
1
1,150 Landing
Pages URLs
2
Comparing Rank
Performance
in 2017 to Current
3
Top 100 Positions

29. Keywords Ranking 100 or Better
2017 2021
29
35
39
Average Rank (Landing Pages)

30. Hooray!
Landing Pages
Now Rank
Better!

31. Not So Fast!

32. Keywords Ranking 50 or Better
2017 2021
32
32
30
Average Rank (Landing Pages)

33. Keywords Ranking 20 or Better
2017 2021
33
23
10
Average Rank (Landing Pages)

34. Landing Page URLs
Rank 2017 2021 +/-
Top 100 39 35 +5
Top 50 30 32 -2
Top 20 10 23 -13
34
Average Rank (Landing Pages)

35. You can create
a slide with
an image only,
or provide the
image with the
emotional
statement
The Core Updates
And th Era
of Site Quality

36. Home Page URLs
Rank 2017 2021 +/-
Top 100 46 52 -6
Top 50 44 51 -7
Top 20 43 49 -6
36
Average Rank (Home Page)

38. Home Page Average Rank
2017 2021
Landing Page Average Rank
2017 2021
38
47
33 44
10
Improved Landing Page URLs
(Top 20 or Better)

39. Home Page URLs
Rank 2017 2021 +/-
Top 100 46 52 -6
Top 50 44 51 -7
Top 20 43 49 -6
Improved LP URLs 44 47 -3
39
Average Rank (Home Page)

40. Lesson #1:
Landing
Pages Don’t
Exist In A Vacuum

41. 41
One More Stat on Improved URLs
# of Ranking Keywords Per URL
2017 2021
12
51

42. Top Ranking Keyword (Landing Page) *
Site 2017 2021
The Pond Outlet Pond tools Garden pond tools
My School my school management
school management
Software price list
Auto Glass Only online glass quote auto glass only coupon
Freight Center Computer freight Get freight shipping quote
Redmire Stables temporary stables for sale
used internal stable
partitions for sale
No Shave No shave nov
how to participate in
no shave november
42
Better Rankings for More Specific Keywords

43. Lesson #2:
Better Rankings
for More Specific Keywords
● More specific user intent
● Google is better at content relevance

44. The Right Landing
Page Mindset

45. Brands, SEO, &
Conversions:
Worlds
Colliding

46. Brand & Site
Perception...
Is A Part
of SEO

47. You can create
a slide with
an image only,
or provide the
image with the
emotional
statement
The Core Updates
And th Era
of Site Quality

48. 48
It’s NOT Nuts

49. 49
What Would You Do?

50. 50

51. 51

52. 52
Would you
trust this article?
Would you buy
these products?

53. 53
We Already Know What Google Thinks

54. 54
Are You Landing Pages
Really Concerned
About Users?
● Start with empathy
● Start with understanding how
your site & content is perceived
● It’s all about empathy & identity

55. 55
Your Content
IS Your Brand.
Your Landing
Pages Included.

56. 56
Your Content
IS Your Brand.
And Perception Is
the Litmus Test.

57. 57
The Future of
Optimization
Is “Experience
& Usability”

58. 58
Seriously, It’s Not Nuts

59. 59
Seriously, It’s Not Nuts
And I think that evolution will continue and there will be more and more
tools available and you’ll be able to do more and more things in a way
that kind of works fairly well for search engines and it’s not that the
SEO work will go away but rather it will evolve.
So maybe instead of like hand tweaking H2 tags and H1 tags you’ll
delegate that to a CMS that makes sure that the most important
content is already included as a heading on the page.
John Mueller
Yes, I quoted him… again.

60. 60
The Differentiating
Factor:
The Presentation of the Page
& It’s Content from A-Z.

61. 61
Practically Speaking...
● Connect your landing pages to your site as
much as possible
● Don’t forget about the rest of the site
● Helpful content and specific content not just
“sales” content
● Don’t go overboard pushing the conversion
(remember, even grandma has changed)

62. 62
For Full Effect…

63. End.