In this presentation I cover the new LPO. What needs to be on your pages? What should you be testing? How do you capture this new social audience? Tips, tools, philosophical changes.

1. Landing Page Optimization
Joanna Lord, Director of Customer Acquisition, SEOmoz
November, 2011 - PubCon Las Vegas

2. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

3. Lets cover the basics for a hot minute.

4. The Basics:
Specific
To the query, keyword lineage, easy navigation, right fit
Clean & Concise
Bullets, small paragraphs, drop unneeded fields
Call to Action
Big, clear, visually appealing, buzz word usage
Branded, Certified, Trusted
Positive words, official site, certified seal, personable
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

5. That’s it…basics over.
Lets get on with it.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

6. Advanced Landing Page Optimization

7. a.k.a.
“That stuff your boss likely doesn’t know
much about, that stuff you see everywhere
that makes you feel happy on sites you love,
and that stuff you’ll spend your career
fighting to get live on your site.”

8. What the hell does advanced landing page optimization include?
The 2 Sides of Advanced
In-House Tactics On-Site Tactics
Integration Secondary conversions
Automation Brand strengthening
Champion results Testing
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

9. In-House Tactics
Integration Automation Champion Results
Brown bags/education Landing page templates Data collection
Checklists Auto-expire pages Spotlight efforts
Integrate your CMS Preview/Q&A Circulate & educate
System
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

10. One down. One to go… On-Site Tactic Time
Warning:
This is where it gets a little crazy
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

11. On-Site Tactics…a little more (okay lot more) complicated…
Primary
Conversion
Addressing
Customer Concerns
Secondary
Conversions
Multi-Media
Attention Grabber
Announcement
Get Feedback
Dual
Navigation
Options
Sharing Options
Education Strengthen the
Brand
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

12. On-Site Tactics
Secondary Conversions
Email Addresses RSS/Social Subscribers Social Counts
Become Member Downloads/Views Engagement
Feedback Loyalty Programs Virtual High Five
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

13. On-Site Tactics
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

14. On-Site Tactics
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

15. On-Site Tactics
Brand Strengthening
Mission Statements Testimonials Awards
Customer Counts Logos Consistency
Badges Press Mentions Positivity
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

16. On-Site Tactics
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

17. On-Site Tactics
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

18. On-Site Tactics
Testing All Truths.
Layout Sentiment Features
Design Navigation Elements
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

19. On-Site Tactics
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

20. OMG take a deep breath.
but wait…that sounds like a lot of work.

21. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

22. tools that can help.
Creation Usability Testing
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

23. resources to explore.
Wider Funnel Blog Tim Ash’s Books Unbounce SlideShare
Unbounce Blog Ed 1 & 2 Marketo E-book
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

24. If that doesn’t work listen to these crazy cats coming your way.
Yo Tim! Can you
believe she didn’t
make fun of us?
Dude right?!
Maybe third
year is a charm?
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

25. Q+A
Joanna Lord, Director of Customer Acquisition,
SEOmoz
You can now try SEOmoz PRO Free!
• Twitter: @joannalord http://www.seomoz.org/freetrial
• Email: joanna@seomoz.org