Learn how to create landing pages that rank like an optimized page and converts like a PPC page... all at the same time.

1. @StoneyD
THAT TRANSCEND SEO AND PPC
HOW TO BUILD
LANDING PAGES

2. @StoneyD
This is me
Stoney deGeyter
20-year Digital Marketing
Consultant
• @StoneyD
linkedin.com/in/stoneygd
Web Presence
Optimization

3. @StoneyD
ppc
landing pages
seo
landing pages
ALL-POWERFUL
LANDING PAGES

4. @StoneyD
What makes a good PPC landing page?
Strong Headline
Topically Focused
Content
Benefit-Oriented
Content
Scannable
Content
Visual Clarity Call-to-Action
Testing Page speed
Keyword
Relevance
Privacy and Data
Policies

5. @StoneyD
What makes a good SEO landing page?
Keyword
Focused Title
Proper Content
Hierarchy
Well-Written
Description
Inbound Links
Powerful
Headline
Socialization
Options
Testing Page Speed
Optimized
Content
Navigation
Heirarchy

6. @StoneyD
Converts for
PPC
Ranks for
SEO
What makes an ALL-POWERFUL landing page?

7. @StoneyD
<TITLE>
<meta name=“DESCRIPTION”>
HEADLINE
HERO IMAGE
CONTENTCALLTO
ACTION
TESTING
VISUALCLARITY
INBOUND LINKS
S O C I A L
ALL-POWERFUL
LANDING PAGE

8. @StoneyD
<TITLE>
<meta name=“DESCRIPTION”>
HEADLINE
HERO IMAGE
CONTENTCALLTO
ACTION
TESTING
VISUALCLARITY
INBOUND LINKS
S O C I A L
ALL-POWERFUL
LANDING PAGE

9. @StoneyD
HEADLINE
HERO IMAGE
CONTENT
S O C I A L
CALLTO
ACTION
TESTING
VISUALCLARITY
INBOUND LINKS
<TITLE>
<meta name=“DESCRIPTION”>
The 8-10 most
words on the page.
Title Tag

10. @StoneyD
Eye-catching
Grabs attention
Offers solutions
Uses keywords
Compels action

11. @StoneyD
Read: The Complete Guide to Mastering Your Title Tags
polepositionmarketing.com/emp/complete-guide-title-tags
Read Your Competitor’s Titles
• Why are they ranking?
• What compels YOU to click?

12. @StoneyD
HEADLINE
HERO IMAGE
CONTENT
S O C I A L
CALLTO
ACTION
TESTING
VISUALCLARITY
INBOUND LINKS
<TITLE>
<meta name=“DESCRIPTION”>
A key factor in
getting the click
Meta Description Tag

13. @StoneyD
Supports the title
Deeper context of
the title
Use keywords early
Add long-tail
keywords

14. @StoneyD
Read: The Complete Guide to Mastering Your Meta Tags
polepositionmarketing.com/emp/complete-guide-meta-tags
Give a taste, not the answer
• Leave the reader wanting more
• Present a blatant CTA

15. @StoneyD
HERO IMAGE
CONTENT
S O C I A L
CALLTO
ACTION
TESTING
VISUALCLARITY
INBOUND LINKS
<TITLE>
<meta name=“DESCRIPTION”>
HEADLINE
Follow the scent
from the page or
ad title
Headline

16. @StoneyD
Use heading (H1) and sub-heading (H2) if necessary
Showcase the main benefit

17. @StoneyD
Lead the reader
Read: The Complete Guide to Mastering Your Heading Tags
polepositionmarketing.com/emp/complete-guide-heading-tags
• No closed statements
• Keep them reading

18. @StoneyD
HEADLINE
HERO IMAGE
CONTENT
S O C I A L
CALLTO
ACTION
TESTING
VISUALCLARITY
INBOUND LINKS
<TITLE>
<meta name=“DESCRIPTION”>
Establishes
emotional
connection
Hero Image

19. @StoneyD
18
Supports the
heading
Draws focus
to the
content

20. @StoneyD
HEADLINE
HERO IMAGE
CONTENT
S O C I A L
CALLTO
ACTION
TESTING
VISUALCLARITY
INBOUND LINKS
<TITLE>
<meta name=“DESCRIPTION”>
Concentrate on
what the reader
values
Content

21. @StoneyD
Focus on reader goals
How their
lives will
be
bettered?
How will
their goals
be
achieved?
What’s in it
for them?

22. @StoneyD
Content conversion tips:
• Long enough to satisfy the query
• Short enough to stay on point.
• Long-tail and related phrases
• Properly coded

23. @StoneyD
HEADLINE
HERO IMAGE
CONTENT
S O C I A L
CALLTO
ACTION
TESTING
VISUALCLARITY
INBOUND LINKS
<TITLE>
<meta name=“DESCRIPTION”>
Keep it clean
Visual Clarity

24. @StoneyD
Easy to comprehend
Scannable
Variable formats
(bullets, headings, images, etc.)

25. @StoneyD
HEADLINE
HERO IMAGE
CONTENT
S O C I A L
CALLTO
ACTION
TESTING
VISUALCLARITY
INBOUND LINKS
<TITLE>
<meta name=“DESCRIPTION”>
Easy to share
Social Media

26. @StoneyD
Proper Socialization Options.
Only the share options that make
sense.
If they share before they buy…
They will buy.

27. @StoneyD
HEADLINE
HERO IMAGE
CONTENT
S O C I A L
CALLTO
ACTION
TESTING
VISUALCLARITY
INBOUND LINKS
<TITLE>
<meta name=“DESCRIPTION”>
Compel an action
Call to Action

28. @StoneyD
Tell the reader what to do
Provide a PRIMARY and SECONDARY action

29. @StoneyD
HEADLINE
HERO IMAGE
CONTENT
S O C I A L
CALLTO
ACTION
TESTING
VISUALCLARITY
INBOUND LINKS
<TITLE>
<meta name=“DESCRIPTION”>
Test everything
Testing

30. @StoneyD
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HIRE ME TODAY
stoneygd@gmail.com
330-409-3424