MnSearch SS#1 Landing Page & CRO: The Past Present and Future of SEO Landing Pages

The Past, Present, and Future of SEO Landing Pages

Presented by: James Svoboda (@Realicity)

Search Snippets #1: Landing Page and Conversion Rate Optimization

July 26, 2012

THE PAST:

THE WORST LANDING PAGEI EVER CREATED

James Svoboda The Past, Present & Future of SEO Landing Pages July 2012 Download: www.webranking.com/presentation

Hand-Coded HTML Sitemap: Part I

HTML Sitemap: The Full Picture

Lesson #1: Every Page Is a Landing Page

Every Page will have an:

Entry• Search• Social• Referral• Direct

and…

Exit• Next Page• Conversion• Bounce

Lesson #2: Analyze Data & Use Tools

Lesson #3: Seek Information

PRESENT:

MULTIPLE PAGES.MULTIPLE PATHS.

SAME GOALS.

Identify Main Conversion Points

Find The Fold

Do You See What They See?

Use CTAs Above The Fold

Place CTAs Adjacent To Content

Footers: Not Just For The Fine Print

Once Engaged, Call Them To Action

Build Trust

Localize

Socialize

Track Where They Came From…

Where They Went…

If They Wrote…

Or Followed…

And Even If They Called.

TEST & ANALYZE: SPOT PATTERNS

Test & Analyze SEO Results by Segmenting Analytics Data:

- Organic Traffic- Keywords- Locations- Devices- Bounces- Per Page: home, blog…- Steps In Visitor Flow- Conversion Type - Lead or Sale - Download - Site Engagement - Social

- Your Unique KPIs

- Compare With Other Traffic Sources!

Photo courtesy of Tom Magliery: http://www.flickr.com/photos/mag3737/

FUTURE:

ONE PAGE.MANY SOURCES.

MANY TESTS.

WHICH PAGE URL?

domain.com/page.htmldomain.com/page-split-test.htmldomain.com/page-split-test-version-2.htmldomain.com/page.html?gclid=CeEs24fsc7weDSdomain.com/page.html?utm_source=Google&utm_term=Keyworddomain.com/page.html?Sitelink=Linkdomain.com/page.html?Action=Call-Trackingdomain.com/page.html#Action=Content-Loaddomain.com/page.html?utm_source=Facebookdomain.com/page.html#utm_source=Facebook

FUTURE PROOF URLsdomain.com/page

Portable - move to almost any server, CMS, or coding language.

Historical - accumulate web data with “Living URLs”.

Permanent - reduce 301 headaches.

Multivariate Testing - no split-tested URLs floating around.

Search Engine Friendly - less spider confusion, more focused juice.

Canonicalize - back up URLs with canonical tags.

Socialized - easier to code for saving and sharing.

Integrated - marketing efforts go farther with multi-purpose pages.

Goals & Conversions - goals are shared, channels are unique.

Paths - track path performance from fewer points.

Tailor Content (slightly) - identify & highlight content intelligently.

Responsive – fewer device issues with flexible content.

UNBOUNCE = ABOVE THE FOLD AWESOME

STILL GOOD DOWN BELOW

INTELLIGENT EXIT POINTS

THE BIG CRO PICTURE

INTELLIGENT EXPERIENCE

REMEMBER: ONE PAGE TO RULE THEM ALL

Photo credit: Mike Curtis

THANK YOU!

Download: www.webranking.com/presentation

James SvobodaVP, MnSearch / CEO, WebRanking

t: @realicitye: james.s@webranking.comb: www.webranking.com/blog

Visit the Minnesota Search Engine Marketing Association at www.mnsearch.org

MnSearch SS#1 Landing Page & CRO: The Past Present and Future of SEO Landing Pages

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Transcript of MnSearch SS#1 Landing Page & CRO: The Past Present and Future of SEO Landing Pages

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