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

http://www.mnsearch.org/

http://www.webranking.com/

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: [email protected]: www.webranking.com/blog

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

http://www.webranking.com/presentation




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

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