The Past, Present and Future of SEO Landing Pages

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MnSearch, The Minnesota Search Engine Marketing Association

James Svoboda's presentation from MnSearch.org's "Landing Page and Conversion Rate Optimization" Search Snippets event held on July 26th, 2012 in Minneapolis, Minnesota.

Technologie Design

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 PAGE
I 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

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

HTML Sitemap: The Full Picture

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

Lesson #1: Every Page Is a Landing Page

Every Page will have an:

Entry
•Search
•Social
•Referral
•Direct
and…

Exit
•Next Page
•Conversion
•Bounce

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

Lesson #2: Analyze Data & Use Tools

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

Lesson #3: Seek Information

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

PRESENT:

MULTIPLE PAGES.
MULTIPLE PATHS.
SAME GOALS.

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

Identify Main Conversion Points

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

Find The Fold

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

Do You See What They See?

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

Use CTAs Above The Fold

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

Place CTAs Adjacent To Content

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

Footers: Not Just For The Fine Print

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

Once Engaged, Call Them To Action

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

Build Trust

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

Localize

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

Socialize

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

Track Where They Came From…

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

Where They Went…

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

If They Wrote…

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

Or Followed…

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

And Even If They Called. 

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

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/

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

FUTURE:

ONE PAGE.
MANY SOURCES.
MANY TESTS.

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

WHICH PAGE URL?
domain.com/page.html
domain.com/page-split-test.html
domain.com/page-split-test-version-2.html
domain.com/page.html?gclid=CeEs24fsc7weDS
domain.com/page.html?utm_source=Google&utm_term=Keyword
domain.com/page.html?Sitelink=Link
domain.com/page.html?Action=Call-Tracking
domain.com/page.html#Action=Content-Load
domain.com/page.html?utm_source=Facebook
domain.com/page.html#utm_source=Facebook

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

FUTURE PROOF URLs
domain.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.

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

UNBOUNCE = ABOVE THE FOLD AWESOME

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

STILL GOOD DOWN BELOW

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

INTELLIGENT EXIT POINTS

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

THE BIG CRO PICTURE

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

INTELLIGENT EXPERIENCE

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

REMEMBER: ONE PAGE TO RULE THEM ALL

Photo credit: Mike Curtis

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

THANK YOU!

James Svoboda
VP, MnSearch / CEO, WebRanking
t: @realicity
e: james.s@webranking.com
b: www.webranking.com/blog

Download: www.webranking.com/presentation

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

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