The document summarizes James Svoboda's presentation on the past, present, and future of search engine optimization (SEO) landing pages. It discusses how landing pages have evolved from simple HTML pages to utilizing tools to analyze user behavior and conversion points. It also outlines strategies for the future, like testing different page URLs and creating single pages that are optimized for all traffic sources and device types. The presentation emphasizes analyzing data to improve conversions across all stages of the user journey.

1. 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

2. 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

3. Hand-Coded HTML Sitemap: Part I
James Svoboda The Past, Present & Future of SEO Landing Pages
July 2012 Download: www.webranking.com/presentation

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

5. 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

6. Lesson #2: Analyze Data & Use Tools
James Svoboda The Past, Present & Future of SEO Landing Pages
July 2012 Download: www.webranking.com/presentation

7. Lesson #3: Seek Information
James Svoboda The Past, Present & Future of SEO Landing Pages
July 2012 Download: www.webranking.com/presentation

8. PRESENT:
MULTIPLE PAGES.
MULTIPLE PATHS.
SAME GOALS.
James Svoboda The Past, Present & Future of SEO Landing Pages
July 2012 Download: www.webranking.com/presentation

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

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

11. Do You See What They See?
James Svoboda The Past, Present & Future of SEO Landing Pages
July 2012 Download: www.webranking.com/presentation

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

13. Place CTAs Adjacent To Content
James Svoboda The Past, Present & Future of SEO Landing Pages
July 2012 Download: www.webranking.com/presentation

14. Footers: Not Just For The Fine Print
James Svoboda The Past, Present & Future of SEO Landing Pages
July 2012 Download: www.webranking.com/presentation

15. Once Engaged, Call Them To Action
James Svoboda The Past, Present & Future of SEO Landing Pages
July 2012 Download: www.webranking.com/presentation

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

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

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

19. Track Where They Came From…
James Svoboda The Past, Present & Future of SEO Landing Pages
July 2012 Download: www.webranking.com/presentation

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

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

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

23. And Even If They Called. 
James Svoboda The Past, Present & Future of SEO Landing Pages
July 2012 Download: www.webranking.com/presentation

24. 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

25. FUTURE:
ONE PAGE.
MANY SOURCES.
MANY TESTS.
James Svoboda The Past, Present & Future of SEO Landing Pages
July 2012 Download: www.webranking.com/presentation

26. 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

27. 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

28. UNBOUNCE = ABOVE THE FOLD AWESOME
James Svoboda The Past, Present & Future of SEO Landing Pages
July 2012 Download: www.webranking.com/presentation

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

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

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

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

33. 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

34. 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