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Advanced Landing Page Optimization - PubCon Las Vegas

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Joanna Lord
Joanna Lord

In this presentation I cover the new LPO. What needs to be on your pages? What should you be testing? How do you capture this new social audience? Tips, tools, philosophical changes.

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Landing Page Optimization Joanna Lord, Director of Customer Acquisition, SEOmoz November, 2011 - PubCon Las Vegas
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Lets cover the basics for a hot minute.
The Basics: Specific To the query, keyword lineage, easy navigation, right fit Clean & Concise Bullets, small paragraphs, drop unneeded fields Call to Action Big, clear, visually appealing, buzz word usage Branded, Certified, Trusted Positive words, official site, certified seal, personable http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
That’s it
basics over. Lets get on with it. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Advanced Landing Page Optimization
a.k.a. “That stuff your boss likely doesn’t know much about, that stuff you see everywhere that makes you feel happy on sites you love, and that stuff you’ll spend your career fighting to get live on your site.”
What the hell does advanced landing page optimization include? The 2 Sides of Advanced In-House Tactics On-Site Tactics Integration Secondary conversions Automation Brand strengthening Champion results Testing http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
In-House Tactics Integration Automation Champion Results Brown bags/education Landing page templates Data collection Checklists Auto-expire pages Spotlight efforts Integrate your CMS Preview/Q&A Circulate & educate System http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
One down. One to go
 On-Site Tactic Time Warning: This is where it gets a little crazy http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
On-Site Tactics
a little more (okay lot more) complicated
 Primary Conversion Addressing Customer Concerns Secondary Conversions Multi-Media Attention Grabber Announcement Get Feedback Dual Navigation Options Sharing Options Education Strengthen the Brand http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
On-Site Tactics Secondary Conversions Email Addresses RSS/Social Subscribers Social Counts Become Member Downloads/Views Engagement Feedback Loyalty Programs Virtual High Five http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
On-Site Tactics http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
On-Site Tactics http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
On-Site Tactics Brand Strengthening Mission Statements Testimonials Awards Customer Counts Logos Consistency Badges Press Mentions Positivity http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
On-Site Tactics http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
On-Site Tactics http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
On-Site Tactics Testing All Truths. Layout Sentiment Features Design Navigation Elements http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
On-Site Tactics http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
OMG take a deep breath. but wait
that sounds like a lot of work.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
tools that can help. Creation Usability Testing http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
resources to explore. Wider Funnel Blog Tim Ash’s Books Unbounce SlideShare Unbounce Blog Ed 1 & 2 Marketo E-book http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
If that doesn’t work listen to these crazy cats coming your way. Yo Tim! Can you believe she didn’t make fun of us? Dude right?! Maybe third year is a charm? http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Q+A Joanna Lord, Director of Customer Acquisition, SEOmoz You can now try SEOmoz PRO Free! ‱ Twitter: @joannalord http://www.seomoz.org/freetrial ‱ Email: joanna@seomoz.org

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