advanced landing page optimization - pubcon las vegas
TRANSCRIPT
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Landing Page Optimization
Joanna Lord, Director of Customer Acquisition, SEOmozNovember, 2011 - PubCon Las Vegas
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
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Lets cover the basics for a hot minute.
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
The Basics:
Specific To the query, keyword lineage, easy navigation, right fit
Clean & ConciseBullets, small paragraphs, drop unneeded fields
Call to ActionBig, clear, visually appealing, buzz word usage
Branded, Certified, Trusted Positive words, official site, certified seal, personable
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
That’s it…basics over.
Lets get on with it.
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Advanced Landing Page Optimization
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“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.”
a.k.a.
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
What the hell does advanced landing page optimization include?
The 2 Sides of Advanced
On-Site Tactics
Secondary conversionsBrand strengthening
Testing
In-House Tactics
IntegrationAutomation
Champion results
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Brown bags/education
Checklists
Integrate your CMS
Landing page templates
Auto-expire pages
Preview/Q&ASystem
Data collection
Spotlight efforts
Circulate & educate
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
In-House Tactics
Integration Automation Champion Results
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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
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
AddressingCustomer Concerns
PrimaryConversion
DualNavigation
Options
Multi-MediaAttention Grabber
SecondaryConversions
Get Feedback
Sharing Options
Education
Announcement
Strengthen the Brand
On-Site Tactics…a little more (okay lot more) complicated…
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
On-Site Tactics
Secondary Conversions
Email Addresses RSS/Social Subscribers Social Counts
Downloads/Views Engagement
Feedback Loyalty Programs
Become Member
Virtual High Five
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
On-Site Tactics
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
On-Site Tactics
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Brand Strengthening
On-Site Tactics
Mission Statements Testimonials Awards
Press MentionsBadges
Logos Consistency
Positivity
Customer Counts
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
On-Site Tactics
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
On-Site Tactics
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Testing All Truths.
On-Site Tactics
Layout Sentiment Features
Navigation ElementsDesign
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
On-Site Tactics
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OMG take a deep breath.but wait…that sounds like a lot of work.
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
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tools that can help.
Creation Usability Testing
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
resources to explore.
Wider Funnel BlogUnbounce Blog
Tim Ash’s BooksEd 1 & 2
Unbounce SlideShareMarketo E-book
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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?
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Q+AJoanna Lord, Director of Customer Acquisition,
SEOmoz
• Twitter: @joannalord
• Email: [email protected]
You can now try SEOmoz PRO Free!http://www.seomoz.org/freetrial