Landing Page Optimization
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A data-backed look at what it takes to optimize landing pages in the era of Google's core updates. How to align your landing pages to the authority your site has built.
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Landing Page Optimization
- 1. Hi… I’m Mordy Mordy Oberstein Semrush, Head of Communications @mordyoberstein
- 5. 5 Search Volume for Online Privacy Keywords +402% Keyword Data Privacy +1200% Keyword Online Privacy & Security +767% Keyword Why Is Data Privacy Important
- 7. 7 Search Volume for Online Privacy Keywords Keyword This Site Is Not Secure Internet Explorer +189%
- 8. 8 Data Privacy Related Keywords Since 2017 +83% US +104% Worldwide
- 9. You can create a slide with an image only, or provide the image with the emotional statement And ‘the Goog’ Has Changed
- 10. Breaking News: Landing Pages Are a Part of the Larger Site! 10 The Core Updates And the Era of Site Quality
- 11. 11 I’m Not Making This Up! There’s some signals that we can’t reliably collect on a per page basis where we do need to have a bit of a better understanding of the overall site. And quality kinds of falls into that category. John Mueller
- 13. Breaking News: Landing Pages Are a Part of the Larger Site! 13
- 14. Breaking News: Landing Pages Are a Part of the Larger Site! 14
- 15. Breaking News: Landing Pages Are a Part of the Larger Site! 15
- 16. It’s NO Joke 16
- 17. 17 It’s NO Joke!
- 18. 18 A Bit Better
- 19. 19 A Bit Better
- 21. You can create a slide with an image only, or provide the image with the emotional statement Same story… ...every core update
- 22. A Landing Page Data Journey
- 23. “You know, a lotta ins, a lotta outs, a lotta what-have-yous…”
- 24. Landing Page Average Rank 2017 2021 24 30 35 10K URLs 10K URLs
- 25. # of Ranking Keywords Per URL 2017 2021 25 33 42
- 26. 26 Deeper Look 1 1,150 Landing Pages URLs 2 Comparing Rank Performance in 2017 to Current 3 Top 100 Positions
- 27. Keywords Ranking 100 or Better 2017 2021 27 35 39 Average Rank (Landing Pages)
- 29. Not So Fast!
- 30. Keywords Ranking 50 or Better 2017 2021 30 32 30 Average Rank (Landing Pages)
- 31. Keywords Ranking 20 or Better 2017 2021 31 23 10 Average Rank (Landing Pages)
- 32. Landing Page URLs Rank 2017 2021 +/- Top 100 39 35 +5 Top 50 30 32 -2 Top 20 10 23 -13 32 Average Rank (Landing Pages)
- 33. You can create a slide with an image only, or provide the image with the emotional statement The Core Updates And th Era of Site Quality
- 34. Home Page URLs Rank 2017 2021 +/- Top 100 46 52 -6 Top 50 44 51 -7 Top 20 43 49 -6 34 Average Rank (Home Page)
- 36. Home Page Average Rank 2017 2021 Landing Page Average Rank 2017 2021 36 47 33 44 10 Improved Landing Page URLs (Top 20 or Better)
- 37. Home Page URLs Rank 2017 2021 +/- Top 100 46 52 -6 Top 50 44 51 -7 Top 20 43 49 -6 Improved LP URLs 44 47 -3 37 Average Rank (Home Page)
- 38. Lesson #1: Landing Pages Don’t Exist In A Vacuum
- 39. 39 One More Stat on Improved URLs # of Ranking Keywords Per URL 2017 2021 12 51
- 40. Top Ranking Keyword (Landing Page) * Domain 2017 2021 The Pond Outlet Pond tools Garden pond tools My School my school management school management Software price list Auto Glass Only online glass quote auto glass only coupon Freight Center Computer freight Get freight shipping quote Redmire Stables temporary stables for sale used internal stable partitions for sale No Shave No shave nov how to participate in no shave november 40 Better Rankings for More Specific Keywords
- 41. Lesson #2: Better Rankings for More Specific Keywords ● More specific user intent ● Google is better at content relevance
- 43. Brand & Site Perception... Is A Part of SEO
- 44. You can create a slide with an image only, or provide the image with the emotional statement The Core Updates And th Era of Site Quality
- 45. 45 It’s NOT Nuts
- 46. 46 What Would You Do?
- 47. 47
- 48. 48
- 49. 49 Would you trust this article? Would you buy these products?
- 50. 50 We Already Know What Google Thinks
- 51. 51 Are You Landing Pages Really Concerned About Users? ● Start with empathy ● Start with understanding how your site & content is perceived ● It’s all about empathy & identity
- 52. 52 Your Content IS Your Brand. Your Landing Pages Included.
- 53. 53 The Future of Optimization Is “Experience & Usability”
- 54. 54 Seriously, It’s Not Nuts
- 55. 55 Seriously, It’s Not Nuts And I think that evolution will continue and there will be more and more tools available and you’ll be able to do more and more things in a way that kind of works fairly well for search engines and it’s not that the SEO work will go away but rather it will evolve. So maybe instead of like hand tweaking H2 tags and H1 tags you’ll delegate that to a CMS that makes sure that the most important content is already included as a heading on the page. John Mueller Yes, I quoted him… again.
- 56. 56 Practically Speaking... ● Connect your landing pages to your site as much as possible ● Helpful content and specific content not just “sales” content ● Don’t forget about the rest of the site ● Don’t go overboard pushing the conversion (remember, even grandma has changed)