Turn Domain Bias In Search Results To Your Advantage

thinking_thought-bubble_man_doubt_veer_3077149_M There's been valid debate over how influential keyword and exact match domains are in search engine optimization. Whether or not the latest Google or Bing algorithm takes the words in your domain name into consideration, the reality is that searchers -- those consumers actually choosing to click your link -- most likely do. The phenomenon has been dubbed "domain bias," defined as a user's propensity to believe that a page is more relevant just because it comes from a particular domain. While search engines generally reward good content with good rankings, there are certain qualities that ma [...]


Why My Optimized Landing Pages Trump Your SEO Or PPC Landing Pages Every Time!

shutterstock_122664076 [caption id="attachment_168573" align="alignright" width="240"] Image via Shutterstock[/caption] Landing page optimization is big business for successful PPC campaigns. Google's weighting of where a paid ad will show and how much each click costs is factored, in part, on the quality of the landing page the ad leads to. But, on the SEO side of things, you don't hear a lot about "landing pages." That's all stuff for ads, right? PPC has "landing pages," SEO has "optimized pages," and they tend to be worlds apart. But that's the problem. We shouldn't think of landing pages and optimized p [...]


Long Tail Content For SEO — 2013 & Beyond

Buy or Leave Web Site There was the old way of doing SEO for the long tail. It worked for a long time, and lots of people made lots of money doing it. But those days are gone. What was the old way, you ask? In a nutshell: Research a long list of long-tail keywords Create a page for each long-tail term Give each page a title tag with the key phrase at the very start of the title tag Implement a header tag with the same key phrase at the start of it Write some simple blather type text that repeats the key phrase once or twice and arguably adds some additional value Focus the page on conversion Oft [...]


5 More Landing Pages Tests To Improve Performance

BLR Now that you've had a chance to implement 7 Landing Page Tests You Can Run Tomorrow, I have a few more weapons you can add to your SEM testing arsenal to improve landing page performance. 1. Don't Provide Too Many Options In the last 10 years, I've only seen a home page convert better than a specific landing page once. As a general rule of thumb, with PPC advertising, the best conversions come from driving people to very specific pages with limited options. The screenshot below is an example of a page that would lead to poor conversions. This page goes on and on with t-shirt options (for [...]


How To Increase Lead Conversions With Visitor Engagement

When the iPhone was first released, everyone marveled over its amazing simplicity and user experience. The world fell in love, and the mobile industry was changed overnight. Other phones, if they weren't smartphones, were suddenly viewed as cheap and not very useful. We have all experienced this same truth at the websites we visit. We inherently equate a great design with an upstanding company and a bad design with a company not quite as reputable or as good. [caption id="attachment_158424" align="aligncenter" width="600"] Image via Shutterstock[/caption] Because of this reality, buil [...]


Five Ways To Flip Your Copywriting For Higher Conversion Rates

When faced with creating a conversion-focused SEO landing page, what should our copy focus on? There are so many things we can do -- so many directions we can go -- that it becomes hard to know what to choose. Do I go with statistics or stories? Facts or feelings? Data or discounts? If one of these is good, isn’t a mix of all of them better? Blending Content Types Doesn't Work We know we're blending when we start adding adjectives to our sentences. "Our solution is the most cost-effective, easy-to-use, colorful, highest-intensity, waterproof, process-oriented available on the mark [...]


7 Landing Page Tests You Can Run Tomorrow!

For many years, I've been participating in sessions/panels in which I critique PPC landing pages volunteered by audience members. As crowds go wild for this type of session, I've decided to use this space to focus on effective landing page elements and provide several examples thereof. #1 Use Credibility Indicators Include credibility indicators on your landing page such as testimonials, reviews, awards, social media information (Facebook likes, number of tweets, etc.), and seller ratings (on Google, this info is pulled from Bizrate and other rating sites). Here are some specific ideas [...]


Paid Search Drives $6 In Local Sales For Every $1 In Online Sales — Study

Screen shot 2011-12-10 at 6.50.09 AM Annual US retail spending is roughly $4 trillion according to the US Commerce Department. And while e-commerce is growing very rapidly, it remains less than 5 percent of total retail sales. Historically, most search marketers have focused almost exclusively on e-commerce sales. But a new study finds that the real impact of paid search is offline. Six-to-One Impact in Offline Stores Based on two years of research conducted by retail marketing firm RevTrax, the study discovered that "for every $1 of e-commerce revenue generated from paid search, marketers can expect to see approximately anothe [...]


How To Build Multi-Purpose Landing Pages For Small Budget Advertising

For a long time, I thought utilizing a strong Landing Page Optimization program was only available to large companies with large budgets. The software to create landing pages on the fly by keyword is pricey, and the learning curve is significant. If you have the time, budget and manpower to utilize a design team and software that builds a landing page for every paid, organic, social and email marketing keyword or blast you send -- Awesome! The reality is, most of us do have time and budget limitations. Getting permission to spend thousands on software isn't likely, but that doesn't mean [...]


Adchemy Promises Better Search ROI Through Intent-Based Ad Copy And Landing Pages

Billing itself as one of the "best kept secrets in Silicon Valley," Adchemy is a technology provider that promises to help search marketers "dynamically" create more relevant ad copy and landing pages at scale. The company recently released its WordMap application, which is intended for very large campaigns with millions of keywords but where the ad copy and landing pages are more general and thus unable to reflect the variety and nuance of the more specific associated keywords. Adchemy says that it can "dynamically generate tens of thousands of paid-search ads directly related to intent [...]


Call Analytics Bring Sophisticated New Data, Insights to Search Marketing

Many search marketers have experimented with call tracking and measurement as a way to capture online-to-offline consumer activity and determine which ads and campaigns are generating calls. But there has also been debate about whether unique phone numbers required by call tracking harms SEO especially for local advertisers. Some new developments in the field make a compelling argument for call tracking and analytics, at the very least among enterprises or large advertisers trying to generate calls to call centers. Search marketing platform Kenshoo earlier this summer introduced what it cal [...]


Conversion Science As A Creative Mission

Welcome to Search Engine Land's newest column, Conversion Science. Here we'll focus on the Three M's—methods, math and marketing, all beautifully intertwined—for maximizing the quantity and quality of your conversions through search and search-related media. To kick things off though, I'm going to debunk a common misunderstanding about doing things "scientifically" and reveal why marketers have a far greater advantage in this arena than you might realize at first. The scientific method Back in high school, you probably learned about the "scientific method." It's the system [...]


Feng-Gui’s Predictive Heatmaps Let Graphic Designers See Things Through Others’ Eyes

Heatmapping tool Feng-GUI helps graphic design and conversion optimization professionals gain that much-needed distance from their work. The tool lets you upload an image and the software returns an attention heatmap overlaid on the image—even without any people having seen the image! This is called predictive heatmapping. So how does it work and what good is it to you? The answers to that plus some real case studies, after the jump. What is an attention heatmap? An attention heatmap is a combination of two elements: eye-gazing, and predicted attention. Eye-gazing simulates [...]


Landing Page Testing: Choosing Between A/B Or Multivariate Approaches

There are quite a few testing techniques available in the market. In this post I will dwelve into the two commonest testing methods: A/B tests and Multivariate tests. What is the difference between them? How can you choose which one best fits your needs?


A Primer On Website Testing

Search marketers can learn a lot from scientists. Scientists spend their life testing things, one after the other, incessantly trying to discover new interactions between atoms, molecules, viruses, bacteria, etc. One of the greatest scientists of all time, Albert Einstein, said, "A theory is something nobody believes, except the person who made it. An experiment is something everybody believes, except the person who made it." Want everyone to believe in your website? "Experiment" with it—in other words, test it and tune it for optimal performance. Websites are laboratories, not sculpt [...]


How To Construct Rational Landing Page Tests

All landing page tests are not created equal. What you test on your pages—and what you learn from those tests—can better inform tactics and strategies throughout your entire marketing program. Here are four kinds of landing page tests that can help you learn about your market. Beware butterflies and magic bullets How much can you learn from landing pages? Some landing page optimization experts will warn you about reading too much into the results of a particular landing page test. There are often multiple factors at play in a given experiment, and it can be difficult to pr [...]


8 Dimensions Of Excellent Landing Pages

Are your landing pages feeling tired? Is your conversion rate stagnant? Not quite sure what to try next? To re-energize your post-click marketing, it can help to step back and evaluate your approach from several different perspectives. Here's a quick exercise, the Landing Page Wonder Wheel—as in, "I wonder how to improve my landing pages?"—that can give you fresh inspiration. The Landing Page Wonder Wheel consists of eight dimensions on which you rate your current landing page creative and management capabilities, on a scale of 1 to 10. A 1 means you're not doing very well there, [...]


Post-Click Marketing For Search Marketers

Over the past year, the term "post-click marketing" has come up more frequently in search marketing discussions, especially in the context of improving conversion rates and overall search ROI. At SMX West earlier this month, Gordon Hotchkiss of Enquiro unequivocally declared that post-click marketing moves the needle for their clients more than any other aspect of search marketing. So what exactly is post-click marketing and how can you leverage it in your search marketing program? Here's a brief introduction. Post-click marketing > landing pages The simplest definition of post-cli [...]


Segmenting Search Respondents With 2-Step Landing Pages

My earlier article, A Completely Different Kind of Landing Page Optimization, discussed the rationale for delivering segment-specific landing pages to different niche audiences in your search marketing. Instead of having a one-size-fits-all landing page that you try to continually optimize ad nauseum with different variations of content (headline, body copy, image), segment optimization focuses on building separate pages for each distinct group in your audience. Having segment-specific landing pages is straightforward when you can identify segment-specific keywords. But what if you can't un [...]


A Completely Different Kind Of Landing Page Optimization

What exactly is landing page optimization? For most search marketers, optimizing landing pages means A/B testing and multivariate testing (MVT). It means using tools such as Google Website Optimizer to experiment with different arrangements of a page - or different variations in the content of a page - to maximize its conversion rate. We may ask questions about many different elements of a page. Which headline works best? Is the offer button better with "complimentary shipping" or "free shipping"? Does a picture of the product compel more people than an image of a friendly customer service [...]


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