Posted on November 5, 2013 in Uncategorized by cmblogger
With so many variables to the website design process, it’s easy to forget the SEO impact of
individual landing pages. However, if you’re interested in maximizing conversion and social
shares along with your organic rankings, it’s important to look at everything through the SEO
lens once in awhile.
Which keywords are linked to which of your landing pages? Are the right landing pages coming
up on the SERPs for the keywords that best match with their content? Example: if you’re
selling lug nuts on your products page, the phrase “lug nuts” on the SERPs should be linked to
that page on your website. Don’t make it difficult for your customers in search of a particular
keyword to have to navigate through your site in order to find it.
Metrics like traffic, bounce rate, average time spent on the page and the % of visitors who
exit should be numbers you’re not only aware of, but that inform what’s working and what’s
not for your website. High bounce rates may signify your content isn’t communicating your
message successfully, or that consumers are looking for something other than what’s on the
landing page to which they’ve been linked. Average times spent on the page should be directly
related to the amount there is “to do” there, too.
Finally, consider your customer. Optimize each landing page for the type of customer who’s
likely to frequent it. Keep your message clear, concise and focused on how your value
proposition relates to consumer benefits.
In light of how much has changed for search engine optimization in recent months, these may
be factors you hadn’t considered important. Nevertheless, great landing pages are now critical
for strong rankings. Optimize each accordingly.
Posted on July 26, 2013 in Web Design by cmblogger
Along with hard hitting PPC, social media and SEO campaigns, your digital B2B marketing plan must include landing pages that work intuitively to capture your prospects, from a customer’s initial click to their completion of a “contact us” form. While this last element may seem easy, you’d be amazed how many businesses overlook the benefits a well thought out landing page can provide in nurturing sales leads.
First, make sure your landing page is linked seamlessly to whatever you’re sending out. Whether they started with a drip marketing email, an invitation on a social media site to get more information or a paid search ad, make sure what your customers find on your landing page fits with what they initially clicked on-and that they can get there with a minimum of hassle.
Think of your landing page and the “teaser” that led there as part of the same overall design. The message your customers find on your landing page should expand upon and reinforce the initial selling proposition you alluded to. Use your landing page to close the deal, in other words, that began somewhere else.
Make it easy for your clients by asking only for the bare minimum necessary from them to get to the next level. If they’ve already given you an email on an initial inquiry, don’t ask them to fill it in again on the landing page-prepopulate the form if possible. And like a first date, you might spook new clients with too many questions. Get more information later.
Remember, a landing page brings leads directly to the door, so to speak. Using smart, cohesive visuals and strong copy, you can turn those prospects into sales, today.
Posted on May 16, 2013 in Coupons, PPC by cmblogger
With 700 million monthly users, Google’s network for display advertising reaches more than 80% of the online audience. This enormous scope allows Google to offer multiple types of ads, from text only to video, but most inexperienced marketers gravitate towards the default display option, incorporating keywords from an organic search campaign and hoping for the best. Most of your competitors will be adopting this approach, going on to achieve only fair to middling results.
Start with the right display keywords. Remember, Google ignores match types for paid advertising. They also use negative keywords to facilitate correct ad placement. According to most analysts, the best course is to choose only a few broader terms for search (2-3 words each rather than longer combinations) and only a few negative keywords (rather than thousands) for your campaign.
Keyword segmentation also makes a difference. Choose what each ad and landing page will be for every ad group. Keywords must match both the ad and and the landing page. Include effective placement targeting, and flexible reach, and you have a campaign that can really make a difference.
Think outside the box. Take advantage of the different formats available. Understand where each dollar you spend is going. Use just the right image (or video), target exactly the audience you need-and watch your sales grow, both for online and your brick and mortar location. With a great display campaign, you’ll soon wave goodbye to your competitors, and hello to success.
If you want more help with your PPC Campaign, Captain Marketing offers a variety of services designed to optimize your ads.
Posted on October 29, 2012 in PPC by cmblogger
Guess what? If you’re looking for more leads, you need more landing pages. That statement applies to pretty much every small to midsize business, based on a recent marketing research study done by Hubspot that found “companies see a 55% increase in leads when increasing the number of landing pages from 10 to 15.” The study revealed this astounding number was even more significant for B2B companies, with even more leads generated with a greater number of landing pages. Coupled with a strong PPC program, getting more conversions isn’t rocket science. It boils down to keywords, the number of pages to which you can send customers, and strong content on your website.