Jonathan Jeter

Director of Application Development

Home Archives for landing pages

The Relentless Pursuit of the Right Answer: Why Achieving Relevance at Scale is Worth Your Time

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The Relentless Pursuit of the Right Answer: Why Achieving Relevance at Scale is Worth Your Time
Scott Ensign, DAC Group
Erin Heffernan, Optimedia US

What does relevance mean in Search?

Inherent in every search is a question. Context is extremely important.

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  • Give the right answer every time
  • Leverage more than just the keyword
  • Get highly targeted in your ad copy
  • Keep to the leading edge of user expectations
    • Mobile can be the primary driver for some campaigns
  • Search engines know a lot about the user. How do you leverage that data?
    • Not settling for “best available” destination

Building Scaled Search Programs

  • Think of the user (the user doesn’t care about your org chart)
  • Think of the client
  • Leverage business/third-party data
  • Campaigns are the new ad groups
  • Leverage technology

Tools to Manage at Scale

  • Proprietary tools
  • SEM tools

Navigating “The Dip”: Planning a Successful Site Re-launch

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Moderator:
Matthew Bailey, SES Advisory Board & President, Site Logic Marketing

Speakers:
Jonathan Allen, Director, SearchEngineWatch
Andrew Goodman, SES Advisory Board & President, Page Zero Media
Kevin Lee, Co-Founder & Executive Chairman, Didit.com

Kevin Lee

The good news is that if you follow the rules, you can pull off all sorts of site architecture pandemonium. They had a scenario where they had to simultaneously change subdomain and 301 redirect 16 million URLs and were able to pull it off successfully.

Google’s algorithm is tweaked almost daily. Once or twice a year the changes are significant and get a name, like “Panda”.

Panda was a zero-sum game. For each site that lost rank and free organic position, another site took its place. The business directory site that is a Didit subsidiary doubled in traffic, then dropped and came back. Be patient and take all also changes with a grain of salt. Changes can occur from day to day.

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Panda vs. Human: Advanced eCommerce SEO & UX

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Speakers:
Greg Nudelman, CTO, Design Caffeine Inc.
Jaimie Sirovich, CTO, SEO Egghead Inc.

Sliders for Robots Pandas

Instead of sliders, use a single-level tree
Create hierarchy of values based on string prefixes, numerical ranges, etc.

K-I-S-S
Use the simplest form of search refinement

BOOK: Designing Search

Search landing pages from Amazon.com shows products, but also refined search

Show pandas and humans both products and facet filter states

Create Facet enabled landing pages

Yoast landing pages for magneto – blog post. ECommerce platforms that support facet enabled landing pages: endeca

Don’t make me thinkdrill

Don’t force user to make ambiguous and frustrating category decisions

Faceted allows

Avoid useless, superfluous content

Humans have intent, robots don’t.

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Conversion Tools of the Master Craftsman

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By Bryan Eisenberg, SES Advisory Board and NYTimes Bestselling Author, bryaneisenberg.com

I will be updating this page and editing it throughout the week. (slides)

How Not to Improve Your Conversion Rates

  • Don’t do slice & dice optimization – don’t try too many variables at once

one of the most important things to test is marketing message or unique value proposition

Every single keyword you’re targeting, either by SEO or SEM, needs its own landing page. The conversion rate goes up exponentially. You need to create dedicated landing pages for every channel. Use form analytics if use Omniture to see how users are interacting with forms.

Call tracking needs to track what keywords are generating calls. 43% of all conversions happen over the phone.

Tools

You have to have a quick loading site. MUST LOAD IN UNDER 2 SECONDS!!! Pagespeed, loads.in, websiteoptimization.com (look at 56k download speed)

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