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On-Page SEM Optimization – Importance of landing pages

On-Page SEM Optimization –  Importance of landing pages

A critical component of an on-page search engine marketing (SEM) campaign is the landing page.

A  landing page is a standalone web page created solely for an online advertising campaign where visitors “land” after they click on a link in an ad from anywhere on the net. But to take advantage of their full potential, landing pages should be tested for strengths and weaknesses. 

To ensure you’re getting the most out of a landing page, run A/B testing once it’s been created and examine small changes that could make a huge impact on conversions.

During an A/B test, 2 variations of a page’s element are compared – 50% of the traffic from the SEM campaign will run to one landing page and the other 50% to the other. By creating 2 different landing pages one can assess what features work best and which don’t.

It’s important to ensure the traffic, time of day, day of the week, and user profile is split evenly between both pages. OptFirst has been able to boost conversions by 121% simply just changing the text color on a page, confirming the value of this strategy.

 Small changes can make huge differences. 

Are your landing pages as effective as they can be?

8-Step Off-Page SEO Plan, Step 7: Investigate

8-Step Off-Page SEO Plan, Step 7: Investigate

John Kriney’s first book, the 8-Step Off-Page SEO Plan, delivers a straightforward system that hasn’t changed since it dropped in May of 2014.  Just as relevant today with off-page SEO planning as it was back then, it’s still helping outsmart, outplay, and outrank the competition in search results.

Step 7 of the 8-Step Off-Page SEO Plan is to investigate past and current rankings, the lists used to create accounts, and other differentiating efforts. Tracking this data to make sure your site fits a search engine’s ranking paradigms is a critical component of any successful SEO campaign. 

This will determine if the campaign plan needs adjustment or if a new course of action is necessary. If your site isn’t ranking in the top search engine result pages after the anticipated time, this information will show what’s missing or if there was an unanticipated ranking shift.

If the website is not meeting its campaign goals, the investigation process will show you how to get it back on track.

Any SEO campaign intends to make a website attractive to search engines so they’ll rank it among their top results. This is achieved by creating a clear strategy that aims to outshine the competition and knows how to do it.

Sites are ranked at a search engine’s discretion so you have to investigate how they organize results to use these rules to your benefit.

Do you know what it takes to get your site to the top?

8-Step Off-Page SEO Plan, Step 6: Calculate

John Kriney’s first book, the 8-Step Off-Page SEO Plan, delivers a straightforward system that hasn’t changed since it dropped in May of 2014.  Just as relevant today with off-page SEO planning as it was back then, it’s still helping outsmart, outplay, and outrank the competition in search results.

Part 6 of the 8-Step Off-Page SEO Plan is to calculate.  This means that any successful campaign needs to have all data in one place.     

Creating this space allows the entire team to have access to the SEO plan.  Now everyone involved can easily find documents, files, images, business information, site analytics, user data, calls, form fills, online sales, and anything else that may be needed to facilitate cooperation.

OptFirst created an online 8-Step file that has since been integrated into our CampaignDash platform, making the SEO campaign visible to the whole team in one main dashboard.  Using a shared workspace with rankings, traffic, site, and user data visible to the whole team in real-time, CampaignDash offers something all businesses should demand from their SEO company to get the most from the collaborative effort. 

Is everyone on your team calculating the same site data?

8-Step Off-Page SEO Plan, Step 5: Differentiate

8-Step Off-Page SEO Plan, Step 5: Differentiate

John Kriney’s first book, the 8-Step Off-Page SEO Plan, delivers a straightforward system that hasn’t changed since it dropped in May of 2014.  Just as relevant today with off-page SEO planning as it was back then, it’s still helping outsmart, outplay, and outrank the competition in search results.

Step 5 of the 8-Step Off-Page SEO Plan is to differentiate.  Make your content original by stepping out of the box. Create unique content, links, mentions, and shares that will differentiate a website from their competition.

The key is content and news that is worth publishing based on your business’ industry. Develop legitimate, unique, and newsworthy content. Then make sure that it is indexable – that it’s submitted to the proper outlets and thoroughly followed up.

Sometimes it takes personal calls and emails to real people to get content publicized. Make the differentiated site content irresistible to your target audience and more often than not this strategy will work. 

Is your website’s content original and differentiated?

8-Step Off-Page SEO Plan, Step 4: Replicate

8-Step Off-Page SEO Plan, Step 4: Replicate

Replicate, Step 4 of the 8-Step Off-Page SEO Plan, goes back to the ancient Chinese proverb “know thy enemy and know thyself.”  To have a successful campaign you need to always outrank the competition and to do so you must understand their success. 

Analyze websites outranking yours and find out what sites are giving them credit with links, mentions, and citations so you can find out what search engines currently prioritize in that vertical.

Sun Tzu would attest, there’s no better way to catch up and neutralize the competition than to replicate their link-building, social media, and citation efforts. 

This can be done using tools like Majestic or LinkResearchTools for total link analysis.  For analyzing local information, use Brightlocal, Moz, WhiteSpark, and Knowem.

A combination of these will find 95% of the citations, links, references, and images contributing to a website’s ranking success.

But never replicate a site that appeared in search results overnight. They’re probably using high-risk ranking strategies that are penalized by search engines – and in our experience that happens sooner rather than later.  

Some examples of risky tactics to avoid are: 

  • Paid bloggers 
  • Link networks 
  • Paid or “sponsored” links 
  • Free software with embedded links 
  • Domain forwarding manipulation 
  • Site cloaking 

All these will result in ranking penalties.

In other words, don’t follow your competition down a dark alley! You might both get mugged! 

How well do you know your competence?.

8-Step Off-Page SEO Plan, Step 3: Originate

8-Step Off-Page SEO Plan, Step 3: Originate

John Kriney’s first book, the 8-Step Off-Page SEO Plan, delivers a straightforward system that hasn’t changed since it dropped in May of 2014.  Just as relevant today with off-page SEO planning as it was back then, it’s still helping outsmart, outplay, and outrank the competition in search results.

Step 3 of the 8-Step Off-Page SEO Plan is to originate.  We attribute a lot of Optifrst’s success to what we call the First List. From the very beginning, OptFirst had success bringing clients the results they desired simply because we verify their accounts on high-traffic sites like FB, Yelp, Twitter, Insta, LinkedIn, etc. 

Doing this helps keep up with online competition and even outrank them in the future. No search engine will consider a website for top ranking if it isn’t well represented on popular sites.

So OptFirst developed the First List, a catalog of current top social networks, websites, and local directories relevant for verifying businesses/sites.  The First List also includes upward-trending sites, new social networks, apps, and is regularly updated to stay current with all online trends. 

Not all businesses need to be verified on everything, so we recommend making a personalized intuitive list by researching which sites hold the highest relevance to your website’s specific industry. 

They should be reviewed to see if their version of the First List makes sense before it’s applied. For example, does a law firm need a Snapchat account? Unlikely. Does a real estate firm need a Zillow or a Trulia account? Absolutely.

Can you think of a few sites perfect for your First List?