PPC Landing Page Essentials

In the last two months, we’ve never had so many calls regarding optimising existing Pay Per Click (PPC) Campaigns.

After analysis, these campaigns may not be set out how we’d like, ads might look a little wooly to us, but on the whole they’re in good shape.  The commonality amongst them, is the lack of good landing pages.

This SEO Liverpool post is about educating our readers on important landing page elements that will provide a good conversion benefit. Obviously, some elements are subjective but we feel those identified below are very important.

Elements Of A Good Landing Page

High Quality Product Images (Product Zoom And Multiple Views).

This is a simple win. As with most elements of design, consistency is the key. If you’re trying to imply trust, then product image resolutions are important. Background colour consistency, is the most noticeable, get this right and the page will look professional. If you’re selling a product that has small details or maybe the image size is small, then product zoom is also a good idea. If the product looks different from the back, or side, then you should have multiple images.

Product Demonstration Videos

These can be an excellent way not only to get across information in an easy to digest way, but also help monitor customer engagement. A video of instruction, with the odd testimonial and user experience thrown in, will speak volumes.

Calls To Action

Wow, if you have no calls to action then you don’t have a business. I’m a great believer in the psychological triggers associated with buying behaviour. A simple large buy button, one click ordering or even an email form to harvest data is a must.

Copy

Having good solid copy is vital. Lots of businesses write copy based on the product, saying how great it is, what they’ve achieved and how it can enhance your life. We think you should write your copy to these guidelines…

Feature – What are the killer features? We only care about those that relate to customer.

Benefit – How will these features benefit the client.

Experience – An example of how this product has helped, made life simpler or revolutionised a client process. You need a real world example.

Simple Shipping Instructions

Companies spend thousands of pounds making things simple. Don’t have lots of complicated instructions, keep it basic. If you need a popup to establish trust, or explain a little more then do so. Complex shipping instructions can lead to high shopping cart abandonment, even if you take a hit… remember 85% of something is better than 100% of nothing.

Maximise Trust

When we say trust, we’re talking web-trust. How can a prospective client differentiate your business from a 16 years olds bedroom enterprise.

Simple accreditation’s are quick and easy, but make sure you use high resolution images. If you’re industry has them, make sure you do.

Testimonials are a powerful trust indicator.

You should try and anticipate any part of the process where a prospective client may need trust. If they fill in this email contact form, are they going to get spammed, will you sell their data. All such issues have simple resolutions, just look at other established e-commerce landing pages.

Hope this post was useful

 

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Here’s How You Get Penalised By Google

We’ve been hearing news that a huge Penguin update on its way!  Alongside the expected Panda update, we’re heading for an important month in SEO.

For those people new to our SEO Liverpool blog, who don’t have a clue about what I’m talking about, here’s a little info…

From time to time, Google likes to update its algorithm (the process Google uses to rank websites). As more people report web-spam (websites/organisations that try to artificially fool Google), the responsible team at Google look at the common factors and alter the algorithm accordingly. It’s all about updating to improve search quality.

Penguin Updates

These updates target websites that use keyword stuffing, cloaking and most importantly Link schemes.

Panda Updates

This update has traditionally been about measures of quality, including design, trustworthiness, speed. Google’s new Panda machine-learning algorithm will look for similarities between websites people found to be high quality and low quality. It’s also thought to have a human side, meaning actual people rating aspects of websites.

Although you’d think this wouldn’t be a problem, sometime you can receive a penalty without trying to artificially game the system.

Here are some thoughts and questionable techniques that will/could earn you a penalty.

Thousands of rubbish Links

It really doesn’t take a genius to work out, if you go from zero to five thousand links in a week, you’re spamming (or you’re a viral genius). The simplest play for Google, is to look for unnatural link profiles, this leads to large scale link exchanges that will incur a penalty. If you’ve been in correspondence with an Indian web company who for $40 can get you ten thousand links (not only should you no better) you deserve to be penalised.

Hidden Links in Templates

We think that web companies who hide links in their clients websites, could soon be hit on this one. Time may also be up for the hidden link, one that isn’t seen and hides inside the template. If you’ve commissioned a website that has a link back to their site on each every page, could also see some sort of penalty. We think that the same tidy anchor text, saying Web Design Liverpool in the Root of 200, 30 page sites, will also cause you a headache.

Unrelated Languages

If you’ve got links from sites in foreign languages and their isn’t a reasonable explanation, you’ll be on the naughty list.

Not enough external links

If you don’t have enough external links, you no-follow or try to sculpt your PageRank, could mean you’re in trouble. The simplest explanation is, make the site look natural. One hundred links from PageRank Seven websites and not one from a zero or a one… smells funny. You’ll get hit with a penalty eventually.

Content that is low quality.

Poor text, do you have virtually the same page 30 times? Is their only a sentence on each page?. It’s simple, if a user wouldn’t find it useful, why would a search engine!

Site Adverts

Too many, not a good indicator of quality, especially if they’re just full of links to worthless affiliated websites. Google really, really wants to get rid of these sites from the top pages of its index.

These are just my thoughts on the next update….Good luck.

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