Chapter 3: An offer they can't refuse (create mind-blowing landing pages for Search Engines and people)

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Now,

• All nasty mistakes are corrected
• Frames and flash are done with.
• Your site is submitted to search engines
• Crawlers will have no problem looking at it

And we can get down to onpage optimization as it is. Exactly what you'll learn and do this time is:

• 3.1 Imagine you're on a plane, or What's a landing page?
• 3.2 5 keyword portions: choose what's best for each landing page
• 3.3 Prepare the ground for a "comfy landing" (finding a page to act on)
• 3.4 Size matters! In SEO...
• 3.5 Making the first Onpage Optimization Report
• Option 1: Find out best on-page practices, by hand
• Option 2: Grab WebSite Auditor and X-ray your competition
• 3.6 Tune up the landing page
• 3.7 Make your page a gem
• 3.8 Magnetic, sure-fire, pushing and simply great: 4 more pages to be done
• 3.9 Summary
• 3.10 Quiz

Go ahead with the guide, and you'll see what stands behind these tricky titles. Warning: you've got a real lot to learn, but remember this is a practical guide, so guess what?.. You have even more to DO, getting ready for the big success day. And this time, the talk is again about onpage optimization, which is (let's recall once again) twisting and changing pages on your website, as opposed to offpage optimization, which is, playing with SEO–related things that exist outside your web pages.

Here's one more example. Last time me and my wife came back after a holiday trip, we looked at our house and realized at once: our elder boy has had a rocking party. These teenagers nearly ruined the house!.. But that's not the point.

Here's the thing: preparing for the party, Mike got lots of music CDs, plenty of beer and he even decorated the house. ( I never thought my son had a sense of beauty :) That was all like on–page optimization.

And, together with his 2 friends they decided whom to invite and gave out dozens of invitation cards. This looks pretty much like off–page optimization.

Both onpage and offpage optimization are done to get a better position in Search Engines, that is, to drive more visitors to your site. Or, in terms of our material world, what you're going to do now will definitely drive more money to your bank account. So why wait? Let's go.

3.1 Imagine you're on a plane, or What's a landing page?

Think of the word: landing.

I guess one of the first things to associate is landing field. And indeed, it has pretty much in common with a landing page.

OK, now let's imagine you're on a plane, and it's about to land. Here's the picture: the Boeing's wheels meet the runway, and in a couple of moments, it taxies to the landing field. You see a tube attached, and in just a couple of moments, you rush to the airport building together with a flow of people. Now think: where do they all go to? Either to register and take a taxi to a hotel, or to wait at the terminal, filling the time getting souvenirs and duty–free spirits. And here's the essence: of these crowds of people that arrive, no one stays at the landing field for long, and nobody leaves it by the same path they came. The stream of people moves where it should move, and that's pretty much the same direction for all. Putting it in SEO terms, all visitors proceed further.

So if your web page were a landing field, nobody'd be able to hit the Back button in the browser. And, because you can't say "Don't hit the back button!", your goal is to set your visitor in a mood to do what you expect (e.g. buy, or click a link, or leave a comment and so on), and not click the backward arrow.

A landing page can look like a plain–text article, or like a bunch of short couple–of–words product descriptions, a directory of articles, a form to enter visitor's name and email, or else.

Look here for examples. That's the URL of a nice landing page that invites you to choose kids' clothes:
http://www.thekidswindow.co.uk/

or here's a landing page that directs its visitors to enter their names and contact information:
http://nymag.com/newsletters/

Whatever it looks like, a landing page's made for two main purposes:

1. Attracting visitors
2. Making visitors proceed further

These two things can be the steps to your first million, so remember them! And — let's come up to the table.

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Next: 5 keyword portions: choose what's best for each landing page

 

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