How to Make Every Web Page an Awesome Landing Page by Stoney deGeyter #314

Hi, and welcome to the SEO Podcast, Unknown Secrets of Internet Marketing. My name is Chris Burris, owner of eWebResults. I am Charles Lewis, your client results advocate. Welcome back to another fun-filled edition of our podcast. This is podcast number 314. 314. As always, we do have a tip from our previous podcast. And that tip is national outreach can work for local companies. Look, if you're a local company, but all your clients watch national campaigns, then advertise nationally. Makes sense. That's 313. All right. Please remember, we are filmed live here in Houston, Texas. And we are your friendly local neighborhood top position snatchers. And our mantra is... Do not be a douche. Don't be a douche. It is not a good look. Not at all. Hey, we've got a good article today. Great article. The article is like... What? Shallow share... Shike... Shikeo. It's a psycho. It's shikeo worthy. It is. It's very shikeo worthy because... What's the title? Man, punch in the face to Stoney. Stoney the Gator. And I like Stoney mainly because he posts great articles, right? Some on Bob. Some on SEJ, which we pulled from today. A lot on Search Engine Watch. He's kind of all over the place. He posted this article. How to make every webpage a freaking awesome landing page. And this is one of the things we've been preaching for on the 314 podcast. So, we're going to dig into that meat a little later. If you're planning on doing SEO on a page, then you're planning or should be planning that ultimately it becomes a landing page. Exactly. Make it awesome. Hey, if you've got some sort of electronic device and you are in a position to... By the way, if you're listening to this podcast, we know you have one. So, do it now and go ahead and tweet. Tweet us at BestSEOPodcast at E-WebResults. Hashtag SEOpodcast is the hashtag you should use. This is number 314. And like I said, tag us in it. That way we can follow you back and do all

of our social stuff. I will say this. Like Chris said, no matter when you're watching it. If you're watching it live, if you're watching it next week, whenever you sit down and watch it and we say, follow us and tweet us, man, do that. Let us know. Yeah. Absolutely. All right. So, if this is the first time you've listened to this podcast, howdy. Welcome to the podcast. If you've listened to this podcast before, you're hoping we're going to skip this section. But you see the tear tattoo on my eye. It was painful. And so, we're not going to skip this section. We're not skipping this section. We haven't done this section in a while. Yeah. It's been a minute. By the way, the tear tattoo on my face, what it represents is we didn't get a review this week. We need a review every week to keep Chris from getting tattered up. Yeah. And it actually is a lot less painful to get them removed. I just have to throw that out there. So, if you were so inclined to leave us a review, and we're hoping you will, this is going to be challenging. We have made it incredibly easy for you to leave us a review. We may have made it. So, one of them is only three steps. Okay. And those three steps are go onto iTunes, create an account, and write a review. Yeah. Hopefully, you'll make that review. Bye, stars! My voice is almost back. Next week, it'll be better. And if you do actually leave us a review, go ahead and send us an email, podcast at ewebresults.com. And we'll read it on air, even if you don't send us an email, so you don't even have to do that. The next is, you could leave us a G-plus review on our Google My Business page, and we would hope to... A G-plus review on our Google My Business page. A Google review. Yeah, that's probably it. Let me just throw in the kitchen sink and the Google My

Places business plus. Yeah, a Google review is what we're asking for. And we've actually made it easy for you to get to that website, because the numbers and the characters are too many. All you need to do is go to ewebresults.com slash... Google plus. Or slash... Google plus. Or slash... G plus. Or slash... G plus. All of those will take you to, really, you're going to see, like, I think it's actually a search result of a search for us, and then boom, pops the review. The writer review link. And, yeah, go ahead and leave us a review there. Hopefully, that review is five stars. Next, you could leave us a review at Stitcher. Yeah. The Ease Stitcher's also long and convoluted. The best way to leave a review there is to find it first is to go to ewebresults.com, and then you will find a place to leave a Stitcher review. Yeah, click the Stitcher logo in the sidebar. It'll take you to Stitcher. As soon as you get there, at the upper right corner, there's a button that says, write a review. Do that for you, boy. Appreciate it. And make it five stars. And I think... I think... Oh, you can also leave us a review at Facebook. Oh, yeah. For our Facebook page, you go to facebook.com slash... Ewebresults. And there's a review tab thingy. Leave us a review. Maybe it's five stars. On the tab thingy. Yep. On the tab thingy. Under the picture to the right of the... Richman called it... You guys will find it. Yeah, under the doohickey. Like wifey said. Yeah, under the doohickey. There's a tab thingy. And it's over there. So we appreciate it. We will probably read your review on here. I don't have great instructions, though. Like, I totally know what that means. Oh, there's the doohickey. And it's just below... Oh, it's tab thingy. I know where it is. Yeah. We're in good shape. Hey, if you can, we would like you to shiko us. Yeah, shiko. That's a share, a like,

and a follow. Either one of those. Whatever's appropriate for the platform. All three. Yep. Whatever you want. We've got lots of ways that you can shiko us. And it's like facebook.com slash... Eweiresults. Twitter.com slash... Eweiresults. YouTube.com slash... Eweiresults. Instagram.com slash... Eweiresults. LinkedIn.com slash company slash... Eweiresults. And all of those will take you to our page and then shiko us in some way or another. Hey, if you're a PHP genius or a WordPress guru, we're probably looking for you. Go ahead and leave an audio resume. 713-510-7846. If you're interested in a comprehensive free website analysis, we should... It's so good, you should almost remove the word free. Yeah, because we really should be charging for it. And frankly, there's SEO consulting agencies that will give you an analysis equivalent. Well, probably not even equivalent because ours comes with a phone call and some research. But a pretty comprehensive analysis and it will tax you for it. $250, $350. $1,200, you know. And so ours is free. Yep. Take advantage. Take advantage of it. And now it's time for the favorite segment of the show. The Algorithm Cataclysm. This is just a little one. Yeah, yeah, this is kind of trimmer-like, Algorithm Cat. But I thought it was definitely worth mentioning, especially since we've talked about it before. So, backtrack a couple of times. Backtrack almost two years. Right? So, towards the end of 2013, beginning of 2014, beginning of 2015, they phased out authorship. Okay. Right? Remember, there's like Google Plus is dead. No more authorship. It's not going to work. Well, SMX conference just passed up last week. Right. Right? And so, at SMX, Gary I. Ives, I can never pronounce your name right, but punch in the face to you for just doing what you do over at Google. He said this on the stage. If you have authorship on your pages already, leave it. He's aware of at least one team at Google trying to find different ways to use real equals author tag. Yep. So, what that means is don't, you know.

Don't break what you put together. Exactly. Even though it may not have any value right now, the fact that they're looking for ways to try and use it indicates that you should keep it. And so, if you already have it set up, great. If it's a small little coding change you can make to your theme that'll add it there, do it. But it makes sense to kind of have it because what's likely going to happen is whatever reason they do find to do with it, it has to tie back to the author. Right. That's the whole purpose of the tag. And so, you want to, at the worst case scenario, it won't do anything. Best case scenario, you will begin to rank based off of how popular or whatever your authorship is. Long story short, keep it installed. Don't change it. Yeah. Don't change it. You got any tips? You got any... No tips. I got some news. Yeah. All right. Let's do a little bit of news. Actually, let me start with my news because it's usually a little less relevant. This is pretty, you know, the People app. So, this is the app. They call it the Yelp for People. Okay. Yeah. Yeah. And I think it came out and then everybody was like, you know, that guy's a ass, this woman's horrible, whatever. So, they took it down. They're coming back. They're getting tons of free press. Like, it's just everywhere. Yeah. Yelp for People. I can dig it. Yelp for People. Well, you know, Yelp has a bad reputation. So, I'm not even sure I would want to throw that in there. Yeah. Like, how y'all just going to bury all my positive comments? You know what I'm saying? And you know, like, so what do you, I have to pay to be a cool dude? Yeah. Like, one guy says he's an a-hole. Everybody else says he's awesome and y'all highlight, yeah, and you get one star. Yeah. That would kind of suck. Don't be like, yeah, I would not

want to be labeled as the Yelp for People. Nah, think about it. Yeah. Nah, I think, at least not in the SEO community. Everybody else thinks it's like legitimate or whatever. Amazon did actually lease a fleet of 767s. Not too surprising. Virtual reality, right? It's everywhere. There's just everywhere. And I just saw this kind of funny video of, they stuck this young girl and kid, really, in a room, and she had a virtual reality headset, and apparently she tried to lean onto a desk in the virtual reality environment, and, you know. Yeah, there's no desk right there, so. That is not funny. There you go. Hilarious, dude. I wish I could have seen it in person. Yeah. Because we would have been rolling, right? Man, when I was in high school, my little cousin named Dre, he used to sleepwalk and sleep talk. Right. And so we knew he would be up, and we would say stuff like, open the gate. And he'd be asleep. We'd be like, what gate? And he was up against the wall, pushing the wall. Oh, man. We were rolling until he finally woke up. But, yeah. So, he was in virtual reality, apparently. Yep. And then, finally, Yaxx had $88.8 million of revenue, a 48% growth. Well, we knew where that came from. You know when. Yeah, the Yahoo deal. It was Yahoo, right? Yep. So, now, in order to have your, they manage Yahoo stuff for you. So, if you want your listing there, and you want it accurate, which you do. Yeah, you do. Yep. Take advantage of that. So, in some more news, you brought up the Amazon leasing planes. One thing I thought was interesting about that, right? According to them, this partnership is going to allow them to control and deliver up to 15% of its shipping package volume. So, I was like, wait a minute. 20 planes? And it's only going to affect 15%? How much shipping and logistics is Amazon doing if 20 planes only handles 15%? When I first read 20

planes, I was like, okay, they're about to just stop using FedEx and UPS altogether. Not even close. Not even close. Not even remotely close. They would need 200 planes. Yeah. So, I think what they're doing is leasing it, testing it, and they're probably just going to build their own infrastructure. Potentially. Or maybe they're going to speed it up. Maybe the planes leave directly from their spot. Or maybe they'll use them during certain times. Like, one of the things they said, analysts believe that the move is about cost savings, but also reliability. Numerous packages have been delivered late over the holidays during the past several seasons because of UPS and the Postal Service being overwhelmed. Right. The late delivery of packages ultimately reflects on Amazon and its brand. Yep. That makes perfect sense. I get it. So, maybe they just do, like, a special shipping segment that they cancel during Christmas so that they can allocate those for traditional shipping deadlines. Interesting. Got you. So, some more news. So, this is to my bloggers out there. This is, pay attention. All my SEO guys who are doing blogs, especially if you're a popular blogger right now and maybe you get gifts and then you write articles and reviews and things like that as a way of link building kind of on the low. Right, right. Google is addressing that head on. So, they posted this note to bloggers. They say, we need you to disclose and no follow links when reviewing gifted products that you were given as for free. If you write about the product, Google wants you to do these three things. Listen close. It's coming from the mouth of Google. Number one, they say no follow that link. Right. Right. If they say, if you decide to link to the company's website or their social media accounts or the online merchants page that sell the product, then a review page or the company's mobile app. Whatever you link to is what they're saying. No follow that link. Then, number two, they're saying disclose

that you're writing this because they gave you the product for free. Users, and in quotes, users want to know when they're viewing sponsored content. And sometimes, well, that's it. Users want to know when they're viewing sponsored content. So, A, they want you to no follow the link. Two, disclose that, hey, I'm writing this because they gave it to me for free. And three, they say create compelling unique content so that it adds value. Yeah, so don't just repurpose what everybody else who also reviewed that product said. If you're going to review it, then write your own content and display it. No follow the link and tell everybody that it's sponsored. That's what Google wants you to do. And if they realize that you're not doing that, yeah, you might get penalized. So, take heed. So, if you want to add new content, I think Lil Wayne added new content to an S7, Galaxy S7 opening by pouring champagne on it. Mm-hmm. Yeah, new content. Right? Kind of cool to see Lil Wayne pouring champagne on the S7. And it still worked. He picked up and talked on it. You know, like, that's brand. That's a new way of reviewing that product. Very cool. Awesome. Yep. That's all my news right there. Cool. I don't think I had a Patif. I had something done. All right. Let's see. I did have a Patif. And this one goes to Frances Bowman. We spoke a long time ago. She's with Tic Gums. Tic Gums. T-I-C Gums. Okay. They sell, like, food gum service products. And so, we spoke a long time ago. I actually saw that she visited our website because we have that tool. And this time, so I've been, I don't know if I've shared with you, with the audience, I've been, you know, sometimes I'll call and say, hey, we know you're on our site. You didn't engage with us. What's up? What was missing? And in this case, she just called, hey, I was going through my old records. Yeah. And she had a

referral for her. So, she really deserved it for us. Punch in the face. They haven't been in contact yet, but I'm sure they will. Photo referral. Frances Bowman. Punch in the face. Cool. I appreciate referrals from people who are not even clients. Yeah. That's kind of what's up. Absolutely. All right. So, that is the potatoes of the podcast. Time to get into the meat. And like I said earlier, punch in the face to Stoney DeGuyter posted this article on Search Engine Journal, how to make every webpage a freaking awesome landing page. And so, let's dive right into it. He starts off by saying, you don't have to create a bunch of landing pages for all your marketing efforts. Those can be valuable, but not always necessary. What is always necessary, though, is making sure that every page on your site functions as a landing page of its own. Yes. Look, Stoney, we've been preaching this for 314 podcasts, right? That every page must be a landing page. Why? Because, like Chris said earlier, if you're spending time optimizing a page, then that page has the opportunity to rank. And if that page is going to rank, then it may likely get traffic. It's actually a landing page. And if people click on it, then they effectively land on it, that page is a landing page. And therefore, it should be built to convert, built to engage, and built to do six other things that Stoney's going to tell us, right? So, number one, he says, every webpage must have a purpose. Yeah. He says, every webpage must have a purpose. He goes on to say, the question that has to be asked is, how will this page help a visitor? Right? How will this page help a visitor? Great question. And I think what we need to consider about that purpose is, what is the real purpose of this page you're creating? Like, it has to be more than just to rank. It has to be more than just get traffic, right? You really want

to help people. Maybe you're an air conditioning company, right? And what is this page? What is the purpose of this page? Well, this purpose of this page is to save money and energy by using a high-efficiency air conditioner, right? If that's the purpose of your page, or save energy and money by using a tankless water heater, or whatever your service or your product is, find that purpose. And so, that way, you can highlight that purpose, so that way, when people do land on the page, they can identify with the purpose. Number two. Two. He says, every webpage must have a message. So, not only a purpose, but a message about that purpose, right? He says, every webpage has a unique and valuable message. What he really is saying, or what I'm kind of adding to this is, now that you've identified the purpose, and you're coming up with your message, use your USP inside that messaging. What's unique about your company? What's value? Selling proposition. What's unique about your company that correlates with that purpose, right? So, again, if you are an air-conditioned person, and you install high-efficiency air conditioners, then maybe the fact that you provide the service 24-7 is unique selling proposition. Maybe the fact that you're a certified American Standard Technician. Unique. Unique selling proposition that goes with your purpose. I'm a certified American Standard Technician, so I can confidently install you this high-efficiency air conditioner and save you money and time and energy. Maybe you've been doing it for 25 years. Unique selling proposition. Unique selling proposition, exactly, so make sure that you have something unique to tie in with your purpose and put that as your message. Number three. Three. He says, every webpage must have visual appeal, right? He goes on to say, every little change helps or hurts. Line spacing, images, the images itself, image placement, button colors, paragraph headings, breaks, all of those things matter to a good landing page. He's absolutely correct on here. You know what else matters to a good landing page? It's appealing

to the right target visually, right? So, you have to focus on the right visual appeal, but you need to make sure, what he didn't mention, you need to make sure that that visual appeal is appealing to the right target. So, again, in our kind of air-conditioned example, if you're dealing with an air-conditioned issue, then you're likely dealing with homeowners, adults, people who've been at work all day, and so grown-ups, right? And so, what you don't want to have on your site is, I don't know, cartoons and animation and things like that that don't apply to the people who are visiting your site. You want to use real humans. You want to use testimonials. You want to use reviews. You want to do design in a way that speaks directly to them. He's right. Real humans in uniform. In uniform, because if my target is an adult, then the fact that they're in uniform means something to me. It means a lot to me. It may not mean something to the millennial, but to the homeowner, I'm letting you in the privacy of my home, all in my attic, and I'm trusting you to do your job while I'm not looking over your shoulder. Show up in uniform. Yeah. Just to lower my... And put the booties on. Yeah, and take care of my floor. Right? Just do that. That's part of the visual appeal, especially if you display that on a site, right? You're unlikely to click and call you. Yep. Number four. Four. He says every page must have a goal. Yes. Right? Must have a goal. So it must have purpose, must have a message, must have visual appeal. It also must have a goal. We would call that a CTA. Well, no. He's going to get into CTAs later. Oh, yeah, separate. Okay. Yeah, he's talking about just a goal. He says, simply put, you need to know what you want the visitor to do next. Right. Right? So what is the goal for this page? Is your goal to provide information?

Is your goal to be viewed as an expert? Is your goal to start the sales process? What is the goal of this page when people find it? Do I just want them to read it and leave? Or do I want them to read it, engage, and take some other steps? And then, once you identify what that goal is, number six is every page must have a call to action. Must have a call to action. Yeah. He goes on to say, and finally, in order to drive visitors to that goal, he says, whatever that is, every page must have an actual call to action. And he's right. So, again, if that goal was to provide information, then you should be using CTAs like, read this, watch this, listen to this, or whatever it is. If your goal is to start the sales process, then maybe your call to action is call today, schedule an appointment, get this white paper, download this white paper, exactly, read this case study. Like, those sort of calls to actions should be in place to support your goals, to support the messaging, to support the visual appeal, and support the overall purpose of the page. Cool. That was it. So, lastly, he closes. He says, so go forth and create awesome landing pages. He says, take the time to go through your site page by page if you have to, and make sure each one works, each one truly works as a landing page. And, look, I'll end it like we started it. Every page that you optimize has the opportunity to rank. Turn it into a landing page. The goal is for people to find it and click it. Yeah. And if that's the goal, then that essentially is a landing page. Yeah. So, take the time and make sure that this page conveys the right message, that it has the right visuals, that it has the right media, that it has the right content, that it has the proper call to actions, that you highlight your USPs, and you

should have a pretty good converting page. And here's a good tip. Uh-oh, pro tip coming. If you're trying to figure out what to do, you're like, oh, you know, there are sites that have hundreds of pages, thousands of pages. If you've got a site that even has 10 or 20 pages, like, which one do I do first? I mean, like, where do I start? Google Analytics will tell you which page gets the most traffic. It's probably your homepage. Make sure that one's well optimized from a conversion perspective, from a landing page perspective, and then find which one gets the next amount of traffic. There's two reports. Let's go into Analytics, right? The right side, under Behavior. Yeah. And then once you get under Behavior, you're going to see some options, like Behavior Flow. That's a good one to look at, kind of see which pages people are clicking on per visit, right? And then you'll see another one that just says Pages. That's just going to list your top pages by, in order of page views. Figure out which pages is getting viewed the most. Which page has the highest bounce rate? These are pages that likely you should put your attention on first. Yep. So, I'd say start there. Man, punch in the face to you. Stoney the Gator. How to make every webpage a freaking awesome landing page. We pulled that from SEJ. And, yeah, we'll post that link later. Very cool. And do we have any what? Oh, I do got some what news. This almost could have been cataclysm. But I saved it for what news. Or is it really news? It's more of like what news. What? Okay, you cleared up a little bit. Oh, news. What? News. Here we go. So, dig this. Moment of silence. Okay. Can we get a moment of silence real quick? Yeah. That moment of silence was for PageRank. PageRank is officially dead. They're saying dead, dead. So, Google is removing access to the PageRank tool. And so, to co-sign the big homie, Danny

Sullivan, he says good riddance. He said, if you ever got a crappy email asking for links, blame PageRank. If you ever got garbage comments full of link drops, blame PageRank. He said, have you ever had to figure out how and why you should make use of a no-follow attribute on links, blame PageRank. And I totally agree. PageRank was one of those things that Google put in the algorithm to determine the value of links coming to a page and how valuable we should rank this page. But once they added that toolbar to Internet Explorer back in the day, everybody was like, oh, PageRank. And so, now we all, to this day, still get spam comments and links because of PageRank. So, here's the interesting thing. Because the same piece of news that we have earlier, right, which is related to the fact that you need to use no-follow when you're opening stuff, which Danny Sullivan rightly points out is related to PageRank, Google is saying PageRank is going away. Yeah. So, what they really said, so, let's be clear. You no longer have access to it. Yeah, that's what they said. They didn't say it's going away. They said, we're not going to share that information anymore. At all. You won't know. It used to be updated all the time, and then they started updating it quarterly. Then, the last time it was updated was in October 2013. Wow. Yeah. So, then in October of 2014, they released a statement that said they're about to update it, and they never did. Never did. And so. Now, they never will. Yeah. So, because they don't want us to learn that information. What that really means is that links are probably still more valuable than ever, and they just don't want us. To focus on spamming them and creating them the wrong way. It's just the same thing that Matt Cutts said, guest blog posting, is you shouldn't do it. What? What? Yeah. Like, hmm, that's, yeah, no. That doesn't make any sense. So, yeah, PageRank, if that's

part of your tactic, like going into SEO Quake or using this toolbar or whatever to figure out what PageRank is, scrap that because you're not going to have that data anymore. I think the defact of standard, which is debatable now, is Moz, right? Yep. The main authority. Mm-hmm. All right. So, hey, if you're looking to grow your business with the largest, simplest marketing tool on the planet. The internet. Call eWebResults for increased revenue in your business. Our phone number is 713-592-6724. I almost said 2-0. 713-592-6724. Thank you. If you have a referral for us, that means somebody who's interested in internet marketing. I don't know how you read and say it wrong. This is one of the, you know what? I'm going to blame it on the cheers to Laura for. Yeah. And it's punching the face of the Carback, man. Local brewery. I got the blue one. I got the sympathy. I need the sympathy. Oh, yours is sympathy? Mine is wise versus wheat. And so, my sympathy is because I can actually read things that I also know and say them wrong. Yeah. So, yeah, reach out to us. If you've got a referral, that's somebody who needs any sort of internet marketing. From social media marketing, website, all the way down to the entire thing where we just take care of their entire internet marketing strategy and execution. You send them to us. They pay their bill. We pay you. Pretty easy. Have a nice program for that. And finally, remember, this was filmed live at 5999 West 34th Street. I'm not going to read it because I might get confused if I'm reading. Houston to Suite 106, Houston, Texas 77092. A transcript and video of this podcast are available on our website. You can also get the audio on our website, ewebresults.com. This has been another fun, filled edition of our podcast, 314. We are the Red Bull of Podcasts. That means you can actually safely drive your vehicle while listening to an SEO podcast, our SEO podcast. I thought you

were going to say, we give you wings. We wouldn't recommend that you listen to other SEO podcasts while you're driving. Yeah, just ours. Or at all. Yeah, just ours. Thank you guys for making us the most popular internet marketing podcast in the known universe. It's all of you all that make that happen. Thank you. Until the next podcast, my name is Chris Burris. Charles Lewis. Bye-bye for now. Slightly raised up, eyebrow house. Balance check. Balance check. One, two. Three, fourteen. Let's see. Here we go. Get the beat. SEO podcast, three, fourteen. My disc a little messy, but the floor clean. Chuck and Chris Beck, man. Sorry to keep you waiting. So tune in, man. We talking about landing pages. Pages. Get it in, man. SEO podcast, three, fourteen. Boom. Boom. Boom. Boom.