A data-backed look at what it takes to optimize landing pages in the era of Google's core updates. How to align your landing pages to the authority your site has built.
5. 5
Search Volume for Online Privacy Keywords
+402%
Keyword
Data Privacy
+1200%
Keyword
Online Privacy
& Security
+767%
Keyword
Why Is Data Privacy
Important
11. 11
I’m Not Making This Up!
There’s some signals that we
can’t reliably collect on a per
page basis where we do need
to have a bit of a better
understanding of the overall
site. And quality kinds of falls
into that category.
John Mueller
39. 39
One More Stat on Improved URLs
# of Ranking Keywords Per URL
2017 2021
12
51
40. Top Ranking Keyword (Landing Page) *
Domain 2017 2021
The Pond Outlet Pond tools Garden pond tools
My School my school management
school management
Software price list
Auto Glass Only online glass quote auto glass only coupon
Freight Center Computer freight Get freight shipping quote
Redmire Stables temporary stables for sale
used internal stable
partitions for sale
No Shave No shave nov
how to participate in
no shave november
40
Better Rankings for More Specific Keywords
41. Lesson #2:
Better Rankings
for More Specific Keywords
● More specific user intent
● Google is better at content relevance
51. 51
Are You Landing Pages
Really Concerned
About Users?
● Start with empathy
● Start with understanding how
your site & content is perceived
● It’s all about empathy & identity
55. 55
Seriously, It’s Not Nuts
And I think that evolution will continue and there will be more and more
tools available and you’ll be able to do more and more things in a way
that kind of works fairly well for search engines and it’s not that the
SEO work will go away but rather it will evolve.
So maybe instead of like hand tweaking H2 tags and H1 tags you’ll
delegate that to a CMS that makes sure that the most important
content is already included as a heading on the page.
John Mueller
Yes, I quoted him… again.
56. 56
Practically Speaking...
● Connect your landing pages to your site as
much as possible
● Helpful content and specific content not just
“sales” content
● Don’t forget about the rest of the site
● Don’t go overboard pushing the conversion
(remember, even grandma has changed)