Possible paths to conversion
For the purposes of your SEO campaign, you need to ensure that for each type
of conversion, there is at least one clear path between the search engine and the con-
version outcome. We find it helpful to think backward: first consider where you want
your visitor to end up, and then work backward to find a great page for them to
enter your site.
For example, consider the ElderPets conversion:
more online donations
, I need
pet lovers with surplus income
make a donation
Donate Now page
Next, Elizabeth might work backward starting from the Donate Now page and
clicking through the website to find a possible landing page:
Donate Now page
How Can I Help page
Dogs in Need page
In this scenario, the Dogs in Need page is the chosen landing page. Why?
Because it’s a very convincing, compelling page for this specific audience.
What makes a good landing page? One with just the right information that your
target audience is looking for. Vague enough for you? Don’t worry; in Part III, we’ll
walk you through the specifics of how to choose your landing pages and how to make
sure the “right” information is on those pages. For now, we want you to begin think-
ing about what pages might work. If you don’t have any pages that fit the bill, don’t
despair! Get some landing pages built if you can, or think about ways you can add
compelling content to existing pages to turn them into excellent landing pages. And
just a heads-up: once you start your SEO campaign, all of your top-priority pages will
probably need to be revised at least a little bit as part of the optimization process.
c01. 7:56 15