Weekly Reading Picks| Volume 32

Bob’s Weekly Reading Picks

2019.8.18 volume 32


1.Less than Half of Google Searches Now Result in a Click
2.How to Become an SEO Expert: The Definitive Guide
3.10 Ebooks About SEO You Should Download & Read Now
4.Giving Assistant on Bringing Altruism to the World of Cashback
5.The Ultimate Guide to Landing Pages
6.The Ultimate Guide to Marketing Trends in 2019
7.10 Problems Plaguing Influencer Marketing

1.Less than Half of Google Searches Now Result in a Click by Sparktoro

Three trends 

  • The percent of searches available as organic traffic from Google is steadily declining, especially on mobile.
  • Paid clicks tend to increase whenever Google makes changes to how those results are displayed, then slowly decline as searchers get more familiar with spotting and avoiding them.
  • Google’s ongoing attempts to answer more searches without a click to any results OR a click to Google’s own properties are both proving successful. As a result, zero-click searches, and clicks that bring searchers to a Google-owned site keep rising.

What to do?

  • Find ways to get value from zero-click searches
  • Seek out keywords whose results have higher CTR opportunity
  • Get your content optimized on Google’s own properties (YouTube, Maps, Images, AMP, Knowledge Panels, etc.)
  • Hope that the recently opened investigations into Google’s anti-competitive behavior yield results (either findings that this behavior isn’t anti-competitive, or consequences that return market opportunity)
  • Craft a benefit-focused headline
  • Choose an image that illustrates the offer
  • Write compelling copy that guides your visitor to the desired action
  • Include your lead form above the fold
  • Add a clear and standout call-to-action
  • Give away a relevant offer
  • Only ask for what you need
  • Remove all navigation
  • Make your page responsive
  • Optimize for search
  • Remember to use a thank you page

How to Design Your Landing Page

Landing Page Structure

  • Headline that grabs the visitors attention
  • Relevant Image that is relevant to your audience
  • Lead Form that sits above the fold to capture visitors’ information
  • CTA that is action-oriented and compelling
  • Copy/Description that informs and entices your visitor to complete your form

A/B Testing

  • Headline copy
  • Image
  • CTA color
  • Click triggers
  • Copy on the page
  • Lead form length and fields

More: Types of Landing Pages

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