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Figure 1.1

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:

To achieve

more online donations

, I need

pet lovers with surplus income

to

make a donation

on the

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.

Landing

Page “Bones”

Landing

Page “Balls”

Conversion Page

e

i

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