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Posted by Sanket Patel
August 22, 2018
Search engine optimization is not as easy as it seems. You might find Pay per Click marketing or email marketing easier and more direct. However, no other strategy can help you to get long-term loyalties and assured brand awareness like a carefully crafted and implemented SEO strategy offers.
Though it might take some time to notice results, an SEO strategy will surely attract organic visitors to your website and help you to improve your conversion rates and ultimately, revenues.
SEO professionals will ask you to optimize your website to rank better on different search engines. In a similar manner, you can also optimize your landing pages to rank better.
First of all, let’s check out what is a landing page and why it is important.
In SEO terminology, a landing page is a web page where a customer can land on. However, it is a standalone page and not your home or any other web page.
It can be a lead-generation landing page or a click-through page that redirects the user to your website. It helps the marketer to make a business or give some special offers to the consumers.
First of all, remember- the first impression is the last impression. If you do not have a landing page, you might fail to convert leads from visits or you might also not be able to make your social media presence. Let’s check out:
The main aim of the website is to ensure that the consumer can find what they are looking for. If you have too much information on your website, your customers might find it a bit delusional. A landing page directly drives the consumer to take action. It will not confuse the customer by offering too many choices.
With the help of a landing page, you can ask the customers whether they are interested in the products or services you offer or not. You can do this by requesting him to fill a form that your marketing team can use for leads.
A landing page does not only generate leads, it also helps in maximizing your website efficiency through closed-loop marketing.
Here, it is important that you understand what Google wants from your landing page.
Useful, Original, And Relevant Content:
First of all, your landing page content should be useful to the user. If you have written a 1000 words blog with no relevance or information, the user will not like it.
Also, the content should be engaging and original. Furthermore, ensure that the content is relevant.
Transparency:
Google loves transparency. If you fail to do it, Google will not like it. You need to ensure that you provide all the information about your products, features, and price before you ask the user to provide information. Be transparent and Google will put you in a good book.
User Experience:
Whether how much effort you put into your landing page, if a user does not feel good while visiting the page, you are helpless.
User experience is very crucial for any digital marketing practice. Ensure that your landing page is responsive and offers a good experience while visiting from the mobile.
Being a marketer, what are your responsibilities? What can you do to make SEO-Friendly landing pages? Here, in this post, we will discuss some tips that can serve the purpose.
Custom URL:
Your landing page should have a custom URL to ensure that it helps when you optimize the landing page. When you use any content management system, you will have an option to publish to the service provider’s subdomain. (yourbrand.pagedemo.com).
However, in the long run, it is not a viable and SEO-Friendly option. It will certainly affect your brand consistency and not just that, you will also miss the SEO authority of the website.
Instead of it, use custom domain such as www.yoursite.com/yourlandingpage.
It will help you to boost your rankings when people search for your keywords.
Relevant keywords are very crucial for good rankings on search engines and you need to decide them first strategically. Research is the best way to decide relevant keywords. Though it is a long and tiring process, it is worthy.
Use Long-tail keywords:
When you end up having relevant terms for your page, make some combinations of the terms and make long-tail keywords.
Long-tail keywords are very effective and people always search for them as they want specific information. For example, if a user is looking for a budget-friendly wedding photographer who lives in New York, he will not search like “wedding photographer”, but will search for “cheap wedding photographers in New York”.
With long-tail keywords, you can expect more conversions and more ROI.
Determining keywords is not just enough, you also need to put them strategically on your landing page. For higher SERPs, here is a list of tips:
Make impeccable and engaging Meta Title Tag:
Your title is very important and you need to ensure that you make it compelling to generate more click-throughs. It is the main heading that is shown in the blue link on search engine results.
Make relevant summery-like metal Description:
Under your title on SERP, you will see a short description that is called meta description. You need to ensure that you write a summary of what a user will find on the page.
Header Tag:
Placing proper header tags is very important in HTML websites. It is arranged from H1 to H6 and should be placed accordingly. When it comes to main headlines, use H1 only. Start subheadings with H2 and H3 and so on. Google translates H1 as the most important word on the page.
Image titles:
Don’t forget to give descriptive file names to the images. Obviously, Google will not be able to see your images and hence, a description can help to identify and consider it while ranking the page. It will help you to rank higher when you have images with short descriptions that contain your keywords.
Avoid Keyword Stuffing:
When it comes to copy, avoid keyword stuffing or Google will not rank the page. Sometimes, you might end up getting penalized by Google for keyword stuffing. Use keywords in the copy, but carefully.
What have they thought you at SEO courses and training programs? Search engines love long content over short. It is a traditional belief and many experts too recommend it to have better rankings and conversions.
However, they also say that landing pages should be short and concise.
Whom to believe? Who is right and who is wrong?
Is there any mid-way to reach for this issue?
However, the assumption that pages with long content are given priority does not have any evidence to support it. Just increasing the word count will not take you anywhere.
It has more to do with correlation than causation, as suggested by Neil Patel.
If you have a question about why long content really ranks high, it does not have to do anything with word count, but valuable and fact-backed data and information.
When it comes to landing pages, you don’t worry about page length. It is not something that you need to worry about. Even if you have long content on your landing page with relevant and valuable information, you are good to go.
You might love to wait for a page to load, but users don’t like it. As per the study, 40% of users abandon the page if it takes more than 3 seconds to load.
Also, another study depicted that 75% of users would not re-visit the site if it took more than 4 seconds to load.
Even Google affirms that a loading speed of the website is an effective ranking factor.
What does it reveal? You need to fix your landing page’s loading speed.
Go to Google’s PageSpeed Insights and check out the loading time of your page.
Also, Google will give you some suggestions to improve the page loading speed of your desktop and mobile version to make it more SEO-Friendly.
As SEO professionals love to say- Content is the King when it comes to SEO. Having original, engaging, readable and relevant content on your landing page is a must.
When you write content for your landing page, ensure that you focus on call-to-action first. It is the main thing to work upon. In addition to that, you can use keywords to make the content more SEO-Friendly.
Relevancy is important when you write content. If you don’t know how to write SEO-Friendly content, hire professionals for it.
Mobile-Friendly Landing Page
As per the research conducted by VPN, two-thirds of the world’s population has a mobile phone.
Also, more than half of the world’s web traffic now comes from mobile phones, as per the study conducted by We Are Social and Hootsuite.
What does it mean?
You need to ensure that your landing page is mobile-friendly. If a user is finding a product that you deal in on his mobile and Google does not rank your website there, it is an ISSUE.
You need to ensure that you have a mobile-friendly website that does not only supports all types of smartphones and tablets but also give a user an amazing experience.
Link building is one of the most important factors that actually helps to rank the website on SERPs. It is nothing but a verified sign on your content by experts who loved your content.
More authoritative backlinks your content have, more your chances to rank higher. It is as simple as that. Google loves when someone vouches for your content and link to it from his website.
Come up with original content. It is the first and most crucial thing. Highly influential, original, well-researched content is necessary to obtain quality backlinks from industry experts.
The next step is to find industrial influencers. Reach out to them via emails, social media or by referrals.
Remember, you need quality backlinks, not just mere backlinks from anyone out there.
Wrapping Up:
Having an SEO-friendly landing page is crucial to improving your revenues and conversions. By following these tips mentioned above, you will surely be able to create a good landing page that ranks higher on search engines.
