Click to hear an audio recording of this post
Almost 50% of clicks from email, advertising campaigns, or searches are redirected to the company website’s home page and not a specialized landing page. We hate to break it to you, but such a practice would not be much useful. Why?
Simply because your home page is designed to encourage the visitor to explore. Whereas, a landing page is specifically designed with a focus on conversions.
From the initial ad, email, or social media click, landing pages cater to deliver you the complete experience. The more personalized and, yes, targeted an experience it offers, the more appealing it is.
Although similar to your home page or other web pages, landing pages yield much greater results when optimized with SEO best practices.
But let us set that aside for a bit, and first understand what landing pages actually are.
What are Landing Pages?
If you ever encountered any brand’s discount offer, clicked on it, and provided your contact details in exchange for the discount, you have interacted with a landing page.
The whole bargain wherein the user provides their contact information in exchange for a special offer, an eBook, a free trial, a contest entry, or a webinar registration takes place on a landing page. They can be click-through sites that lead to another page, such as your e-commerce site, or they can be lead-generation pages.
Landing pages are distinctive web pages that are designed as a part of your advertising campaign. They differ from any other page on your website by having a single very specific goal and associated Call to Action (CTA). There is absolutely zero distraction that can deviate the user from completing the transaction on an ideal landing page.
So, what has Search Engine Optimization (SEO) got to do with these landing pages? Most marketers are unaware of the landing page optimization best practices or tend to ignore the entire process.
This is because they discard the possibility that their efforts can lead to a high ranking on the search engine. As a result, your page will produce leads and organic traffic by being both, optimized for conversions and search engine friendly.
Need for Building Effective Landing Pages
Now that you have an idea of what an SEO-optimized landing page means. Let’s move ahead and discuss the necessity of such pages for the growth of your business.
Improve Lead Generation
Incorporating SEO-optimized landing pages on your website is the textbook strategy that provides a sure-fire boost to your lead generation processes. This page becomes the destination where you can direct potential clients from all your marketing channels.
It is a significant upgrade from the practice of directing leads to your company’s home page. The audience bounces from pages easily owing to even minor distractions. Focused CTA on the landing page prevents such squandering and you can collect leads at a much higher rate.
Moreover, the landing pages have something in store for the visitors which acts as an added motivation to exchange the necessary information. You can understand why such dedicated pages can help gather the leads at a higher rate.
Collect Information about Customers
The conversion forms on these pages help your marketing and sales team build a database of vital information about the users. The data obtained as a result proves to be a great way to know your audience.
You can get as deep as knowing about their specific challenges, preferred date and time for a consultation, or just collect their contact details to grow your email list. The analytics team can make great use of this information in recognizing and modifying customer persona.
These fictional user personas represent the traits possessed by a large segment of the audience. They help prioritise the campaigns and guide future development by demonstrating their desires. Furthermore, they set an alignment for the perception of the target audience across the organization so that you obtain coherent output from all the teams.
Isn’t it great when your sales team can build a baseline on this information and know exactly how to establish rapport with the target audience? The data enables the methodical segregation of the audience, such that the team can employ specific nurturing and distribution techniques for better results.
Assess Customer Engagement
In addition to all the information submitted by the visitors themselves, having such pages provide a great deal of data on what engages them the most and where. Linking a landing page to a particular campaign, action, content, or channel can show you:
- The channel that brings in the most leads
- The offers or content types that pique their interest
- The campaign that performs the best
Such insights become the guiding light while curating marketing campaigns and acquiring SEO services in the future. You can focus on maximizing the conversion by streamlining the efforts through channels that yield substantial engagement.
Promotion of Other Marketing Channels
Landing pages, when optimized and used correctly can become one of the best ways to promote your next big idea. They can tie all the loose ends of your inbound marketing channels and give a wholesome finish to your marketing strategy.
When you use SEO landing page best practices, they can rank on the search engines. Such pages can promote a plethora of marketing strategies. Be it providing a much-needed boost to your social media engagement, newsletter subscriptions, or expanding your email list.
Key Components of a Landing Page
Now that we have established the necessity of these pages for your next advertising campaign, let’s have a look at the key elements that make for an ideal SEO-optimized landing page.
Similar to other SEO practices, determining and incorporating keywords seamlessly becomes a great plus point for your landing pages. You need to perform extensive keyword research using optimization tools and resources.
Once you identify and shortlist the desired keywords, all you have to do is ensure that all the other components of your landing page are focused on the same. You may want to keep the user’s search intent and the type of landing page in mind while performing keyword research.
Your landing pages are supposed to be short and so are your headlines. Impactful headlines comprise keywords that explain exactly what the visitor can expect from this offer and your product or service. A crisp and concise title like the one used by Spotify in this image highlights benefits to users in a straightforward manner.
An ideal landing page headline is a mixture of a pain point, the solution to it, and a hook that engages the readers. Alongside, prioritize message matches for all your headlines i.e your headline should be coherent to the content on the landing page.
Your landing page’s hero picture or background video is likely to be the first visual element that visitors view. A hero image should, in theory, show the context of use. This might be your innovative software, running on a sleek modern gadget, if you own a SaaS company. It may also be someone blowing a huge bubble of your vegan chewing gum if you work in eCommerce.
It is easy for you to play around with the images on your landing page. They turn out to be a great way to establish credibility. You want people to trust your landing page enough to exchange their information or go ahead and buy your product.
Similar to the headline, the writing on a landing page should clearly, simply, and persuasively describe the value of the offer. Bullet points offer a great way to highlight key points, break up long blocks of text, and make things short and sweet for landing page SEO optimization.
You need to focus on grabbing their attention, enhancing their interest, appealing to their needs, and guiding them to perform an action. Most importantly, perform all of this while inculcating landing page optimization best practices in mind. Try to insert keywords wherever you find an optimum opportunity and keep the copy relevant to the user’s intent.
Call to Action (CTA)
Call-to-action buttons are essential elements of a great landing page since they serve as the primary link between your product or service and the user. Your call to action (CTA) is the one thing you want visitors to do on your website.
Make sure your call to action is visible (from a design standpoint) and persuasive (from a copy perspective). SEO agency experts explain that making it as simple as possible for the visitor to complete the required action is the way to achieve maximum conversions. Bold CTAs with vivid colours that create a contrast becomes the identity of any successful landing page.
Lead Conversion Form
The lead-capture or conversion form is the most important part of any landing page after its CTA. A simple reason is it is where visitors enter their information in exchange for the offer, converting them into valuable sales leads.
The form fields have to be just right so that your user is encouraged to go through with the process. Longer forms are suitable for primary conversions, like the one used by Forrester in exchange for their research insights. However short forms are recommended when you are aiming for secondary conversions.
You should design the lead conversion form such that it is compatible with smartphones so that you end up with a mobile-friendly landing page.
Social Sharing Buttons
Don’t forget to provide visitors with the option of sharing the fantastic deal you’re offering. People with comparable interests and profiles are more likely to hang out together.
There’s a considerable chance the visitors’ friends, family, or coworkers will be highly targeted prospects for your offer. You can increase your reach methodically by creating shareable content. It will expand the reach of your landing page beyond your own network of contacts, friends, and followers.
These buttons allow visitors to effortlessly share a landing page with their Facebook, LinkedIn, and Twitter connections after they have interacted with the page.
SEO Landing Pages: 9 Best Practices
Of course, you want your landing pages to work like well-oiled machines targeting conversions. However, it’s also critical that you optimize them for search engines through SEO. This will boost the visibility of your sites in organic search results, thereby increasing traffic and conversions.
- Strategically Determine and Include Keywords
SEO-optimized landing pages are built on a robust keyword approach. You can determine the top-ranking keywords for your business through research tools like SEMRush. Such tools prove to be helpful when you are unsure of which keywords to employ landing page SEO.
Searching for organic keywords or keeping a check on the ones your competitors are ranking for gives you a fair idea of the keywords for your landing pages. You can look for long-tail keywords that focus on search intent. These are longer phrases that are extremely specific and usually have lower search volume than the primary keyword.
Most importantly, try to use keywords naturally and logically in your material, and remember to write for humans, not algorithms. Remember, keyword stuffing is easily detected by search engine algorithms, and will not help you climb the SERPs.
Incorporating secondary keywords can act as a great method to further contextualise the topic of your landing page. Alongside, start thinking about semantic keywords, which are terms that support the primary keyword while also defining the search intent you’re seeking to meet.
Build Backlinks to Your Page
Getting people to link to your page is still the most effective approach to improve your organic search engine results.
If someone likes your material enough to link to it from their website, Google considers it a recommendation.
So, how do you do it without creating ground-breaking viral material that goes far and wide over the Internet?
There are a variety of strategies to develop links, but a mix of quality content and targeted outreach is a tried and effective strategy.
First and foremost, create unique material. Take outcomes, statistics, and case studies from others if you want, but don’t copy them verbatim (even better if you’ve done your own). The better your work is received, the more original, well-researched, and useful it is.
Second, determine who the industry’s influencers are. Find the contact information of people who would find your content relevant using a combination of recommendations from friends, email sleuthing, and social media research.
Third, use systematic ways to reach out to those influencers.
Begin by seeking to obtain links from bloggers. Look through their blog to find more people to contact, and work your way up to the more powerful influencers.
Improve Your Page Speed
Your page’s speed plays a vital role in search engine rankings. Landing pages that load in a jiffy lay the foundation of an impressive customer experience. Google, for example, aspires for pages to load in under a half-second.
You do not, however, need to achieve these numbers in order to succeed. Your site is already faster than roughly half of the web if it loads in 2.9 seconds. If you can get your loading speeds down to 1.7 seconds, you’ll be faster than 75% of the web.
Bounce rates might rise as a result of delayed page loading, as users become annoyed and leave your site. This has a negative impact on rankings. You can increase page speed by utilising smaller pictures, limiting the number of queries your page makes, and deleting redirects, among other things.
Make Content Easily Shareable
This entails making it one-of-a-kind or novel in some way. Remember that each of your potential leads is linked to others who might be interested in what you have to offer.
You may tap into these larger networks by allowing them to share your landing pages. This increased traffic will improve your search engine rankings in addition to delivering more leads to your page.
Limit Distraction and Exit Opportunities
Most conversion-oriented and SEO-optimized landing pages concentrate on a single conversion goal, so try to keep additional distractions to a minimum.
This can be achieved easily by avoiding extraneous links, such as site navigation, additional calls to action, or even links back to your homepage, on your landing page. Your landing page will perform best if it is self-contained.
When you look at this from an SEO landing page optimization standpoint, having a clear focus favours the algorithm as well. Targeted keywords help the search engine recognize the purpose of the page and rank it appropriately.
Make the Pages Conversion-oriented and Actionable
Landing pages are designed to serve a specific conversion goal. Now this goal might be increasing sales, attracting high-quality leads, booking consultations or gaining new subscriptions.
You can achieve this by placing your call to action strategically along with navigational cues. The audience spends 57% of their time on a page viewing content above the fold. It is imperative that you place your CTA above the fold.
Customize and Optimise the URL
When it comes to landing pages and SEO every minor detail matters, including your URL. Your URL essentially represents how the content piece fits into your site’s structure when looking at the big picture.
Make sure that you keep the URL length between 50 to 60 characters and insert important keywords further to the left. You can demarcate the concepts using slashes to customize the URL.
Optimize Videos and Images
Visuals, whether in the form of images or movies, are common on landing pages. In terms of SEO, make certain that these items are placed on the page in an SEO-friendly manner. Every digital agency ensures that the following three elements are optimised in every image:
While this isn’t the most important SEO signal, it’s still a good idea to use sensible filenames. If an image depicts the eBook cover page, for example, the filename can be eBook-cover-page.jpg and nothing else.
This is the most significant aspect of image SEO is the ALT Text. You must have suitable ALT Text for each image. When pictures are disabled, the ALT text is displayed in the browser and is utilized by search engines to figure out what the image is about.
Try to combine keywords in a natural way while composing your ALT text. If you have an image that depicts the eBook cover page, for example, the ALT text can be the title of your eBook.
You can provide a caption for each image. This is the brief text that shows beneath the image. The caption can be similar to the ALT text, but with a little additional information.
Ensure Mobile Optimisation
With 54.8% of website traffic coming through smartphones, it is almost certain that your landing page will be accessed through mobile devices. Sometimes even more than the desktop computers.
Moreover, the launch of Google’s mobile-first index makes it inevitable to design an SEO-optimized mobile-friendly landing page. You can keep the following factors in mind while optimizing your pages to suit the mobile devices:
- There is no horizontal scrolling on mobile pages
- They have the entire desktop page’s content
- They load quickly
- They don’t have any bothersome popups or other aspects for mobile users
- They appear eye-catching in every resolution
All the efforts of designing a conversion-centric landing page are pointless if your target audience doesn’t find it when they have a relevant query. Landing page SEO optimization aids in attracting the correct visitors to your website, resulting in increased lead generation and conversion.
The preceding pointers are a good place to start when it comes to landing page SEO. In addition to that you can find multiple landing page SEO checklists online and expert SEO agencies that can guide you in the right direction.