No matter how well written your landing page is, it won’t do a lot of conversion on its own. And this isn’t because you don’t have a great page. No, it’s because it hasn’t been optimized for SEO.
Your primary concern will be driving substantial traffic to your website through your landing page. However, to get a quality amount of actual conversions, you need to get quality traffic. By quality traffic what I mean are those visitors who can relate to your product and have a high chance of subscribing to what you’re selling.
Ordinarily, the best bet will be using PPC and other forms of paid ads. But these ads aren’t a solid long-term plan especially when you start running out of funds. Paid advertising stops the moment you exhaust your budget or spend limit.
So how then do you get quality traffic without using ads or social media marketing? The answer is by optimizing your content and landing page to generate traffic organically.
In this post, you’ll learn all about SEO landing pages, how beneficial they’ll be for your marketing and sales campaigns, as well as how to create yours.
Understanding Search Engine Optimization (SEO)
Before getting into SEO landing pages, you have to first understand the concept of search engine optimization. This will not only help you create great landing pages but help you convert through your published content.
Search engine optimization is the process of editing content for web pages to increase their chances of appearing on search results after a query. This optimization happens when your content or elements of your page are arranged in a way that seems appealing to search engine crawlers.
Search engines usually have an algorithm that crawls through web pages looking for beneficial or relevant content to display when visitors search.
Looking at this screenshot below, you’ll see certain results displayed after a query for the “best emails 2020”. These results are all articles or posts that the search engine deems relevant to this search. The articles displayed are all optimized to fit into this particular query or search. Other elements have also worked together to rank on the first page.
To rank and drive quality traffic, a landing page has to be properly optimized for search engines.
So, all of this drives back to creating a search engine optimized landing page and this post will help you achieve that.
What are SEO Landing Pages?
SEO landing pages are pages that are properly optimized for search engines with the intention of driving quality organic traffic to your website. These landing pages can either be conversion or lead generation pages. The reason for creating one is to get search engines to display your content through certain keyword searches. So the major focus is on ranking. Through ranking, the conversion will happen.
You might be wondering if there’s any difference between your regular landing page and an SEO landing page. Well, there are a lot of differences. However, amongst them, the most distinguishable feature is that SEO landing pages usually have more content. Another one is that they will have a lot more inbound links than the traditional landing page.
Now, this might seem a little extra but trust me, they are quite essential if you want to rank. Google’s algorithm is constantly evolving and you always have to keep up with these changes. In the long run, when they start driving quality traffic and conversion to your website, they’ll be worth it.
How to Create SEO Landing Pages
With search engines currently blacklisting short-cut methods like keyword stuffing and back farming, these options are no go areas. In fact, several websites that took this route haven’t still recovered from the damage it caused to their ranking.
So to create landing pages that’ll rank for a long time, you have to do it the right way. Below, I’ll be sharing the best ways to make your landing pages rank and drive conversions organically on search engines.
1. Do a lot of Keyword Research
The first thing when creating SEO landing pages is researching keywords you want to rank for. Determine these keywords through what is relevant to your product/service along with their difficulty volume. This is where you determine what type of keywords you’d like to use between long-tail and short-tail.
While short-tail keywords are seeds or more generic, long-tail keywords often bring a return on investment quicker. Plus, they are easier to rank for. Once you have a list of keywords, try to create topics or questions from them. This will be a long journey and it might get exhausting after a while.
Luckily, there are a number of tools dedicated to simplifying keyword research. These tools give you possible keywords, seeds, questions, and every information around these keywords. An example is SEMRush.
2. Use the Keywords
Once you have a list of viable keywords, place them in your content. This placing is strategic so that you don’t get penalized for breaching the rule of keyword stuffing. Your content has to feel as natural as possible. Essential areas to use your keywords are in the meta title, meta description, image alt, and in the body of your content.
The meta title is the first thing your searchers will see. How compelling and relative it is, will determine whether or not they click on it. This is why research is important because it has to be relevant to the queries. Plus, the more people click on your landing page, the more recognition you’ll get.
Your meta description is extra information for search engines. Inserting keywords here will help them crawl your content faster and rank it. Plus, they give visitors an insight into what to find on your page.
The same goes for giving your images an alternative description. Since search engines can’t see your pictures, they crawl for text in your images. The alternative description helps them understand that it is relevant to the content. Do remember, you only need a healthy amount of keywords on your landing page. Anything outside that will end up being harmful.
3. Header tags are your friends
When creating content, header tags are a very useful feature for SEO. These tags are found in HTML, content management systems, and collaboration tools like google docs. You have tags from H1-H6. Each of these tags identifies the order of importance on a topic or a sub-heading.
Your H1 tag should only be used once and that’s on the meta title. For other subheadings in your text use the H2 tag. And if you want subheadings for content under the H2 tag, use H3. This system helps search engines identify how your content is prioritized on the page. And it also gives you an overall aesthetic feel.
4. Length of the page
Now I’m sure you’re already conflicted about this. While SEO is said to favor longer texts of about 1500-2500 words, a landing page is supposed to be brief and concise. So with an SEO landing page, how do you merge these two together?
Well, you should relax. The major factor here isn’t the quantity but the quality of your content. Some pages have ranked as the first result on the first page with less than 700 words. And let’s be fair, some long-content pages haven’t ranked at all. So it’s more than just length. Your content has to correlate with searches.
However, if you’d really like to use long-form content on your landing page, try using code to create categories and collapsable menus. This way searchers can click on a headline that’ll lead them directly to whatever area of the page they are interested in. with this, your long-form content is presented in short-form content. Aesthetically appealing and not overwhelming.
5. Get as many Inbound Links as you can
Think of a product that you were skeptical about. Now imagine if a very trusted figure or a friend vouched that it was a really great product. Wouldn’t you be inclined to use it? This is exactly how inbound links work for you.
Inbound links are when other websites link back to your landing page. When there are several inbound/backlinks to your page, search engines read this as valuable and worthy of ranking. This is perhaps the fastest way to boost your place in search engine rankings.
Now inbound links require a ton of effort. Ensure you create quality content first. No one would like to affiliate with sub-par content. Next, find influencers, blogs, and other platforms that are relevant to your landing page. Reach out to them to request for backlinks. Remember, you have to start small by building a network of relevant blogs and then gradually up from there.
Also, all backlinks are not equal. A link from a small blog will not bring you the results a link from an established, high ranking brand will.
6. Domain and previous page effect
Once the content is set, publishing comes next. Now, while hosting your content on a content management system is normal, it is advantageous to use your brand’s domain. Let’s say, for instance, you use WordPress as a CMS tool.
Your own domain will look like (www.mydomain.com/landingpage) when you publish there.
However, if you choose to publish on their own provider, it’ll be something like
Let’s be honest. We know where the most clicks will go. Search engines like to see consistency and using a different domain will be flagged under another brand. So it’s often better to publish on your own domain.
Deleting previous landing pages you’ve used in the past might not be so beneficial. This is because you constantly have to build SEO from scratch. However, when you revamp let’s say your previous black friday landing page this year, you start from where the engines ranked you in the previous year.
7. Load time optimization
People are busy. No one has time to wait around for a web page to load. So when your SEO landing page takes a long time to load, searchers are going to leave. Worse, they’ll find another website. Great content and optimization has to be met with a fast load time. Search engines will locate pages that are helpful to searchers. Because of how important load-time is to user experience, you know the effect it’s going to have on SEO.
To optimize your SEO landing page load time, use a fast web host. If you’re already hosted on one, you should consider moving. Use smaller images and then turn off all plugins that aren’t in use. The perfect load time is between 1-2 seconds. If your page load time is more than 3 seconds, you might need to optimize this as well.
8. Page promotions
Although Google came out to say that social shares don’t directly affect SEO, it’s great to always get traffic. Plus, shares indicate that people find your content engaging or useful. So, promote your landing page by adding share buttons at the thank you page. This way once people sign up for your offer, they can share it to their friends and family. Social proof is a way of showing your new leads that other people have done this and loved it.
9. Do a lot of tracking and analysis
Once you launch your landing page, it is important to constantly lookout for ways to further optimize it. If your traffic or conversion rate is significantly low, you may have to tweak certain features like the headline or make the CTA a little more appealing. Do more research to find out what people are searching for. Who knows, maybe your keywords need tweaking as well.
Remember, the end game of ranking first is to drive conversions. You should start worrying when your conversion rates are lower than 12%. This indicates that they are low.
Creating an SEO landing page might seem a little overwhelming for a start, but keep in mind that the tough part is over. After publishing, you’ll need to constantly watch out for signs that algorithms are changing. You’d also need to optimize these pages over time.
Finally, ranking isn’t everything. Create a page that is interactive and engaging. Once it’s user friendly, conversion will be the least of your worries.