Did you know that Google processes 3.5 billion searches a day?
Marketers around the globe can take advantage of this search engine traffic by implementing Search Engine Optimisation (SEO).
A lot goes into SEO, however. A solid campaign depends upon the right keywords, the right content and the right audience.
It also depends upon landing pages. How are your landing pages helping (or not helping) your SEO campaign? What can you do to improve them for conversions?
In this post, we answer these questions about landing page SEO and more. Keep reading for insight!
What is Search Engine Optimisation (SEO)?
Search Engine Optimisation (SEO) is a digital marketing tool. Because search engines process so many searches every day, marketers can use SEO to reach larger audiences.
Consider a standard Google search. A user navigates to Google and types a word or a phrase into the search bar. This search term likely approximates what they are seeking, such as “weather in Manhattan” or “shoe repair services near me.”
Google populates results based off of the closest matches to these terms. The best matches appear at the top of search listings. This is where users are most likely to spend their time!
Businesses who appear later on in search listings–or on second or third pages of Google results–are less likely to earn a click.
For this reason, SEO is available to improve business visibility in search results. A proper SEO campaign can improve a website’s Google rankings, making it more likely to receive traffic.
More traffic can be the secret to what most business owners crave: more conversions and more profitability.
The good news about SEO is that anyone can implement it. Provided you familiarise yourself with Google’s SEO Starter Guide and play by the search engine’s rules, you can be on your way to greater visibility in no time.
However, it is important to note that a lot of factors influence SEO performance. In general, marketers will need to optimise their content carefully with appropriate, trending keywords.
They will also need to ensure their web content is up to speed. Google prioritises high-quality content, and so do your customers!
Additionally, marketers should pay special attention to their landing pages.
Landing Pages and SEO
A landing page, also known as a “destination page,” is the page a user views after clicking on a digital ad or search engine optimised result.
Landing pages often give searchers a first impression of your product, brand, or business. For this reason, they are incredibly important!
When it comes to SEO, landing pages can ensure that your optimisation efforts pay off. Keywords and rankings can send visitors to your site, but landing pages themselves need to retain those searchers.
Landing page optimisation involves doing everything you can to a landing page to increase conversions. This means tailoring all of your landing page’s content to your users–and, of course, to SEO!
Landing Page Best Practices
Here at EB Pearls, we understand the value of landing page SEO. Here are our best practices for maximising conversions!
1. Get Some Data
You will need some data on your customers before optimising your landing pages. This may sound easier said than done.
But the more your landing page can cater to individual searchers, the greater its odds are of converting.
What are some examples of data you can use for landing page optimisation?
First, understand who your target audience is. Doing so can more easily help you pinpoint their desires, needs, and wants.
This is the heart of any basic form of marketing. With digital marketing, it is essential, and it can help you craft the right content and even the appropriate web design.
Next, figure out where your audience is located. Use Google Analytics to track web traffic, device usage, and sources.
Keep this info and data on hand as you are optimising your landing pages. If you have already launched landing pages, analyse their performance to date.
This means figuring out where users are clicking on those landing pages. Are they responding to a Call to Action (CTA)? Are they navigating away from your site? You can use scroll maps or heat maps to answer these questions.
How long are these visitors lingering on landing pages before they take action? (Google Analytics can help with this.)
2. Identify Problems
Once you have an idea of how your users have been responding to existing landing pages, it’s time to analyse. Identify potential problems in the data you have gathered.
A high bounce rate is always a red flag. Bounce rates refer to the number of users who navigate to your site and then immediately leave.
This could mean the content of your search engine optimised results is not lining up with your landing page(s).
It could also mean something is problematic with your landing page itself. The design, content or basic presentation could be getting in the way of user action. Or, it may be time to improve your CTAs.
This can be a challenging part of landing page SEO, but it is worth your time. Identifying data-driven issues can help you create data-driven solutions.
3. Be As Simple as Possible
Cluttered or complex landing pages can quickly deter visitors. Your landing pages should be simple and minimalist.
Plus, landing pages are a part of your marketing funnel. Their goal is to convert. Try not to distract searchers from that conversion (your call to action).
Use simple, spare, impactful visuals on your landing page. Make the call to action very, very prominent. All other buttons should be straightforward and easy to glimpse.
4. Make It Obvious
Your landing page’s point should be very blatant. Make your offer evident from the start and make it easy for your visitors to take you up on that offer!
When you make your offer obvious, you are also more likely to generate content that is to the point. This content is also likely to be relevant, which is one of Google’s main stipulations for SEO.
We also recommend keeping your most captivating, important content “above the fold” or bottom of the computer screen. Hit your visitors with your best content at the top of the landing page.
This can drive conversions, but it can also help you cut to the chase when crafting killer content.
5. Do That Keyword Research
Take the time to research keywords your ideal customers are likely to input into Google. This is vital for ensuring that solid linkup between your search result and landing page!
How do you even start excellent keyword research?
We recommend using tools like Google’s Keyword Planner or Answer the Public to generate keyword and content ideas. Both of these tools can tell you how popular certain keywords are.
They can also be valuable for generating headlines, title tags, and meta descriptions.
It is also worth your time to check out competitors’ keywords (if they have them). Knowing what your competitors are using to optimise their content can give you tools for outpacing them.
Keep in mind that keyword research is not a one-and-done effort. Keyword popularity is likely to shift with market demand and consumer preference. Check in on keyword performance regularly so you can adapt as needed.
6. Choose Just One and Optimise Title Tags
Now that you have a list of SEO keywords, choose just one for optimising your landing page. This will be your main SEO keyword. We also recommend choosing about five additional keywords for body content optimisation.
Incorporate this main SEO keyword into the actual title tag of your landing page. This is helpful for recognition by search engine bots.
You only have 70 characters for your title tag, so choose your keyword mindfully!
It is also wise to input your main SEO keyword into the actual headline of your landing page.
7. Spend Time With Meta Descriptions and URLs
Do not overlook meta descriptions when working on your landing page SEO. These are the bits of information that surface with search engine results. They give searchers a glimpse of what your landing page is all about.
What should you incorporate into meta descriptions?
You should use your main SEO keyword for your landing page as well as a call to action. Your wording should be simple, compelling, and authentic. Meta descriptions cater more to searchers than to search engine bots, so keep this in mind!
Make sure you are also inputting your main keyword into your landing page’s URL. This can boost your potential for high search engine ranking.
8. Optimise Images
If your web design is image-heavy, optimise these photos for search engine recognition. Google bots struggle to recognise images from a ranking perspective.
However, if your images have keywords in their ALT attributes, these can also rank.
Write a brief, optimised description for each of your landing page’s images. Make sure you incorporate your main SEO keyword (or additional keywords here).
9. Generate Rich, Relevant Content
This is perhaps the most important tip in this entire post! At the end of the day, your landing page’s content is the secret to conversions.
Be direct. Be relevant. Be personal.
Rich, relevant content will retain users and drive them to that Call to Action, compelling the click that could earn you millions.
These are just a few tips for improving your landing page SEO.
Remember that web design also plays a role in your SEO efforts! Your landing page may be in need of a redesign. Visit this post now to see if this sounds like you.