In our previous blog, we discussed how to generate leads and sales by making sure landing pages for PPC advertisements were fully optimized. Another way to optimize and increase conversions on landing pages is to ensure that SEO (Search Engine Optimization) is being used correctly on the landing pages. SEO landing pages is what we’ll be focused on in today’s article. These SEO pages are a great way to attract visitors who are searching for a specific product, solution, or service.
In summary, landing pages are a web page of a website that a user “lands on” when clicking a hyperlink on another web page (typically from an advertisement or a social media page). Landing pages are dedicated to converting visitors into leads through a primary call to action.
For a more detailed account of landing pages, go to our previous blog where we discuss landing pages in full.
SEO (Search Engine Optimization) is the organic manner of improving search results by using keywords. Google links to relevant (and expert) pages and keywords help them discern what pages are the most accurate. SEO results are non-paid search results and appear naturally in Google’s search engine based on Google’s algorithm.
When you’re using SEO as a tool to drive consumers to your website, you will probably have to develop SEO landing pages that entice them into the sales funnel. When a user searches for something they will not always go directly to your home page, in fact, many times they’ll go to a web page on your website that is much more relevant to their search results. The topic of an SEO landing page could be based on a particular brand or service that your company provides or an answer to a specific question the visitor was searching for.
For instance, a construction company may find it useful to create SEO landing pages for each type of service they provide – roofing, remodeling, additions, etc. Content can be tailored on each page so that information on each specific service will be available and easy to access for those searching for information on those types of services. These pages should be focused on specific keywords or keyword phrases in order to rank appropriately. Make sure all your content is unique – both compared to your own pages as well as other companies’ pages. Also ensure that these pages are linked and visible to the rest of your website. Many websites mistakenly “orphan” SEO landing pages, but search engines and general visitors should be able to find these pages.
When you’re creating a SEO Landing Page, you’ll need to perform some formatting and content “tricks” in order to make your page even more effective, and ultimately appear in Google search results.
Some of these tricks include: using page titles/keywords in an <H1/2/3> tags, describing images using <alt> tag, having a high word count with an appropriate keyword density, and effectively using meta descriptions on your web pages. All of these are important aspects of creating SEO landing pages. Having a high keyword density may seem difficult when you also need natural sounding content, but that depends on how many words you have written. For instance, if you write over 1000 words of content, a keyword density of 1-2% is a great goal to shoot for. Just make sure it all sounds natural and organic – don’t just repeat your keyword over and over again. Visitors will not like that and sometimes Google doesn’t either.
And remember that while (typically) SEO landing pages have specific content, much more specific than a home page, SEO landings pages should still have full website navigation. There should be a sidebar or call to action on the landing page that would entice the visitor into purchasing a product or service or whatever other type of conversion you’d like them to do.
As we’ve discussed before, A/B testing is necessary if you’re planning on making changes to any of your website’s pages after reading this article. In a quick summary, AB testing is when you design two versions of a web page and divide any incoming web traffic between the two websites. Using tools like Google Analytics, you determine which web page has the most conversions. Doing this helps determine what exactly drives people to convert on your website and helps identify what works well on your website.
At digiTech Web Design, we ensure that our client’s landing pages are fully optimized for SEO. Our high-quality, unparalleled web design and keyword research ensure that you’ll rank on Google’s search engine results. If you’re interested, contact us today!