Think of your landing pages as your digital shopfront.
Instead of walking into a store, grabbing an item, and going to the cashpoint, online users will go to your landing pages and checkout with their product.
Because these pages are the final frontier in the buying process, they’re incredibly important. Making sure they are compelling and actually convert is absolutely vital if you want to see your business thrive.
First things first…
What is Landing Page SEO?
Let’s go right back to the basics and talk about landing pages.
These are specially designed pages that have been created solely to generate sales or capture leads. They tend to be the main destination you send prospects to when running an online marketing campaign.
Website landing page development – sketch on the math book
Landing page SEO (which stands for search engine optimization) is the act of improving your landing pages in the eyes of search engines like Google to boost conversions.
In simple terms, it means sprucing them up to get more customers.
But, rather than redesigning your landing pages based on what looks good to you, optimizing them involves using data and evidence from actual customers and past visitors. Combine this with the powerful algorithms of Google, and you have a formula that will help get more eyeballs on your landing pages and, ergo, more buyers.
It’s important to remember here that you’re not going to create a perfect landing page right off the bat.
Instead, it’s a process of tweaking and experimenting to see what works best for your target audience.
This continuous process of optimization makes sure you generate the highest possible conversion rates you can, while also lowering acquisition costs and maximizing the value of any ad spend.
What’s a Good Landing Page Conversion Rate?
As the key goal of a landing page is to convert visitors into either subscribers or buyers, let’s take a quick look at what a good conversion rate is.
Again, remember that this will vary depending on what industry you’re in, who your target audience is, and what you’re selling.
Even if you’re not hitting the top conversion rates listed here, that doesn’t mean you’re a failure. The key is to keep improving your pages to get the best conversion rate for you.
Onto the good stuff.
Studies have shown that the best landing pages convert at around 27.5%, but the average ranges much, much lower than this. In fact, the majority of industries see conversion rates of around 2-6%.
The measure of success isn’t how high you can get that percentage (not in the first instance, anyway), but instead the commitment towards improvement.
If your conversion rates are stagnating month after month, you’re doing something wrong.
A good way to look at it is by seeing whether your web traffic aligns with your conversion rates as there should be a strong correlation between the two.
3 Key Things You Need For Your Landing Page
Before we dig into the best practices of landing page SEO, let’s just recap on the three things you need for your landing page:
- Your landing page (obviously) – this is the actual page people will turn up at to convert. It incorporates things like imagery, content, testimonials, and videos
- Your offer – this is the hook you’re using in order to encourage visitors to convert. If you’re seeing low conversion rates, it might be because your offer doesn’t resonate with the audience you’re targeting
- Your product – this is the thing you’re selling (or giving to visitors if they convert). Again, if this doesn’t resonate with your target audience, you might see low conversion rates
Before You Start Optimizing Your Landing Pages…
There are some key pieces of information we want to give you before you start working on the optimization tactics for your landing pages.
Publish to a Custom URL
Firstly, it’s important that you publish your landing pages to custom URLs. If you don’t do this, you could lose out on a lot of SEO simply because you’ll be running your landing pages through another site.
Know Your Target Audience
Without knowing who it is you want to convert, you won’t know what they like and don’t like on a landing page – it’s as simple as that.
The better you know your target audience, the more you can use language and keywords that resonate with them, and it will help you pitch your offer in the right way.
Your Guide to Getting Started With Landing Page SEO
1.Determine Your Keywords
Like with any kind of SEO, you need to have a series of keywords that you want your page to rank for.
This is the same for blog posts, pages on your website, and any other bits of content you want to get ranking on Google and other search engines.
Start by making a list of the keywords, phrases, and terms that are relevant to your landing page and what you’re offering. A good tip here is to think about what someone might type into Google if they want to find what it is you’re selling.
You can use a tool for this, or you can use some of the AI features on Google (like the “people also asked…” segment and the “related searches” area) to determine what keywords are the best fit.
Here, you don’t want to just come up with a series of one or two-word phrases. Instead, use the keywords to form longer search terms (these are known as long-tail keywords).
For example, let’s say I’m a cleaner in New York City who’s creating a landing page to target people who need their offices cleaned.
Instead of simply trying to rank for broad terms like “cleaner” or “office cleaner”, I’m going to hone in on more specific terms like “cleaner for offices in New York City” or something more precise like that.
Long-tail keywords tend to have less competition than their shorter counterparts which means they often bring in more ROI.
2. Include Your Keywords in Strategic Places
The next step is to take your keywords and sprinkle them throughout your landing page. We’re not talking about stuffing them into every sentence possible, but rather injecting them strategically into the right places.
Where are the right places? You ask.
- Title tag: this is the title of your page. Ideally, you’d have your most prominent keyword in this section and make it compelling, as this is the text people will see in the link on search engines.
- Meta description: the short description of your page that’s visible underneath the title in search engine results is another important place to put your keywords.
- Header tags: it’s likely that, throughout your landing page, you’ll have a number of different headings. If you can, slip your keywords into these as it essentially says to Google, “these are the most important words on this page”.
- Image file names: don’t forget about your images as these can be optimized with keywords, too. It’s good practice to give your images descriptive file names, but it’s also important to put your keywords in the image title if you want to improve your page’s ranking.
- Copy: finally, you want to sprinkle your keywords throughout the copy on your landing page. Use them sparingly and seamlessly, otherwise you risk being penalized by Google if they think you’re overstuffing your content with keywords.
3. Get Some Backlinks
Once your landing page is looking good and it has keywords in all the right places, it’s time to try and get some backlinks to it.
Having quality links coming into your page from quality sites shows Google that your page is trusted and relevant.
Firstly, create content that’s compelling and shareable. You can use data, case studies, and testimonials to make it extra engaging.
Then you can start to identify influencers in your industry.
These are people with large followings or who present themselves as experts on a particular topic. You can ask friends for recommendations, run a Google search, or scour social media to find the right people.
Once you’ve got a solid list of influencers, reach out to them in a natural way and share your landing page with them to see if they’d be interested in linking back to it from their site.
See Success With Landing Page SEO
When you really boil it down to the basics, landing page SEO isn’t complicated at all.
Once you’ve established your compelling offer, hook, and created the design of your landing page, it’s all about researching relevant keywords and sprinkling them throughout your page in the right places. After that, it’s a case of obtaining backlinks from trusted sites in your industry.
And, remember – it’s all a game of trial and error.
You can then start tweaking the colors, copy, and images to see which layouts get you the most conversions. As long as you’re constantly trying to improve and optimize your landing pages, you’ll see success.
Ryan Gould
Vice President of Strategy and Marketing Services
From legacy Fortune 100 institutions to inventive start-ups, Ryan brings extensive experience with a wide range of B2B clients. He skillfully architects and manages the delivery of integrated marketing programs, and believes strongly in strategy, not just tactics, that effectively align sales and marketing teams within organizations
LinkedIn: https://www.linkedin.com/in/rygould/
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