We all have heard of SEO (Search Engine Optimization) for websites. But did you know that you can make SEO for landing pages as well? Landing Page SEO is not a new thing but it’s surely something you need to look into if you wish your landing page to succeed.
The primary reason business owners make SEO for their website is to bring customers from search engines (Unpaid Traffic) as it’s primarily the cheapest way to direct traffic to your website and save a lot of money in the meantime. The same approach can be used for your landing page as well where you can apply SEO and bring customers to your landing page.
If your landing page has the answers to someone’s question – they will become a subscriber/customer to your business”
If this article we are going to be explaning how can your Landing Page SEO can affect your business and see a wider increase in your organic traffic and optimize it to make more sales or increase your subscribers.
What Is SEO
SEO also is known as Search Engine Optimization is the process one does to rank their website or landing page higher on search results in search engines like Google.com, Bing.com, Yandex.com, etc. Which means that the higher you rank the more likely you will get visitors coming to your website to get the answers they need and increase your clientele or subscribers for your business
Why Landing Page SEO is important
When a business owner creates a landing page that attracts customers without any more money spent on the landing page for advertising, has created a successful landing page. But does SEO help your landing page?
- Search engines need to be able to understand what your landing page is about and rank it higher. A higher ranking on a search engine leads to more traffic in the overall landing page/website traffic.
- Potential customers will find your landing page easier when they need to. This will improve their experience with your business and potentially increase your conversions.
- Optimized landing pages will increase your Page Quality Rating, which brings other benefits like cheaper and more effective AdWords campaigns.
When do we implement Landing Page SEO
SEO is a long term commitment, not a one-time adjustment. It’s of highly importance to understand when you should implement SEO for your landing page, and when you shouldn’t.
Optimizing your web page does not reap results overnight. The improvements you make to your site will take time for the search engines to recognize. Results often take months to realize.
If it’s a short term campaign, better not implement landing page SEO.
Your landing page SEO expectations should be long term. Focus your time and effort on the landing pages that you plan to keep for long periods of time (over 6 months or expect it to be seasonal).
5 Easy Steps to create an SEO-Friendly Landing Page
SEO doesn’t need to be complicated. Making a few tweaks can have a big impact on your results.
The 5 main steps to optimize your landing pages SEO:
- Keyword analysis
- Landing page optimization
- Link building (earning backlinks)
- Page speed and mobile-friendliness
- Result analysis and adaptation
The first step of SEO is keyword analysis. A keyword analysis can start by researching your existing customers, potential customers, competitors, and the general industry.
The purpose of keyword analysis is to understand potential visitors and behavior, the possible volume of traffic, and competition. Ask yourself the following questions when analyzing keywords:
- How are potential visitors searching for your product or service?
- How do you rank against your competition for targeted keywords?
- How much potential does your landing page or website have for organic traffic?
- Can your landing page can compete with the current competition?
Here’s how we conduct a keyword analysis
Step 1: Create a list of keywords based on how people search for your product or service.
- If it’s a very unique product or service, you can ask people what phrases they would use to search for it.
- Check Google for suggested and related searches to your main keywords.
- Check the keywords that your competitors use. SEMrush (free trial for 7 days) or Ahrefs (7-day trial for $7) to help you analyze keywords and give you deeper insights into your competitors
- For additional keyword ideas, you can use a free tool like Ubersuggest or KeywordShitter. Just enter your main keyword and get a big list of related keywords.
Step 2: If your website has several pages, group the keywords by your website categories. This makes it easier to analyze. For landing pages, you should focus on 1 offer and one group of semantically related keywords.
Step 3: Once you have your keyword list, analyze how your competitors are ranking for each keyword versus how your landing pages perform.
- Does your landing page match the searcher’s intent (this is extremely important)?
For example keyword “Nike running shoes”. The majority of the results are categories of Nike running shoes (with multiple selections) and reviews of the best shoes (multiple selections as well). Ranking landing page which focuses on specific pair of Nike running shoes will be nearly impossible for query “Nike running shoes” because searcher expects to see a big list of available options.
- What additional information does your landing page need or what do you need to delete to increase relevance?
Prioritize your keywords based on their search volumes and competition.
A very important thing to take into consideration is long-tail keywords. Some niches can be very competitive with big players completely taking over search results, making it nearly impossible to rank for small players. In that case, you should consider shifting your web page optimization focus from keywords that have a lot of searches and are highly competitive to keywords that are highly targeted to a very specific topic, have less search volume, are a little less competitive but can have very good conversion rates.
For example instead of focusing on the topic of “landing page optimization” you may want to narrow it down to “landing page optimization for search engines“. By performing keyword analysis you will understand what long-tail keywords are being searched and which of them can be incorporated in your optimization.
Landing Page SEO Optimization
When you understand how visitors search for your product or service, the next step is to incorporate your keywords throughout your landing page. This is called page optimization.
The main keywords should be included in your:
- Headers (H1, H2 and so on)
- Body text
- Image alt text
- Metadata (page title, description, URL)
Optimizing Landing Page SEO Metadata
SEO metadata is the text that appears on the search engine result pages (also called SERP.) The metadata includes the title of the page, URL, and meta description. These 3 elements have a direct impact on whether someone clicks on your result or moves on to another.
- The Meta title should be descriptive and explain the key benefits of your page and what people should expect from it.
A. Meta title length should be 50-60 symbols
B. Place the most important keyword closer to the beginning of the meta title
C. When possible, use numbered lists (e.g. 5 tips for SEO) as they tend to increase CTR (click-through rate).
D. It’s important to note that the meta title not only impacts the likelihood of a click but it also directly affects how Google ranks your landing page.
2. URL (your landing page address) should include your main keyword. It’s a good practice to use similar text in both your URL and meta title.
3. A meta description is a more detailed explanation of your landing page. This is your opportunity to entice people to click by describing the value you provide, why you are better than your competitors, and why they should go to your page.
A. Meta description length should be up to 160 symbols
B. Test the description as Google sometimes cuts the text
C. Include a CTA (call to action) at the end of the meta description
Your meta description has a huge impact on helping searchers decide to click on your landing page. By clearly describing the value proposition, you will drive relevant traffic of people who really need your product or service.
Your website content has to be up to date and provide relevant information. It is one of the most important factors which keeps your visitors engaged. If your content is outdated, searchers may leave your page for the competition. Such behavior can also negatively impact your rankings.
How often should the content be updated?
There is no fixed answer to the question. It depends.
If you are covering a topic that is always changing and evolving, for example, the smartphone industry – your article about the best smartphones for 2019 should be updated very often.
The best way to check is to simply enter your focus keyword and look at the timestamps on the search results you get. Based on that you can decide how often you should come back to your page and make the content updates.
Backlinks (links to your web page from other websites) is one of the most important off-site ranking factors search engines use. Backlinks are like votes for your website – the more high quality and relevant websites link to your landing page the better results you can expect.
Rule “quality over quantity” is very true when talking about backlinks. One link from the authoritative and relevant website will have way more weight than a few links from a low-quality website (on the contrary – links from a very low-quality website may even hurt your results).
If you have a chance to earn a few easy backlinks for your landing page – use it, they may give you the boost you need. Few easy ways you can earn backlinks:
- Use contacts you have (maybe you participated in an event where a link to your page would be very useful, or maybe you gave an interview to blogger and he didn’t add your contact info) – just ask for the link where appropriate.
- Niche websites or blogs that may find your content useful.
- Share your content in engaged forums or blog posts in relevant discussions that add value.
- Check where your competitors have backlinks and use the same sources they use (previously mentioned tools like SEMrush and ahrefs can help you with competitor backlink analysis).
- Amplify your content using social media (even though links from social media will not give you a direct boost it will give your page additional awareness). Also, make your content easily sharable on social media for your visitors – add relevant social media icons for sharing.
There so many different tactics depending on your content and business
Page speed and mobile-friendliness
Page speed and mobile-friendliness are a couple of ranking factors that were really important throughout the years and the importance is only increasing.
Landing page loading speed
The lower the loading speed, the better. Try to aim for load speed under 3 seconds. Every additional second may badly hurt your bounce rates and overall user experience. Some of the issues that may cause slower loading speed:
- Poorly optimized images
- Bad coding practices
- Hosting service or issues with servers
- Unnecessary redirects
- Too many plugins (especially for WordPress users)
Every page may have different issues for poor loading speed, so before going live with your website or landing page it is recommended to test it with few different tools and see what can be improved.
It is best to run a few tests as the results can vary depending on location, time and the tool itself.
Make sure your page is responsive to different smartphones and tablets. Check different devices and different resolutions. A visitor should have an easy time navigating through the page, reading text and CTAs, clicking on links and menu items.
If you are using MailerLite’s landing pages – all of that is already taken care of.
For testing, if the website or webpage is responsive on mobile devices, use the official Google tool. Google Search Console also provides additional information regarding website responsiveness. It can also be tested using its own smartphone and tablet.
SEO landing page optimization results’ analysis and adaptation
The last step of landing page optimization for search engines is to track your results. If you don’t measure performance, you’ll never know if it is properly optimized.
The most important things to track are your organic traffic and click-through rates. You can track these metrics using free tools like Google Analytics and Google Search Console.
To track your organic traffic and conversions using Google Analytics, go to Acquisition > All Traffic > Channels > Organic and select the date range. Filter the specific landing pages that you want to analyze.
To track your keyword position and click-through rate using Google Search Console, go to Performance and filter your results by date range, pages, queries or other filters.
Depending on how your page is performing, you can make minor tweaks to improve organic traffic.
For example, if you see that the click-through rate on Google is dropping drastically, make some changes to the metadata, such as a copy of your meta description. Or, if you have a high bounce rate on your landing page, change the headers or body text to better describe the premise of the page.
Remember, there is no set formula for success. A lot depends on your messaging and the behavior of your potential visitors. As you track results and optimize, you will learn more about your audience and improve results over time.