SEO for Landing Pages: Optimization Tips and Examples
To help you apply SEO techniques on your Landing Page and generate more Leads through the organic search channel, we have prepared this guide with optimization tips and examples
If you’ve been following Digital Marketing materials for some time, you’ve certainly heard of SEO, the acronym for Search Engine Optimization. You also already know that it is a set of techniques for Google and other search engines to understand that your content is relevant to people who are searching for certain keywords.
You may have already read, right here on the Digital Results blog, about various SEO techniques, such as keyword strategy, writing articles for SEO and Link Building. Can these optimization techniques be used in a Landing Page?
The answer is: yes, absolutely! However, there are specific details for you to pay attention to. Therefore, to help you apply SEO techniques for Landing Pages and generate more Leads through the organic search channel, Blue World City have prepared this guide with tips and optimization examples.
What do you get by applying SEO to Landing Pages?
The two most important metrics to analyze on a Landing Page are traffic and conversion. This means that to generate Leads, you need to attract interested people to your Landing Page and, after they arrive, demonstrate the benefit of the rich offer to convince them to exchange their personal data for the material offered.
There are several channels to promote your Landing Page and attract interested parties, but search engines stand out for a very clear reason: to offer qualified traffic and at the right moment when the person is looking for the information.
Optimizing your Landing Page – not a page on your website or blog – to be among the top results on Google means that the visitor will need to go through fewer steps to convert and become a Lead. Optimizing a blog article may be slightly easier, but directly offering rich content can greatly increase your conversion rate!
In the example above, imagine that the term Digital Marketing Tips has 1000 searches per month.
The average click-through rate for Google’s first position exceeds 30% and, for the second position
This means that this Landing Page has the potential to generate 300 monthly organic visits. If the page’s conversion rate is 40%, that’s 120 more leads every month. 1440 Leads per year!
Now, imagine that those 300 visitors went to an article on the blog and, at the end of the article, there was a Call-to-Action for the Landing Page. In the best case, with a 5% CTA click-through rate, that would be 15 Landing Page visitors and only 6 Leads.
In one year, the difference is that the Landing Page in the first position generated almost 1400 more Leads
When is doing SEO for Landing Pages a good idea?
There are several cases indicated to apply SEO on your Landing Page.
If the Landing Page is going to be up for a long time, it is recommended that you take advantage of the Google ranking effects to attract traffic in the long tail.
Pages that will be public for more than 3 months already have the potential to appear in search results and therefore deserve special SEO attention.
Even if the keyword you’ve decided to focus on isn’t a long-tail keyword, the idea is to use search volume per month to earn on a recurring and organic lead generation.
For Funnel Bottom Landing Pages (such as quote requests or discount coupons) it is also very suitable to optimize, as the visitor will likely arrive at an advanced stage of the Buying Journey.
Another interesting possibility is if you already have a blog article among the top positions. In this case, why not also optimize your Landing Page to have two results in the top ten? This increases your chances of attracting qualified visitors!
So, do you want to start optimizing?
So check out our SEO tips and best practices for Landing Pages below:
Tip 1: Choose your keyword well
It all starts with choosing the main keyword related to your rich offer, and that depends on the Buy Journey step that is the focus of your Landing Page.
To attract visitors in the first steps, you can add to your keyword terms such as:
- How/How to do
If the objective is to attract visitors who are considering a solution and are about to decide, the suggestion is to have in your keyword terms such as:
- best option
The ideal is to avoid very generic keywords (head tail) because the competition for the first places is usually more difficult. Look at the previous example from Digital Results: Digital Marketing tips is certainly easier to rank than just Digital Marketing. For generic terms, very complete and explanatory articles on the blog are still the best option.
Tip 2: Create a good snippet
Fragment and clipping are two good translations that explain what a snippet is.
The three main elements of a snippet are:
- Title (Page Title)
- Meta Description
Not all snippet elements are factors that help your page rank. However, it does play an important role in the click-through rate your page will receive. A good snippet should be both inviting and objective about the content the visitor will find on the page.
Title (Page Title)
Although it is not a must, it is highly recommended that you use your keyword in the title, preferably at the beginning. In addition to helping your page gain relevance to search, it’s also a way to be explicit about the content of your Landing Page.
Another important point is that from 60 characters onwards, titles are cut off and gain ellipses in the snippet. Keeping it below this limit ensures that your audience will see it in its entirety, which can increase your click-through rate on the results page.
Using the keyword in the URL is also an important ranking factor.
And just like the title, the URL also has a length limit: staying under 76 characters prevents ellipses and can impact your click-through rate.
Meta Description, unlike the previous elements, is not a ranking factor. Theoretically, using the keyword in it doesn’t help Google prioritize your page?
On the other hand, the use of the keyword is still recommended, mainly because Google highlights it in bold. This encourages users to click, as well as ensuring that the page has the content they are looking for.
Again, we suggest staying under 156 characters.
Tip 3: Work your content in the context of the Landing Page
In the content of your Landing Page, it is important to use the keyword, mainly in the header and at least once in the content. The recommended frequency is 1 to 3 occurrences of the keyword (or a variation of it) for every 100 words of content.
But don’t abandon the focus on conversion! It is important that the content responds to the search performed by the user. Is your Landing Page offering something that confirms to your visitor that what they are looking for will be found in your rich offering?
Therefore, when in doubt between the exact use of the keyword or a fluid content that makes sense, always prefer the second one. User experience comes first!
Lastly, maybe you’ve seen research on the importance of long content to rank well on Google: 700, 1000, and 2000 words. For Landing Pages, it is not recommended to apply this criterion as it can hurt your conversion rate!
There are so many criteria that help a page to rank that you can even leave this one aside, and still have satisfactory results.
Tip 4: Pay special attention to images
It is essential to use in your Landing Page the main image that has great converting appeal. If possible, the focus should be on the benefit that the rich offer will bring to your visitor.
Spend some time looking for a good image that has a pleasing colour combination.
Your images cannot lack Alternative Texts (Alt Text). In the main image, it is also recommended to use the keyword in the alternative text, as it is a factor that helps your page’s ranking.
Lastly, special care should be taken with the image loading time: the faster the better. A tip is to use tools like JPEGmini and Timing to compress your images for the web, without losing quality. Pages that take too long to load are often penalized by Google, and images that are too heavy are big villains of load time.
Tip 5: Use mobile-friendly templates
Since 2015, Google has made it clear that mobile searches have surpassed desktop searches in major countries. As one of Google’s biggest premises is to deliver a positive experience for its users, naturally responsive pages for mobile and other mobile devices are prioritized.
Therefore, if your focus is SEO, it is essential to use mobile-friendly Landing Page templates (i.e., adapted for mobile devices).
RD Station Marketing’s Landing Pages editor allows you to view both desktop and mobile versions. So, you can be sure, after applying SEO techniques to Landing Pages, that it is mobile-friendly.
Tip 6: Beware of the bounce rate!
Google uses the page’s Bounce Rate to define its relevance. If the visitor clicks on a search result and doesn’t find what they were looking for, rejecting the page, Google understands that page is not relevant for that keyword and lowers it’s ranking.
This means that investing in your Landing Page’s conversion rate is also investing in SEO. There are several techniques to improve conversion rates, but in general, try to answer the following questions:
- Does the Landing Page make it clear that rich content will deliver what it promised on the Search Results page?
- Will visitors invest their time and trust in filling out my form?
- The Landing Page is visually pleasing and guides the visitor to the next step, which is to convert?
Just thinking about these points, it is already possible to improve your conversion and, therefore, decrease your Landing Page’s bounce rate, helping to rank it better in search engines.
Tip 7: Keep Your Landing Page Up
In the introduction to this article, we recommend optimizing Landing Pages for SEO only when they will be up for more than 3 months, after all, Google can take time to index your content.
On the other hand, why take your Landing Page down after the offer expires?
You can leverage your seasonal Landing Page URL to spread other rich content, preferably, or drive your visitors to your website or blog.
For example, you posted a Landing Page with a promotional coupon for Black Friday.
After the event, you can exchange it for a Thank You Page with the same URL address, talking about the success of Black Friday in your store and preparing for even better promotions in the following year.
Or, keep the Landing Page with a form for visitors to register to receive, before everyone else, next year’s offers. That way, you keep generating Leads all year long!
This practice keeps search engines indexing your address. In the following year, it may be easier to earn visits (and Leads!) through this channel.
Tip 8: Earn links and accumulate authority
In addition to on-page SEO techniques (performed on the page itself), links continue to be one of the main ranking factors in search engines.
When you offer links, you give a little authority to the pages you are linking to. On the other hand, when you receive, you gain some authority.
Landing Pages can take advantage of this, because the idea is that they don’t have links to other pages. The only place the visitor should click is the convert button after filling out the form!
As a result, Landing Pages have a tendency to accumulate authority.
Start by earning your own links, including calls-to-action to promote the rich offer and direct your website or blog visitors to the Landing Page.
Tip 9: encourage sharing on social media
It is true that there is no evidence that sharing a page on social media is a ranking criterion in search engines. In fact, Google has already explicitly denied that this factor is considered.
But posting them on this channel can indirectly help with gaining links and social proof – the more people approve, share and promote your Landing Page, the more arguments you have to prove to new visitors that the rich offer is Of Quality.
So be sure to include the social sharing buttons on your Thank You Page.
SEO rules for Landing Pages are actually more specific. Some factors can be ignored and others gain even greater importance.
By following the tips in this article, your Landing Pages will certainly become more competitive in the fight for the top positions in search results.
As you become more proficient in SEO techniques, you may sometimes overlook a factor that seems important but isn’t relevant to your Landing Page. No problem: if you’re sure of what you’re doing, go ahead!
So how about testing what you’ve learned right now? Fill in the details below to take a free trial of RD Station Marketing. The tool has an amazing Landing Pages creator, which is very easy to use. Join now!
To help you apply SEO techniques on your Landing Page and generate more Leads through the organic search channel, we have prepared this guide with optimization tips and examples If you’ve been following Digital Marketing materials for some time, you’ve certainly heard of SEO, the acronym for Search Engine Optimization. You also already know that it is a set of…