The leads and prospects always land on the landing page or destination page on your website after clicking on a paid ad or email link. As standalone web pages, the ad landing pages are not connected to other pages on the website. But they persuade the website visitors to take a specific action by showing a call-to-action which is direct, simple, and clear.
Hence, you cannot achieve predefined email or paid marketing goals without optimizing key elements of the landing page. Often digital marketers ignore the significance of optimizing the landing page for search engines while implementing landing page optimization strategy. You can easily create a search engine friendly landing page to make the searchers visit one of the most important pages on the website directly.
While optimizing the landing page, you must focus extensively on landing page SEO to persuade the searcher to take the desired action by providing the relevant information clearly and directly. It is always advisable to implement the latest search engine guidelines while designing a landing page. However, you also need to implement a slew of landing page SEO strategies and best practices to influence the purchase decisions of searchers.
You must start the landing page SEO strategy implementation with the selection of relevant keywords. You can perform keyword research using a variety of online tools and plugins. But you must remember that long-tail keywords are easier to rank than short-tail keywords. You can form long-tail keywords by combining the terms or phrases used by searchers. You can even make the keywords more relevant by connecting them to specific cities. For instance, if you are offering digital marketing services to clients in India, you can form long-tail keywords like digital marketing services in India.
In addition to selecting the right keywords, your landing page SEO strategy must focus on strategic placement of keywords. You must include the keywords in the landing page content repeatedly and naturally. It is always important to review and revise the content repeatedly to ensure that there is no keyword stuffing. At the same time, you also need to include the keywords strategically in the landing page’s title, meta description, header tags, and other elements.
While creating content for a landing page, copywriters focus on keeping the content simple and concise. You must remember that search engines prefer long-form content to short content while indexing a web page. Hence, you can easily make the landing page SEO-friendly by increasing word count while writing the content. But you cannot improve the landing page’s search engine ranking only by increasing word count. It is always important to create well-researched content and include valuable and updated information.
You can make the long-form and well-researched content more engaging by including a variety of multimedia content – images, videos, diagrams, and infographics. Also, you can boost the landing page’s search engine visibility by optimizing the multimedia content for search engines. For instance, you can make the videos SEO-friendly by adding a video transcript and including keywords in the video transcript. Likewise, you can optimize the images and infographics for search engines by adding alt texts and including keywords in the image description.
You can easily improve the landing page’s search engine visibility by linking it internally to other pages on the website. You must explore ways to link the landing page internally to other web pages by inserting relevant internal links in the content. At the same time, you also need to explore ways to high-quality backlinks to the landing page from reputed and popular websites. When you create fresh and well-researched landing page, it will become easier for you to secure high-quality backlinks through bloggers and influencers.
Google has clearly stated that it does not consider social signals as a ranking factor. But several studies have highlighted how social signals impact search ranking directly. You can easily embed social sharing options on the landing page to make it SEO-friendly. The social sharing options will encourage many visitors to share the high-quality content posted on your landing page on popular social networks like Facebook, Twitter, and LinkedIn.
While implementing landing page SEO strategies, you must implement Google’s guidelines and recommendations.
According to Google,
“Advertising and speed go hand in hand, with faster landing pages delivering better ROI.”
Hence, you need to ensure that the landing page loads in less than two seconds by adopting a slew of best practices. Also, Google will use the mobile version of the landing page during indexing and ranking. You must adopt the responsive design to make the landing page look good on both computers and mobile devices.
Often webmasters remove seasonal landing pages after the season. But you must remember that SEO is a long-term and ongoing process. When you take a seasonal landing page offline, you have to optimize it for the search engines from scratch in future. The smarter digital marketers do not implement different landing page SEO strategies for long-term and short-term campaigns. They keep the seasonal landing pages available throughout the year.
The primary goal of your landing page SEO strategy is to divert more organic traffic to the landing page. Hence, you need to evaluate and fine tune the strategies from time to time to get organic traffic to the web page regularly. Also, you can monitor and analyze the landing page SEO results using two important metrics – the amount of organic traffic and click-through rate. You can monitor and measure the performance of the landing page on SERPs using web analytics tools like Google Analytics.
You can easily implement landing page SEO strategies as part of landing page optimization strategy. But you must remember that landing page SEO is an ongoing process. In addition to using only white hat SEO techniques, you need to focus on increasing the landing page’s search engine visibility despite frequent search engine algorithm changes.
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