Landing Page Optimization in SEO – All You Need to Know

The prime motto of any digital marketer is to design a high converting landing page.

The motive of the landing page is to make the visitors click and visit another page on your site or get visitors to buy or learn something (include commenting and feedback submission).

While creating an attractive landing page for your website or any campaign, digital marketers ensure that it contains bold headlines, convincing call-to-action and many more. But during this process, they oversee the most critical component of a landing Page which is ‘Targeted Traffic.’ Yes, you heard it right. If you have designed your landing pages considering your target audience and focussing on customer engagement strategies, then the visitors will surely land on your page.

SEO Landing Pages:

A landing page SEO strategy intends to turn a specific in-depth content into the portal for the keyword areas which is optimized for both search engines and users. These pages come with features that make it appealing to the algorithms that decide whether a page is valuable to searchers or not.

Most of the times, people assume it’s not necessary to optimise landing pages as most marketing campaigns are relatively for a short period. And they’re partially right as most promotions are for a limited duration.

For example, if you’re running a promotion for a few days or weeks after optimising, your page searches would be less. But, if you’re running a promotion for a few days or weeks every year without optimisation, then you might miss some potential search traffic.

How to create an SEO landing page: 

  1. Publish to a custom URL

By creating a page using a content management system (CMS) you get two choices, either you can publish it to the sub-domain of the service provider, or you do it on your domain. When publishing on your domain, you get the advantage of a small boost in the page ranking when people search with your targeted keywords.

  1. Determine your keywords

 A keyword is a term that searchers put in the search engine to find some relevant information.

Determine your keywords

Finding relevant keywords for your business could be a daunting process. But, you can start it by making a list of the terms that are relevant to your webpage. Now try to find the combinations of those terms, someone might type in Google with the intention of searching what you are offering.

For instance, I am a Doctor in Noida, and I am creating a landing page targeting the patients who are suffering from body aches. Instead of going for broader terms such as Doctor for body aches, or physician for body aches I will try for “Doctor for body aches in Noida” or “Doctor for body aches near me” something more precise.

Long-tail keywords are easy to rank, and they let you produce a higher ROI as compared to the shorter counterparts.

  1.  Place keywords strategically on your landing page

Once you have chosen your targeting keywords, then the next step is to place them strategically on your landing page. Given below are the places as where to put them in a webpage to maximise your chance of winning the race on SERP:

Title tag: It is the first blue ink clickable text of a given result that you will see on the SERP. Title tags are important, as it tells the user what the page is about. It is essential to make it crisp and in line with content otherwise, it will affect the bounce rate of the webpage.

Meta Description: It is a short description of the page. It again plays a very critical role in generating website visits, as it provides clarity to the searcher about the content. Also, being in the first position on SERP will help you get the clicks, but if you have excellent meta description written for your post, then it will undoubtedly bring you more clicks irrespective of the position.

Header Tags: Tags are arranged in a post in the hierarchy of H1 to H6.  The title of the page is always an H1 tag. If you are going to add more subheadings under H1 tags, then use H2s, H3s and so on.

Image Alt Tags: Always try to give your images the file names. Since Google can’t see the site image, so it is essential to provide images with alt tags. The images file names with your keywords help you increase your page ranking in SERP.

  1. Page length

A landing page is always brief and crisp, but then Google favours long content over a short one, quite a contradictory right? But, there is no proof that increasing the word count will only help the content to rank on SERP.

So, your focus should be on maintaining the quality of content rather than its quantity, If the content is well researched and informative then its length will automatically increase. Such content will drive more readers, more shares and these signals tell the Google that the content is user-centric and needs a boost in the ranking on SERP.

  1. Secure backlinks to your page

Driving more people to link back to your page is an excellent way to grab quality links for your site and the more natural links a webpage will receive, the more preference it will get for the rank boost in SERP.

The approach for securing backlinks is to create quality content for your target outreach. A well-written post always grabs the attention of the target segment, you can reach out to bloggers and influencers in your niche and can request them for linking back to your content.

Remember the high-quality backlinks will always give you more authority, So focus on the quality than quality.

  1. Speed up your page

Page loading speed is again a significant factor that can affect your webpage ranking on search engine.

Speed up your page

If your webpage is taking more than 3sec to load, then you are in trouble, as an average user waits for less than 2secs for a webpage to load. You can quickly check your page’s speed on Google Page Speed Insights tool. The tools not only provide the information about the page performance on desktop and mobile devices but also suggest improvement areas.

You can reduce the page speed by using smaller image files in your web page, switching to a faster web host and shutting all plugins your website.

  1. Make your Content Shareable

If your content is non-shareable than it is not going to get importance on the search engine. The retweets, likes, comments, no. of shares are social signals that help your post to boost their ranking on SERP.

Make your Content Shareable

In recent years, Google has cleared that the social signals do not directly influence the SEO of any page, but that doesn’t mean that you should ignore it.

The pages with higher ranks receive so many social indicators, likes, comments and all just because they have good quality informative content.

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