Feb 20, 2024

Landing Page SEO: Boost Visibility & Sales In 6 Strategic Steps

Landing Page SEO: Boost Visibility & Sales In 6 Strategic Steps
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As an SEO agency, we care for every little detail within our customers’ websites - and beyond.

Within this scope, SEO is way more than just getting a brand’s pages up and ranking.

Let’s face it: as a business owner, you’d want those who land on your page(s) to move further down your sales funnel and ultimately make a purchase - or any other goal conversion that translates into profit.

In light of this, landing page SEO (also known as landing page optimization) can play a significant role in conversion growth - increasing sales!

Sounds intriguing?

Read on to find out how to optimize your landing pages and elevate your SEO and CRO strategies.

What Are Landing Pages?

Landing pages are carefully designed, sales-oriented pages within a website where users land when they click on an online ad, a link in a marketing email, a SERP result, etc.

What Is Landing Page In SEO?

For SEO, a landing page is a carefully designed web page, carefully optimized around a targeted keyword and search intent. It aims to get high rankings for related queries, eventually driving leads and conversions.

Landing Page Optimization - Basics

Here’s what an optimized landing page does:

  • Offers a positive user experience.
  • Comes with a ‘clean-cut’ design and straightforward information, avoiding unnecessary elements.
  • Funnels visitors to a clear conversion event.
  • Includes quality, optimized content.

Landing Page SEO Tips

Incorporating SEO best practices in landing pages boosts your rankings and eventually shows your brand above your competitors and -ideally- above the fold.

To optimize your landing pages, you need to follow some core SEO principles thoroughly:

1. Conduct Thorough Keyword Research

Comprehensive keyword research is the basis of your landing page optimization.

But remember: landing page keywords should solely focus on ‘transactional’ intent.

At the end of the day, you create these pages to drive users down the sales funnel and convert leads into prospects.

So, for example, queries that include phrases like:

  • “The Complete Guide”
  • “Everything You Need To Know”
  • “For Beginners”

...typically have informational intent and aim at top-of-the-funnel users (prospecting stage).

Middle or bottom-of-the-funnel keywords are typically long-tail keywords. For instance:

Landing Page Keywords - Example

Let’s say your company sells professional sound equipment and audio gear, and you want to increase your visibility among sound engineers.

If you optimize your landing page for ‘Sound Systems’ - you’ll compete against all kinds of pages targeting the average consumer.

You may show up for user queries looking for a low-budget Bluetooth speaker, or price comparisons for home sound systems or for ‘sound 101’ questions like: “What is a good sound system?”

On the other hand, if you optimize for more targeted searches that appeal to your specific (professional) audience who is ready to convert, you would probably use a primary keyword like: ‘Audio Output Jacks.’

See the difference?

Once you’ve nailed this one, you should then check what your competing brands are doing.

Run A Competitor Analysis

So, you have made a list of your best transactional keywords and now it’s time to run a competitor analysis in order to gather data on:

  • keywords your main competitors rank for - and then try to outrank them.
  • SEO keyword gaps among similar businesses - and then optimize your landing page to rank on top before anyone else does.

Include Keyword Variations In Your Content, Naturally

In each one of your landing pages, use your targeted keywords naturally and back them up with secondary keywords and semantic SEO words.

This provides both prospects and search engines with an ‘irresistible’ experience.

Now that you’re all settled on your landing page keywords start working on its design.

2. Build Your Landing Page Around Search Intent

To leverage the success of your landing page and increase conversions, you should carefully plan and implement every design and content element to actually serve your targeted search intent.

In other words, you need to give your users what they want to see that would lead them to convert by making a purchase, a demo request, a sales inquiry, etc.

In our ‘Audio Output Jacks’ example above, your converting landing page would most likely have a basic color background, probably black, which is a standard color for audio-related services.

You would need to include information that depicts quality, expertise, ease of service, and the large variety of audio gear available at your store.

Other elements would include a clear CTA like: “Order Now!” followed by some kind of inciting information like: “Next Day Delivery.”

Right underneath, you’d probably want to showcase variety - with a related products carousel.

And then, enhance trust in your brand with a list of reviews by other audio engineers - who’ve already bought from your store.

To make a long story short, successful landing page optimization means putting yourself in the shoes of your leads: think of what you’d need to see that would make you hit the “Buy” button (or any other CTA button) without a second thought.

Now that you’ve implemented a strategic page layout, it’s time for on-page SEO.

3. Attend To All On-Page SEO Details

An SEO landing page needs compelling content that excites users and is well-structured for crawlers to read, analyze, and consider it a top-quality piece worth indexing.

In view of this, when optimizing your landing pages, give extra attention to:

  • Page title and description
  • Headings within your page
  • Internal links
  • Images and videos
  • URL

Let’s dive into the details.

Page Title/Description

Among the 10+ listings that appear for every Google search, it’s your page titles and descriptions that will invite your desired users to click on your content (instead of your competing pages).

Well-structured titles and descriptions also give crawlers extra signs of your focus keywords and expertise.

Page Headings - AKA ‘H tags’

Clear and concise headings (or ‘H tags’ as SEOs call them) help readers skim through your information effortlessly and read the part(s) that interest them the most.

Page heading are also the best places to include your focus keyword(s).

Plus, a concise H tag hierarchy (i.e., moving from H1, down to H4) makes it easier for bots and screen readers to go through your text in a ‘logical’ way, enhancing crawlability and accessibility.

Internal Links

In landing pages, you should use just enough internal links (i.e. links to other pages of your website) to give a boost in search results. Overdoing it may send your leads away from your marketing-oriented landing page to other (less significant) website pages.

Remember: always add internal links with optimized anchor texts, and try to disperse them throughout your text, starting front the top paragraphs.

Optimized Images/Videos

No matter what your products or services are, attractive images and quality videos can work wonders on your landing page’s SEO performance.

Backing up your texts and information with visuals captivates any type of user (visual learners and text learners). In fact, video content increases organic traffic by up to 157% and boosts conversion rates by up to 80%.

Not only that, but you give your landing page a chance to rank for various types of search results (e.g., video search results) within a single SERP which, in turn, increases your CTR and contributes to your SEO reputation management efforts.

But remember: optimize every single image and video, including your target keywords wherever possible, in a natural way.

Optimize Your URL

SEO for landing pages demands carefully optimized URLs.

How To Optimize A URL

  • Create a landing page URL within your own domain.
  • Always use https.
  • Include your focus keyword(s) as far to the left as possible.
  • Make your URL similar or identical to your page title (if possible).
  • Use Latin characters.
  • Use dashes and no spaces between words.
  • Keep it short. Search engines typically truncate URLs longer than 65 characters. So, better keep your URL between 50 and 60 characters.
  • Use lowercase letters.
  • Do not use symbols.
  • Use clear URL paths, for example: www.mycompany.com/main-category/my-landing-page-keyword

Now that your landing page is up and running, you can now deal with your off-page SEO.

The number 1 thing to do here is to acquire backlinks that will boost your page, enhancing its importance and credibility at the same time.

5. Get Quality Backlinks

Backlinks from prominent, authoritative websites not only signal quality to search engines but also enhance credibility among human users.

Furthermore, acquiring backlinks from sources that are topically relevant to your niche or content can significantly bolster this effect, ensuring a more cohesive and effective SEO strategy.

Off-page SEO includes various link-building strategies that eventually shield your position at the top of SERPs.

If you have worked hard to create a converting landing page that works, adding new backlinks and updating your content can keep your high positioning for months - even years!

In fact, our customers are often surprised at how our solid backlink strategy significantly improves their landing pages’ SEO and, in turn, their conversion rates.

One thing to note is that all your content-focused efforts must go hand in hand with the technical SEO aspects of landing page optimization. Along with secure URLs, page load speed is critical to an overall pleasant experience.

6. Increase Your Landing Page Load Speed

Running technical SEO audits on a regular basis will help you identify any issues that may slow down your page load speed.

Ideally, your page should have a load speed rated more than 90 in Google PageSpeed Insights for both mobile and desktop devices.

Slow pages with elements that are outdated, unnecessary, or take extra time to load, create negative user experiences and account for lost sales by leads ready to convert.

It’s also crucial for your landing page to be 100% responsive to all devices, browsers, and operating systems - or at least for the most common ones.

In the era of connectivity, brands need to offer quality and speed in all their services and marketing efforts. So, ensure your website, and especially your landing pages, are optimized to their fullest potential.

Get The Most Out Of Your Landing Page SEO

Today, SEO means extra visibility, high SERP positioning, and increased conversions.

At Atropos Digital, we work closely with businesses like yours to create and optimize landing pages that turn your leads into customers.

By conducting detailed keyword research and applying the latest SEO trends, we help you get your rightful place above your competitors and come up whenever your future customers are looking for your products or services.

Whether running a small business or a large firm or you are looking for premium white-label SEO services, Atropos Digital can effectively help you with all your SEO and CRO needs. Contact us today.

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