Adopting SEO practices for Landing Pages may be just what you need to further optimize your conversion pages. Check out how to do this in this content!
It’s impossible to talk about Digital Marketing without thinking about goals. Therefore, everyone working in the area needs to deliver results that can generate greater business opportunities for the company.
Having landing pages (also known as capture pages) within your Content Marketing strategy is one way to accomplish this.
But first of all, you also need to know how to do SEO for landing pages.
So that you can learn how to create amazing landing pages that top the search engine rankings today, we wrote this article. Keep up!
What are landing pages?
A landing page is a page that allows you to capture visitor information through a lead form.
Thus, a visitor arriving at a landing page will be directed to a nutrition stream , that is, an email marketing action that engages that person [ 19459015] to the point of arousing interest in your company’s offerings.
Take an example of an LP we did about Facebook Marketing:
And before you are wondering what makes a landing page more effective than a website in capturing business opportunities?
Check out our list of reasons:
Landing pages attract more qualified traffic
Through LPs, you can make your visitors perform specific actions.
So while a site has several sections that can distract them, a capture page allows them to focus on reading the content and filling out the form that will turn them into leads.
Landing pages deliver value
If your offer is of great value to your audience, they will surely fill in the form with the contact information your marketing and sales team are looking for.
Therefore, it is important that your landing pages focus on subjects of interest to your persona , as this will motivate your audience to visit them.
The more leads you generate from them, the more likely you are to convert to business opportunities.
Make landing pages that are short and objective
The more time you make your visitors spend on your landing page, the less likely they are to convert them into leads .
Sounds contradictory, as time spent on a site may engage its audience more, but it doesn’t work for capture pages.
Therefore, create pages that are short and objective . If the intention is to have the person download an ebook, briefly talk about what they can check out by downloading the material, followed by the form to download it. Less is more.
What is SEO?
SEO stands for Search Engine Optimization , meaning it is a set of techniques applied to websites aiming to have a good positioning in search engine results like Google.
This type of strategy is essential if your business is gaining web visibility, having more visitors to your site, and therefore greater chances of getting customers.
After all, having a SEO-optimized site makes it get the top positions in Google results . This is important because 90% of people click on the results that appear on the first page .
When you start SEO actions, you’ll see improvements to your page placement from the keywords linked to it, as well as more visits and conversions.
Through possible SEO:
- get large amount of qualified traffic ;
- maximize the amount of page conversions ;
- conquering authority status on a given subject.
So whatever your goal, it all starts the moment a person searches on Google, finds you in organic search results, and visits your site.
What is SEO for landing pages?
Landing pages built using SEO techniques are optimized for search engines to make them attractive to algorithms that decide which pages should or should not appear in the results.
Because capture pages are short, some people often think that they don’t need to be optimized for Google and other search engines.
Given that we see many landing pages being spread via paid media to achieve a short-term goal, this thought may make sense, but it’s not right.
Because, campaigns can bring results in days or weeks, while being present in organic search results can keep your business generating leads, even after campaigns end, thanks to SEO.
How to do SEO for landing pages?
Now that you know the importance SEO has for landing pages, let’s get to the practical part. Check out the checklist we have prepared so you can make yours too.
1. Choose the right keywords
The focus keyword for the landing page is the first step that should be taken. To do this, take into account the stage of the sales funnel in which the persona you want to reach is.
If it’s at the top or middle of the funnel, pages that offer guides and tips on how to do things that solve certain problems might work.
On the other hand, the bottom of the funnel is usually interested in learning more about your offer, such as product or service description, price, discount, purchasing facilities, etc.
Avoid using keywords head tail because they are generic, and making your landing page compete with deeper content sites and blogs is difficult.
So bet on the words long tail that feature lower search volume, but get more qualified visitors.
2. Develop good landing page content
Content is king and your landing page should be part of that reign. So, in addition to producing amazing text that appeals to your persona, it also needs to be suited to the search engine algorithm.
So while using the right keywords at strategic points in content is important, the main focus should be on the relevance of content to your audience and the experience they will have reading it in. your landing page.
Finally, while content with more words is more likely to rank well, the same does not apply to landing pages. As we pointed out, too much text can hurt your conversion rate.
3. Link building your landing pages to your content
If you have blog posts that talk about the subject matter on your landing page, link to it within that content.
After all, link building contributes to LP SEO because Google identifies that multiple pages are pointing it to its visitors.
On the other hand, if your intention is to generate click-through conversion, it is advisable to make banners and insert them within posts in order to invite people visiting them to access your landing page and thus increase the chances to convert them.
4. Pay attention to visual content
It is critical that your landing page has a main image or video for greater conversion appeal. Therefore, invest part of the LP creation time to search and choose good visual content.
When uploading it, be sure to enter to enter alt text to bring the main keyword, as this may aid your ranking.
Also, choose content that loads quickly.
For images , don’t forget to compress them using tools like JPEGmini and TinyPNG can help.
5. Use templates that are mobile friendly
According to Google , mobile searches surpass those performed via desktops in some countries.
Because Google’s goal is to deliver an increasingly better user experience, pages that are responsive to mobile devices get better ranking .
As we’re talking about SEO for LPs, having a template that is mobile friendly is essential.
Here’s what part of a mobile LP look like:
6. Make sure your landing page is fast
Google announced this year that sites should load in about 2 seconds – and don’t think this is a criterion set by Google, but rather by the behavior of its users.
After all, we all go to Google and other search engines, and one thing is certain: If one site takes too long to load, we close it and move on to another.
When it comes to digital marketing, every second counts to capture a visitor’s attention, and three seconds may be enough for you to lose it to the fastest landing page competitor.
To find out if your site is loading at the proper speed (especially on mobile devices), use this tool . If the result is not positive, consider using an AMP .
As you can see, developing SEO for landing pages can be challenging, especially given that Google has over 200 ranking criteria.
So be sure to check out our full SEO Trends Report too!