Landing pages are kind of like a first date. There’s been some lead up to get to this point, but this is your chance to make a first impression, and it’s at this point that the other party will either decide to move forward with the relationship in some capacity or nope the heck out for good.
And just like with dating, marketing is sometimes a numbers game. You can definitely do things to increase your chances of success (like behaving appropriately, or putting a CTA above and below the fold), but your best bet will be to get out there as much as you can.
SEO can help with that, and in this post, we’re going to look at how to create the perfect landing page for SEO to attract new users while still getting them to convert.
Why Your Landing Page Must Be SEO-Friendly
I was once working with a client and explaining what my strategy was going to be for the landing page, and they looked back at me confused, asking why it mattered.
“We’ll mostly just be getting traffic from our PPC ads or from the people we’re sending here from the blog,” they said. “SEO isn’t the biggest concern.”
This is like saying “No, I’ve paid for a gym membership so I can’t just walk around the neighborhood for exercise anymore even though it’s convenient when I can’t make it across town.”
SEO should always be something you’re taking account when creating landing pages, no matter what exactly the landing page is for or what stage of the funnel it’s targeting. The reason why is simple: it can help you reach more users who are interested in exactly what you have to offer. Marketing is a numbers game to some extent, so the more traffic, the more chances you have at conversions, and the better off you’ll be.
Let’s take a look at how you can do that.
Consider High-Intent Search Phrases When Writing
Your landing page is offering some sort of product, service, or event that serves a need, and users will be searching for that solution. If you can find the right keywords they’re using to do so, you’re off to a good start.
Are you offering information for a free trial on your meal subscription box? Great– you’re helping users eat healthily and cook at home in a more streamlined, convenient way. You might find that your audience is searching for “organic subscription meal box.”
Or maybe you’re running a webinar about how to better manage your business, and your audience includes new business owners trying to figure out everything from scaling their business to whether or not they need liability insurance. Target those hyper-specific keywords like “how to hire the right staff” for your “Hiring 101” webinar.
When you’re creating your list of keywords that you want to target, focus on those high-intent search terms that pair users up with whatever it is you’re promoting your page. The more specific, the better, because long-tail keywords will have less competition and be more relevant. If you can provide a solution they need, that’s who you want showing up on your page.
Write for Users First and Google Second
I can never stress this enough: while you do want to drop some of those high-intent keywords into the text on your landing page in order to help it register in search-engines, you need to write for users first. Keyword stuffing is never a good look on anyone (or any site), and if your text is so choppy because you were focused on SEO, you won’t be able to create a page that converts, too.
Even worse, your page will start to get a high bounce rate, Google will take notice, and then they’ll start to prioritize that landing page even less. It’s a lose-lose all around.
To write for users, make sure that you have the information someone would be looking for. Is your event free? Mention that. What is its location? Who will be the speakers, and what’s the focus? Think about what you’d need to know as a customer, and feature it right there, and make sure there’s enough substance to give them what they need.
Add The “Hidden” SEO Features
Landing pages traditionally aren’t text heavy. It’s important to get users the information they need quickly, which means some text is necessary, but it should be easily digestible so that users can analyze the info quickly and move on to the next step in the funnel.
This means that while there won’t be a ton of text, you can optimize the page still with “hidden” features that focus more on back-end SEO optimization instead of the content outright. These include:
- Trying to include the main keyword in at least one header or sub-head.
- Featuring the keywords in alt-image text for all your images.
- Placing the keyword in your meta description.
- Using it in your title tag and site slug.
These are small tweaks that take only a few minutes, but they can make a big impact when it comes to helping your site rank well.
You should also be linking to that site internally wherever possible, and if you get the chance to link to it from other external sites, even better.
Your landing pages are specifically designed, perhaps more than almost any other page on your site, to drive meaningful conversions. Whether that’s an event registration, a lead sign-up, a sale, or something else entirely, the landing page is highly specialized to get individual results that will help your business.
Creating landing pages that can attract traffic organically in addition to converting it will give you an advantage of free traffic at no additional cost, and lower acquisition costs are always good for business.
Looking for some extra help creating the perfect SEO-friendly landing page that attracts and converts traffic? We can help! Get in touch with us here.
What do you think? How do you optimize your landing pages for SEO and users alike? Do you use any of our strategies? Share your thoughts and questions in the comments below.