Are you looking for an SEO agency that can bring your landing pages to the first page of Google? Get in touch with NUOPTIMA now and request a free discovery call with one of our SEO specialists to learn how we can help.
To date, SEO remains a vital digital marketing tool and an essential part of any business. According to the HubSpot report, 61% of marketers consider search optimisation reports and boosting their online presence their primary inbound market priority. SEO is a long-term strategy that generates more leads at a lower cost than paid search. Additionally, it doesn’t require continuous investment in ads, which, along with the longevity of this marketing method, is one of the main reasons why most marketers are seeing better results from their SEO campaign than PPC.
SEO is a practice of increasing the amount and quality of traffic to your website through organic search results. A higher website ranking increases your brand’s visibility online, giving you more opportunities to convert qualified prospects into customers. When done correctly, SEO can help your brand stand out among other companies and improve its authority and trustworthiness, improving the user’s experience with your brand and website.
What Is a Landing Page?
Landing pages are one of the most valuable assets any business can have. Used correctly, they can be the primary drivers of your content strategy, boosting your chances of conversions, increasing profits, and even adding new leads to your email list for nurturing purposes.
A landing page or a “destination page” is a standalone web page that a person “lands” on from an external source, such as paid advertising or email. These pages are specifically designed to convert customers by providing personalised, highly relevant offers that your customers can’t refuse. Unlike other pages on your site, your landing pages are specific to a single marketing campaign and a particular audience segment. These pages aim to stimulate a predetermined action using the targeted copy to contact the users and convince them to take action.
Landing pages act as standalone parts of the websites. They don’t contain the same navigation elements and components as the other pages on your website. Instead of this, they serve a single purpose – to convert. Landing pages typically offer visitors something they may be interested in, like a free trial in exchange for contact information. This information gives businesses the tools to further nurture potential customers and drive them down the purchasing funnel.
People can arrive at your landing pages when they click a link in your PPC ads, social campaigns, or email marketing messages. Since these pages are tailored to customer interests, using them in your marketing strategy can help you convert a significant number of leads, as you can assume they’re ending up on a landing page because its content interests them. WordStream found that landing pages across all industries can achieve from 3% to 11.45% and higher conversion rates depending on the industry and features of the page.
The Importance of SEO Landing Pages for Your Business
When it comes to the digital marketing strategy of your website, landing pages are created to drive conversion events. No matter how informative your web page is and how interesting its content is, it is a waste of a page if it doesn’t perform well in the SERPs. If nobody can find your landing page, you won’t get conversions through it.
The landing pages that are optimised according to SEO best practices generate more organic traffic and potential customers who can be interested in your product or service and, thus, most likely to convert. How does it work?
- Search engines can better understand the purpose of your page and rank it higher in SERPs, leading to more traffic.
- Higher rankings allow users easily find your page when they need it. It improves their experience and brings more conversions.
- Optimised landing pages will increase your Page Quality Rating, which can bring other benefits like cheaper and more effective AdWords campaigns.
Businesses that use optimisation campaigns for their landing pages see an average 30% increase in conversions. It means that with the right landing page SEO strategy, you will be able to generate more leads, which will ultimately increase the conversion rate and support your overall business success.
How to Create and Optimise Landing Pages for SEO
A professional SEO strategy makes your landing pages rank higher in search engine results and ensures you reach your target audience. With the right SEO practices, you’ll be able to attract people interested in your product or service. It will allow you to generate more leads, ultimately increasing the conversion rate and supporting your overall business success.
We’ve put together the five main steps that will allow you to understand how to optimise landing pages for SEO and impact your results significantly.
Create a Keyword Strategy
A solid keyword strategy is the basis of a successful landing page. Not every keyword makes a great keyword for a landing page, so a keyword analysis should start with researching your industry, competitors, potential customers, and existing customers. The primary purpose of keyword analysis is to understand the behaviour of your potential visitors, the possible volume of traffic, and competition. Ask yourself the following four questions when developing a keyword strategy for your landing page:
- How are potential customers searching for your product or service?
- How do you rank against your competitors for targeted keywords?
- How much potential does your landing page have for organic traffic?
- Can your landing page compete with the existing competition?
If you are not sure what keywords to use, different keyword research tools can help you find the relevant search terms for your business.
Structure Your Content
To optimise an SEO landing page, you should also structure your content so that search engines can read, analyse, and recognise it. When the landing page is well optimised and structured, the search engine knows what it is about and can index it correctly. Here are some points to check when structuring your landing page:
- Title tag;
- Alt tag;
- Meta description;
- Internal links;
- Images and videos.
Make sure you incorporate the keywords throughout your landing page.
Link building is one of the most critical off-site ranking factors search engines use. High-quality backlinks from reputable, authoritative, and high-ranking websites will boost your landing page SEO. There are many different link-building strategies that can help you reach your optimization goal. Creating quality shareable content with infographics, videos, and statistical data will increase the chances that others will read it and then link to your page. According to statistics, users are 80% more likely to read content that is combined with images. You can also generate organic backlinks by publishing content on social media platforms to increase your page awareness.
A good starting point is to check where your competitors have backlinks and use the same source or analyse backlink trends in your niche.
Page Speed and Mobile Optimisation
Page speed and mobile friendliness are crucial factors in search engine rankings. Fast loading ensures a user-friendly experience for your landing page. Try to aim for a load speed under 3 seconds, and your website will be faster than about 50% of the web. If you can reduce the download time to 1.7 seconds, you will be faster than 75% of websites. The primary rule here is that the lower the load time, the better, as every additional second may increase your bounce rates and affect the overall user experience. Some of the issues that may cause slower loading speed include:
- Poorly optimised images;
- Bad coding practices;
- Unnecessary redirects;
- Too many plugins;
- Issues with servers.
Each page can have different issues with slow loading speeds, so before launching your landing page, it’s good to test it with a few different tools and see what can be improved.
When optimising your landing page, make sure it is responsive to different smartphones and tablets, as mobile-friendliness plays a vital role in user experience. Your visitors should be able to easily navigate through the page, reading text and CTAs, and clicking on links and menu items.
Analysis and Adaptation
The last step of landing page SEO is to track your results. The most important things to check are organic traffic and click-through rates. To track these metrics and measure your performance, you can use free tools like Google Analytics and Google Search Console. Depending on the results of organic traffic, conversions, keyword position, and click-through rate, you can learn more about your target audience and make changes in your optimisation strategy to improve results over time.
Landing Page Optimisation Services
Landing pages are a valuable piece of your marketing strategy as they build trust with page visitors and provide valuable information. Marketers who create landing pages and use different content types see higher conversion rates.
At NUOPTIMA, we do more than just landing page optimisation. Our team of SEO experts provides the full spectrum of digital marketing services, helping you:
- Generate more sales leads. With NUOPTIMA’s SEO services, you get more leads that are more likely to become your customers;
- Build brand awareness. The team of our digital marketing experts will help you build brand awareness and personality in a way that promotes not only recognition but also customer loyalty.
- Grow your online reputation. NUOPTIMA will help you build a positive, engaging, and authoritative reputation for your brand.
- Improve your website. With over 40 years of combined experience in digital marketing and e-commerce, we will improve your website and transform it into a lead generation source for your business.
Book a free NUOPTIMA call and scale your brand with professional SEO services.