Frank Hamilton, Blogger
Landing pages have been used by marketers for many years now – and to great success. Indeed, when you create a detailed landing page and optimize it correctly, you can get very good results from your campaign.
That being said, there are many ways you could make your landing page ineffective. It’s important to avoid making simple mistakes and instead follow best practices. Hence, here’s how to write and optimize landing pages for SEO.
#1 Use a Custom URL
The first thing you should do is create your landing page which is when you have the option to choose a custom URL. Using a custom URL is not just something you should do because you feel like it but rather because it is important for SEO. When you create your own URL, you can add relevant keywords to it as well as shorten the URL itself to make it easier for others to use when linking to your landing page.
In many cases, the URL of your landing page will be based on your website’s domain name. This means that you will only be customizing part of the URL. In some cases, marketers prefer to create a completely separate website and use it as a landing page. If this is what you are doing, then you will likely only have a single page on that website and it will look like a landing page. This is a good option if you want to get a short URL that anyone can remember and access even just by typing it into their browser.
#2 Know Your Keywords
As mentioned above, a customized URL means that you can add relevant keywords to it. At the same time, using keywords throughout your landing page is even more critical for the optimization of your page. Knowing which keywords you should use and how you should use them will directly impact how your landing page ranks in search results and, in turn, how many people actually get to your page and generate organic traffic to it.
Try to use a diverse selection of keywords. Look for relevant keywords that have low competition and high volume. Mix short-tail, long-tail, and query-like keywords (the latter is necessary for voice search optimization). Find keywords from different topics: general, industry-specific, trending, topic-specific, evergreen, and so on. Regularly update your keyword list if you are planning to keep the landing page up for a long period of time. Likewise, update it for new landing pages.
#3 Utilize Headings
The first thing users see when they get to your landing page is the headline. That’s why creating an intriguing headline is so important – it needs to make your audience want to continue reading. However, you should also utilize headings on your landing page. Headings can help you break up your page and the content on it into separate sections, create a sense of structure, and even help you rank better in search results.
You’ve probably seen featured snippets that can appear at the top of Google search results. These are pulled by Google from relevant content either from lists or from listicles. That’s why having headings can be extremely valuable to you – these headings could become a featured snippet at the top of search results. Besides, using headings on your landing page makes it easier for your audience to read your content because it’s easier to process smaller pieces of information.
If you are not very experienced in writing, you can seek professional help. For example, you can check the custom writing reviews site Rated by Students where you can connect with expert writers who can write your landing pages for you. You will need to find a writer in your niche who will know which keywords to use and how to write about your topic in a meaningful way. Besides, such writers are able to come up with headlines that will make every user want to read on.
#4 Think of Page Length
Essentially, your landing page is meant to sell something to your audience. It could be a specific product or service, but you could also create a landing page for collecting email addresses or applying to your giveaway. In all cases, it’s about persuading the user to complete a specific action for you. To do this, you don’t actually need a long landing page. In fact, you will likely be better off with a shorter page because most people don’t have a lot of time and don’t want to read lengthy texts about how great your product is.
The reason why top-ranking pages usually have long pieces of content is not because of the length of the said content but rather the value it brings. Such articles are usually well-researched which means people are more likely to share them. This, in turn, boosts rankings. Not all long-form content ranks well which proves that simply increasing the length of your content won’t make it rank higher. The same can be applied to your landing pages. Find a balance and the ideal length for your landing page that is not too long or too short.
#5 Improve Loading Speed
Your page loading speed is not just important for your SEO but also for UX. When your landing page loads quickly and all the elements on it (i.e. text, images, videos, graphic design elements) load quickly as well, your audience won’t be left waiting and will have a more enjoyable experience. Unfortunately, not everyone will have a stable and good Internet connection which is why you need to do as much as possible to increase your loading speed.
Obviously, the less content you have on your landing page, the easier it will be for it to load quickly. Likewise, using smaller image files will help you increase the speed at which they load. You might also want to consider shutting down all your extensions and plugins, especially if they aren’t necessary for your landing page to achieve the goals you want to achieve with it. Just by making these small changes, you could already significantly improve your page loading speed.
#6 Allow Social Sharing
It is absolutely necessary to allow social sharing and make it easy for your audience to share your content. The easiest way to do this is by adding social sharing buttons on your landing page. You can add them at the top or the bottom of the page. Alternatively, you can make them appear over your page so that they are visible even while scrolling. Add social sharing buttons to all the major social media platforms, but don’t go overboard because you might make it all seem too much.
It’s also important to make sure that your landing page looks similar to any other form of online presence that your brand has. In other words, your website, social media profiles, etc. should all have the same branding. But branding also comes down to your brand voice, so you need to use a professional writer from the writing services reviews site Top Writing Reviews who can keep this voice consistent. When someone visits your landing page and then decides to check out your social media profiles, they need to see that all of these belong to one brand.
#7 Build Backlinks
Your link profile is by far one of the most important aspects of your landing page’s SEO. And while you probably know all about internal and external linking, there is a lot to be said about backlinks. Building your backlink profile will help you significantly improve your search rankings, so it is absolutely essential for you to start building backlinks the moment you create your landing page.
Of course, there are different ways that landing pages can be used. For example, some marketers launch entire ad campaigns with all ads linking to a single landing page. In this case, most of the traffic will come from the ads rather than searches. On the other hand, you could also launch an affiliate marketing or even an influencer marketing campaign with links from affiliates and influencers pointing to your landing page. Likewise, you could focus on getting more organic traffic specifically from search results.
If you want to get more organic traffic, then backlinks are a must. Try guest blogging, using links to your landing page on your social media profiles, partnering with influencers and affiliates, and so on. If you are selling a specific product, you can send free samples to industry experts asking them to test your product and publish reviews where they link to your landing page.
#8 Add a Meta Description
Last but not least, don’t forget to add a meta title and description to your landing page. As explained above, you will need to use keywords in these both for the sake of SEO and because these keywords can send unconscious signals to your audience. When users see words or phrases that they are interested in, they will be more likely to click on the link and get to your landing page.
Keep in mind that there is a limit for the number of words you can use in your meta title and description. Moreover, there is a limit on how many words will be seen in search results – and this can also vary by device. For instance, search results on smartphones will have fewer words in the meta titles and descriptions while those on desktop computers will show more words. This is why it’s best to place the most important keywords at the beginning of your meta description, but in a way that is logical.
To summarize, creating effective landing pages to successfully execute your campaign is essential for digital marketing. Use the tips in this article to help you set up your landing page and optimize it for search engines correctly.
About the Author: Frank Hamilton is a blogger and translator from Manchester. He is a professional writing expert in such topics as blogging, digital marketing and self-education. He also loves traveling and speaks Spanish, French, German and English.