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Landing Page Optimization

When it comes to optimizing landing pages, many struggle deciding between improving the page for conversions and working to improve rankings in search engine results. In other words, do they want the page they’re optimizing to increase conversion rates, getting site visitors to become paying customers? Or do they want the page to perform well in search engine results, ultimately acquiring more traffic to site? More often than not, business owners opt for one or the other, potentially sacrificing more web traffic for more conversions, or vice versa. While focusing a landing page on just one these disciplines can present satisfying results, those results are specific to either conversions or search engine rankings—not both. However, landing page optimization doesn’t have to focus solely on accomplishing one goal.

Simply put, a landing page can be optimized to both draw in more site traffic and increase conversion rates. Before we get there, though, you need to know what exactly makes a high-converting landing page, and the same for a keyword-focused page aimed to increase rankings and traffic.

Suggested Reading

Whether you’d like to find more information on landing page optimization or SEO in general, you can gain more insight by viewing the pages below:

Landing Page Optimization: Improving Rankings

Often referred to as an optimized page (as opposed to landing page—to be covered below), these static web pages are typically geared toward attaining keyword rankings in search results and organically acquiring traffic, as a result. In creating well-optimized pages, there’s a variety of factors to consider, from initial keyword research to ensuring the content not only uses the keyword, but appeals to the user. Take a look below for more key aspects:

Keyword Usage: Keywords must be utilized sparingly, while including them in specific areas, such as the title tag, meta description, header tags, and content. Finding a good middle ground isn’t always easy.

Compelling Content: As mentioned above, while focusing on including keywords throughout the content (naturally), you must also ensure you’re keeping the reader in mind. In other words, you can’t write solely for search engines; you need to consider the user experience.

Shareability: In order for the page to be shared and garner more attention, it needs to be accessible for sharing on social media. Pages must include easy, few-click social share buttons for a number of platforms.

Internal Link Structure: Of course, the pages also need to keep users on site, so adding internal links throughout is key. This is also where you can optimize for conversions. By linking a search-engine-optimized page to an e-commerce store or a specific product within, users will be one step closer to making a purchase.

Backlinks: Also called inbound links, backlinks are any link from an external site that direct users to your own. Acquiring strong backlinks is essential to SEO, as they improve the page authority, as well as send traffic to that page.

Optimizing a Landing Page for Conversions

Just as there are specific strategies and factors to consider for optimizing a page for better traffic and search rankings, the same goes for increasing conversions. Within PPC, landing pages refer specifically to the page the ad sends users to—which is all about conversions. In terms of increasing conversions, key aspects of landing pages are provided below:

Compelling Headline: Since these specific pages are often the landing page for a PPC ad, every aspect of the content needs to be compelling, starting with the headline. The headline should paint a clear picture for the content to follow, but stay relevant to the PPC keyword and ad text.

Clear Call to Action: Any page of a website should include a call to action, but it’s all the more important when it comes to landing pages and PPC ads. The call to action is ultimately what gets simple site browsers to become paying customers. Evoke emotion in the visitor and use strong verbs to persuade them to take the intended action.

Convincing Content: Whether you lay out a list of benefits or explain the dangers of not having a certain product or service, the content needs to convince the reader of something. How will the potential customer benefit from the product or service at hand? Of course, be sure to keep it natural. While you want to sell the visitor, you also don’t want to come on too strong.

Accessibility: Make the content easily accessible, or easy to scan. Visitors may be comparing your business to another, so ensure key points can be found quickly. For instance, a list of benefits should be included in a bulleted list, with “Benefits” bolded above.

As you can see, there are many factors specific to landing pages and optimized pages. Optimized pages, or those geared to attain search result rankings for keywords, should obviously be focused around keywords. Not only that, but they too need compelling and rich content in order to outrank similar pages from competitors and remain in the top spots of search results. Landing pages, on the other hand, drive conversions by creating a sense of urgency within readers, convincing them to buy a product or sign up for a service. Though landing pages are often set for PPC ads and conversions, it’s not to say any static web page can’t rank well and improve conversion rates.

Put it this way: a keyword-focused page that ranks first in search results will ultimately acquire a great deal of traffic. By including key components to increase conversion rates on that page, such as a list of benefits, call to action, and a link to a specific product, you’ll be sending many visitors from that page to a product, bringing them one step closer to purchasing.

Landing Page Optimization: Increasing Conversions and Traffic

Carrying on from the idea above, a static web page can include key aspects of both landing and optimized pages to create a page that both drives conversions and holds a spot in search results. Of course, it’s much easier said than done—or else we’d all be rich. To include both of these disciplines in your landing page optimization and ensure each performs as intended, you’ll need to focus on a few factors.

The Title Tag (Your Headline)

You can view the title tag of your page as the headline. Title tags display in search engine results, so this will be the first bit of info the potential visitor sees. In order to rank, it needs to be focused around the keyword and include some detail as to the subject of the page. Like a headline, it also needs to appeal to web users so they click to site. Though they’re limited to 60-70 characters (approximately), you can do a lot with a page’s title tag—and you’ll need to if you want the page to rank and perform well.

Meta Description

Similar to the title tag, the meta description also displays in search results—directly below the title tag. Here, you can provide more detail about the page and even a quick call to action to encourage the user to click to your page.

Pro Tips

To ensure your meta description sets you apart from your competition, take a look at the search results for the keyword you’re trying to rank for. Take a look at each result’s meta description and match it. Better yet, make yours even more appealing.

Page Header (H1 Tag)

Quite like the title tag, the title of your page (or the H1 tag) needs to catch the reader’s eye right away. If it doesn’t match their intent, they’ll simply bounce from the site and hinder your ability to rank for the keyword. Considering this, the header of your page should be keyword focused, while offering something to the user. For instance, you could highlight a major benefit of a product or service in the header, making the visitor want to learn more about the product and its other benefits. The subsequent headers for each section of your content should encompass the same, helping the reader progress through the page.

Focused Content

The content is an area where you can really accomplish your goals. For one, you can keep your content focused around keywords and user intent to rank for the keyword and keep users on the page, adding internal links to help them click through site. On the other hand, you can include key benefits of a product, why someone may need a particular service, or add a link to a shop or product to increase conversions.

Within creating the content, however, you need to ensure it’s easy to read and scan. These days, most web users simple scan over pages to find the information they need. You can cater to both types of web users by utilizing bulleted lists and bold text (where applicable), among other tactics.

Additional Factors

Though the factors detailed above are key in landing page optimization, there’s plenty more to include if you want your page to perform best. In optimizing landing pages for conversions and rankings, pay mind to the following:

  • Backlinks: As mentioned before, backlinks are essential to SEO and, in turn, conversion rates. More backlinks will bring more traffic. And more traffic will being more conversions—theoretically. There are several means to acquiring backlinks, too.
  • Social Media: Social media is great for additional exposure. Whether you share the page yourself or leave social buttons at the bottom for readers to share, give it as much juice as possible. Keep in mind, the page should be mobile optimized if it’s shared on social media.
  • Call to Action: A good call to action is ultimately what gets users from point A to B. Point A being the landing page and point B being the form completion or product purchase. Make your visitors want to take action—persuade them!
    • Summary

      Creating a landing page that gets conversions and attains keyword rankings is no easy task. However, in focusing on keywords and creating compelling content, it’s surely feasible. Keep in mind, while we’ve focused on creating a static page that’s geared toward increasing conversions and ranking in search results, we’ve also laid out some great tips for optimizing each type of page.

      Track Your Results with StatCounter

      In order to ensure your efforts aren’t in vain, it’s always advised you monitor any changes you make to your website or SEO strategy. With the web tracker from StatCounter, you can monitor specific aspects of pages on your site to see how each performs, then you can use your findings to make necessary changes and improve the page’s performance. If you ever seek assistance in utilizing our tools, you can contact StatCounter support by filling out the form below.

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