What Is a landing page?
Before we discuss how you can optimise your landing page, we first need to understand what a landing page is. A landing page is a page built to focus on a targeted keyword, and you can optimise your landing page to convert your leads into customers. Landing pages are standalone, meaning they are not a part of your normal website structure.
The goal of a landing page is to increase traffic as part of your inbound marketing strategy. A successful landing page will always include a Call to Action (CTA), funnel users, and more capture leads
Every business should use landing pages, as they will only help with your marketing efforts.
Why you should optimise your landing page
A landing page can be used in several different ways, from service-specific pages to suburb landing pages. More often, a website marketing campaign will be short, and this is where people assume it’s not worth it to optimise landing pages, but this is not true.
Most deals and promotions are not forever and have a short life, but it could still make a difference if you optimise your landing page. Regardless of the timeframe of your landing page, SEO is still critical to any page, and you could be missing out on some serious traffic.
SEO practices will ensure your landing pages rank higher in search results and make sure that you are targeting the right audience. In turn, you will get more leads and increase your conversion rate.
The best practices for landing page optimisation
The best results will always follow when you first start creating your landing page. It’s easier to implement the best SEO practices when you know what keyword to target, your audience, your content, etc…
Here are some basic SEO guidelines to follow when optimising your landing page:
Keyword Research
Determining the keyword(s) to use on your landing page is the most important step. Knowing your keyword is the first step before you writing a paragraph, and this will help the direction of your topic and be able to use your keyword strategically.
The process can become a long process, but the more research you do, the better your chances of creating a lead generating landing page.
Content Structure
Once you complete your keyword research, you can start on your content. Your content will support your page by offering users the information they are searching for. To create the best content, you should structure it so that search engines understand and index it correctly.
This includes:
- Titles tags
- Alt tags
- Meta descriptions
- Headlines
- Using media such as images and videos
- Heading tags (H1 – H6)
- Linking to relevant pages or blogs
URL
Even the smallest details like the URL make a big difference. URL’s help translates what a page is about, not only to search engines but to users alike. It is best to keep your URL as short as you can, with no more than 65 characters.
For the best results, aim for your URL to be between 50 – 60 characters. You can also include your keyword in your URL as a bonus.
Page speed
With Google’s Core Web vitals update, Page speeds have now become a ranking factor. A slow landing page will lose out on traffic, even if you have otherwise perfect SEO.
The best way to avoid a slow page is to create a simple and eye-catching page without making the page too long or with too much media. You can use Google PageSpeed Insights, Grader, Pingdom, or GTMetrix to test your page speeds.
Conclusion
In conclusion, optimising your landing page is essential if you want to get the most out of your marketing efforts. Although some pages may be temporary, you could be missing out on crucial traffic. Utilising SEO practices ensures that your landing pages rank higher in search results and are targeting your audience.
