When we think of content and SEO strategies, many factors come to mind, such as the types of content to use, various SEO tools, which KPIs you want to reach, and optimising landing pages on your website to reflect your tone of voice and overall brand aesthetic.
Landing page optimisation is a great way to get your tone of voice across and give your website a refresh, but it can be used for much more than this. Landing page optimisation has the potential to effectively boost traffic and help convert leads, and that’s what we’re going to explore in more detail in this article.
What is a landing page vs an SEO-optimised landing page?
A landing page is a page on your website where potential customers are directed to from PPC ads, an email, search engine results pages (SERPS) or social media. This can typically be any page on your website, as long as it has a specific purpose, which in this case, would be to convert leads.
An SEO-optimised landing page is a page that has been specifically designed and created to rank well on SERPs and convert visitors into leads. The goal of an SEO-optimised landing page is to attract the right kind of traffic to the page and then convert that traffic into leads for your business.
In addition to optimising for search engines, it’s also important to optimise the page for conversions. This means making the page easy to read and understand, with a clear call-to-action (CTA) that tells visitors what the next step is (e.g. make a purchase, contact your business, fill out a form etc.).
Essentially, an SEO-optimised landing page is a combination of search engine optimisation techniques and conversion rate optimisation techniques that work together to drive targeted traffic to the page and convert that traffic into leads for your business.
Why is it important to include SEO tools while navigating your landing page?
Implementing an SEO-optimised landing page can be effective for obvious reasons, but it also works behind the scenes in ensuring you are targeting your specific audience and giving your business more visibility within your industry or niche.
By optimising your landing page for relevant keywords, you increase the chances that your page will appear at the top of SERPs when people search for those keywords. This can lead to increased visibility and more traffic to your page.
Furthermore, when you rank well for relevant keywords, you are more likely to attract visitors who are genuinely interested in your products or services. This targeted traffic is more likely to convert into leads and sales than generic, untargeted traffic.
In addition to this, revamping your meta descriptions, titles and ensuring your page is easy to read and understand will ultimately make your landing page more attractive for users on SERPs and provide an improved user experience, thus increasing the click through rate and even possibly lowering bounce rates.
How to create SEO landing pages that convert leads
To begin optimising a landing page for search engines, it’s important to conduct keyword research to understand the terms and phrases that people are using to find products and services similar to yours.
Original content
Once this information is collected, you can then use those keywords in the page title, meta description, and throughout the content on the page. This will help search engines understand what your page is about and make it more likely to appear in search results for those keywords.
Furthemore, the content on your landing page should be high-quality and provide value to your visitors. Make sure the content you produce and publish is engaging, well-written and easy to read, and includes calls to action to encourage visitors to take the next step and convert into leads.
Responsive pages
Needless to say, everyone does most of their searching and scrolling on their phones, therefore making your page mobile-friendly, easily accessible and responsive is vital. Don’t forget to ensure your website is fast-loading,with a 1-2 second loading time. Optimising your page speed is a crucial ranking factor and can help to reduce bounce rates, too.
Internal links
Including internal links to other pages on your website can help search engines understand the structure of your site and help visitors find more relevant content. External links to high-quality, relevant websites can also help improve your search engine rankings and credibility.
Alt text
Using alt text for Images for search engines is important. Although they can’t necessarily see images, search engines can read the alt text you provide, so including relevant keywords in your image alt text will help search engines understand what your images are about.
A/B testing
Don’t forget to test and optimise the page to improve conversion rates. This includes A/B testing different elements of the page and using tools like heat maps to understand how visitors interact with the page. Test different variations of your landing page, for example, different headlines, CTAs, layouts to determine which one performs best.
Final words
There are clearly various factors that play into converting users, and there’s no one-size-fits-all solution or even a guarantee; however, the tips above will go a long way to helping you improve your conversions.
It’s important to note that SEO is a long-term process and it may take some time to see results from your efforts, but there are SEO experts and digital marketers who can help you with the process.