Landing pages are crucial for conversions, and optimizing them for organic search can drive valuable traffic and leads.
Here’s a step-by-step guide to making the landing pages user-focused and SEO-friendly.
Know What Makes a Great Landing Page
A successful landing page is strategically designed to convert traffic into leads.
While layouts vary, every high-performing landing page has four main elements:
Design: The design guides users smoothly toward the CTA (call-to-action).
Sales Copy: The copy informs users about their problem, the solution, and why the company is the best choice, driving them toward the CTA.
CTA: The CTA prompts the visitor to take the next step, whether signing up, downloading, or calling.
Form: A simple form enables visitors to take action, turning them into prospects.
Each new click from optimized keywords brings a targeted opportunity to convert.
High-ranking landing pages can attract thousands of organic visits per month from Google.
Conduct Targeted Keyword Research
The right keywords are essential for SEO.
Focus on keywords with transactional intent that are likely to convert.
There are two key tactics:
Analyze Competitors’ Pages: Use tools like Ahrefs’ Site Explorer to see which keywords drive traffic to competitor landing pages.
Filter out branded keywords and review the highest-ranking competitor pages.
Expand the Keyword List: Use Ahrefs Keyword Explorer to find more ideas by entering seed keywords and reviewing the Matched Terms report.
Assess Keyword Traffic Potential and Ranking Difficulty
Before finalizing keywords, consider traffic potential and ranking difficulty.
Traffic Potential: Choose keywords with decent traffic.
While high-traffic keywords are ideal, even lower-traffic keywords can be effective if they’re highly targeted for conversions.
Ranking Difficulty: Use Ahrefs’ Keyword Difficulty (KD) Score for a quick estimate, and manually check the SERP.
Look at competitor domain authority, referring domains, and backlink quality to gauge ranking feasibility.
Design for Search Intent
Ensure that the landing page’s design and content align with user intent. Analyze these aspects:
Topic: Ensure the content addresses what users are looking for.
Features: Many successful landing pages include interactive elements like tools, calculators, or templates that add value and keep users engaged.
Optimize On-Page SEO Elements
A well-designed landing page should also meet key SEO criteria. Here’s a quick on-page checklist:
URL: Use a short, descriptive URL with the main keyword.
Title Tag and Meta Description: Craft a compelling title and meta description that include the primary keyword.
H1 Tag: Use the main keyword in a single H1 tag.
Subheadings: Organize content with subheadings (H2s, H3s) for readability and structure.
Images: Compress images, name files appropriately, and add alt text for accessibility and SEO.
Build Quality Backlinks
Landing pages with high-value keywords often require strong backlinks to rank competitively.
Use these strategies:
Keyword Difficulty & Link Analysis: Ahrefs’ KD score and SERP preview help to gauge the number of backlinks needed.
Link-Building Strategies: Consider diverse tactics, such as guest posting, influencer outreach, or partnerships, to build authority.
Track and refine:
Once the landing page is live, monitor its performance:
Rank Tracking: Track rankings and keyword progress over time, adjusting content to address common user issues and competitor comparisons.
Content Adjustments: To provide comprehensive value, include additional relevant topics, such as rank tracking across devices or keyword organization.
By following these steps, optimize landing pages to generate leads, test the SEO skills, and make a measurable impact within the organization.