Digital marketing will totally rule the marketing world in 2024. Marketers are trying hard, using every clever trick they know to make their digital campaigns stand out. And yep, you guessed it – that definitely includes sprucing up those landing pages!

68% of B2B companies will use landing pages to nurture new sales leads for future conversion.

This huge number denotes the emerging need of landing pages for marketers. And if you are using landing pages, then its optimization is much needed. 

However, some marketers overlook the importance of optimizing landing page SEO, which isn’t really the best move. 

Substantially, marketing tactics are fantastic but can be a waste of time and resources when nobody sees your content and efforts. This is where SEO comes into play, boosting your online marketing activity and, in the end, helping you reach your goals.

In this article, we’re diving into some awesome strategies to amp up your landing page SEO. But first, let’s get a clear picture of what the landing page really is.

What is a Landing Page?

A landing page is a standalone web page designed specifically for a marketing or advertising campaign. Unlike general web pages, it’s where a visitor “lands” after clicking on a link in an email or ads from Google, YouTube, Facebook, Instagram, or similar places on the web.

This page usually has a single focus or goal, known as a call to action (CTA), such as signing up for a newsletter or making a purchase. It’s crafted to convert visitors into leads or customers, employing persuasive elements like compelling copy and engaging design to guide user actions.

Why There is a Need for Landing Page SEO?

Landing Page SEO is crucial for digital marketing success. It focuses on optimizing a specific webpage to enhance its visibility and effectiveness in search engine results.

1. Increased Traffic: A HubSpot study shows that companies with 30 or more landing pages generate 7 times more leads than those with fewer than 10. SEO-optimized landing pages attract more traffic, thereby increasing potential leads.
2. Better Conversion Rates: According to MarketingSherpa, SEO leads have a 14.6% close rate, significantly higher than traditional outbound leads at 1.7%. This highlights how optimized landing pages can significantly improve conversion rates.
3. Higher Search Engine Ranking: Search Engine Journal notes that the first five organic results account for 67.6% of all clicks. SEO for landing pages helps them rank higher, thus increasing visibility and clicks.
4. Improved User Experience: Google’s algorithms favor websites offering a good user experience, as indicated by their 2021 Page Experience Update. Landing Page SEO ensures pages load quickly and are mobile-friendly, enhancing user experience and ranking.
5. Competitive Edge: Data from Ahrefs reveals that 90.63% of pages get no traffic from Google. SEO on landing pages sets you apart, giving you an edge in the highly competitive digital space.

SEO enables search engines to crawl your landing page better and understand its content and purpose. That way, they’ll understand how your landing page’s content corresponds to each keyword. Of course, knowing how to create a landing page and how long you’ll have to wait to see results from your SEO efforts is paramount.

7 Strategies To Optimize Your Landing Page

To elevate your landing page’s effectiveness further, incorporating specific optimization strategies is key. This section delves into 7 practical and impactful approaches that can significantly enhance your landing page’s appeal and functionality, driving better engagement and results.

1. Extensive Keyword Research

SEO is there to help you rank for specific keywords and bring your content in front of the right audience. In that case, targeted and detailed keyword research is the first thing to do.

You probably already know the keywords you want to pursue that fit your brand and its objectives. That’s great, but it’s not enough. Suppose you have a LinkedIn automation tool like an alternative to Dux-Soup. In that case, you know that your main keyword is “LinkedIn automation.” But so do your competitors. You must understand why your tool exists and utilize the information in a way your audience comprehends.

Also, you need to understand what sets you apart from the competition. Why would your audience choose your tool instead of an alternative? What is it that you have to offer that’s better than what your competitors offer?

Use long-tail keywords for a more targeted search, and don’t be repetitive. Here’s an example:

As you can see, the “Yoga classes San Fransisco” term gives more keywords than just the aim and location. Utilize those in your efforts as well.

And here’s another thing to keep in mind. Google’s suggested terms are there for a reason: people are searching for those keywords in relation to your industry. So, make sure to bake those into your content as well.

Create a list of keywords and related search terms, and focus on one keyword cluster at a time. Your landing pages are specific, standalone pages that support a marketing goal. Refrain from stuffing them with information and confusing your audience.

2. Optimize the URL

Optimizing the URL of your landing page is a straightforward yet powerful strategy. It’s all about making your URL clear, concise, and relevant. Here’s how to do it and why it matters:

How to Optimize Your URL:

1. Keep it Short and Sweet: Long URLs can be off-putting. Aim for a URL that’s easy to read and remember.
2. Use Keywords: Include a keyword that relates to your landing page content. This improves SEO and tells visitors what to expect.
3. Avoid Numbers and Special Characters: Stick to plain text. Numbers and special characters can make URLs look confusing or spammy.
4. Reflect Your Page’s Content: Your URL should give a hint about the content of the page. If it’s about gardening tips, something like “yoursite.com/gardening-tips” works great.

Benefits:

The first major benefit of an optimized URL is better search engine ranking. Including relevant keywords can help your landing page rank higher in search results, making it more visible to potential visitors. 

Additionally, a clear and concise URL enhances the user experience. It’s easier for users to remember and share a straightforward URL, which can increase the chances of repeat visits and referrals. 

Also, having a consistent and recognizable URL helps in building your brand’s recognition and recall value.

Tools to Use:

• Google’s Keyword Planner: This tool can help you find relevant keywords for your URL.
• URL Shorteners like Bit.ly: These are great for condensing long URLs into more manageable forms.
• SEO Plugins for CMS Platforms: For those using content management systems like WordPress, various SEO plugins can simplify the process of URL optimization.

A well-optimized URL is like giving your landing page a clear and inviting nameplate. It’s a small change that can make a big difference!

3. Optimize Your Content

Let’s start with the content of your landing page. The first thing to do should be to optimize your headings. Your headings should include your main keywords. Your subheadings should be placed in a way that makes sense, as they break down content into pieces more manageable by the search engines.

The next thing in the landing page SEO is to optimize the body text of your landing page and make sure it outlines your offer in more detail. Make use of primary and secondary keywords.

For example, if your main keyword is “Yoga classes,” you could also use keywords like “exercise,” “mindfulness,” or “flexibility.”

Drop your secondary keywords into your body copy in a contextual manner, and ensure that you use elements like quizzes or GIFs for some extra interaction and context.

Super Pro Tip: An interactive and engaging page will have users spend more time on your page. This, in turn, will show search engines how valuable your content and landing pages are.

• Also, remember to use alt-text in your images. Besides the accessibility factor, search engines cannot “see” images. You’ll need to provide the alt text and a short and comprehensive description that includes your main keywords.
• Lastly, use as much social proof as possible on your landing page. Remember that your biggest competitors are the review pages that are scattered across the internet. Reviews will likely have one of your keywords in them.

This means you can grab a keyword or two you have not thought of, and search engines will understand why your content is valuable based on context.

4. On-Page SEO

 It involves fine-tuning various elements on your page to make it more search-engine friendly. This strategy encompasses a variety of aspects, each playing a vital role in boosting your page’s performance.

How to Implement On-Page SEO:

1. Optimize Title Tags and Meta Descriptions: Your title tag and meta description are what show up in search results. Make sure they are compelling, include relevant keywords, and accurately describe your page’s content.
2. Use Headings and Subheadings: Properly structured content using H1, H2, and so on, not only makes your content more readable but also helps search engines understand the structure of your page.
3. Optimize Images: Use relevant images and include descriptive alt tags with keywords. This not only helps visually but also contributes to your SEO efforts.
4. Keyword Optimization: Strategically use relevant keywords throughout your content. However, avoid keyword stuffing; keep it natural and relevant.
5. Mobile Responsiveness: Ensure your landing page is mobile-friendly. A significant portion of web traffic comes from mobile devices, and search engines favor mobile-responsive sites.
6. Page Load Speed: Optimize your page to load quickly. Slow-loading pages can negatively impact user experience and your page’s ranking in search results.

Benefits of On-Page SEO:

Implementing on-page SEO brings numerous benefits. Firstly, it significantly improves your site’s visibility and ranking in search engine results. By optimizing elements like title tags, meta descriptions, and keywords, your page becomes more relevant and appealing to search engines for related queries. 

Moreover, a well-structured page with clear headings, readable content, and optimized images enhances user experience. Visitors are more likely to engage with content that is easy to navigate and understand.

Additionally, a mobile-friendly site caters to a vast mobile user base while quick loading times reduce bounce rates and encourage users to explore your content further.

Tools for On-Page SEO:

• SEO Analysis: Use Moz, SEMrush, or Ahrefs for comprehensive SEO audits.
• Traffic Insights: Google Analytics and Search Console offer valuable data on user interactions and search performance.
• Keyword Research: Google Keyword Planner and Ubersuggest are ideal for finding effective keywords.
• Speed Testing: Google’s PageSpeed Insights and GTmetrix analyze and suggest improvements for page loading times.
• Mobile-Friendly Testing: Google’s Mobile-Friendly Test ensures your page works well on mobile devices.
• Image Optimization: Tools like TinyPNG compress images for faster loading without quality loss.

On-page SEO is a multifaceted approach that not only improves your landing page’s ranking and visibility but also significantly enhances the user experience, leading to better engagement and conversion rates.

5. Build Backlinks

Building backlinks for your landing pages is a crucial strategy in the world of SEO. It’s about creating links from other websites to your landing page. This process not only drives traffic but also enhances your site’s authority. Let’s explore how to build backlinks and their benefits.

How to Build Backlinks:

• Guest Blogging: Writing articles for other websites in your niche can be a great way to build backlinks. You can include a link to your landing page within your guest post.
• Use Social Media: Promote your landing page on social media platforms. This not only increases visibility but also encourages others to share and link to your page.
• Reach Out to Influencers: If influential people in your industry share your landing page, it can lead to a significant increase in backlinks.

Benefits of Building Backlinks:

Building backlinks for your landing pages has several benefits. Firstly, it improves your SEO ranking. 

Furthermore, backlinks drive referral traffic. When a user clicks on a link from another site, they are directed to your landing page. 

Backlinks also play a role in establishing relationships and networks within your industry. By connecting with other websites and influencers, you’re not just building links; you’re building relationships that can provide long-term benefits beyond just SEO.

Lastly, consistent backlink building can lead to increased brand recognition and authority. When your landing page is frequently referenced by other credible sites, it reinforces your brand as a reputable source in your field.

Tools for Building Backlinks:

• Backlink Analysis Tools: Link-building tool makes work easier and faster. Tools like Ahrefs or Moz can help you track your backlinks and identify opportunities.
• Content Research Tools: Platforms like BuzzSumo allow you to find popular content in your niche that you can use as a model.
• Email Outreach Tools: Services like Mailchimp can assist in managing email campaigns for outreach to potential backlink sources.

Building backlinks is a strategic process that requires consistent effort. By focusing on quality content and building relationships within your industry, you can significantly enhance the reach and effectiveness of your landing pages.

6. Use Frequent Updates

A landing page’s objective might differ from a web page or a homepage. However, it still needs to be updated frequently, especially if you’ve already built links to your page.

Content that is not on par with your brand’s objectives, outdated tips and tricks, and information that doesn’t match your website will result in high bounce rates and a general lack of trust with your audience.

Since your landing page brings in more leads than you originally intended, it makes sense that you keep it up and running so long as it’s updated, runs correctly, and serves your marketing plan as a whole.

Of course, this raises the question of how often a brand needs to change its landing pages. There is no one answer here. The general principle is that you need to update as often as needed. If you change a vital component that has to do with your brand, make sure your landing page stays up to date.

7. Page Speed Optimization

The speed with which your landing page loads might be one of the most crucial things to get right regarding landing page SEO.

Image Source

One would’ve thought 7 seconds is no big deal, but it can cost you one-third of your visitors overall. So, make sure you have managed your data properly and haven’t created a “heavy” page with large images and too many plugins.

Too many back button hits can show search engines that your landing page has nothing to show either way.

But of course, this is not all. You need more users to find your landing page and send more organic traffic to your website. So, don’t hesitate to make your content shareable and give it more exposure by distributing your landing page to platforms and pages like LinkedIn groups and Facebook groups. In fact, according to Outreach Monks – optimizing landing pages can be time-consuming and complex if you are new to SEO. Our experienced team of professionals can identify areas for improvement, implement white hat link building tactics, and track results to ensure your site is performing optimally.

You can also create an event with relevant content and send users to sign up on your landing page. All in all, it helps to create shareable content that users can show their peers and get them that precious word-of-mouth conversion.

The Constantly Advancing Algorithm of Google

Google’s algorithm is like a mystery box that keeps changing. Think of it as a secret recipe that Google doesn’t fully share. Over time, Google has gotten smarter at figuring out what people really want when they search for something. They keep updating their algorithm, and these updates have funny animal names like “Hummingbird,” “Panda,” and “Penguin.”

But don’t be fooled by the cute names. These updates can really shake things up for websites. In the past, getting to the top of Google’s search results was easier. Some people used sneaky tricks like stuffing a bunch of keywords into their pages, creating fake links, or using tricky redirects. These methods, known as “black hat” tactics, used to work, but not anymore.

Now, if you try those old tricks, Google might just kick your site off its search results – kind of like being put in the naughty corner. It’s a big reminder that cheating doesn’t pay off in the long run.

The best way to play nice with Google now is to focus on making your landing page really useful and relevant to what people are searching for. It’s all about being genuine and helpful, which is what Google wants in the first place. So, keep it real, and you’ll stand a better chance of getting noticed by Google the right way.

Conclusion

Landing Page SEO isn’t just some techy thing to brush off. It’s super important if you want your page to be the cool kid in the Google search results. 

Think of it like this: your landing page is your online storefront. You want it to look inviting, have what people need, and be easy to find. 

That’s where SEO comes in. By using the right keywords, making your page snappy and mobile-friendly, and getting other sites to give you shoutouts (aka backlinks), you’re basically rolling out the red carpet for more visitors. 

Landing pages serve a specific purpose. This means that if your lead’s phone number or full legal name doesn’t align with that purpose, you have no reason to ask for them. Instead, nurture your leads and have them give you their information down the line.

In our day and age, people are pretty wary of giving away their information. Creating the T&Cs page is kind of like creating a contract, and users who click the “I agree” button could very well be bound to your terms.

And hey, more visitors usually mean more business. So, give your landing page the SEO love it deserves, and watch it turn into a superstar on the internet stage! 🌟

Author Bio

Téa Liarokapi is a Senior Content Writer for Moosend, an email marketing and marketing automation platform, and an obsessive writer in general. In her free time, she tries to find new ways to stuff more books in her bookcase and content ideas – and cats – to play with.

Frequently Asked Questions

Marketing Analytics: 8 Best Ways to Track Your Online Marketing Activity

2 years ago by erika 11 min read No comments

Do you know how profitable your marketing campaigns are? Have… […]

Read More… from Marketing Analytics: 8 Best Ways to Track Your Online Marketing Activity