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SEO landing pages help convert organic traffic.
Why invest in landing page SEO?
Do you have a lead magnet that you use to generate leads for your business? If so, landing page SEO can help you get it out there without running a paid campaign for it. People will be able to find the landing page when they search in Google. This page would be more relevant to them rather than having the lead magnet placed on a page that has other information also. In this blog, I’ll talk about how to create a landing page that converts organic customers.
What is a landing page?
Landing pages are used extensively when running paid campaigns. The users who click on the ad are directed towards this landing page. These pages have specific content, related to the ad running. A landing page has a clear call-to-action (CTA), which is asking the user to perform the action desired by the business.
E.g. if the ad is intending to sell a particular item, this page will only talk about that item. The page would highlight the product features and maybe show a comparison to its competitors. The page might also have a special offer to entice users to buy it then. Finally, there will be CTA buttons to buy the product.
Once the campaign is done, these pages are typically no longer used. Also, these pages are not part of your website menu.
If, however, the content of the page is evergreen, then these pages can be a good source of organic traffic as well. They can be optimised for SEO to appear in search results. In fact, you do not even need to start with a paid campaign to create a landing page. Make a landing page for anything specific that is likely to attract customers. Optimising a landing page for SEO is easier because everything on that page is related to that one action only.
Landing page SEO example
Let me show you how a business has used landing page SEO to drive converting traffic to their website.
Imagine that you are looking for a social media management tool to help you post on multiple social media platforms. This tool manages the communication from multiple social media profiles, allow you to schedule your posts and provide analytical data on performance. A popular tool is Sprout Social, but it may be too expensive for some. So what do you do to find an alternative competitor? You search for something like ‘alternative to sprout social’ in Google. When you do, this is the result that shows up on the 1st and 2nd position. None of these are ads, they are organic results.
The 2nd result on the page is from Zoho, who offer a similar tool. They have tapped into this keyword and created a landing page which refers the user query. Since this page addresses your question directly, you are likely to click on the search result to check it out. Once you do, you find that they are offering a 14-day free trial for you to decide for yourself whether you like the product.
In this example, Zoho has utilised landing page SEO to generate a lead. They have optimised their landing page for the relevant keyword. Note that this is not linked to time bound campaign. People can continue to find this landing page anytime, giving Zoho a steady stream of leads.
How to optimise your landing page for SEO?
The process to optimise a landing page for SEO is the same for any other page.
Identify the keyword you want your page to rank for – Since this is an organic landing page; try to pick a long tail keyword with decent volume. This will improve your click-through-rate (CTR) as the result will be more relevant.
Decide your call-to-action (CTA) – The purpose of a landing page is to generate leads or sales. Have a clear CTA for your page and place it in multiple places to increase conversion.
Optimise your page for SEO – Use your keyword in the following places to improve your on-page SEO.
Title of your page
At least 1 sub heading
In the content, preferably in the first few sentences
At the end of the content, somewhere in the last few sentences
Meta description - this is the description of the page that will show up in search results. Most websites will have a defined field called Meta description or SEO description, where you can add the keyword.
Meta tag - This relates to the meta description. This will also be a separate field if available.
Image alt tags - After you upload the images, you can add image titles and the image alt tag in the respective fields that will be available to you.
Improve your off-page SEO – Try to get other sites to refer to your landing page to add more backlinks. This will help the ranking of your page.
Landing pages can really help to target a specific group of customers and improve your business performance. In fact, targeting your pages correctly can increase the conversion by 300% (Steelhouse). So, start using landing page SEO to drive organic traffic to your website.
This article is part of a series of organic marketing strategies. You can read the full series here.
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