Building landing pages focused on SEO is crucial for success in today's digital landscape. Landing pages are the first impression that potential customers have of your brand, and they must provide a positive and engaging experience. However, optimizing landing pages for both users and search engines can be a complex and confusing process.
In this article, we will shed light on some of the most confusing aspects of building landing pages with a focus on SEO. We'll cover topics such as keyword research, meta descriptions, header tags, internal linking, mobile-friendliness, and more. By the end of this article, you'll have a solid understanding of the best practices for building optimized landing pages for both users and search engines.
So, whether you're a seasoned marketer looking to brush up on your skills or a newcomer just getting started, this article is the perfect resource for anyone looking to build landing pages that are both user-friendly and optimized for SEO. Get ready to learn the ins and outs of creating landing pages that drive results and help you reach your goals!
Here are the ten best practices for building landing pages for SEO we will review today. Consider these a baseline guide that every page must have. But remember, these steps are only the starting point of a long journey in optimizing your landing pages for SEO. As we caution all our clients, don't expect immediate results.
- Conduct Keyword Research: Conduct keyword research before building your landing page to identify the keywords you want to target. This research will help you optimize your page for the right keywords and drive relevant traffic to your page.
- Use a Clear and Descriptive URL: The URL of your landing page should be clear and descriptive and include your target keyword, which will make it easier for search engines to understand what your page is about and improve its chances of ranking.
- Optimize Your Title Tag: Your title tag is one of the most important on-page SEO elements, so optimizing it for your target keyword is essential. Keep it under 60 characters and ensure it accurately reflects your page's content.
- Write Compelling Meta Descriptions: The meta description is the snippet of text that appears under the title tag in search engine results. It should be compelling, accurately describe the content of your page, and include your target keyword.
- Use Header Tags: Header tags (H1, H2, H3, etc.) structure your page's content and make it easier for search engines to understand the hierarchy of information on your page. Use H1 tags for your main header and H2 tags for subheaders.
- Incorporate Internal Links: Internal links help search engines understand the structure of your site and the relationship between different pages. They also provide a way for users to navigate your site and find related content.
- Use High-Quality Images and Videos: High-quality images and videos can help to make your landing page more engaging and improve the user experience. Optimize them for the web by compressing them and using descriptive filenames and alt text.
- Make Your Page Mobile-Friendly: With the increasing number of people accessing the web on mobile devices, it's essential to make your landing page mobile-friendly, including using a responsive design, making sure the text is legible on smaller screens, and ensuring the page loads quickly on mobile.
- Include Social Sharing Buttons: Social sharing buttons make it easy for users to share your content on social media, which can help to drive more traffic to your site and improve your search engine visibility.
- Monitor Your Page's Performance: Once your landing page is live, it's vital to monitor its performance to see how it's performing in terms of traffic and conversions. You can use tools like Google Analytics to track this data and make changes to improve your page's performance over time.
Bonus: Here is the most frequently asked question we get about optimizing landing pages for SEO. What is the optimal page content length to rank my landing pages for SEO?
The optimal length of page content for SEO purposes can vary depending on the subject matter and the page's purpose. However, there's no hard-and-fast rule for the ideal length of page content. In general, we recommend aiming for content at least 300 words in length, as this provides enough information for both users and search engines to understand what the page is about.
It's important to remember that your content's quality is much more important than its length. We can't stress this point enough. Search engines reward pages that offer high-quality, relevant, and informative content, regardless of length. The goal should be to provide comprehensive and valuable information to your users rather than just trying to hit a specific word count.
In some cases, shorter content of around 300 words may be sufficient, while in other cases, longer content of 1,000 words or more may be necessary to cover a topic thoroughly. The key is to balance providing enough information to satisfy your users and avoiding long-winded or repetitive content that could negatively impact your search engine rankings.
Ultimately, the optimal length of the page content will depend on the specific goals of your page and the audience you're trying to reach. The important thing is to focus on providing high-quality content that is relevant, informative, and valuable to your users.
Conduct keyword research.
Conducting keyword research is fundamental to optimizing your website for search engines. Here are the best steps to conduct keyword research:
- Identify your target audience: The first step in keyword research is understanding your target audience and what they are searching for. Consider your target audience's demographics, interests, and motivations to understand better what keywords they may use to find your products or services.
- Brainstorm keyword ideas: Create a list of relevant keywords to your business, products, or services. You can use tools like Google's Keyword Planner or keyword research tools like SEMrush, Ahrefs, or Moz to generate keyword ideas.
- Analyze keyword data: Once you have a list of keywords, you can use keyword research tools to analyze their search volume, competition, and potential traffic. The research results will give you an idea of the popularity of each keyword and how difficult it will be to rank them.
- Prioritize keywords: Based on the keyword data, prioritize your keywords into short-tail (1-2 word phrases) and long-tail (3 or more word phrases) keywords. Long-tail keywords are usually less competitive and easier to rank for, but they also generate less traffic. Short-tail keywords, on the other hand, are highly competitive but can drive significant traffic to your site.
- Check keyword relevance: Make sure the keywords you choose are relevant to your business and the content of your website. You want to avoid targeting keywords that are not related to your business or that do not reflect the content of your website, as this could harm your search engine rankings.
- Monitor keyword performance: Regularly monitor your keyword rankings to see how they perform over time. You may need to change your keywords or adjust your website content to improve your rankings.
Use a clear and descriptive URL.
A clear and descriptive URL structure can significantly improve your website's search engine optimization (SEO). Here are some tips and examples for using a clear and descriptive URL:
- Use keywords in the URL: Including relevant keywords in your URL can help search engines understand the content of your page and improve your search engine rankings. For example, instead of a URL like "www.example.com/page1", use a URL like "www.example.com/best-running-shoes".
- Keep URLs short and concise: Shorter URLs are easier to read and understand, and they also make it easier for users to share your content. Try to keep your URLs under 60 characters.
- Avoid using special characters and numbers: Stick to using letters, hyphens, and slashes in your URLs. Avoid using special characters and numbers, as these can make your URL challenging to read and understand.
- Use a hierarchical structure: Use a hierarchical structure to organize your URL so that it is straightforward and easy to understand. For example, use a URL like "www.example.com/category/subcategory/page" instead of a URL like "www.example.com/page".
- Use hyphens to separate words: Use hyphens to separate words in your URL, as this makes it easier for search engines to understand the content of your page. For example, use a URL like "www.example.com/best-running-shoes" instead of a URL like "www.example.com/bestrunningshoes".
Here are a few examples of clear and descriptive URLs:
Using a clear and descriptive URL structure can improve the user experience, increase your visibility in search engines, and drive more traffic to your site.
Optimize your title tag.
A consistent message between your title tag and the content on your page is valuable for creating a seamless and positive user experience. This concept is known as "message match," It plays a crucial role in optimizing your title tag for search engines. When the message in your title tag accurately reflects the content of your page, it can help to increase your website's click-through rate and improve your search engine rankings. A title tag that accurately represents the content of your page not only helps search engines understand what your page is about but also helps to engage and attract users searching for information relevant to your business. So, in essence, a well-matched title tag can help improve your website's search engine optimization (SEO) and overall user experience.
Write compelling meta descriptions.
Meta descriptions are also essential to your website's search engine optimization (SEO), as they provide a brief summary of what a web page is about. Here are some tips and examples for writing compelling meta descriptions:
- Keep it concise: Meta descriptions should be brief and to the point, usually around 155 characters. This allows search engines to display your meta description in its entirety, making it more appealing to users searching for information.
- Use keywords: Incorporate relevant keywords into your meta description to help search engines understand the content of your page. However, don't over-optimize your meta description with too many keywords, which can harm your search engine rankings.
- Be descriptive: Provide a clear and accurate description of what a page is about, which will help users understand what they can expect to find on your page, and it can also increase the chances that they will click through to your website.
- Use action-oriented language: Encourage users to click through to your website using action-oriented language in your meta description. For example, "Discover the latest fashion trends" or "Get started with our easy-to-use tool."
- Differentiate yourself from the competition: Make your meta description stand out by highlighting what sets your website apart. Your differentiator can be your unique selling proposition or a specific benefit of using your product or service.
- Never rely on Google to write your meta description: Some content management systems, or if you create your HTML pages manually, may make it possible to publish your page without writing a meta description. In this case, Google will write one for you based on your page's contents. Sometimes this method is acceptable, but we've also seen disastrous results. Better not to take a chance and write it yourself.
Here are a few examples of compelling meta descriptions:
- "Find the best running shoes for your next race with our top picks and expert reviews."
- "Get the latest fashion inspiration and shop the hottest trends at our online clothing store."
- "Discover easy and healthy meal ideas for your busy lifestyle with our recipe collection."
Following these tips and writing compelling meta descriptions can improve your website's visibility in search engines and attract more relevant traffic to your site.
Use header tags.
Structured content refers to the way in which the content on a web page is organized and marked up using HTML elements, such as header tags, to create a hierarchy of information. This hierarchy helps both users and search engines understand the content and importance of different sections on a page.
Header tags, represented by the HTML elements <h1>, <h2>, <h3>, etc., are used to structure the content of a page into different sections and sub-sections. Each header tag has a different level of importance, with <h1> being the most important and <h6> being the least important.
Here are some best practices for using header tags:
- Use one <h1> tag per page: The <h1> tag is used to represent the main heading of a page, and it should be used only once per page.
- Use header tags in order: When structuring your content, use header tags in a logical order, starting with <h1> and moving down to <h2>, <h3>, etc.
- Use descriptive headings: Make sure your headings accurately reflect the content that follows. This makes it easier for both users and search engines to understand the content of your page.
- Make headings relevant: Headings should be relevant to the content that follows. Avoid using misleading headings just for the sake of including keywords.
- Use header tags for sections, not for formatting: Header tags should be used to represent the hierarchy of information on a page, not just for formatting text.
Here is an example of how header tags can be used to structure the content of a page:
<h1>The Best Running Shoes for 2023</h1>
<p>Here is an overview of the best running shoes for 2023...</p>
<h3>Nike React Infinity Run Flyknit</h3>
<p>The Nike React Infinity Run Flyknit is a top pick for its comfortable fit and responsive cushioning...</p>
<h3>Adidas Ultraboost 21</h3>
<p>The Adidas Ultraboost 21 is another top pick for its energy-returning boost technology...</p>
<p>Our team of experts has reviewed the best running shoes of 2021...</p>
<h3>Asics Gel-Nimbus 22</h3>
<p>The Asics Gel-Nimbus 22 received high praise for its plush cushioning and stability...</p>
By using header tags to structure your content and following these best practices, you can improve the readability and accessibility of your website and also boost your search engine optimization (SEO) efforts.
Incorporate internal links.
Internal linking refers to the practice of linking to other pages within your own website. Incorporating internal links into your landing pages can help improve the user experience and boost your search engine optimization (SEO) efforts. Here are some best practices for incorporating internal links into your landing pages:
- Provide context: When linking to other pages, make sure you provide context for the link so that users know what they can expect when they click it.
- Use descriptive anchor text: Anchor text is the text that is displayed as a link. Use descriptive anchor text that accurately reflects the content of the linked page.
- Link to relevant pages: Only link to pages relevant to your landing page's content, which helps keep users engaged and also improves their experience.
- Use a mix of follow and nofollow links: Follow links pass link equity from one page to another, while nofollow links do not. Use a combination of follow and nofollow links to help distribute link equity and signal to search engines which links are more important.
- Use internal links to help users discover more content: Incorporating internal links into your landing pages can help users find more content on your website, which can help keep them engaged and also improve their experience.
- Keep the number of internal links manageable: Too many internal links can make a page cluttered and confusing. Make sure you use internal links judiciously and keep the number of links manageable.
Use high-quality images and videos.
For several reasons, using high-quality images and videos on your landing pages is fundamental. Firstly, visuals can help engage users and keep them on your page longer, improving your chances of conversion. Additionally, high-quality images and videos can help build trust and credibility with your audience, which is mandatory for building relationships and establishing your brand.
However, not everyone has access to high-quality images and videos, and creating them can be time-consuming and expensive. That's where a marketing agency like Remark can help. If you don't have any images or videos, Remark can help you source high-quality visuals relevant to your landing page and align them with your brand messaging. They can also help you create custom visuals, such as illustrations or animations, that are unique to your business and help you stand out from the competition.
By working with a marketing agency like Remark, you can ensure that your landing pages are visually appealing and engaging, which can help improve your chances of success and drive more conversions. Whether you need help sourcing images and videos or creating custom visuals, Remark can help you achieve your goals and bring your landing pages to life.
Make your page mobile-friendly.
Making your landing pages mobile-friendly is crucial in today's digital landscape, where a large portion of web traffic comes from mobile devices. Here are some reasons why making your pages mobile-friendly is mandatory:
- Improves user experience: Mobile users expect fast-loading and easy-to-use websites optimized for their devices. If your landing pages are not mobile-friendly, users are more likely to leave and go to a competitor's site.
- Better SEO: Google has stated that mobile-friendliness is a ranking factor in its search engine results. A mobile-friendly site can help improve your search engine visibility and drive more organic traffic.
- Increased conversions: A mobile-friendly landing page can make it easier for users to navigate and complete desired actions, such as filling out a form or making a purchase, which can increase conversions and drive more business.
Here are some tips for making your landing pages mobile-friendly:
- Use responsive design: Use a responsive design that automatically adjusts the layout and content of your pages to fit any screen size.
- Optimize images: Optimize images to ensure they load quickly on mobile devices without sacrificing quality.
- Simplify your pages: Simplify your pages and remove any unnecessary content or elements that may slow down load times or detract from the user experience.
If you cannot make your pages mobile-friendly on your own, a marketing agency like Remark can help. Remark's team of experts can assess your current landing pages and recommend changes that will make them more mobile-friendly and improve the user experience. They can also implement these changes for you and ensure that your pages are optimized for mobile devices.
By working with a marketing agency like Remark, you can ensure that your landing pages are mobile-friendly and accessible to all users, regardless of their device.
Include social sharing buttons.
Including social sharing buttons on your landing pages can help increase visibility and drive traffic to your site. When visitors can easily share your content on their social networks, it can help spread the word about your brand and attract new visitors to your site. Additionally, social shares can help improve your search engine visibility. Search engines like Google may view a high number of social shares as a sign of a high-quality and valuable resource.
There are some statistics that support the importance of social sharing buttons for landing pages. For example, a study by BrightEdge found that pages with social sharing buttons receive 7x more social media shares than pages without them. Another study by AddThis found that adding social sharing buttons to your pages can result in an average increase of 7% in overall traffic.
Including social sharing buttons can help increase visibility, drive more traffic, and improve your chances of success. Whether you're promoting a new product, service, or piece of content, social sharing buttons can help you reach a wider audience and achieve your goals.
Monitor your page's performance.
Monitoring your landing page's performance is crucial to understand what is working and what is not and to making informed decisions about improving your pages and achieving your goals. Here are some reasons why monitoring your page's performance is imperative:
- Identify areas of improvement: By monitoring your page's performance, you can identify areas that need improvement and make changes that can help increase conversions, drive more traffic, and improve the user experience.
- Track progress: Monitoring your page's performance allows you to track progress over time and see how your pages change and evolve. This information can help you make informed decisions about your pages and determine which changes are working and which are not.
- Make data-driven decisions: Data is paramount for making informed decisions about your landing pages. By monitoring your page's performance, you can gather data about your pages and use this information to make data-driven decisions about optimizing and improving them.
Remark's proprietary RADAR (Remark Advanced Data Analytics Reporting) dashboard can simplify monitoring your landing page's performance. RADAR is a powerful tool that provides a comprehensive view of your page's performance and allows you to track key metrics, such as page views, conversions, bounce rates, and more.
With RADAR, you can quickly and easily monitor your page's performance and make informed decisions about optimizing and improving your pages. The dashboard is user-friendly and easy to navigate, so you can quickly find the information you need to make data-driven decisions about your landing pages.
By using RADAR, you can simplify the process of monitoring your page's performance and ensure that you have the information you need to make informed decisions about your pages and achieve your goals. Whether you're looking to increase conversions, drive more traffic, or improve the user experience, RADAR can help you reach your goals and succeed.