If you want to achieve organic rankings with the created landing pages, consider a few things. In this post, you can find out which challenges you have to face and which five tips you can use to help your website’s organic performance.
What Is A Landing Page?
A landing page is a page that is created either for a specific target group or a specific goal. In most cases, landing pages are used to implement online marketing measures. For example, as a link, target ads via Google Ads, affiliate marketing, or display them in social media channels. Such landing pages can, for example, serve the purpose of encouraging users to subscribe to a newsletter or to buy a particular product. Therefore, the main task of landing pages is to encourage the visitor traffic of a page to convert.
The intention behind this is to give users a targeted and purpose-tailored introduction. Landing pages can be used for ads campaigns and guide users to the page via Google search. How useful this depends, among other things, on the respective landing page goal. You should always ask yourself whether potential customers would look for the landing page topic. If so, then SEO optimization is worthwhile.
You will find out what needs to be considered in a moment. First of all, it is essential to understand which pitfalls should be considered from an SEO point of view.
Challenge From An SEO Point Of View
Landing pages for campaigns often exist separately from the actual website structure. This means that there is no link to the landing page on the website and that the page can only be accessed via the other marketing channels. This makes it more difficult for the search engine’s crawler to find the page and index it accordingly. If the page is not indexed, it cannot be found using the search engine. Building rankings and generating organic traffic is therefore not possible.
Another challenge is landing pages without content that is sufficiently understandable for search engines. For example, if the conversion goal is a newsletter subscription, the page will likely consist of a form and contain little text. These are not sufficient requirements for top rankings. To push a landing page organically, there are, therefore, some aspects that should be considered.
Five Tips For SEO Optimization Of Landing Pages
With these tips, you can also get landing pages to rank.
Use Keywords With Potential
When creating the content on a landing page, the texts and images must provide the user with relevant information. They feel drawn to the conversion target through the tonality and emotionality of the (visual) language.
However, from the point of view of search engine optimization, search-relevant terms must be included in the texts. Little keyword research is helpful for this to find out which search terms the target group uses to find the product or service offered.
Landing pages are also well suited to map a longtail keyword, for example, on problems or questions that may arise around the topic. Once the keyword set has been defined, the most relevant keywords should be included in the title and description and used in the headings.
No Positive User Experience Without Good Usability
Both a structured structure of the site and the targeted use of call-to-actions are essential components of good usability.
When structuring, it should be ensured that the most critical information is at the top and that this becomes increasingly detailed the further you scroll. The idea behind this is that the landing page visitors understand right from the start what the page is about and why it can be relevant to them. If the users feel addressed, they should receive more detailed information on the topic further down on the website. Need-oriented content that is adapted to the respective target group is the be-all and end-all. The benefits for website visitors should always be emphasized.
With the use of call-to-actions, visitors can be specifically guided to take the next step. This depends on the conversion goal of the page. If, for example, a specific product is offered, it makes sense to add a purchase button for the specified product in the header area and further down on the page, where the product is explained again in more detail.
If other pages also provide relevant additional information on the topic of the landing page, these should be linked.
Even if the “normal” website navigation is sometimes not shown on landing pages, it should still ensure that users can navigate to the actual homepage, for example, by clicking on the logo.
Pay Attention To Indexability. Otherwise, The Page Remains Invisible
For the landing page to perform organically, the search engine must include the page in the index. Please note the following:
- Is the page linked internally?
- If the page exists independently of the actual website, the search engine cannot find the landing page when crawling the domain. One speaks of an orphaned page.
- Is the landing page included in the sitemap?
- The sitemap can be used to tell Google which pages should be crawled and included in the index.
- The sitemap should be specified in the robots.txt.
- Submitting the sitemap to the Google Search Console can speed up indexing.
- Does the robots meta tag reflect “Index, follow”?
- The Meta Robots Tag tells the search engine, among other things, whether you want the page to be indexed.
Mobile Optimization & Fast Loading Times Should Be Standard
Both aspects are decisive for the success of the landing page from an SEO point of view and the campaign’s success via other channels such as social media or Google Ads. Both aspects can have a significant impact on performance.
If the page loading time is too slow, users will jump off before loading the page. This affects the success of implemented marketing measures. But search engines like Google also rate slow page loading times negatively, and the likelihood of good top rankings decreases. Google’s Pagespeed tool, for example, can be used to check the page load time. You can get detailed information about what is slowing down the page load time and what should be improved urgently.
The situation is similar to mobile optimization. Mobile optimization is a ranking factor, so unoptimized sites find it difficult to achieve good organic rankings. In addition, the user experience is poor if a landing page is not designed for mobile devices.
Linking & Backlinks Increase Trustworthiness
Both an excellent internal and external link to a landing page have a positive effect on the page’s rating. If a page is strongly linked internally, this gives the search engine information about the page’s relevance in the overall context of the domain.
External links show the search engine that your page has specific authority and seriousness when other websites link to the landing page—provided, of course, that the backlinks are not spammy links. Here, it is better to have fewer high-quality backlinks than many dubious backlinks.
With a few adjustments, landing pages can also be used for organic traffic. Thus the conversion target can be fueled via an additional channel without having to use more media budget.
Here are the most critical points again in brief:
- Use relevant keywords and write needs-oriented texts.
- Structure the landing page in a clear and user-friendly manner and ensure functionality.
- Make the page discoverable for the search engine to be listed in the search results.
- Optimize the presentation of the website for mobile devices and ensure that the page loads quickly.
Use both internal and external links to signal relevance and trustworthiness to the search engine.