A landing page is a common way through which you can quickly convert the web page visitors to either buy a product from your site or to perform an action such as giving out their email. Most businesses use paid methods of driving traffic to their landing pages such as sponsoring social media campaigns, use of Google adverts, and other savvy methods of increasing the page impressions.
But these methods have one big challenge. They are not long term and thus if you fail to convert during the campaign period time, then you have no option but to make adjustments and launch a new campaign. But there is a method which outlasts your campaign and can go on to bring more and more customers even after you have done your initial optimization work. This is through Search Engine Optimization.
The Basics of SEO
It’s crucial to learn how SEO works for you to be in a better position to benefit from it. Search engines such as Google, Yahoo and Bing are designed to help users to get the most relevant results after entering their search words on the browser tab. These search engines use complex algorithms to rank websites for specific keywords.
Once the user presses the search button, a search engine goes into the database and starts comparing different websites for their relevance against the entered keyword. This process is aided by complex ranking algorithms.
After getting the results, the search engine ranks these websites on the search results page from the most relevant link to the least relevant. If a keyword is quite competitive you will see several pages listed for the same keyword. The search engines use a caching technology to ensure that this complex process is super-fast and that you get your results within the shortest time possible.
If a certain page or a link on your website is ranked on the first page on a search engine, you are likely to get high traffic from users who click your website link. These users who visit your website can be converted to buying customers, thus increasing your business profitability. The potential of organic traffic in driving business profits is quite high. This explains why businesses are exploring various SEO packages to ensure that they get a package which delivers the best results.
Below are 4 steps which you can follow to ensure that your landing page is highly optimized for search engines.
How to drive traffic to your landing page using an SEO campaign?
1. Use of backlinks (Link Building)
Like any other part of your website, you can exploit the power of link building to drive traffic to your landing page. Link building involves the use of links on other websites which point back to your website. It’s even more important if such links are from authority websites and blogs. This process is not easy and may take quite some time to accomplish. Unless you are an expert in link building, it’s recommendable that you look for the services of an expert link building agency.
This said, you need to be careful since not all link building agencies deliver the promised results. You should check their background, the clients they have worked with, and if they have some evidence which can support their claims. Though this process takes time to implement the results are long-term. Unless the competition stiffens or the search engine algorithms are changed, your landing page will most likely continue to bring in more traffic even after the link building process is completed.
2. Keyword research and analysis
Keywords are the search phrases which users enter on the search engine tab. Different keywords perform differently and have a varied level of competition. There are online tools (Free and paid) which you can use to search for keywords and analyze their search statistics.
What you need to look for when coming up with the keyword is:
- The Level of competition-Check how many websites have used that keyword.
- The number of searches for that specific keyword.
- The relevance of that keyword on your landing pages.
Once you have collected the above data and chosen your preferred keyword(s), you need to create the landing page content which incorporates these keywords. You may as well consider coming up with long-tail keywords as these keywords have been known to attract a specific niche of people who are most likely to convert.
3. Page optimization techniques
Apart from keyword research, you need also to optimize the landing page for search engines. If you are using a WordPress environment, there are tools such as Yoast SEO which can guide you through the optimization process.
A good-optimized website will not only rank high on search engines, but provide the relevant snippets (The short content which appears below the link on the search results page) which will increase the click-through rate.
Here are the 4 areas which you can use to optimize your landing page
This is important as it helps the search engines to highlight what’s important on your landing page. It uses this information along other ranking factors to correctly rank your website. Ensure that you use the H1, H2, H3, and H4 header properly on your landing page. Ensure that these headers and subheaders have relevant keywords.
It’s not about adding keywords randomly on the landing page which will increase your page ranking. It will be completely irrelevant if the content does not solve the needs of the readers. Ensure that you offer valuable content and still craft it with an aim to convert. Doing this will bring double-edged benefits.
First, the search engines will rank your landing pages high and secondly, you will also reduce the bounce rate, which occurs when readers close the page when they find that it’s not relevant to what they were looking for.
Images are important in making the content more appealing. They are also effective in helping readers to understand the concept being explained. Search engines have also been known to serve users with relevant images when such images are effective in explaining a given search keyword. Ensure that you fill all the image information required. This information includes the ALT text, which appears when the image fails to load, the image title, and image caption.
The SEO metadata is the information which is displayed on the search engine results page. It includes the title of the page, a short snippet about the page (Meta description), and the link which points to that specific page on your website. Ensure that you fill out this information carefully. Use tools which will help you to review how your page will be displayed on the search engines and make the relevant adjustments. You can use the Yoast SEO or search online for any other relevant tool.
4. Performance analysis and evaluation
After doing the above landing page optimization techniques, you will need to continually monitor the performance of your website and make adjustments. Some of the indicators to check for include the number of visitors to your site, the conversation rate, and the amount of time taken by visitors to the page. You should also seek to know where such traffic is coming from.
There are tools which can help you achieve this. For a start, you can use Google analytics, which can help you with useful statistical data about the performance of your landing pages and the whole website.
Traffic is quite important to any online business. Organic traffic is crucial since it will continue to deliver results long after the SEO efforts have been made. The level of traffic, which can be achieved by optimizing a landing page for search engines is also considerably higher compared with the budget needed to achieve this. Use the above guidelines to drive traffic to your landing page using an SEO campaign.