A Landing Page is a one-page website built for the sole purpose of selling. Because of this, landing pages are often called sales pages they can perform the following tasks:
A Landing Page is a one-page website built for the sole purpose of selling. Because of this, landing pages are often called sales pages they can perform the following tasks:
Collecting leads - in exchange for valuable information, visitors leave contact information;
Attracting clients for the service;
Sale of goods;
Informing visitors;
attracting participants for various events: conferences, seminars, summits, etc.
Presentation of a new product of the company.
Due to the limited space, such Internet resources are not suitable for selling a wide range of products. They are used to attract buyers for one product or a small group.
The structure and content of the Landing Page are arranged in such a way as to keep the visitor's interest in the product and gradually reveal its value, as well as stimulate the purchase. But the effectiveness of such a site depends not only on the quality of its content. In order for a website to convert visitors to buyers, it needs to attract traffic to it.
In this article, we want to talk about one of the traffic channels that can be used for landing pages - SEO.
Is SEO Necessary for Landing Page
Creating a landing page takes much less time than developing a multi-page website. In addition, for this type of resources, as a rule, advertising channels are used, which allow attracting paid traffic to the site in a short time. Namely:
Advertisements in search results;
Targeted advertising on social networks;
Direct posting on partner sites;
Press releases in online media and blogs.
This makes the landing page an ideal tool for attracting leads and buyers in an environment where you are limited in time. But as you know, SEO does not give quick results. This tool allows you to gradually increase traffic from search, carrying out optimization work. Tangible progress comes only after 2-3 months of work.
Therefore, if you have time constraints, SEO will not be an effective traffic channel. If you plan to use a one-page page for a year or more, then optimization will help to increase its traffic.
Another difficulty with landing page search engine optimization is its size. One-page pages cannot accommodate broad semantics, and therefore are ranked by only one group of keys, which significantly reduces search traffic. But such resources are designed to work with a narrow segment CA.
Of course, it is not always possible to optimize a landing page for a specific group of popular queries. For example, if you are presenting a new product with which consumers are not yet familiar, then the frequency of queries related to its name in the search will be zero.
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Therefore, search engine optimization for Landing Page is not necessary in the following cases:
You are limited in time. For example, you created a landing page to collect applications from participants of an event that will take place in 1-2 months, advertise seasonal discounts, promotions or other offers limited in time. In this case, the need for a single page will disappear before SEO brings results.
You are promoting a new product / service without generated demand . Optimization allows you to attract to the page only those users who entered a query related to its topic. If users are not yet familiar with the product, SEO won't be able to drive traffic.
In other cases, search engine optimization is quite suitable for your selling page as another traffic channel. Let's consider the main recommendations.
One-page optimization recommendations
First of all, you should do basic work on internal optimization. Since the site is one page, it won't take long, but it will give you an edge in search rankings.
Collecting semantics
The semantics of the page determines the requests for which visitors will go to the site. All keywords that you place on the Landing Page must belong to the same group of custom queries. The choice of the group will determine the involvement of visitors and their willingness to place an order.
If you try to cover several different groups of queries, the site will not be able to get high positions in the search, as the search engine algorithms will perceive some of the page content as irrelevant. In addition, you will have to increase the amount of content, and this will negatively affect the user experience.
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It is also important not to abuse keys. Too high keyword density degrades the readability of the text, which can lead to a decrease in landing page conversion. In addition, the site may fall under the filters for over-optimization.
Styling Meta tags
Pay attention to the title and description tags. As a rule, on large sites, meta tags are generated automatically based on a template, since writing them manually for hundreds of pages is too time consuming. Landing Page consists of one page. It doesn't take long to write title and description, so meta tags can become one of your competitive ranking advantages.
Title is the title of the page that the user can see after hovering over the website tab in the browser. This heading allows search bots to more accurately determine the topic of your page. Therefore, it should include the main key from the group for which your page is optimized.
Description is a more detailed and detailed Meta tag describing the page. It is also worth adding a few keys to it, but it's important not to harm readability. This Meta tag is often used by search engines to form a snippet in the SERP. Therefore, it should attract the interest of users; stimulate them to follow the link.
Optimizing content
A lot depends on the content in the landing page. Firstly -conversion rate... High-quality selling content ensures high rates of sales or Landing Page requests. It is important that the potential client reads the page to the end, and therefore you cannot tire him with unnecessary text.
But often the position of the page depends on the volume. In order to accommodate the semantics and fully respond to user queries, detailed and lengthy SEO text is required. How to be in this case.
You can optimize the ready-made selling content of the landing page according to basic criteria: uniqueness, key density, etc. After that, simply add more detailed and detailed SEO text under the scroll, where it will not interfere with the reading of the potential client, but the most interested visitors can find it in See it for additional useful information.
Working with images
Bright, high-quality images are an essential element of almost any selling page. They better retain the user's attention and engagement, help illustrate text content, and evoke certain emotions.
But an excess of images and photos can slow down the loading of the site. Therefore, it is worth choosing the minimum image expansion, in which the human eye will not notice the loss of quality, and also using compression.
When optimizing images, it is also important to prescribe an alt tribute for each of them, and when uploading, it is better to rename the files so that their name matches the image. This will allow you to get additional traffic from Google and Yandex search for images.
Page loading speed
It is worth increasing the loading speed of your landing page even if you are not optimizing it for search. Not only positions depend on it, but also user experience: if a visitor has to wait 5-10 seconds to see the content, he will most likely leave the site.
To do this, you can:
Optimize images - choose the optimal extension and use compression;
optimize the code - first of all, ensure the loading of markup and text, and then more "heavy" content, use CSS sprites to reduce the number of requests from the browser;
Enable caching - this will help speed up loading for repeat visitors;
Add progress bars - if the speed is still low, the progress bar will help keep users on the site a little longer;
Use lazy loading - if there are too many photos and animations on the page, it is better to use this type of loading, in which the content is loaded as it scrolls.
The optimal page loading speed is 1-2 seconds. If you wait longer, you lose potential customers. In order not to slow down your site, try not to burden it with unnecessary animated elements, music and videos.
External one-page optimization
External optimization Is the most important stage of a single page SEO. The thing is that by posting content and links on other sites, you get additional sources of traffic. Users of resources linking to you may be interested in your post or article and follow the link.
The following methods are used to place backlinks:
Crowd Marketing- This is activity on forums and blogs. Crowd links are posted in comments and discussions, which looks like regular user recommendations. Therefore, such links can attract conversions.
Content marketing... This is an independent method that is often used to promote landing pages. But also through content marketing, you can get backlinks by posting articles, reviews and press releases on blogs and online media.
Earlier, buying links for promotion was quite common. But over time, search engine algorithms have learned to better evaluate a link profile and recognize resources that sell and buy links. Therefore, for external optimization, it is better not to use the purchase of links, otherwise you risk falling under sanctions.
When choosing sites for posting backlinks pay attention to the subject matter and popularity of the resources the closer the donor site's topic to yours, the better. Links from popular resources that are trusted by search engines are more beneficial than backlinks from sites with low traffic and low positions.
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