How to SEO for Landing Pages: complete checklist! – WAU
Adopting SEO practices for Landing Pages may be exactly what you need to further optimize your conversion pages. Check out how to do this in this content!
It is impossible to talk about Digital Marketing without thinking about goals. Therefore, everyone who works in the area needs to deliver results capable of generating greater business opportunities for the company.
Having landing pages (also known as capture pages) within your Content Marketing strategy is one way to achieve this.
But first of all, you also need to know how to do SEO for landing pages.
So that you can learn today how to create amazing landing pages that reach the top positions in search engines, we wrote this article. Follow!
What are landing pages?
A landing page is a page that allows you to capture a visitor’s information through a lead form.
Thus, a visitor arriving at a landing page will be directed to a nutrition flow, that is, an email marketing action able to engage that person to the point of arousing interest in your company’s offerings.
Take an example of an LP we did about Marketing on Facebook:
And before you are wondering what makes a landing page more effective than a website in terms of capturing business opportunities?
Check out our list of reasons:
Landing pages attract more qualified traffic
Through LPs, you can get your visitors to take specific actions.
So, while a website has several sections that can distract them, a capture page allows them to stay focused on reading the content and fill out the form that will turn them into leads.
Landing pages deliver value
If your offer is of great value to your audience, they will certainly fill out the form with the contact information that your marketing and sales team are looking for.
Therefore, it is important that your landing pages are focused on topics of interest to your persona, as this will motivate your audience to visit them.
The more leads you generate from them, the greater the chances of converting into business opportunities.
Make landing pages that are short and to the point
The more time you spend your visitors on your landing page, the less likely they are to convert them into leads.
It seems contradictory, since the time spent on a website can engage your audience more, but it does not work for capture pages.
That is why, create pages that are short and to the point. If the intention is to make the person download an e-book, talk briefly about what they can do when downloading the material, followed by the form to download it. Less is more.
What is SEO?
SEO stands for Search Engine Optimization, that is, it is a set of techniques applied to websites with the aim of having a good positioning in the results of search engines like Google.
This type of strategy is essential if your business is to gain visibility on the web, have more visitors to your website and, therefore, greater chances of getting customers.
After all, having an SEO-optimized website makes it possible get top positions in Google results. This is important because 90% of people click on the results that appear on the first page.
When starting SEO actions, you will see improvements in the positioning of your page from the keywords linked to it, in addition to having more visits and conversions.
Through possible SEO:
- get lots of qualified traffic;
- boost the number of conversions on pages;
- conquer the authority status on a particular subject.
So, whatever your goal, it all starts the moment a person does a search on Google, finds you in organic search results and accesses your website.
What is SEO for landing pages?
Landing pages built using SEO techniques are optimized for search engines in order to make them attractive to the algorithms that decide which pages should or should not appear in the results.
As the capture pages are short, some people often think that it is not necessary to optimize them for Google and other search engines.
Taking into account that we see many landing pages being disseminated via paid media to achieve a short-term goal, this thought may even make sense, but it is not right.
Especially because campaigns can bring results in days or weeks, while being present in organic search results can keep your company generating leads, even after the end of campaigns, thanks to SEO.
How to do SEO for landing pages?
Now that you know how important SEO is for landing pages, let’s get to the practical part. Check here the checklist we have prepared so that you can also do yours.
1. Choose your keywords well
The keyword in focus for the landing page is the first step that must be taken. To do this, take into account the stage of the sales funnel where the persona you want to reach is at.
If it’s at the top or middle of the funnel, pages that offer guides and tips on how to do things that solve certain problems can work.
On the other hand, those at the bottom of the funnel are usually interested in knowing more about your offer, such as a description of the product or service, price, discount, facilities for making a purchase, etc.
Avoid using head tail keywords, because they are generic and making your landing page compete with more in-depth content sites and blogs is difficult.
So, bet on the words long tail that have a lower search volume, but capture more qualified visitors.
2. Develop good content for landing pages
Content is king and your landing page should be part of that reign. So, in addition to producing an incredible text that attracts your persona, it also needs to match the search engine algorithm.
So while using the right keywords at strategic points in the content is important, the main focus should be on relevance of the content to your audience and the experience he will have when reading it on your landing page.
Finally, although content with a greater number of words is more likely to have a good ranking, the same does not apply to landing pages. As we pointed out, too much text can hurt your conversion rate.
3. Link your landing pages to your content
If you have blog posts that talk about the topic on your landing page, make links to it within those contents.
After all, link building contributes to the LP’s SEO, as Google identifies that several pages are pointing it to its visitors.
On the other hand, if your intention is to generate conversion in clicks, it is suggested to make banners and insert them within the posts in order to invite the people who visit them to access your landing page and, thus, increase the chances of converting them. them.
4. Pay attention to visual content
It is essential that your landing page has a main image or video to have a greater conversion appeal. Therefore, invest part of the LP’s creation time to search for and choose good visual content.
When uploading it, don’t forget to insert the alt text that brings the main keyword, as this can help in your ranking.
Plus, choose content that loads quickly.
In the case of images, be sure to compress them using tools like JPEGmini and TinyPNG can help.
5. Use templates that are mobile friendly
According to Google, searches by cell phones outnumber those carried out via desktops in some countries.
Since Google’s goal is to deliver an increasingly better user experience, pages that are responsive to mobile devices receive a higher ranking.
As we are talking about how to do SEO for LPs, having a template that is mobile friendly is essential.
See how part of the look of an LP on mobile would look:
6. Make sure your landing page is fast
Google announced this year that sites should load in approximately 2 seconds – and do not think that this is a criterion established by Google, but, rather, by the behavior of its users.
After all, we all access Google and other search engines and one thing is certain: if a site takes a long time to load, we close it and move on to another.
When we talk about digital marketing, every second counts to hold the visitor’s attention and three seconds can be enough for you to lose it to the competitor whose landing page is faster.
To find out if your site is loading at the proper speed (especially on mobile devices), use this tool. If the result is not positive, consider using an AMP.
As you can see, developing SEO for landing pages can be challenging, especially considering that Google has more than 200 ranking criteria.
So be sure to also check out our full report on SEO trends!