As with most things in life first impressions are key when it comes to search engine optimization. You can spend a lot of time and money getting a page to rank on Google, but if it doesn’t grab the attention of visitors and engage them then your efforts won’t add up to much. That’s optimizing your landing pages is so important to good SEO. Let’s look at some of the steps you can take today to start improving your landing pages.
Make sure that your landing pages are directly related to the keywords you are targeting. Some people have got it in their heads that as long as they are on Google they can basically say whatever they want on their page. After all, if Google picks up the right keywords then it’s all good right? There’s a number of reasons why this is wrong. First of all there’s the fact that Google is getting more sophisticated every day and it’s getting harder to pull off this sort of trickery. Second of all this tactic is a non starter when it comes to the sort of get organic growth that your SEO efforts should trigger. If you’re not meeting the needs of your actual, human visitors then you’re not going to see real success.
Work on your headlines. There’s an art to writing a good headline, and a good one can be the difference between success and failure. Try to get into the head of your visitors, asking yourself why they would be searching for the keyword you’re targeting. Try to identify their need and then choose a title that suggests you understand them and have a solution.
People are eager to get to the information they want and have little patience for sifting through large blocks of text. Try to break up your writing into relatively small, easily digestible bits. Try separating different concepts into different sections that you label with subtitles written in bold. This allows for easier navigation and creates a more pleasing visual effect. The easier it is for your users to navigate your page the more time they’ll want to spend on it.
A landing page is a lot like an advertisement you might find in the newspaper. There’s a reason that people have spent their entire lives studying the art and science of advertising. It’s not something you’ll perfect right out of the gate. If you want to you can spend days and even months tweaking your pages to optimize your performance. If you’re going after a high value keyword then this is exactly what you should be doing, because the end result will be worth it. You have to keep making changes and keeping track of results so that you can find the perfect page for your needs. Learn about A/B testing and put it to use and you’ll be on your way to the perfect landing page.
Google is all about giving searchers what they’re looking for, and you should be in the same business. Make it clear that you know what you want and you’ve got the solution and you’ll have them in the palm of your hands. A well designed and written landing page is one of the best things you can invest in when it comes to search engine optimization. Without those elements you’ll be working at a severe disadvantage.