Everything You Need to Know About Landing Page Optimization
SEO promotion of a landing page involves a set of actions aimed at improving the ranking of the promo page to enhance traffic and increase monetization efficiency. Optimizing a Landing Page requires serious preparation, as one-page sites are inherently less suitable for SEO than large web platforms. Let’s find out what limitations are imposed on landing pages during SEO promotion and how to act to succeed.
Obstacles to Landing Page Optimization
Search engine algorithms operate on a rather complex scenario, relying on a whole set of diverse factors. Some “template” landings by default do not fit in, so when you start “promoting” such pages, you will have to overcome the following difficulties:
- Poor semantics: it’s unlikely you’ll be able to place all relevant, high-frequency target requests on one page, but even if you decide to do so, a search engine is 99% likely to perceive the text as spam due to keyword stuffing;
- Poor quality of backlink mass: Accumulating a backlink mass for a full-fledged site is not a problem, which can’t be said for landing pages. However, it’s possible to “gain” weight through crowd marketing mechanisms or with more quality links – outreach;
- Excessive content specification: Landings are usually created for local projects, and therefore promotion is tied to a certain region and its specific search trends;
- “Immaturity” of the domain: for one-pagers, new domain names are often used, which are significantly inferior to trusted domains in the search result;
- Commercial characteristics sag: when ranking, not only the level of filling up the web platform but also the frequency of its updates and the presence of customer reviews are considered.
At first glance, it may seem that promoting a Landing Page holds nothing but problems. However, this is not entirely true; working with landing pages has its advantages, at least because technically, much less work is required on a landing than on a full-fledged site.
6 Steps Towards Landing Page Promotion
Engage in the optimization of a one-page site by following the principles of comprehensiveness and consistency. To bring a landing to the top of the search results, it is important to carefully work through each of the aspects mentioned below:
Normalize Behavioral Factors
Put in order the metrics that reflect the behavioral trends of an average user on your site. Minimize the bounce rate and maximize the engagement rate through improving the quality and value of published content, arranging text blocks, integrating interactive practices, and thematic images, videos.
Change Regional Ties of the Web Resource
Set up regional parameters (in Google Search Console settings).
Modernize Page Structure
Ensure that the site has all necessary forms, templates, prompts, and sections. Otherwise, you’ll hardly manage to guide a potential client to performing the target action.
Check Page Load Speed
“Load time” is one of the main ranking factors, so don’t neglect such procedures as compressing JS-scripts or choosing a fast hosting.
Mobile Version
Search engines primarily index sites adapted for mobile devices. If you’re only starting to create a landing, immediately think of an adaptive version.
Think Through Ways to Increase External Backlink Mass
External optimization is just as important as internal. Improving the site’s reputation through interaction with external resources can be done by such methods as crowd marketing, outreach, interaction with influencers, etc. To simplify the task, you can use the PrFlare service.
How to Behave With Search Engines
To bring your landing page to the top of the search results, it is necessary to put maximum effort and strive to get into the “snippet” of Yandex or Google.
A “snippet” is a special search result module where the most concise and relevant information blocks are placed. Let’s take a closer look at the SERP Features that can help in promoting a landing, more specifically:
- Services (Yandex) – a free service that connects executors with clients. The function of paid promotion and certification is available.
- Directory (Yandex) – a special catalog where each tab is dedicated to a separate organization providing its detailed description. It’s important to indicate the sphere of activity, thoroughly describe contact details and pricing policy when creating your own profile.
- My Business (Google) – a service identical to the one mentioned above. This tool helps small and medium businesses establish communication with users, thus increasing loyalty, satisfaction, and other indicators.
How to Use Contextual Advertising
On one-page sites, the PPC setup algorithm is essentially the same as on large platforms. Differences may be associated only with:
- Limited functionality of the semantic kernel: promo pages are tailored for one or at most two products, so the number of suitable keywords will be limited. However, in this case, it’s better to use a couple of high-frequency keywords than hundreds of low-frequency ones.
- Lack of analytical data: upon launching a landing from scratch, the owner of the Internet platform has nowhere to take initial data on conversion and cost-effectiveness of advertising expenses. This is why it is best to choose as temporary benchmarks the average market indicators.
- Order of setting up geo-targeting: local businesses, to reach their audience, need to correctly set up targeting algorithms based on the location of potential clients.
How to Use Targeted Advertising
When intending to use this method of promoting a landing page, follow these guidelines:
- Conduct advertising campaigns within those social networks where your target audience is located. Do not try to cover everything at once, determine priority positions and direct financial and physical resources towards them.
- Segment the consumer market so that advertising has a maximum impact on the interested group of people.
- Find creative solutions for each target sector. Modern users have a sophisticated taste and to interest them, non-standard thinking is required.
- Analyze the effectiveness of the chosen advertising strategy based on key KPIs.
Final Stage – Assessment of the Work Done
If you want to improve the positions of a one-page site in the ranking and hold a place at the top in the long run, you must track changes in the web resource metrics. Monitoring analytics will be helped by such services as: Google Analytics, Yandex.Metrica, Google Search, Yandex.Webmaster, and others. These services differ in functionality, but each demonstrates high efficiency and maximum accuracy in generating research results.
Despite the fact that many experts approach landing page optimization with caution, it is quite realistic to bring such a site to the top of the search results. The main thing is to start “with a cool head”, not feeding unnecessary illusions but focusing only on facts. Also, it is important to prepare in advance for the process, formulate relevant goals and priority tasks, and make the most of all available mechanisms for evaluating the results of the work done.
