SEO Landing Page Best Practices

by on January 25, 2011

in Search Engine Optimization

SEO Landing Pages - Target Your AudienceCreating an inviting landing page to welcome visitors and entice them to explore your website further can be a real challenge. Whether operating an ecommerce, informational or personal website, it’s important to use best practices in an effort to minimize user discontent and your Bounce Rate. Recently, we sat down to discuss a few best practices for creating landing pages and this is what was included in our discussion.

First: What is a Landing Page?

A Landing Page is one that focuses information targeted towards a particular user, optimized specifically to encourage visitors to perform an action like:

  1. Visit Another Page
  2. Make a Purchase
  3. Register for More Information
  4. Tell a Friend About Your Website or Products
  5. Interact With You

A landing page can be an existing page which serves normal site traffic flow, or it can be a special one-off page that exists for a special purpose like paid search, SEO, affiliate marketing, email campaign or something else. If you’re still unclear, Wikipedia’s Landing Page explanation covers it too.

An SEO Landing Page Focuses on Rankings

An SEO landing seeks to achieve a good ranking in the search engine result pages and requires some special knowledge. Targeted users and marketing strategy are only a part of what may be  needed to effectively design an SEO Landing Page. Like Search Engine Optimization for any website page, a successful SEO landing page requires on-page edits and off-page tactics, hopefully executed in tandem.

A SEO landing page should be able to:

  1. Appeal to search engines
  2. Persuade a user to act

Typical Landing  Page SEO Challenges

While creating a landing page is pretty straight-forward, it’s not without some complication and it’s important to understand these challenges before starting the project. To start, a brand new page (landing or otherwise) has no inbound links or value which is a definite handicap to getting good rankings. Moreover, singular SEO landing pages have been abused by spammers, which make it even more difficult to rank. As a result, a project can take several revisions in order to achieve a reasonable ranking. In the end, like most online marketing projects persistent effort and gradual improvement is necessary to achieve success.

SEO Landing Page Best Practices Checklist

During our recent discussion, we covered a variety of best practices and here is a handful of points that we feel you may find helpful.

Determine Your Strategy – Are you going to develop a one-off landing page or use an existing one? If you need it to rank more quickly, you may want to adapt an existing page.

Stay Focused – Don’t deviate from the purpose of your page. If the purpose of the page is to have users “Buy Doghouses Online” then everything on the page should focus on this goal. Perform keyword research to optimize for 3 – 5 terms, create a distinct call to action and make sure that you have enough content to move users toward the goal.

Avoid Keyword Cannibalization -  If you already have a page targeting a similar keyword, Google may get confused and try to determine which page is the best “fit.” Trust us, don’t let Google do your thinking for you!

More is Better - More Content is Better, So Create a Substantial Amount of Copy for Better Results.

Stay Regular – Regular Updates Are Crucial & Periodic Content Refreshes Improve SEO Value.

Use Internal Linking – Use Internal Linking to Increase Authority, Improve PageRank and Get Better Rankings.

Build External Links - Share & Leverage Your Content With Blogs, Social Media and Related  Websites to Improve Popularity to the Page.

Overall, building SEO landing pages does not have to be overly difficult and we feel that using these recommendations can make it a bit easier for webmasters of all types.

What do you think? How do you do it? Please offer some feedback below.

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