If you have never heard of a “landing page” before now, you are likely a newbie in the online marketing world. As far as digital marketing is concerned, a landing page is a single web page designed solely to perform a marketing campaign.
Simply put, it is where the visitor lands once they click on a directory such as Google AdWords on search result pages or similar pages. Landing pages are also known as CTA (call to action). The makeup or design of a landing page is quite simple. This is what put landing pages in the best position to push up the conversion rate when it comes to Google AdWord campaigns.
At times there is confusion between a landing page and other web pages. To get the distinction line between these types of web pages more clearly, you need to understand the differences between organic traffic and paid search traffic.
Landing Pages and Paid Search Traffic
Whenever you hear about landing pages, have it in mind that they are designed for paid search traffic such as Google Adwords and other related platforms, being the foremost web search engine. This is the direct opposite of organic traffic, which is generated by a programmed algorithm on the search engine. It is used by owners of web space to increase conversion.
There are four components you will find a Google search result page there. They are:
Paid search results (Google AdWords)
Google featured snippet
Organic search results
Paid search results (Google shopping ads)
Paid search results such as Google AdWords and Google shopping ads are designed such that the advertisers can dictate to the search engine where the link takes users to. This way, you could decide to direct them to any home page of your choice.
Paying attention to essential landing page elements is vital to its visibility. Now, let us see some aids for optimizing your search engine landing pages.
1. Be Familiar with your Keywords
This is the first thing you should do before you get down to work on your landing page optimization. You are to determine which keyword is suitable and applicable to your site. To effectively do this, there are tools used in looking out for the most searched keywords within your site niche.
Note that when we talk about keywords, we are referring to single words like “advertising” or hyphenated words like “digital-marketing.” That is why it is essential to be careful when making a choice of keywords for your landing page such that it will be specific, yet encompassing.
An excellent way to understand how your choice of keywords will work is to put yourself in the searcher’s position. To do this, make a list of keywords you intend to use and run a search on the search engine if the results fall in line or are related to the content of your landing page. Then, you can be sure to be on your path to having an effectively optimized landing page.
2. Make Use of Impressive Title Tags
The search engine makes use of bots. Amongst other things, these bots scan though page title tags you use for your web page. To get a sense of how these tags work, you need to see it as an interviewer and your title tag as a job seeker.
In this case, you will agree that the first impression is very critical to the success of your title tags. To this end, ensure that they are punchy and not too long. In fact, make sure you do not go past 65 characters.
3. Make Use of META Descriptions as an Indicator
If you are not familiar with META description tags, you can think of it as a free signboard for the search engine results page. It is usually found somewhere below the website title and URL.
At times search engines might choose not to display your META. However, it is still best that you pay attention to it as a well-written META description, making it a message matching indicator. That way, it will draw the attention of users when search engines decide to allow it to reflect on the search result page.
4. Fine-Tune your URL
Take it or leave it, search engines are sensitive to your URL. When constructing your landing page URL, ensure that it contains at least one relevant keyword. Preferably, make sure you use your primary keyword.
Your URL might look like just an identity for your landing page. However, it might mean much more to your search engine. To this end, never forget to be choosy when picking words for your URL.
While it is vital that you use relevant keywords, it is also vital that your URL is not packed with long words. While trying to position your page within the search engine, you need to consider the users also who might want to make use of the URL details. By using a short URL, you will be helping users who want to copy from one device to another most, especially when the network is a constraint.
5. Make your Headlines Catchy
If you want an excellent lead capture, such that your landing page will be worthy of the attention of search engines, it is essential to give it a high-quality headline. When the user sees your header, it should spark a deep sense of curiosity that he won’t be able to resist reading through.
It is even more effective when you can get one or two keywords into your header. Search engine spiders are designed to identify such headlines and push them towards the first page of the search engine.
6. Choose your Content Wisely
Search engine bots are getting more and more powerful. Although they don’t really understand the words, they have the ability to read every word and fish out the keywords. To optimize a landing page or increase its visibility, you need to do more than just putting keywords in between the contents. You also need to make them stand out.
One way to do this is by modifying them, making them bold, or putting them in italics. If you find out that all these are not working out fine, you can look out for synonyms of keywords and fix them into your content. This will help bots understand what your page is about and fix it in its rightful place.
Lastly on this point, pay details attention to your call to action. Make it convincing to the highest possible degree.
7. Be Mindful of Visually Impaired BOTs
As much as artificial intelligence is being deployed into the world of search engines, it is not yet perfect.
To this end, it is essential that if you are going to be making use of images on your landing page, make sure you complete it with a short description that has the keyword embedded into it.
Landing page optimization looks like a big deal. In truth, it is. However, when you have the details of what is involved, you will find it a lot easier.
To get the best results for your landing page. You can reach out to Lead Advisors for landing page optimization. This is a good move for lead generation as you stand a chance of generating more leads up to tenfold.
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