Personally, there’s nothing I enjoy more than optimising the content of a landing page. Landing page optimisation is one of those fiddly tasks however if you do your prep work and don’t go live too early you can really make it work and get your website ranking highly without doing any offsite work (considering I occassionally work as a freelance seo consultant it’s a good job I like doing it!)
A landing page is a page that’s designed to target a specific keyword or keyphrase, it’s exists to get the visitors who find it through a search query (and land on that page) to take an action. There’s a whole host of different actions a visitor could take, from buying a product, to contacting you, to enquiring about a service, to phoning you, registering, watching a video or downloading a file.
Making sure that page is optimised properly is important for a couple of reasons, the first and most obvious is that if it’s optimised well people will be able to find it in the search results, the second reason is getting the visitors on a page is only half the battle, once you’ve got them there you’ve got to get them to make an action.
What to consider when optimising a webpage
- Page title
- Heading tags
- Call to action
I always tell people that there’s only a limited amount of keywords you can optimise one page for, that means that your site has to have more pages. The thing about these pages is they can be very relevant to themselves, which means they are easier to get to rank than one page that’s optimised for a number of keywords. The number of landing you pages you need is going to depend on the number of keywords you’re going to try to target. Many businesses start with a website with 10 pages of content and rapidly evolve the site to have hundred of pages, other websites have millions of pages of content.
Landing Page Optimisation Tips
- Place the keyword at the beginning of the page title – the more competitive the term, the less likely I’d be to include any other terms in the title.
- Place the keyword and a natural variant in the meta description, put the primary keyword first if possible or as close to the start of the description.
- Place the keyword in the h1 tag – if it’s competitive only use the keyword/keyphrase
- Plase the keyword at the start of the body content
- Repeat the keyword several times throughout the body content, make sure it reads as naturally as possible however use it more than you normally would do in speach.
- Make the copy around 350 – 400 words long if possible
- Bold and italise the keyword in a couple if locations in the text
- Add an image to the page including your keyword in the alt text, preferably name the image with the keyword as well
- Link to the landing page from other related pages on your site
- Make sure you’ve got all the big social media sharing buttons on the page
Those are just 10 tips – theirs a whole raft of others however these tips are the things that most people can do using a basic content management system to get some good movement for the minimum possible input.
You’ll find seo copywriting becomes easier and easier the more you do it, however it’s not uncommon for me to write a paragraph of text then revisit it 4 or 5 times, sometimes a paragraph such as this can take as long as an hour or two to really craft, getting the most effect out of the way the words are laid down and shoehorning in as many keywords as possible without the text sounding ridiculous. Don’t rush it out, get it just about right before you get it live, I firmly believe the effectiveness of an optimised landing page depends on Google’s first contact with the page.