SEO
August 3, 2024
The average conversion rate for product, service, and app landing pages is only about 3%. That means for every 100 visitors you attract through SEO, you’re likely to get just 3 paying customers.
That’s why optimising your landing page for SEO is crucial, especially if search engines are your main customer acquisition channel.
But the caveat is that SEO can’t be a one-size-fits-all solution.
If you are already into SEO, you would know how SEO has never been the same. Moreover, landing page SEO is a different ball game compared to your typical blog post optimisation, even though some basics stay the same.
With ChatGPT and AI-generated content flooding the web, Google’s been shaking things up big time. The recent Google updates are all about helpfulness, and it is difficult to grow organically if you are a small business and publisher.
However, if you do things that are legitimate and lie down under the best SEO practices, you are likely to gain traction and convert more through your landing pages.
In this blog, we will look into some tips that can help you to optimise your landing page. Further, we will give you some takeaways from our experience in the past 2 years that can be icing on the cake if you are doing things right.
Landing pages come under the BOFU category of funnels meaning if a user lands on your landing page he/she is almost ready to purchase your service.
Now, it only depends on your landing page if it can convert that potential user into a real customer.
To show this page to a potential customer and to make him agree to pay for your service or the product is what SEO-optimised landing pages do.
Take for example our brand Serpple’s homepage, which is ranking for the keyword “serp alerts ranking tool” is ranking 2 in Google.
To achieve this you have to follow a simple process, which you can repeat every time with any of your landing pages.
Let’s discuss the whole process in detail in our next section
First things first, you need to know what words your potential customers are typing into Google.
You might already have a list of the main keywords you’re targeting for your landing page. That’s great, but don’t stop there. Dig deeper:
The goal is to find long-tail keywords that match what people are searching for. These are usually longer, more specific phrases. For example, instead of just “email marketing tool”, you might go for “affordable email marketing tool for small businesses”.
Once you’ve got your main keywords, sprinkle them naturally throughout your content. Don’t go overboard – Google’s pretty smart and can smell keyword stuffing from a mile away.
For long-tail keyword research, we would suggest you use Serpple Keyword Suggestion tool. This tool not only will give you long tail keywords but also will help you to give variations that you can cleverly place in your landing page.
Did you know that about 60% of all website traffic happens on mobile devices?
That’s huge! So, if your landing page looks like a mess on a smartphone, you’re in big trouble. Users will bounce, and chances are that they might never come back.
You can use a landing page builder or pre-made templates. Investing in a good website is the way to go in 2024. This not only increases the user experience but also they will remember your brand and hence a good website is a step closer to your branding.
Read More: How you can build brand awareness through SEO
Here’s another important bit: Google loves mobile-friendly pages. They use something called mobile-first indexing, which is a fancy way of saying they look at the mobile version of your site first when deciding how to rank it.
Not sure if your landing page is mobile-friendly?
Google has a free tool Lighthouse that can help you with your website’s mobile friendliness. Just pop your page in there, and it’ll tell you if you’re good to go or if you need to make some changes.
A mobile-friendly page isn’t just good for your users, it’s good for your SEO too. So, make sure your landing page looks great no matter what device your visitors are using!
Chances are that your first shot at a landing page might not hit the bullseye. And that is fine. But you can improve on it over the time with help of the data you collect through tools.
What can you test? Pretty much everything:
Here’s a pro tip: When you’re just starting, change only one thing at a time. Maybe try a different headline this week, and if that works better, keep it and test something else next time. Solve one piece at a time, this would help you to know what part of your landing page copy is working.
As you get more comfortable, you can start mixing things up more. But remember, the goal is to find what works best for your visitors and turn them into customers.
The tools you can use are:
Backlinks in 2024 are still one of the major ways to improve your website rankings. With landing pages, it becomes a little tougher, since landing pages talk about only sales and they generate no extra value.
So, why any external website would link to a page that only sells? But this is how the World Wide Web we know works.
So how do you get these backlinks? Here are some easy ways to start:
Don’t try to do everything at once.
Start with one method and stick with it. It’s like planting a tree – it takes time to grow, but it’s worth it in the long run.
Remember, search engines love to see that other people think your page is useful. The more quality backlinks you have, the more search engines will think, “Hey, this page must be pretty good!”
To make your landing page more shareable:
Building backlinks takes time, but it’s a key part of getting your landing page to rank well. So don’t skip this step!
Research shows that viewers retain 95% of a video message compared to text reading.
With the conversion rate increasing by 80% by a video, having them on your landing pages is a must.
Well, people love videos. A good video can grab attention faster than you can say “click here.”
Here’s the deal:
But here’s the kicker – don’t just throw any old video up there. Make it count:
Since these videos will go on your landing page, explain quickly what benefits one will have if they use your product or service.
Tip: You can upload your videos to YouTube, and can embed them to your landing pages. This way you will gain traction from YouTube and as well from the users landing directly on your landing pages.
Since YouTube is owned by Google, they give preferences to pages that have YouTube videos embedded in them unlike using any other video hosting platform.
Unless you’re sitting next to every visitor as they check out your landing page (which would be super creepy), you can’t know how well it’s doing. That’s where these metrics come in handy.
Tracking them can show you what’s working and what’s not. Here are the big ones you need to keep an eye on:
These numbers tell you a story about your landing page. If your bounce rate is high, maybe your page is confusing. If people are staying for ages but not converting, maybe your call-to-action isn’t clear enough. Use these metrics to keep improving your page.
There are tools you can use to track these metrics. The old-time favourite Google Analytics is the best choice. However, if you are new to the SEO and or analytics game, the learning curve with Google Analytics is hard.
We would recommend you use the Google Analytics alternative MicroAnalytics which has a simple-to-use UI/UX and an easy-to-report dashboard.
SEO for landing pages isn’t rocket science, but it does take some effort. You’ve got to do your keyword research, make your page mobile-friendly, build those backlinks, slap on a killer video, and keep a close eye on your metrics.
All this work is worth it. A well-optimized landing page is like a 24/7 salesperson, bringing in traffic and turning visitors into customers while you sleep.
So, what’s next?
Start applying these tips to your landing pages and watch the magic happen. It might take some time to see results, but stick with it.
