GOOGLE SEO LANDING PAGES

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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It is the initial impression a customer finds when they visit your website. Also, a destination page/single web page on a website that warm-up potential clients. A web page is not necessarily a landing page. The landing page is usually uncluttered and has a form solely for capturing visitors’ data. It’s a valuable tool to drive traffic from search engine results pages (SERP). Mostly landing pages are being used for SEM campaigns such as Google Ads campaigns to draw particular audience example to download your eBook. When a user clicks on an online marketing call, they usually land on a Landing Page.

While on SEO Landing Pages the search engine such as Google determines its quality to decide whether to rank it high or not. It turns out SEM Landing Pages are subject to quality check by Google as well. It seems odd that Google would care about the SEM Landing Page as advertisers pay a good price. However, it’s not that easy. Even though you pay for your ads, Google doesn’t want the users to be misled in any way as Google deems it important to show high-quality ads that lead to high-quality landing pages.

Essentially, SEO Landing Pages should have CTA elements in place to offer the opportunity to convert the user. As SEO Landing Pages create much more and especially free traffic, it would be a shame if opportunities to convert the user were missed.

SEO Landing Pages.

That means that your SEM Landing Page has to fulfill the user expectation based on the ad you are showing. Google also will track the success of your SEM Landing Page. If too many users bounce off and don’t convert, Google will show your ad to fewer people as it will assume that your Landing Page is of low quality and more likely a nuisance to the user. Whereas on SEO your ranking position is an indicator of the quality of your Landing page, on SEM it’s called quality score, and can be found on your AdWords Dashboard.

Furthermore, landing pages are being created in email-campaigns as well, where the user is being led to a specific landing page created for that email campaign only. The quality of a Landing Page determines the success of an SEM or SEO campaign as the user will decide either to engage on that page (e. g. buy a product) or bounce off.

And this is why one of the most important processes during an SEM or SEO campaign is the wireframing, design and coding of a Landing Page.

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Yes, Google indexes the Landing Page you have created for your ad and determines if it’s good or not.

The Conversion Rates on SEO Landing pages are much lower than for SEM as many users are more or less interested in reading articles to educate themselves rather than in the product being advertised. High-quality SEO Landing Page generates traffic absolutely free. An SEO Landing Page that creates traffic helps to improve overall site rank on the search engine result pages.

SEM Landing Pages.

But what about the conversions?

Ever wondered why Landing Pages are applicable to SEO? Apart from improving the site ranking, you aim at converting the visitor. In the SEO world, any page on a website that has been created in order to capture traffic and is based on keyword research is considered a landing page. A blog post for instance which has been solely created to get traffic by providing interesting and valuable content for the reader can also be considered a landing page. Usually, SEO landing pages have more content such as text and images, than SEM Landing Pages. Organic pages can only rank higher when they are able to provide quality and valuable articles. An SEO landing page can’t have too many CTA elements as it would be considered spam by search engines such as Google. In order to get ranked higher, an SEO landing page has to provide something that will take away the customer’s pain.

An SEM Landing Page usually provides less or no articles but rather filled with CTA buttons, supported by trust elements such as reviews, testimonials, badges, prices, and many more. As it is paid advertisement, it doesn’t have to fear being ranked down on the search engine result pages. Providing high-quality content or/and articles is not the priority. Instead, the purpose of an SEM landing page is to convert the user as soon as possible. That’s why SEM Landing Pages look more like “salesy” so to speak.

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If users land on an SEO Landing Page and bounce off too quickly because the content is not relevant or interesting, as a result, the page will rank lower and eventually disappear from the organic search results. That’s why many SEO Landing Pages focus more on one strong, clear and quality CTA rather than an advertisement. This article, for example, is the perfect example of an SEO Landing Page. Frankly, any SEO focused landing page aims to optimize a user’s experience particularly when they visit the page for the first time.

William Sen has been an SEO since 2001 and is a Software Engineer since 1996, and has been working as an Associate Professor in Germany for the University of Dusseldorf and Cologne. He has been involved in developing custom SEO tools, large website and software projects. William has a PhD in Information Sciences and has worked for brands such as Expedia, Pricewaterhouse Coopers, Bayer, Ford, T-Mobile and many more. He is the founder of blue media.

Primary keyword = “SEO landing page”

Monitor page speeds.

Alt tag : You can add alt tags to images in HTML. These describe the content in a way that search engine bots can read. If the image doesn’t load properly due to a technical glitch, the alt tag will appear instead. A high-quality alt tag will offer a brief description of the image and its context. Here’s an example for a photo of a girl driving a car: <img src=“girl-driving-car.png” alt=“Girl driving a car on an empty highway in the day.”/>

Let Your Keyword Strategy Guide the Content.

A great place to start when it comes to optimizing landing pages on your site is to look at your homepage. For instance, Peloton provides an excellent blueprint for providing a clean, simple design that includes multiple CTAs. There are even testimonials on the page, a key ingredient for driving conversions of any product page.

Help search engines understand your content’s structure.

Images and videos : Add images and videos, which show search engines that the content is valuable. Label these files appropriately, with the primary keyword in the file name, title, and alt tag.

When it comes to your digital marketing strategy, landing pages are meant to drive conversion events. Having a webpage that doesn’t perform well in the SERPs and can’t be found is a waste of a page. You won’t get conversions through your landing page if nobody can find it. Similarly, if that page isn’t optimized to target the right audience, it’s likewise going to waste.

Slow page speed can also increase bounce rates, as users get frustrated by slow loading and click away from your site. This hurts rankings. You can use Google’s PageSpeed Insights to find out how you stack up. You can take many steps to improve page speed, such as using smaller images, reducing the number of requests your page makes, and removing redirects.

Here are some points to address in terms of structuring your landing page:

Use secondary keywords to contextualize further what your landing page is about. You should also consider semantic keywords, phrases you don’t want to rank for specifically but support the primary keyword, clarifying the search intent you are trying to meet. Semantic keywords will help your page rank better and in a more targeted manner overall.

Best Practices for Creating a Landing Page With SEO in Mind.

If you’re wondering which sites to focus your backlinks efforts on, use our Backlink Gap Tool. You can compare the backlinks for your site with up to four competing domains to uncover opportunities to pursue with your link building efforts.

Page speed is an important factor in search engine rankings. Fast loading ensures a user-friendly experience. For example, Google aims to have pages load in under a half-second. You don’t need to achieve these speeds to succeed, however. If your site loads in 2.9 seconds, it’s already faster than about 50% of the web. Get loading times down to 1.7 seconds, and you’re faster than 75% of the web.

Semantic keywords = “search engine,” “page ranking,” “blog posts”

Backlinks consist of links from other platforms to your website. High-quality backlinks from respected, authoritative, high-ranking websites will boost your landing page SEO. Link exchanges are one way to get backlinks. If you mention a statistic or fact, cite the source. You then increase the odds of them referring to your page.

Creating quality shareable content will increase the chances that others will then link to you. Examples of shareable content include infographics and noteworthy statistics. Videos are also an excellent way to share useful information in a concise and engaging manner. You can generate organic backlinks by publishing content on social media platforms like LinkedIn or content-sharing platforms like Medium.

Monitor Page Speeds.

If you aren’t sure what keywords to use, SEMrush’s keyword research tools can help. You can look up organic keywords, discover what keywords your competitors are ranking for, and even identify related keywords to ensure your content is as comprehensive as possible.

Let your keyword strategy guide the content.

The URL informs not only search engines but also viewers. Take a URL like this, for example: /landing-page/meta-description-for-landing-pages. A person can identify the general category (landing page SEO) and figure out the subcategory that this specific page addresses (meta description). Similarly, a search engine bot can tell that this page is likely the "cluster" of a larger "pillar" page.

Here are the basic best practices to follow when creating SEO landing pages:

A landing page focuses on targeted keywords you hope to rank for and always includes a call-to-action (CTA). It is typically part of a larger inbound marketing campaign, where the goal is to increase your share of total search traffic within your industry. The landing page’s defining characteristic is the form, which is designed to capture visitor information. Effective landing pages are clear and direct in hopes of providing an overall positive user experience. They don’t distract with gimmicks but funnel the user in a streamlined fashion toward a conversion event.

Pay attention to the URL used.

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