With so many Google updates, landing page optimization has changed. Here’s how to improve your landing page SEO and conversions.
Google constantly updates its algorithm. This year alone, they’ve announced 12 significant updates.
But, of course, it doesn’t include the hundreds of minor updates Google has made to its search engine.
Could these updates affect the performance of your landing pages? Absolutely.
Adjusting to these constant changes is about more than just optimizing your content for the SERPs.
On December 15, I moderated a sponsored webinar presented by Mordy Oberstein, Head of Communications at Semrush.
Oberstein showed how to improve the SEO of your landing pages and increase conversions with a set of data-backed tips you can put into practice today.
Want more of the details, data, and tips from Oberstein’s presentation? Here is a quick recap of the webinar.
People are more tech aware and skeptical now, as observed with the increase in data privacy and security searches in recent years.
Similarly, Google is becoming more aware and skeptical of the content coming out.
People and search engines are looking for a good experience with real information.
However, ranking your landing pages isn’t just about the information contained on a single page.
It’s important to think about how your landing pages reflect and connect to your website, overall.
[See The Data: Site Rankings Vs. Page Rankings] Instantly access this webinar →
It’s not just about the landing pages. John Mueller has talked about how quality applies to the entire site many times.
It’s clear that Google wants to make sure that you and your visitors have an excellent site experience.
The Problem With Landing Pages: Lack Of Information & Full-Site Best Practices
As a marketer, it’s natural to look at landing pages from a conversion standpoint.
Additionally, many still think of landing pages as independent entities or orphan pages, that they’re not part of a bigger site.
That’s why the things that you usually do, or wouldn’t on your blog or product pages, you’re happy to do on landing pages.
It’s time to change that mindset.
[Solve Your Landing Page Problems] Instantly access this webinar →
The Future Of Landing Pages: Informative, Data-Driven, Consistent
Remember — users are not looking for conversions. They come to landing pages for information.
Information leads to conversions.
If your users don’t get that information first, they won’t convert.
Focus more on informing the user instead of making a sale.
In addition to proactively answering your user’s questions, brand consistency and good SEO practices will become more important.
Landing pages are part of a bigger site. Thinking about carrying your full website’s expertise, authority, and trust over to your landing pages is key.
Google can tell when you’re trying to sell instead of inform visitors — this will affect your rankings.
If you’re using product reviews, make sure there’s no push to sell something.
If you want to get more sign-ups for a newsletter, inform them — make sure you let visitors know what kind of content they’ll get when they sign up.
[Make Your Landing Pages More Informative Now] Instantly access this webinar →
Brand marketing and site perception are a part of SEO — that’s the mindset you need to adopt if you want to rank better on landing pages.
Make sure ads aren’t overshadowing your authoritative content, and be sure your brand’s content matches your user’s needs and intent.
When creating helpful, informative content for your landing pages, Semrush recommends starting with empathy. Then, begin your keyword research.
To make informative content that connects to your user and helps them decide to convert, understand:
Build that into your landing page’s perception, but don’t stop there.
Look at how your site is perceived because your content is your brand, landing pages included.
[How Does Perception Affect Landing Page Rankings?] Get instant access to the full webinar→
Usability is going to be a big differentiating factor here. The future of optimization is experience and usability.
The more small business sites I see, the fewer I see with technical SEO issues, and the more the issues lie with the content (stale, duplicated across multiple sites, incorrect, low-quality, etc). CMSs tend to get most technical things right (or “right enough”) nowadays.
— 🐄 John 🐄 (@JohnMu) February 15, 2021
Semrush learned valuable lessons about landing page SEO by analyzing more than 20,000 landing page URLs and home page ranking patterns.
[Find Out What The Data Revealed] Get instant access to the entire webinar→
Here is the presentation:
Have big campaign goals but a small staff or budget?
Learn how to improve lead quality and campaign ROI using unique inbound marketing methods that are often missed in our next webinar on April 20 at 2 p.m. ET.
Featured Image: Paulo Bobita/Search Engine Journal
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