The Best Way to Optimize Your Landing Pages for Search Engines

The Best Way to Optimize Your Landing Pages for Search Engines

You’ve probably heard the saying, “A picture’s worth a thousand words,” and you know what? It’s true. A good graphic design can help you make your point quickly and effectively and allow your readers to connect with the information you’re sharing without thinking too hard.

While a picture can speak volumes, the same goes for your landing page. A well-designed page can draw visitors in and keep them interested until the point where they either A) sign up for your free trial or B) reach the end of the page and decide to find more information elsewhere. You want to ensure that when someone clicks on your product or service, they experience a smooth and easy transition from scroll to conversion.

YouTube video

With that in mind, let’s take a look at the most effective ways to design a landing page that will help you convert more traffic into paying customers.

Focus On Design

You might think the content would be the most vital part of your landing page, but we’ll tell you something different. In the eyes of Google and other search engines, the design of your page is just as important (if not more important) than the content you put on it.

Your landing page doesn’t need to look like a million bucks. You don’t need to spend much money on fancy design elements. Instead, focus on creating an appealing and user-friendly design that you can afford and that suits your product or service.

The look and feel of your page will have a massive impact on your conversion rate. You want to ensure an easy-to-understand, pleasant experience for your visitors. Additionally, you want to use web-safe fonts and easy-to-read text to ensure that anyone can take in the information easily.

Implement Schema

HTML is wonderful because it allows for virtually any formatting you can think of, but not all formatting tricks work on all websites and web pages. That’s why you should always strive to add the schema HTML tag to your page whenever possible. This tag lets search engines (like Google) know that your page follows a specific format and structure, which can boost your search engine rankings.

Why do we need to add the schema tag to our page? Well, take a look at this example:

<h2>This is the blog post’s headline.</h2>

What happens when you search for “blog post Headline”? You’ll likely see various results, some of which may be from our blog article, “Headline – The Most Important Metric for Blogs?!”

The blog post’s headline was “This is the blog post’s headline.” However, the page that Google displayed didn’t have the schema tag. Therefore, Google had to guess the headline, returning an inaccurate result. This is why we need to add the schema tag to our blog post’s headline to ensure that Google knows the actual headline.

In addition to headings, you can use the schema tag for a variety of purposes, such as defining a page’s layout (i.e., how the content is going to be arranged on the page) or adding a custom field to a form.

Use Images & Buttons

Did you know that Google favors sites with a lot of relevant content that is well-designed? That’s right, your site needs good content, and the design has to support it. A picture is worth a thousand words, and images can help you with that.

The Google Bot (i.e., the engine’s algorithm) looks at the images on your page and gives you credit for having interesting content, even if the design of your page is somewhat basic. That’s why using images and buttons on your landing page is a good idea. The Bot loves buttons, by the way, hence the popularity of call-to-action buttons like “buy now,” “Subscribe,” or “contact us.”

You can also use images to highlight specific products or services on your page. For example, if you sell cookware, you can put an image of a chef with a stack of cookware on your page.

The key is not to use too many images or make them too large. Remember, the less your page’s content is covered by images, the better. Keep things simple and ensure that the images you use work with your design and have the right purpose.

Use Video

Did you know that YouTube can rank websites higher in search engine results just because a video of your product or service exists on your channel? That’s right, video can do much of the heavy lifting when driving traffic and converting that traffic into paying customers. It’s important to note here that the video doesn’t necessarily have to be about your product or service for this to work.

However, the video can be about your product or service, but most of the content must be explanatory or instructional. For example, if you’re explaining how to use a product or service properly, you can incorporate video to help drive the point home.

Videos can be a good choice for your landing page because it’s a relatively easy way to convey information and get your point across. Additionally, videos can often be more effective than text-based campaigns when engaging with customers or potential customers. People love to watch videos of other people talking about products or services they love and respect.

Keep It Short

Have you ever been on the Internet for more than five minutes at a time? Probably not. Most people spend only so much time online daily, especially while working. The last thing you want to do is bore your audience with excessive text. Keep your page’s content to a minimum, especially toward the end. The simpler and shorter, the better.

If you want to engage your audience, use simpler words and avoid technical jargon. Also, ensure that your information is valuable and of good quality. Short pages typically receive a higher search engine ranking because they’re considered more authoritative and relevant to the search term.

Make It Easier For Search Engines To Find

Did you know that Google can’t “read” your mind? It can’t yet, so you need to make it easier for Google to find what you’re looking for. That means using keywords throughout your content and including relevant keywords in your header, subhead, and body copy. Make sure that your keywords are not too competitive and are used naturally. For example, suppose you’re the owner of a restaurant in San Francisco, and you want to attract customers from the bay area. In that case, you might want to target those customers with your keywords by establishing a blog around food, drink, and travel in the bay area.

When creating content for your business or website, you must remember that you’re also creating content for search engines. That means using the right keywords, writing in a relevant voice, and structuring your content in a way that makes sense to a robot.


About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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