10 Tips for SEO Landing Pages

                 Landing pages are to be optimized perfectly as URLs of these pages will be given in campaigns to drive targeted traffic. When a user clicks on search results then they will be directed to a particular page, so to optimize these landing pages we need to remember following points:

Connect with intent: This means that we have to put forward what a user expects when he clicks our site.

Resolve (initial) user query: It is our responsibility to answer their initial query.

Engage the user: Next step is that we need to send user signals to search engines.

Drive further user engagement: We need to check if there is any necessity of sending additional signals to both user as well as search engines.

         Searcher intent to site content commitment set-up can be named as “CRED”. In all the above circumstances signed in users, search query modification, Chrome browsers, “cookie users” and tool bar data supply large amount of engagement signals to search engines on how users interact on sites. So, we need to obtain most advantageous engagement situations. Following are 10 SEO steps which ensure us to add a bit of “CRED” to our SEO campaigns for making them successful. 

Connecting:

1. Is intent aligned in the primary headlines?

The very first thing any user notices in a site after he enters a page is content structure, headers, bolded elements, headlines etc. In few seconds we need to grab attention of users by immediately connecting with original search query and then we need to make it clear what the entire page is about. Content has to be created by bearing in mind that headlines, graphic headers that are obvious, short, surrounded by adequate white space and it should draw user’s attention.

2. Need to check whether content type is matching with query intent?

As users will not like to spend much time on checking the content whether what they require is present or not, it is a better option to include target queries. Within the short span of time users want to check what they expect is matching with what is present on site. If it is not present they immediately equate to a quick “back click”. Following is the example for the query “best health insurance plans for single men”.

Resolving:

3. Could users be able to answer who, what and why to perform a fast look at above the fold?

In general, users will not go through complete page at first visit but they just look at visual cues and click expectations. So, it is better to make users click through the site and ask following questions:

Is this brand apparent?

Is it noticeable what you do?

Is it clear why they should stick around?

It is our responsibility to make users believe through landing pages that our brand is obvious. By giving clear information to the users we can make them stick around and click also engage them further. Following is the example for the query “flat head screw driver”.

Engaging:

Important engagement options such as add to cart, search for categories and other options help to answer the question clearly on what is their next step. 

4. Is it clear on what is the next step for users to do on the page?

Product pages should offer buttons so that users can easily understand their next step, once they have landed on the page they need. For instance in above example we can see buttons like product description button where they can read briefly about the product and can go on to next step about specifications and so on. But, in some cases too many buttons may also confuse the user.

5. Are there any on-page modification options based on the queries required to modify?

It will be a good option to provide on-page modification options such as search functionality, related products etc. These options help user to switch to next product or category without the need to click back to homepage. Breadcrumbs, side navigation, filters, related prods, color/size selection are all practicable preferences to ease click backs and pick up onsite engagement signals. 

Driving

6. Are ‘next clicks’ consistent?

By watching user interaction on a per query basis, website owners can easily spot consistencies or insufficiency in matching of search intent to site content. If we provide with “next clicks” from landing page to core information page that user expects then user will have good experience which indirectly helps us with better potential rank ability.

7. Can they share what they have found on the site?

With the requirement of audience vs. social media, sharing of a page is different than a click through to a social page, and it should be an important button on most landing pages. Social signals play a vital role in demonstrating to users as well as search engines an approval of content.

8. Ultimately can users find the banana?

Users need to find what they require from obvious choices. That is they should not be confused that is even though if there are images or tabs but if there is no link then it just mystify the user. Below image clearly illustrates it, one with red marks are given links while green one are not linked.

Measurement

9. Have you segmented traffic by topics?

Google analytics helps us in analyzing segmented traffic to query topics. Custom segments allow us to keep an eye on performance across keyword query topics, understand topic traffic and conversion trends, and influence this data to discover the key landing pages for each topic.

10. Are you tracking first click queries for optimized pages?

Though in general the page we optimize will be a focus for the keyword queries we are expecting, custom segments by topic also suggest up approaching into challenging pages, prominence opportunities to merge similar pages, justifying potential thin content issues and improving topic significance on combined pages.

Landing pages have been historically important in seeking improved conversion rates by paid search marketers. It is essential to ensure that SEO landing pages will have CRED which bring success to SEO.