I'd like to delve into the topic of landing pages and discuss how to optimize a landing page in order for it to compatible with SEO and create a higher conversion rate.
First, what is a landing page?
Landing pages, often times referred to "home pages" are designed as a separate but still related webpage to the website. It is a page that gives an overarching view of the website in its entirety and makes it an easy jumping off point for the viewer/user. (DeMers, 2015).
Why should someone optimize their landing pages for SEO?
The landing page is usually the first introduction for a user to a website from the search engine results page (SERP). Research has discovered that a user may only view three websites from a SERP and if the first three websites aren't what the user is looking for, then the user returns to the search engine and refines their keywords. So, it is important for the landing page to be as accurate and precise about it's content, and to be as user friendly as possible. If the individual does not find the information needed on the first page or at least an indication of having the information needed, most likely the user will move on from the website. This is viewed as a bounce, which is a negative indication for those keywords for the website visited.
Optimizing landing pages =higher ranking on the SERP = higher user conversion
How does a landing page achieve optimal content?
This question is a bit tricky!
Ideally, each webpage within a website's hierarchy should be content heavy with targeted keywords or phrases. Within the website the linking structure among the different webpages should link back to the landing page with all the targeted keywords or phrases emphasized. Also, any inbound links or backlinks from other websites should utilize the targeted keywords and phrases, but only to link to the landing page unless the information needs greater specificity.
What about a great user friendly landing page?
Just a quick note on a landing page having greater user friendly or website usability. It is important for a viewer to be able to extract information quickly from that website. If the user is not successful in extracting the information it is highly unlikely they revisit that website. So, it is important for a website to be easily navigable that showcases it's content into a digestible format. The mechanics in order to create a user-friendly landing page is an entirely different post, but wanted to reinforce the important of a user-friendly landing page.
(Visser & Weideman, 2014)
DeMers, J. (2015, January 7). How To Build The Perfect Landing Page For SEO Or PPC. Forbes. Retrieved on January 25, 2015 from: http://www.forbes.com/sites/jaysondemers/2015/01/07/how-to-build-the-perfect-landing-page-for-seo-or-ppc/
Visser, E. B., & Weideman, M. (2014). Fusing website usability and search engine optimisation. South African Journal of Information Management, 16(1), 1-9
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