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Landing Page Optimization for SEO – Build a Landing Page that Generates Leads and Sells More

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How to optimize your landing page to consistently generate leads

The primary goal of a landing page is lead generation. Simply put, it's about encouraging users to provide their contact information—primarily via email—or engage in other interactions, such as purchasing a specific product. Remember, however, that the role of such a site doesn't have to end once you've finished promoting it. Properly optimized, it can serve as an effective tool for months, or even years (!), after its launch—without the need to invest in promotion. How can you do this? We'll give you some tips.

Landing page optimization – what to remember

Properly prepared online content—not just landing pages but also blog posts, for example—can serve you well for a very long time and bring benefits like a perpetual motion machine. This is the key advantage of inbound marketing, a strategy focused on engaging customers so they actively seek out content published by a given brand. Sounds great in theory, right? But the question is how to move from idea to reality? In the case of a landing page, you can extend its lifespan by properly optimizing it for organic search. In many cases, organically generated traffic increases the likelihood of conversion up to 7 times, meaning that the website visitor will take the action you, as its creator, expect. Therefore, when creating a new landing page, it's worth ensuring it meets modern SEO requirements – so that its traffic starts to drive itself.

Landing page optimization for SEO – key principles

How to optimize landing page for SEO? You need to remember a few important rules – both technical and related to content and its structure. Here they are.
  • Create a good meta-title
Metadata, though often neglected, is actually one of the key elements from an SEO perspective. The meta title, the page title displayed in the bookmarks bar, is particularly important. While you, as a user, may not pay attention to it, Google does. Also, remember that this title appears in search results. If it's appealing enough, it will grab the viewer's attention.

What makes a good meta-title for a landing page? It should be:

  • short
It is best to keep it within 50-60 characters so that it can be displayed in its entirety in the results.
  • readable
It should contain key information about the landing page's content – ​​be substantive and informative. You can separate individual meta-title segments using the "|" character.
  • keyword optimized
It's worth including a keyword for your landing page to boost SEO conversions. Remember, the keyword should appear as close to the beginning of the title as possible – this is when it's considered relevant.
  • unique
The meta-title for a landing page should be different from that for, for example, a page with a company's offer or its business card.
  • Optimize your landing page URL
Another important SEO element is URL structure. Forget long strings of meaningless numbers and letters. Make sure it's:
  • short – the recommended URL length should not exceed approximately 65 characters (including the domain address, which means you are left with a dozen or so characters to use an attractive phrase);
  • separated by slashes, which will indicate its place in the website structure – for example, a landing page for a website with an e-book about SEO trends in 2020 might have a structure like this: http://domainname/content-marketing/SEO/trendy2020. Remember that in such a case you also need to create content for subpages at subsequent levels;
  • keyword optimized – the most important keywords should be placed closer to the left side of the address.
  • Optimize your headlines
The most important heading is the H1. The keyword used in it should be consistent with the one used in the meta title. But be careful! Using the phrase alone as an H1 can be detrimental – both for search engines and users. The landing page headline is a key draw for the recipient – ​​it must be attractive, intrigue, and attract attention, and above all, communicate the page's content. Therefore, place the keyword in a natural context – for example, in the form of a question or a typical advertising slogan. It should be as close to the meta title as possible.
  • Prepare an attractive and readable meta-description
A meta description is a page description that appears in search results below the title. It's invaluable both for SEO and as a marketing message in itself. Therefore, make sure that the page description you create:
  • have the appropriate number of characters – the optimal number is approximately 150 – 160 characters with spaces (this is how many will be displayed in the search results),
  • clearly communicate what information your landing page contains,
  • contain keywords that will further strengthen positioning,
  • was written in the language of benefits – rhetorical questions or CTAs, for example, will work well.
  • Optimize images
Although images have less value than content for search engines, properly placed images in the page code can provide SEO benefits. Don't forget that image searches using Google Images are becoming increasingly popular. That's why it's so important to follow a few principles of image optimization. Remember to:
  • give each graphic file a short, "natural" name that reflects the image's content and fits the keywords – for example, if you're uploading a photo of a restaurant, name the file e.g. restauracja_w_warszawie.jpg,
  • prepare alt-text, i.e. text that will be displayed instead of the photo, with a structure and content similar to the image name (in the example given above, the best alt-text would be "restaurant in Warsaw").
Image metadata can also be a good place to sneak in synonyms of your main keywords or variations of them.
  • Organize your page data to make it suitable for rich snippets
"Snippets," or fragments of content on a website, currently appear in search results. Of course, only if they answer a specific search query entered by the user. To increase the chances of your website's content being included in a "featured snippet," structure its content. Various bullet points and definitions work well as cited snippets in SERPs. To check if the content on your landing page meets the requirements of "rich snippets", you can use this free structured data testing tool from Google.
  • Be careful with the number of fields in your lead generation form
Let's reiterate: the goal of creating a landing page is to generate leads. To do this, you need to place a suitable data submission form on your website. It should be at the top of the page and, ideally, move as the user scrolls. Before you design and place it on your website, consider what data you will REALLY need to generate valuable leads. Do you really need: name, phone number, address, or zip code? Or maybe an email address and username will suffice. Remember: the more information you ask for, the less likely someone reading your landing page will provide it. Think about it: how willing would you be to provide all your personal information to a stranger? This issue is also important from an SEO perspective. A large number of fields in a form indicates a more negative user attitude towards the website, and consequently, a high bounce rate. This means that visitors, faced with a long form to fill out, may close the page after just a few seconds. This sends a clear message to search engine algorithms: the landing page doesn't provide valuable content, so it's not worth displaying in the results. The bottom line? Limit the number of fields in your form to an absolute minimum – this way, you'll generate significantly more leads.
  • Work on your link building
What makes a website more valuable to a search engine? A significant role in this process is played by: guide lines to landing pages from external sites. The more valuable links you have, the higher your search engine ranking. Therefore, it's worth encouraging readers to share links to your site—especially on blogs and social media. Of course, the value a landing page brings is helpful – for example, the benefits that someone can gain by providing their contact information (e.g., a specialized e-book, blog templates, high-quality graphic materials, access to a video course, etc.). But that's not all you can do. You can strengthen link building to your landing page by:
  • giving access to the promised materials (or other, additional ones) in exchange for sharing a link to the website on social media, e.g. Twitter,
  • giving the possibility of embedding the offer from the landing page on another website (by providing embed code linking to the website) – e.g. in connection with an affiliate program.
The methods presented above will significantly increase lead generation time on your landing page, bringing long-term benefits. However, these are just some of the methods you can incorporate into your inbound marketing strategy. If you'd like to learn more and implement them effectively, follow our blog or seek expert help. Landing page optimization is just the tip of the iceberg.
Summary

The above article covers the following topics:

  • How to acquire sales leads using a landing page?

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