The concept of the landing page is an important one when it comes to online marketing. It is a page which enables marketer to capture leads or conduct transactions with their visitors. Hence, it is a no-brainer that landing page optimization is important to attract the maximum volume of traffic. Since the optimized landing pages appear near the top of the search engine rankings, they are more likely to be clicked on by users. Using the best landing page optimization tools is important for achieving this.
Optimizing your landing page is not restricted to just search engines. If you are running a PPC campaign, you have to get your visitors to click on a certain ad or banner. This makes it different than optimization for SEO purposes. The great thing about optimizing landing pages is that you can achieve both your objectives without compromising on quality or the results. You can kill two birds with one stone when conducting page optimization by targeting both SEO and PPC.
Importance of Optimizing Landing Page for SEO and PPC
Your landing page optimisation efforts ensure that you can score big on both the SEO and PPC fronts. This means that your landing page is designed effectively for enticing visitors to perform the desired action and the keywords used are attracting more traffic through the search engines. A combined effort for optimizing landing page ensures that your visitors are directed to the landing page and not to any other part of your website where they may end up getting lost and feeling confused.
What to Do for Landing Pages Optimization
There are some practical and effective tips you can follow to optimize your landing pages for SEO and PPC. They ensure you are able to get the results you are looking for through your online marketing campaigns.
A Killer Title
The title tag of your webpage is the first thing a person sees in the search engine results or on the ads. So, creating a killer title for your landing page becomes a must. It doesn’t necessarily have to be fancy. As long as it accurately captures what the landing page contains, it works. You have to prepare the visitors for what they will see on the landing page through the title.
The design of your landing page has to be user-friendly. The visitors should be able to get around the website without much hassle. This is one of the oft ignored aspects of landing page optimization which often hurts the marketers’ campaign. The user should be able to access the other pages of the website. Sometimes the visitors want to find out more about you before performing the desired action.
Proper Content Layout
The content on your landing page should be laid out in a manner which makes it easier for the visitors to view and understand it. At the same time, you have to ensure the user-friendliness is not being achieved at the cost of search engine rankings. The content should be organized such that the crawlers on search engines like Google are able to pick up your landing page. Else your landing page’s ranking is going to take a hit.
Calls to Action
When you want the visitors to perform an action on the landing page, it is better to have several calls to action rather than just one. Having different calls to action ensures that the purpose of different visitors is fulfilled. Not every person who visits your website wants to become a customer right away. Some of them need more information before they make a decision. For them, optimizing landing pages requires you to have multiple calls to action.
Last, but not the least, you have to ensure the landing page is not heavy and loads up in quick time. Users can easily get put off or distracted if the webpage they have clicked on is taking ages to open up. Though it doesn’t directly relate to SEO or PPC, the loading speed of your landing page does impact the page optimization. It will also affect the Quality Score of your campaign so make sure you keep an eye on it.
How SEMrush Can Help You
When it comes to optimizing landing pages, you cannot ignore the importance of keywords. In fact, AdWords landing page optimization can drastically enhance your landing page’s ranking. To conduct thorough keyword research without spending much time or effort, get SEMrush. You can use SEMrush to optimize your landing page for SEO and PPC as well as a variety of other purposes. It reduces the hard work you have to put in to your campaign.
The importance of optimizing landing page is not lost on anyone. Hence, you can lose out to your competitors if you don’t do the same. Get started with optimizing your landing page for PPC and SEO to gain an edge.