INSIGHTS - December 2018

CONNECT KND: ep. 3. Optimising Landing Pages for Search


Today I wanted to take our landing page topic to the next level. I previously spoke about landing pages that are used for individual ad campaigns and for more long-form searches on your site so you can see here are the long-form landing page. The critical thing about long-form landing pages and how we would use them within a site… usually they’re more visible within the structure of the site: we want Google to be able to search those pages so it all ties back with our on-page SEO strategy and how we structured data and how we can best position those landing pages to perform better in Google organic search then a standard home page would.

That’s the whole point of having using landing pages within within your site structure is to really target those keywords that you want to perform better for. What they work really well for is geolocation. Regional centers, regional search terms that maybe aren’t used as often but you can set up a particular landing page that has targeted keywords that are going to rank higher than your

It’s a great part of your digital strategy and it should always be something you think about.

So the landing page structure, let’s have a look at a standard page, now, this doesn’t just count for landing pages it’s a bit of on-page SEO as well at same time which is great, you can implement this on any of your pages on your website… so is here some tricks! So there’s a few elements of a landing page that need particular keywords. The keyword for here is “alignment”. Your keyword structures need to be in a particular part of each of the page to make them work best for our local search. So the first one of those is here. Now in the old days, this used to run right across on a single page and it’s the page title so the page title actually has the keyword as the first part of title.

The second if you can do it, it’s not always possible in a branded site but your domain name if it has the the keyword as well then that’s okay but I’m not really too worried about that at this point what’s actually more important is this the name of the page the that’s part of the WWW – the URL we would call it, needs to also have the same keywords that’s in the title so as part of it so keyword in the title keyword in the actual URL and then the same keyword as part of your h1 your heading one within the page that the first thing that Google scans when it goes down this path there are keywords that are specific and in alignment it’s really critical I cannot emphasize it enough and it’s great for our performance of the page you can also use one or two of these keywords in the first paragraph and then perhaps a second heading in some cases we also embed we have embedded you know Google Maps that relate to the keywords and really focus every part of that page towards search performance in organic search. Get all those things in alignment and you’ll find they will start to bubble to the surface you know much much more effective way than what a standard homepage would.