It is still important to make sure your website is properly optimized for SEO. There has been a lot of talk on the internet about the demise of SEO however, the search engines do still pay attention to a properly optimized site. Choose your keywords carefully and weave them into the text. Make sure that your pages are properly labelled for instance if you are promoting pink handbags, www.domain.co.uk/index.php?123 does not really tell you what the page is about, whereas www.domain.co.uk/pink-handbags/ is much more descriptive and more likely to attract attention. It may seem obvious, but do make sure that your site is easy to navigate with buttons or links for visitors to find their way around.
When it comes to landing pages, most of the talk, tips, and advice revolves around creating landing pages for paid search. SEO landing pages, on the other hand, don’t get as much press, which is odd considering they’re twice as hard to master.
You see, unlike PPC landing pages where the lone objective is to convert, SEO landing pages must serve two masters:
- Persuade users to take a desired action (i.e., convert).
- Rank well and drive organic traffic.
Given the need to perform well in competitive organic SERPs (and to rank for a basket of keywords and keyword variations), SEO landing pages are typically structured much differently than a paid search landing page, with particular emphasis on longer-form content – a theme/debate cropping up more and more in SEO circles, especially since Google unleashed Panda.
Here’s a process for crafting phenomenal SEO landing pages that are optimized for search and structured to generate conversions.
Start by Determining User Intent
Topic selection for SEO landing pages is usually driven by keywords and search demand. It’s also critical to understand user intent behind those keywords and search queries.
User intent helps you figure out: