Calibrating your website’s SEO is a consistent and technical process. With search engine algorithms, user experience, marketing efforts and content creation all affecting how others see your brand via the prism of SEO, it’s a constant dance with changing times. SEO is well-known as a pervasive element; it can impact, improve or otherwise affect virtually every other element of your brand’s online strategy. When marketing products or services to your audience, you’ve probably either used or considered using a landing page to better funnel leads into conversions. While many people think about landing pages as being relevant to paid and organic marketing alone, they can also generate SEO potential. Today, we’ll discuss how you can improve your landing page SEO for better results.

Optimize and Tag

When pinging for SEO on your landing pages, many of the same rules apply. You want to carefully consider your headline – both in terms of effective SEO strategy and marketing potential. It is here that you’ll focus on crafting something that catches the reader’s eye, implies value if they follow through with the offer, and matches the original promises made by the advertisement, search result or post. In addition, be sure to optimise the URL structure of the landing page; it can be easy to forget about perfecting this element when you’re merely launching a landing page for an ad campaign. From a SEO perspective, however, URLs matter. Last but not least, don’t forget about meta descriptions for your headline, images, videos and any other on-page elements.

Never Forget Keywords

Because many landing pages are often designed for specific, non-organic search purposes, it can be easy to forget about keywords. Not only can keywords help to improve your overall SEO rankings if the landing pages are indexed, but they are a key component of proper marketing. There are millions of potential keywords and combinations to consider, but it is often recommended that you follow any existing SEO keyword strategies being used elsewhere. If, however, you would prefer to use keywords that elicit specific reactions and emotions from those who have landed on your page, then this often provides indirect SEO value as well. This is because you’ll minimise bounce rates and other negative indicators that are sent to search engines when visitors do not convert.

Use Bold Language

You want to convey a series of emotions to the reader on every landing page. This ensures more of them follow through with the call to action. However, search engines also look for bold language in the form of action verbs and statements, as they understand the value of persuasion and what people want to see. By integrating these elements into your calls to action and links (“Donate”, “Purchase”, “Subscribe”, etc.), you’ll help readers cut to the chase and improve your efforts when pinging for SEO. One last tip in this regard: do not mislead or over-promise. This can significantly reduce the effectiveness of any campaign or call to action strategy, which can actually impact SEO prospects as well.

Landing pages are powerful elements for brands. By using action words, incorporating proper tags and optimisations, and using the proper keywords, you’ll boost both SEO and user reception.