Are landing pages good for SEO?
Good search engine optimisation practices are essential for designing websites that are effective in their purpose and as visible as possible to their target audience.
The precise makeup of any SEO campaign will depend on the specific person or business the website represents. Still, there are several SEO fundamentals that every website needs to compete for valuable SERP real estate.
Unfortunately, many businesses underestimate just how much difference some of these SEO techniques can make to their overall SEO score. Landing pages are one such often-overlooked SEO tool that can make an enormous difference to a website's popularity. If you need to ask, 'are landing pages good for SEO?' you're probably not appreciating the benefits they can bring.
What is a landing page?
To properly explain the importance of landing pages in the context of SEO, we first need to establish precisely what we mean when we use the term. In the simplest terms, landing pages are the web pages that load whenever someone clicks on any piece of digital marketing.
That includes everything from links in emails to images and videos promoting a business or website.
Ideally, every piece of digital marketing you produce should link to a landing page that's been optimised for that specific piece of marketing and its intended audience.
The more generic your landing pages are, the less effective they will be. Well-optimised landing pages that are targeted effectively at your audience should prove a highly efficient means of augmenting your marketing campaigns and maximising user engagement.
Are landing pages good for SEO?
Yes. As long as they are used correctly. As with any other page on your website, if you don't adhere to good SEO practices when constructing your landing pages, they won't produce the desired results.
In fact, if you disregard good SEO practices entirely, you could find that your landing pages are doing more harm than good.
Below you will find a brief guide to good SEO practices to follow when you're designing your landing pages. If you apply the same care and attention to SEO for your landing pages as the rest of your website, you should find them a highly effective way of augmenting each individual part of your digital marketing campaigns.
Make sure search engines understand your content's structure
This is one of those SEO tips that should already be somewhat familiar with if you've managed your own SEO in the past. Structuring your content for search engines means crawler bots can rapidly read your page's content and ascertain exactly what it consists of.
The easier it is for search engines to read your landing pages, the more accurately they can index them.
Remember, this benefits you as well as the search engines. You may have some landing pages that are hidden from search engines and only visible to people who click on links within your adverts. But there are also plenty of cases where it makes sense for you to make your landing pages visible within search results as well.
You should ensure all of your landing pages contain each of the following elements:
- A short and concise keyword-focused title tag.
- Alt tags for any images on the page. These tags should describe the image to crawler bots. These tags will display if the image itself fails to load, so make sure they describe the images in the most useful possible way for your audience.
- A clear and concise meta description that will appear alongside a link to the landing page in SERPs.
- Headings to break up your content. Make sure to observe a logical hierarchy using H1, H2, and H3 tags as appropriate.
- Internal links to other relevant pages on your site, preferably using targeted keywords as anchor text.
Optimise your URLs
A good, well-optimised URL should make it clear what to expect when visiting the associated webpage.
Ideally, your URLs should also indicate how the page fits into the overall architecture of your website. Use slashes (/) to show which categories and subcategories each page falls into.
Optimising your URLs in this way will benefit both human users and search engine crawler bots. Anything you can do to make your website more accessible to a human user will also have a positive knock-on effect on your SEO.
Monitor your page speeds
Page speed is a measure of how fast your page loads. In other words, the amount of time that elapses between a user requesting the page from their internet browser and the page loading in and becoming usable.
For most websites, pages should be loading in less than a second; Google gives pages that load in less than half a second the highest scores for page speed, so this is what you're aiming for.
You should monitor page speeds for all your web pages, but make sure you don't exclude landing pages from these assessments.
Advanced landing page management
Are landing pages good for SEO? With just a little investment, landing pages should provide an excellent and efficient way of improving your overall SEO score.
However, to get the most out of them, you'll need to implement some more advanced SEO concepts. Unless you have first-hand experience with these advanced techniques, they can be difficult to implement correctly.
If you want your website to stand any chance of reaching the top of search engine results pages, you will need these techniques on your side.
To guarantee the best possible returns from your SEO, you should employ the services of a professional web design business like Clickingmad.
With our 22 years of website development experience, including several years as certified Google partners, we have provided website design and SEO services to thousands of businesses in the West Midlands and beyond.
Contact us today to find out more about our services and how we can help you get the most our of your landing pages.